This summer Toyota is celebrating its partnership with Cricket Australia through its latest iteration of its Celebrating Celebrations campaign… and this year, they’re doing it for the fans.
Developed by leading sports and entertainment marketing agency Gemba, the multi-channel campaign once again features Toyota’s sports-fan ambassadors Steve Curry and Dave Lawson.
The larrikin lads work alongside a host of current and past Aussie cricket legends, as they pay homage to the art of on-field celebration in a series of tongue-in-cheek video executions.
“Over the past two seasons, Steve and Dave have shown our Aussie cricketers how to celebrate in style. 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,” said Gemba’s ECD Boyd Hicklin.
The 2016/17 Celebrating Celebrations online content series features current Aussie stars David Warner, Nathan Lyon, John Hastings, Usman Khawaja and Peter Neville, as well as legendary Toyota ambassadors Glenn McGrath and Steve Waugh. It also features signature player celebrations, international inspirations as well as some high-tech innovations that only Steve & Dave could bring to the game.
Fans can 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. They can also share this season’s big moments on social media thanks to a selection of shareable cinemagraphs & GIFs featuring the likes of Khawaja’s Aeroplane, Warner’s Oh What a Feeling Jump or even John Hastings’ Double Fist Pump.
The campaign will roll-out across broadcast, print, social, digital and in-stadia from the first week of November and will continue for the long summer of cricket.
“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,” said Brad Cramb, Toyota Australia’s CMO.
“Last year we exceeded all KPIs, with over two million video views and a massive 93 per cent positive sentiment… we look forward to continuing the success this year with an even more engaging campaign and a stronger consumer focus.”
Toyota’s Good for Cricket Program
In addition to Celebrating Celebrations with the stars of the game, Toyota is continuing to support participants at a grass roots level with its innovative Good for Cricket program, which raises much-needed funds for local cricket clubs right across the country.
The main pillar of the program is the Toyota Good for Cricket Raffle, a fundraising solution that enables grassroots clubs to help themselves by selling $5 raffle tickets and keeping 100 per cent of all the monies raised. Toyota provides all the tickets, the permits, the prizes, the raffle infrastructure and even helps the clubs sell tickets through its network of National Dealerships.
Since its inception in 2012, Toyota’s Good for Cricket Raffle has raised more than $1.1 million for grass roots cricket clubs… now that’s Good for Cricket!
New to the program this year is a series of unique social content video stories, shining a spotlight on amateur cricket clubs around the country and the great things they are doing in their local communities. From WA to Tasmania, from Victoria to Queensland, these Good for Cricket feel-good stories will showcase the big dreams a small club can chase, with a little help from great corporate partners like Toyota.
Writers: Shaun Conroy & Boyd Hicklin
Art Director: Boyd Hicklin
Designer: Felix Jong
Executive Creative Director: Boyd Hicklin
Creative Producer: Jonno Durrant
Head of Client Services: Clare Stewart-Hunter
Senior Marketing Consultant: Todd Hewitt
Account Manager: Zoe Hartas
Director: Boyd Hicklin
Producer: Murray Sestak
Post Production: Trace House