Toyota GB's 2015 Sponsorship of the ECB

This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.

Toyota GB's 2015 Sponsorship of the ECB

Charlie Walter

Campaign Details

Brand: ToyotaLead Agency: Publicis Media Sport & Entertainment; Saatchi & SaatchiCountry: United KingdomIndustry: Automakers & marquesChannels used: Sponsorship - event, property, Sponsorship - mediaBudget: 1 - 3 million

Executive Summary

Toyota's ambition is to build a more powerful and more premium brand. Zenith believed that this ambition needed to extend beyond Toyota's models, to a place where it could proudly communicate its brand and its brand promise of "Always A Better Way."

Zenith began the search for a...

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