Fun to Drive
Challenge
Salt was asked to build an XM program to drive awareness & sustainment of Toyota GAZOO RACING (TGR) line up. Our goal was to highlight the rich history & showcase the performance capabilities of the vehicles while proving Toyota to be a legitimate fun to drive option in the minds of our target consumers.
Solution
Through our connections planning approach, we proved to our client that traditional XM was not the right tactic for this ask and budget. We showcased creator team capabilities and how Create for Creator programming was the right solution in this case. By partnering with 3 diverse Canadian creators in the automotive space and providing them an unforgettable 3-day all-inclusive experience in Muskoka, ON, we produced 52 pieces of unique content that was supercharged by paid media, generating 12.9MM impressions and exceeding our benchmark by 50%.
Women's World Cup
Challenge
Toyota has been a long-standing sponsor of the Women’s World Cup, but this year they wanted to leverage the sponsorship to truly help spread a strong message in support of women in sport. Our job was to come up with a unique way to engage soccer fans and showcase Toyota’s support of the games.
Solution
We came up with a content spot that could be leveraged across all of Toyota’s owned and paid channels, a narrative rooted in that one moment in every young athlete’s life that changes things forever. The moment they realize that it’s okay to dream of becoming something great. Something bigger than the school they go to, the town they live in, and the expectations put on them. This campaign was designed to shine a spotlight and celebrate and encourage those moments. The ones where dreams of soccer glory begin.
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