TOYOTA SPONSORS THE OLYMPICS WITH “START YOUR IMPOSSIBLE” CAMPAIGN

Toyota’s long-term ambition is not only to be a leading automotive brand, but also to become a leading and meaningful mobility provider. The continuing association and sponsorship of the Olympics is a huge step in that direction. The campaign, which launched this year during the 2018 Olympic Winter Games in South Korea, featured a ground-breaking concept for an automotive brand: we made a bold decision to focus on the impact of mobility rather than showcasing actual cars.

The sponsorship was a vehicle for “Start your impossible” a campaign celebrating human movement and the power of sport to challenge, inspire and unify people. In the films, leading athletes tell their stories as well as future facing technology positioned as an enabler of achieving the impossible.

The campaign was activated across 24 markets, many of which outside of the usual agency remit.
The campaign enhanced Toyota’s brand equity via increased Olympics association and shifted Toyota’s mobility perceptions and established differentiation. Toyota’s unaided Olympics sponsorship awareness doubled pre to post Olympics and nearly half of the surveyed population agree that Toyota creates better ways for people to move around.

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