Advertiser: Toyota Motor Corporation
Agency: Saatchi & Saatchi LA
Country: United States
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 ever sales and/or penetration were not key metrics.
As for our communications objectives, Toyota aimed to achieve two things with the launch of the Start Your Impossible campaign.
- Enhance Toyota's brand equity via increased Olympic and Paralympic association.
- Shift mobility perceptions of the brand by sponsoring both Olympic and Paralympic equally.