The final phase of Toyota’s ‘In Crazy We Believe’ activation of its sponsorship of the victorious Team Emirates New Zealand America’s Cup team began at the start of March with a hero spot supported by a set of team member Q&A style interviews and culminated in celebratory social posts.
The regatta’s final phase (starting on 6 March and climaxing with the win on 17 March) was activated by the auto sponsor through a 60-second spot which continued its ‘Crazy’ campaign concept focused on imagination, collaboration, innovation and crazy determination to reflect ‘true Kiwi spirit’ and to drive viewers to learn more about the brand’s backing for the team at its bespoke site.
This was supported by a series of interview-style social spots with team members including sailors Peter Burling, Glen Ashby and engineer Elise Beavis.
The brand also celebrated retaining sports oldest trophy with ‘Crazy Proud’ posts and customer ‘money back’ offers for race wins.
https://www.facebook.com/ToyotaNZ/photos/a.296216330417769/3980861821953183/
https://www.facebook.com/ToyotaNZ/photos/a.296216330417769/3983874448318587/
Comment:
The win has been a long time in coming and Toyota has backed Emirates Team New Zealand for the last 29 years.
The auto giant’s multi-phase ‘Crazy’ activation, which was created by agency Saatchi & Saatchi and featured Gnarls Barkley and Ladi6, was hubbed around Toyota’s Emirates Team New Zealand digital hub and has spanned multiple platforms (including TV, digital, social, OOH, print and experiential) and spanned exclusive videos and social content focused on celebrating stories of Kiwi innovation, guts, catastrophe, courage and ultimately belief and fronted by ambassador William Waiirua.
“Toyota has supported Emirates Team New Zealand for 29 years and over that time the team have always had the ability to use Kiwi ingenuity while turning crazy thinking and design into innovative results. For this project we wanted the same and used our partners at Saatchi & Saatchi, the production team and Ladi6 to bring a bit of their crazy magic to life and we couldn’t be more delighted with the result,” said Andrew Davis, general manager of marketing for Toyota New Zealand.
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