Toyota continues ‘celebrating celebrations’ with its latest summer cricket campaign via Gemba

Toyota Australia has launched ‘Celebrating Celebrations – The Follow On‘ to coincide with the start of the Summer of cricket via Gemba.

Last year, Toyota’s sporting larrikins Steve and Dave were enlisted to help the Aussie cricket team raise their game and take the art of celebration to the next level. From the infamous ‘Chainsaw’ to the time-honoured ‘Kiss the Coat of Arms’, the lads inspired and educated players on how to seize the moment and celebrate in style.

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Created by Gemba in association with One Green Bean and The Media Store, the 2015 campaign features a new crop of Australian cricketers along with some special appearances from cricket legends Steve Waugh, Brett Lee and Glenn McGrath.

A series of video and still content will be rolled out in an extended social media campaign, with broadcast support from the Nine Network. Steve & Dave will showcase a series of new celebrations, from ‘The Pigeon’- a Glenn McGrath-inspired number – to ‘The Cuzzy Bro’- a little something Steve has cooked up for our Kiwi neighbours.

Says Nic Lloyd, manager sponsorships, events and promotions at Toyota Australia: “Celebrating Celebrations really resonated with Cricket fans in 2014, so this year we wanted to bring it back bigger and better than ever. And who better to go completely over the top than Steve & Dave?”

Says Boyd Hicklin, executive creative director, Gemba: “Steve and Dave embody the irreverent spirit of the Aussie sports fan, and they give the Toyota brand a unique voice that resonates with fanatics around the country. Their disarming comedy combined with elite sports is a powerful platform for us, allowing the brand to deliver hundreds of pieces of real time, rich content across multiple social platforms.”

Gemba worked hand in hand with Toyota’s agency partners to deliver the creative across multiple channels; One Green Bean for social media strategy and execution, The Media Store for media strategy and negotiation, and Oakton for digital execution – website and mobile.

The campaign will run across social media, print, in broadcast and through Toyota’s internal channels.

Toyota

Senior Marketing Consultant Todd Hewitt