Background & Context
With the automotive industry entering a once-in-a-century period of profound transformation, Toyota Motor Corporation set a goal to transform itself from an automobile manufacturer to a mobility company that makes traveling unrestricted for everyone.
Campaign Objectives
In order to achieve such a transformation in these turbulent times, it was essential that internal and external parties shared a desire to work as one team.
For that reason, in addition to increasing customers and fans who buy Toyota vehicles, the company aimed to create a true cheering squad that included employees and related individuals who understood Toyota, supported Toyota...