Toyota Music Festivals

Objective

Introduce the Toyota brand and their vehicles to specific target demos in a hands-on, interactive manner that gives Toyota a greater presence in the heartland of the USA. Partner with music festival properties that provide opportunities to maintain the personality of each vehicle and continue speaking to the established youth and young adult targets. Generate opt-ins, direct vehicle and brand engagements and impressions based on activation, media and PR reach.

Strategy

Create an experiential marketing platform that generates excitement in targeted markets and induces positive connections to the Toyota brand. Execute sponsorship deliverables at strategic music festivals such as Stagecoach, Country Thunder, Lollapalooza, Outside Lands, Bumbershoot, Electric Forest, Firefly and Voodoo Experience through one-of-a-kind activations and innovative execution of concepts such as premium giveaways, in-vehicle experiences, interactive elements, sweepstakes and local promotions.

Result

Successful execution of the program delivered the desired impressions for the target demographic, thus strengthening and enhancing Toyota brand awareness. The program objectives were exceeded by generating high opt-in rates and surpassing interactive vehicle engagements by attaining over 682,000 brand engagements and over 839 million brand impressions through activation, media and PR reach.

"Confident, Great communication skills, Works great under pressure, Multitasker,Team player, Great customer service skills, Adaptable, Great manners, Problem solving skills, Loyal, Great follow through, Intelligent, Able to handle criticism, The ability to go above and beyond, Attention to detail, Adaptable...So much more...."

Tara Saremi

Saatchi & Saatchi LA - Brand Integration Group

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