Since 1937, TOYOTA has been enriching lives around the world through an unrivalled commitment to make ever-better cars. Using StoryStream, TOYOTA Europe worked to leverage their motorsport success and innovation to drive interest and excitement around their newest consumer car models.
Celebrate and amplify the success of TOYOTA GAZOO Racing
Build excitement for the launch of the new TOYOTA Supra
2018 has been an incredible year for the TOYOTA GAZOO Racing team. From a historic first victory at the Le Mans 24 Hours, to the TGR World Rally Team securing multiple wins while celebrating 40 years of legendary racing at the Dakar rally, TOYOTA motorsport activities have never been stronger.
To reflect that dominance, the TOYOTA GAZOO Racing European Marketing team partnered with StoryStream to amplify their success via their international website alongside five additional regional markets.
After collecting social content from racing teams and partners along with brand assets from central marketing, content was published through StoryStream’s Widget StoryBoards to update followers on the growing victories and achievements across the wider racing program in one energising format.
Containing both racing and general model content, TOYOTA Europe’s StoryBoards enabled the team to emphasise the link between their innovation in motorsport with that of the superior performance and build quality of their consumer cars.
Seamlessly blending two sides of the automotive landscape into one easily understood message, each page saw up to 90,000 visitors per month consume highly targeted TOYOTA Europe content.
StoryStream enables us to blend our best brand stories and racing content in a very engaging, organic way. Ultimately, the platform makes it easy to show how innovation, exciting products and unique philosophy drive everything TOYOTA does.
Marking four decades on from it’s original launch, the return of the iconic TOYOTA Supra offered the TOYOTA GAZOO Racing European Marketing team the perfect opportunity to leverage motorsports excellence in building demand for a specific consumer model.
Centering on the global Supra launch at Goodwood Festival of Speed 2018, StoryStream was used to capture the excitement surrounding the trackside unveiling and bring the very best content inspired by the launch to a global audience.
Featured prominently on homepage and motorsports sections and accessed via model pages, Supra content reflecting expert opinion, early industry reviews and consumer reaction was published across TOYOTA Europe’s international websites to maximise customer interest.
While making an impactful statement about the model’s true roots in racing, the StoryBoard displays offered a powerful way to both show and build consumer anticipation as TOYOTA Europe’s promotions ramped up in the move closer to mass production in 2019.
The results have seen more than 4,000 sports car shoppers and racing fans per month take action to learn more through a rich blend of real-time Supra content, all centralised in one key marketing location.
Promoting a new model is always challenging, there's a huge amount of activity all happening at once which can be hard to really capture and leverage in one place. StoryStream lets us do that easily while building further excitement at the same time.