Every two years the Olympic and Paralympic Games return to NBC, the world’s-largest broadcaster of the Games. Sadly, the Paralympics receive significantly less media coverage. Toyota wanted to inspire NBC to join our mission to change that. In an unprecedented move, Toyota sponsored both events equally. How? By buying media that didn't exist. This challenged NBC to increase airtime for the Paralympics. It worked. Exposure for the Games more than doubled.

Ahead of the 2018 Paralympic Winter Games, we ran the first-ever Super Bowl ad on NBC featuring a Paralympic athlete to get people excited. Then for the event itself, we increased our media investment across TV and digital platforms by far more than NBC had originally planned. This challenged NBC to increase airtime for the Paralympics to fit our media buy. It worked. In fact, exposure for the Games more than doubled.

The 2018 Paralympic Winter Games received a total of 250 hours of coverage on NBC. This included 156 hours of streaming and 94 hours of television coverage. That is a 200 percent increase compared to Sochi 2014. For the first time in history, we gave the masses an opportunity to watch and engage in the Paralympics like never before.

The Paralympic Games television coverage garnered 22MM P2+ impressions, and 4.5MM minutes of live streaming were viewed on NBCOlympics.com and the NBC app.

Toyota moved from below one percent top-of-mind association with the Paralympics in the U.S. at benchmark (ranked number 14) to be the number-two brand associated with the Paralympics during the 2018 Paralympics (approximately seven percent top-of-mind association).