UNIFED CAMPAIGN STRATEGY

THE RED THREAD. THE HUMAN SPIRIT.

ONE UNIFIED CAMPAIGN. EMOTIVE STORY TELLING.

Team USA Day as the Starting Line.

What if…We created a unified purpose-driven campaign that allows us to focus messaging, communication and activation in an emotive and transformative way?

Focused on human-centric story telling designed to explore the manifestation of dreaming, leave an attendee inspired to emotionally connect to the brand of Toyota, its athletes, and commitment to mobility.

STRATEGIC FRAMEWORK

INSPIRATION. LIMITLESS.

Create meaningful experiences that inspire mobility for all.

Drive Happiness. Create Joy. Reinforce Connectivity.

CONNECTING EVENTS

Creating a holistic strategy of a single message and thread that can connect the series of events over the course of a year in preparation for Paris 2024.

CREATIVE APPROACH

HOW WE WILL KICK IT OFF. TEAM USA DAY 2023

Meet the Team Toyota Athletes.

Stories of Dreams. We celebrate our hero’s journeys by highlighting the hunger and desire to be the best. We celebrate each athlete individually; getting to know how their dreams manifested. Humanized with funny antidotes in treatment.

How We Can Do It:

• Athletes will be introduced onto stage one at a time with a fun digital storytelling moments...focused on the 'how' and 'why' they became world-class athletes

• Team Toyota Athletes will be introduced (or re-introduced) through a fun and engaging game show style presentation modeled after Family Feud or the Dating Game

• The event will require audience participation, making it lively and memorable

  
  
  

OUR GUIDE

The Humanistic Thread

Facilitate as the front person and our guide on our Olympic and Paralympic road to Paris 2024 this person serves as our emcee for Team Toyota as well as all of our physical and digital touch points on our journey to help create consistency with story telling.

Adam Devine, Jason Sudeikis, Reggie Watt comedians know for their ability for improv are the perfect pair with Jack Hollis.

How We Can Do It:

• Our selected guide would appear physically or digitally through all of the events leading up to Paris 2024

• For the sake of Team USA Day, our guide will emcee our athlete introductions and bring added energy to the event

• At the conclusion of the event in Sequoia, he will cue an introduction of the Sports Fest set-up in the courtyard and invite Toyota Team Members to...

TRAIN LIKE AN ATHLETE.

Let’s Get Out There.

We celebrate the ability to go out there and try something new. Sports Fest uncovers your power and courage to go out there and give it your best try.

The stories from Team Toyota members are designed to inspire all of us to push past our impossible.  Let's literally do that by inviting TMNA employees to become athletes for a day...to internalize the words they've heard and use them in competition.

At the conclusion of the 'Meet the Team' event, Team Toyota athletes will invite employees out to the Sequoia courtyard where they can test their skills in various sports activations.

How We Can Do It:

• Toyota Team Members compete against one another to test their skills in our Sports Fest

• Team Toyota athletes intermingle with the participants, sharing tips, encouraging their performance and signing autographs

• Top performing teams win prizes and help increase donations to the Para Fund

TOKYO HOUSE

OLYMPIC & PARALYMPIC

MESSAGING HIGHLIGHTS OBJECTIVES

“Under this Olympic and Paralympic flag, let us reaffirm the power of sport to bring people together.” AKIO TOYODA  

Demonstrate what it means to be a mobility company

Showcase Toyota’s commitment to advancing the Olympic & Paralympic Movement

Make an emotional connection with U.S. Consumers through real-time content production and social media distribution (via Athletes & Ambassadors) 

Amplify the Toyota message through the lens of Team Toyota athletes via media interviews

Engage and excite team members by bringing the games to them 

Provide a five-star experience to all hospitality guests

TOYOTA TOKYO HOUSE

CAPTURING THE SPIRIT OF OUR ATHLETES.

While the joy of human connection will be missing from the Tokyo games, Toyota has the opportunity to take the driver seat in creating an experience back home that matches the moment. 

The Toyota Olympic & Paralympic Tokyo House in Universal Studios Orlando will be a place where Team Toyota athletes, families and fans can welcome home their loved ones and celebrate the performances and pageantry of the Tokyo games- together. 

The 2020 Olympic and Paralympic Games will go on, albeit with a very different feel for the athletes who have trained their entire lives for this moment. 

There will be no teammate bonding activities, patriotic fans cheering from the stands or family members there to greet them following their performance on the world’s biggest stage.