ARN has partnered with Toyota and The Media Store to successfully deliver the Toyota WorkHorse Workforce campaign, which reached listeners across the KIIS and Pure Gold stations nationally.
Utilising its multi-channel assets, across radio, digital, social and experiential platforms, ARN connected Toyota to small business owners across Australia, enabling four selected businesses to participate in bespoke consultations with a range of business experts across marketing, finances, and human resources.
The campaign also featured national street activations showcasing Toyota’s own HiAce through the bespoke WorkHorse Workforce experiential tactic.
Demonstrating the ability of radio assets to connect business-to-business objectives seamlessly while driving meaningful engagement, a winner was then selected from a broad field of small business entrants to the Toyota WorkHorse Workforce campaign; Georgia Irwin, owner of bakery The Kindness Echoes from South Yarra. Georgia secured a major prize focussed on building business acumen and enhancing her business capability. This included personalised mentoring support from experts in business development, a Toyota WorkHorse vehicle to the value of $50,000, plus $10,000 cash.
Irwin said: “Winning ARN’s Toyota WorkHorse Workforce competition is both life and career changing. It has given me a real hand-up and an opportunity to accelerate my business in ways I never thought were possible. A huge thank you to Toyota and ARN for taking a chance on small business and me.”
ARN Chief Commercial Officer Pete Whitehead said: “ARN’s partnership with Toyota on the Toyota WorkHorse Workforce campaign is testament to our commitment to defining audio, leading the market in creating the best audio solutions for our clients and driving impactful and relevant connections with our audiences.”
Toyota Chief Marketing Officer, Wayne Gabriel said: “The number and breadth of entries received from small businesses around the country was overwhelmingly positive. Toyota Australia are delighted to have been able to support Georgia and The Kindness Echoes, and we look forward to seeing the growth of her business with the help of the Toyota HiAce.”
Head of Partnerships & Integration at Toyota’s media agency The Media Store, Sandra Wiles said: “This partnership was a true demonstration of two brands with shared values. ARN demonstrated how they were able to activate Toyota’s proposition of ‘Making hard work easy’ as well as giving something back to local businesses by authentically connecting with their audience base, delivering value to Australian SMEs by providing them with much needed support and the opportunity to tell their important stories.”
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