Client & Asset
Toyota & AFL
Channels
Social, Digital, Stadia, OOH & Broadcast
The Idea
The 2021 Toyota Good for Footy campaign kicked off with a big brand film featuring AFL star Marcus Bontompelli and a cast of community participants and fans. The hook was simple; footy is good, but can we make it ‘gooder?’
‘Good & Gooder’ became the catchphrase of our campaign and pointed fans to our unique Good for Footy Suggestion Box. The big red box became a real and virtual ‘destination’ where fans could share ideas on how footy could be made better for all.
The call to arms was amplified via a big brand TVC, broadcast integration, stadium, social, influencers, digital, PR, print, OOH and events.
And as the ‘gooder’ ear-worm infected footy fans everywhere, the suggestions flowed in thick and fast. We picked the best suggestions and went to work. We created unique experiences for fans and participants alike, from disadvantaged kids in Melbourne to players with disabilities in WA. We helped repair a crumbling local grandstand, created new female change rooms and even installed a new siren at a country footy club.
So not only did we ‘make footy gooder’, but we also made a real dent in Toyota’s marketing metrics. In just six short months, we shifted Good for Footy program awareness and attribution 18 percentage points higher year on year and ensured that AFL fans everywhere knew it was Toyota who was behind the biggest community programs.
Toyota, Gemba and the Australian Football League. We’re good for footy.