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GAZOO RACING

GOING FULL MONTE CARLO WITH SUPRA.

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GAZOO RACING

GOING THE FULL MONTE CARLO WITH SUPRA.

THE CHALLENGE.

Raise awareness of the Toyota GAZOO Racing performance sub-brand and how it uses real motorsport credentials to make ever-better halo performance cars for the road

OUR RESPONSE.

We’re driven by a simple truth. To engage enthusiasts, you need to act like one, creating thrilling content that feels like the next best thing to being in the car yourself. That’s why, to help Toyota tell the tale of its performance-focused GAZOO Racing sub-brand, we tapped into our Autocar audience’s passion for epic road trips – taking users on an epic journey across France to Rallye Monte Carlo in the Toyota GR Supra.

Our route and narrative brought all the key pillars of GAZOO Racing’s brand and the halo Toyota GR Supra to life: inspired by Toyota’s 60 years of motorsport heritage, a refined long-distance cruiser on autoroutes, thrilling to drive on twisty Alpine mountain roads, and stylish in the heart of Monte Carlo. We then gave our audience an exclusive sneak peek behind the scenes with Toyota’s World Rally team, bringing the motorsport-inspired story back full circle.

On the way we told the story live with an in-depth digital blog and social amplification, while also producing a high-production video to deploy the week after our trip. It was a rich, authentic, detail-packed story.

RESULTS.

177,000 video views

68% of users in-market for a sports car

80% rated our campaign highly

80% increase in recommendation

41% increase in consideration

68% took a next-step action

rated our campaign highly

of users in-market for a sports car

increase in consideration

rated our campaign highly

of users in-market for a sports car

increase in consideration

WATCH OUR CONTENT.

“The Toyota GR Supra is not a car you choose to blend in, so we wanted a campaign that stood out. Blending Haymarket Automotive’s passionate audience and Haymarket Automotive Studio’s quality content, this campaign showcased the Toyota GR Supra in all its glory – helping our target audience go deeper into the GAZOO Racing story with a campaign that delivered measurable increases in awareness and consideration.”

Emma Johnson, Toyota GB Marketing Communications