Toyota Dream Build

Four Drivers.
Four Builds.
One Dream.

Toyota Motor Sales (TMS) and Saatchi & Saatchi endeavored to amplify and multiply Toyota’s efforts at SEMA. Capturing the engagement of general consumers as well as enthusiasts was key, especially with the consideration that SEMA is a trade-only show with no general public in attendance.

GAC was selected as the Tier 1 supplier to lead all creative development and execution. Four Toyota-sponsored drivers (two NASCAR and two NHRA) were selected to have a "build-off" where fans had the opportunity to decide the winner. The winner’s charity of choice was then awarded a $50,000 prize.

Toyota Dream Build

GAC served as the centralized point of contact for departments such as Engagement Marketing, Toyota Racing, Corporate Communications, Social Media,, CAD/TRD, Toyota Technical Center, SEMA, Saatchi & Saatchi as well as George P. Johnson.

GAC produced vast amounts of engaging content including:

  • 20+ episode reality series
  • More than 1,000 pieces of social media
  • 15+ press releases and editorial stories
  • Development of all-new Facebook app
  • Development of voting app
  • Nine vehicle full still and video studio shoot
  • Pre-SEMA media event staged at Toyota Museum
  • Video montages for six show floor screens
  • Social media best practice guides for teams, charities and partners
  • Integration with partners such as Bass Pro Shops, JBL, Matco Tools, Patron, etc.
  • Ultimate Fishing Tundra episode

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