We were challenged to develop a campaign to launch the all--new Toyota GR86 for sports car enthusiasts. This car has a reputation and beloved lineage in the enthusiast world, so we had to tap into that to communicate how this car's track-tuned performance brings out one's inner racer. It's definitely not the most powerful sports car on the market, but it is super fun to drive. It challenges the driver, pushes their driving skill and comes alive in the corners, making it ready for the track, and the road.

Free-Wheeling Fanatics: skewing male, aged 22-45

HHI: $60k+. Young, often single or married without kids.

They revel in the freedom of doing what brings the most excitement whenever and wherever they want. They’re drawn to immersive, all-consuming experiences that feed their primal need for adrenaline. They throw themselves into their passions like games, cars, sports and style, searching for an everyday remedy to quench their addiction for thrill.

In the saturated world of automotive advertising, our audience of passionate performance enthusiasts appreciate authenticity above all else. So, we developed our campaign from start to finish with our target audience in mind, with the goal of creating the biggest impact with them, in a way that felt authentic, relatable and extremely memorable. We tapped into this niche enthusiast culture using popular professional drift drivers, a cult anime classic and executions that were centered around developing performance driving skills.

All media drove people to the GR86 model page on Toyota.com. We reached our audience across relevant channels, including programmatic, general media, Facebook, Instagram, Twitter, Reddit, Twitch, TikTok and Pinterest.

Since its initial launch, the GR86 FasterClass Page has generated 558,921 total visits and an average of 4,819 daily visits. This campaign contributed to a 326% increase in quarterly sales for the GR86. Across digital channels, the campaign served over 428M impressions.