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Toyota - In Crazy We Believe

In 2020 the world’s most historic sporting competition saw a couple of iconic brands, TVNZ and Toyota, team up to break tradition by engaging a non-traditional online viewing audience.

Our biggest challenge was complicated – the sport itself. We needed to engage audiences before the America’s Cup to get them onboard, but to do that we needed them to understand the rules. To break tradition, we created a new and unique, entertaining and informative way to integrate content into and around the coverage to balance the elite culture of the event as well as to provide viewers engaging content which was fun and innovative. The Goal ‘To Edutain.’

Introducing William Waiirua, our untraditional surprising commentator. Social media icon, Toyota ambassador and rovingreporter, William was our circuit breaker across a collection of content campaigns on TVNZ+, TVNZ and Toyota’s social, and the coverage itself (including TVNZ LiveStream), bringing his own unique brand of journalism to the Auld Mug. getting the inside scoop on all the big moments before and during the Americas Cup.

Who said sailing was a little boring and just for the elitists? Not New Zealand’s audience as the results of this campaign sailed us to new horizons, with broadcast and online viewership of the Cup increasing with high engagement across social and #1 brand association for Toyota, demonstrating  innovation that future proofed Toyota as a brand of the future.