30/11/2016

Toyota’s 3rd Cricket Australia ‘Celebrating Celebrations’ Invites Fans To Share The Jubilation

November sees Toyota launch of a new summer, multi-channel campaign activating its Cricket Australia partnership that features players and fans pay humorous homage to the fine art of on-field celebrations.

 

Developed in harness with sports and entertainment agency Gemba and led by a fresh set of comic spots, this is the latest iteration of the auto brand’s ongoing, award-winning ‘Celebrating Celebrations’ campaign and sees the return of Toyota fan ambassador duo Steve Curry and Dave Lawson.

 

The two Aussie supporter endorsers front a campaign that also stars a team of Australian past and present cricket icons: including David Warner, Nathan Lyon, John Hastings, Usman Khawaja and Peter Neville, plus legends like Glen McGrath and Steve Waugh.

 

The brand faces, alongside an impressive line-up of current and former players all kick-off the activation by fronting a set of assets running across broadcast, print, social, digital and in-stadia that that began rolling out wwith a debut spot during the first week of November to coincide with the start of the home summer series against South Africa.

 

 

The full series of spots are hosted on the brand’s ‘Celebrating Celebrations’ web hub at http://www.toyota.com.au/cricket/celebratingcelebrations, while a deep set of content pieces running across the sponsor’s social sites each of which can be deployed to coincide with a relevant piece of real-time action on the field of play during Australian matches.

 

 

 

 

 

 

 

Some even have the sponsor brand front and centre.

 

 

There are even specific live-tweeting instructional assets.

 

 

The campaign also appeals to and encourages fans to get in on the action using the hashtag #OhWhatAFeeling.

 

While the first two seasons of this campaign seasons were primarily focused on showing Australian cricketers how to celebrate in suitable style, the aim of this third wave of work aims to ‘inspire the nation to embrace the art of celebration and share the “Oh What A Feeling” moments all summer long’.

 

Fans are incentivised to get involved by sharing their own celebration selfie on Instagram or Twitter during international matches or Big Bash League games for the chance to win a host of prizes – including a ticket giveaway.

 

 

Supporters are also able to share the summer 2016/17 season’s big moments on social media via a selection of shareable cinemagraphs and GIFs like Warner’s ‘Oh What a Feeling’ Jump

 

 

and John Hastings’ Double Fist Pump.

 

 

The wider campaign runs in parallel with the car company’s ‘Good For Cricket’ community focused, cause-led activation strand.

 

At the core of this program is the ‘Toyota Good for Cricket Raffle’: a neat, brand-created fundraising drive template that allows local clubs to sell $5 raffle tickets and keeping 100% of all the money raised.

 

Toyota itself provides the tools needed for the raffle: from the tickets, the permits, the prizes and other raffle infrastructure.

 

Furthermore, the auto sponsor also helps clubs sell tickets through its own national dealership network.

 

The new 2016/17 promotional pieces and activation of the grass roots phase aims to shine the spotlight on the charms and challenges of great community cricket clubs across the country: from the flat, hard wickets of Western Australia, to the lush outfields of Tasmania, and from regional Queensland to the suburbs of Sydney.

 

Essentially, each video tells a story about how clubs have used funds raised from the ‘Good for Cricket’ program to improve their lot and provide locals with a chance to play the game.

 

 

 

As well as running on Facebook and online at www.toyota.com.au/cricket/goodforcricketstories, the films will also air in-broadcast and in-stadia through the summer.

 

Since it began back in 2012, the Toyota ‘Good for Cricket Raffle’ has generated in excess of $1.1m for community cricket clubs in Australia.

 

‘Over the past two seasons, Steve and Dave have shown our Aussie cricketers how to celebrate in style,’ explains Gemba executive creative director Boyd Hicklin.

 

‘Now they are hoping to inspire the nation by inviting the public to share their own ‘oh what a feeling!’ cricket moments all summer long with our Celebration Selfie competition.’

 

‘For the past two summers, Toyota’s Celebrating Celebrations campaign has been incredibly successful, generating huge social engagement and creating conversations between fans, players and the Toyota brand,’ adds Toyota Australia chief marketing officer Brad Cramb.

 

‘Last year we exceeded all KPIs, with over two million video views and a massive 93% positive sentiment… we look forward to continuing the success this year with an even more engaging campaign and a stronger consumer focus.’
‘Celebrating Celebrations’ was developed with a Gemba team spanning writing, art direction, design, production and client servicing that includes Shaun Conroy, Boyd Hicklin, Felix Jong, Jonno Durrant, Clare Stewart-Hunter, Todd Hewitt and Zoe Hartas.

 

Production and post production was handled Woolshed and Trace House.

 

Comment

 

There are so many reasons why both this year’s ‘Celebrating Celebrations’ and the previous iterations of the campaign (see case study) impress us.

 

It’s not just the neat way it dovetails its endorsers (stars of the current team and legends from the past) with fans themselves, or for its country and cricket culture understanding, but it also presses several sports sponsorship hot buttons simultaneously – including real-time and property-relevant assets, customisable consumer pieces, self-help community cause tools.

 

But don’t take our word for it – the awards and the results speak for themselves.

 

Links

 

Toyota ‘Celebrating Celebrations’ Web Hub:

http://www.toyota.com.au/cricket/celebratingcelebrations

 

Toyota ‘Good For Cricket’ Web Hub:

www.toyota.com.au/cricket/goodforcricketstories

 

Toyota Australia Website:

http://www.toyota.com.au/

 

Toyota Australia YouTube:

https://www.youtube.com/user/ToyotaAust

 

Toyota Australia Twitter:

https://twitter.com/toyota_aus

 

Toyota Australia Facebook:

https://www.facebook.com/toyota.aus

 

Gemba Web:

http://thegembagroup.com/

 

Cricket Australia YouTube:

https://www.youtube.com/user/cricketaustraliatv

 

Cricket Australia Twitter

https://twitter.com/CricketAus

 

Cricket Australia Facebook:

https://www.facebook.com/cricketcomau

 

Cricket Australia Instagram:

https://www.instagram.com/cricketcomau/

 

Cricket Australia Instagram:

https://www.instagram.com/cricketcomau/



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