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B&T > Media > Toyota Celebrates Its Marketing Campaign With Cricket Australia
Media

Toyota Celebrates Its Marketing Campaign With Cricket Australia

Andrew Condon
Published on: 9th April 2015 at 3:06 PM
Andrew Condon
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In the wake of Australia’s World Cup triumph, Toyota is toasting the success of its ‘Celebrating Celebrations’ marketing campaign. The adverts, which played throughout the Cricket World Cup broadcast, were rolled out across Facebook, Twitter, Instagram and Vine.

‘Celebrating Celebrations’, created by The Gemba Group, was a series of online videos and photographic ‘tutorials, featuring Stephen Curry and Dave Lawson teaching famous Australian Cricketers on ‘how to take their on-field celebrations to the next level.’

https://www.youtube.com/watch?v=53LSi1LqNrI&list=PLxHt0j7_5DqX9VvSwE5BNLVOOc9JPnAV-&index=1

‘Celebrating Celebrations’ smashed its internal KPIs, driving over two million video views, while the best-performing Twitter post achieved a 14.5 per cent engagement rate versus an average Toyota engagement rate of 3.19 per cent.

Toyota manager sponsorships, events & promotions Nic Lloyd said: “The results speak for themselves and prove that a well-conceived real-time strategy, efficiently executed, can have a profoundly positive effect on your brand.”

Cricket Australia digital commercial manager Scott Weekley said: “Toyota’s Celebrating Celebrations content was easy for us to amplify because it was strongly connected to cricket and was of a high quality. The campaign was well-received by our fans because it was timely, relevant and complemented our internal content.”

Gemba director and head of marketing Andrew Condon said: “Our goal was to embed Toyota in legitimate fan conversations throughout the cricket season, which we are really proud to have achieved so emphatically.

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By Andrew Condon
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A highly motivated,achievement oriented and respected sponsorship specialist with sport and entertainment marketing experience in the Airline, Insurance, Sporting Goods, Alcohol, FMCG, Telecommunications and Financial Services categories across both Australia and NZ. After 10 years working in marketing leadership positions with Canterbury and Lion I ventured agency side to use my skills in strategy development, negotiation, activation planning and implementation and people development to deliver client projects. Opening and managing the Sydney office for the highly regarded Sports Marketing Agency; gemba Group I have led the delivery of strategy, negotiation and activation projects for Lion Nathan, Telstra, Bigpond, Coca-Cola, Powerade, Coca-Cola Amatil and Macquarie Bank Following 2 years with gemba in September 2009 I founded the Australian operation of M&C Saatchi Sport & Entertainment, a creative communications company specialising in sport, music and film sponsorship exploitation. During his tenure the agency succesfully pitched for Qantas, Commbank, PepsiCo, GWS Giants, IAG and Skins. Our work for these clients has been recognised with AMI and B&T sponsorship awards for the Qantas Grand Prix and Pepsi Max V8 Supercars projects. In 2012 my achievements were recognised when I was included in B&Ts Top 40 under 40 marketers. In March 2013 I returned to gemba to lead the Entertainment Marketing team – a team of 23 that helps many of Australia’s biggest and best brands shape, manage and leverage their investments in sport and entertainment. This team counts Toyota, Coca Cola, Lexus and Telstra among its clients, and was recently appointed by the Federal Government to manage the sponsorship portfolio of the Australian National Preventative Health Agency (ANPHA).

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