Built from the insight that the best way to make anything better is to go to the front line and ask the people closest to the action for their ideas, the Toyota Good for Footy Suggestion Box aligns with the brand’s own Genchi Genbutsu philosophy of going directly to the source.
“The idea behind this way of thinking, not only for the Toyota Good for Footy Suggestion Box, but for our organisation as a whole, is that in order for a product, process, or experience to be enhanced, then we need to hear suggestions firsthand from those who live and breathe it – in this case, the football community – in order to discover what changes they would consider most valuable, ” said Toyota Senior Manager Marketing Integration Tim Stuckey.
‘Good & Gooder’ showcases the power of fan suggestions and Toyota’s passion to make the game better for the entire footy community. From uniforms designed specifically to fit female players to better lighting of community footy fields, from big-screen viewing events in regional areas to a cheeky wish for a husband upgrade, the Good & Gooder campaign puts the voice of fans at the heart of the conversation to ask how Toyota can make footy more accessible for all. Whether you play it, watch it, coach it or just love it, Toyota wants to hear fans’ suggestions – and will ensure the very best get brought to life.
“Together with Toyota, we have created a tongue-in-cheek ‘grammatical error’ designed to grab a chunk of attention for the Suggestion Box. ‘Gooder’ is the kind of earworm we hope might slide into the footy fan vernacular, and get fans thinking about how they can be part of making the game better for everybody,” said Gemba Executive Creative Director Boyd Hicklin.
The campaign will increase awareness of Toyota’s Good for Footy program, which has proudly supported Australian Rules football from the grassroots to the elite for more than a decade, and has raised more than $7 million dollars for local footy clubs across the country.
The campaign will be leveraging the AFL’s stadium big screen, digital, social, OOH, broadcast and in-stadium assets.
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley
Senior Sponsorship Coordinator: Sahitian Rajendran
Events and Promotions Coordinator: Kelly Galvez
Lead Agency: Gemba
Senior Account Director – Bridget O’Sullivan
Account Management – Sascha Webster and Emme Richardson
Executive Creative Director – Boyd Hicklin
Creatives – Nathan Davoli, Matt Smith and Rocky Ranallo
Agency Producer – Alexandra Longbottom
Graphic Designer – Honey Terrill
Planning – Adam Hodge and Laura Wrigley
Director – Christopher Nelius
Executive Producer – Corey Esse
Producer – Kate Merrin
DOP – Liam Gilmour
Stills Photographer – Chris Hillary
Offline – Tm Parrington / Arc
Sound – Craig Conway / Final Sound
Online – Chris Betteridge / Arc
Grade – Martin Geer / Arc
Media: The Media Store
Social: Red Havas
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