Toyota Motor Corporation: Nbc + Paralympics

Toyota, the automotive brand, influenced the coverage of the Olympic and Paralympic Games to ensure they were equal in US broadcasts.

Campaign details

Advertiser: Toyota Motor CorporationBrand: ToyotaAgency: Saatchi & Saatchi LA Country: United States

Objectives

To launch a future beyond cars, Toyota, the worlds largest automaker, created a global campaign that didn't feature any.

In the context of an evolving industry and new competitive set, the campaign repositioned Toyota as a mobility leader while connecting the brand's vision with the pinnacle of human movement: the Olympic and Paralympic Games.

Commercially, Toyota's goal was to use the Olympic and Paralympic platform to increase shareholder value.

As a brand building campaign, for the first time...

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