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