Case Study - Brands - Marketing Communications
Community Programs
Our Challenge
Gemba was tasked with developing an integrated campaign to increase brand attribution and familiarity with the Good for Footy program
Toyota has always been good for footy, but brand attribution for the Good For Footy program remained low. Gemba was tasked with developing an integrated campaign to increase brand attribution and familiarity with the Good for Footy program, as well as to enhance Toyota’s perception as a brand that supports the community.
Our Solution
Gemba created the "Good & Gooder" campaign, showcasing the power of fan suggestions and Toyota’s passion for enhancing the game for the entire footy community.
Toyota’s strategy was brought to life through the Good for Footy Suggestion Box, which served as a means to make the game more accessible for everyone. The suggestion box provided fans with a platform to share their opinions and suggest ways to improve accessibility in the game. Gemba’s campaign ensured a clear and direct link to Toyota's commitment to being 'Good for Footy.'
Gemba created the "Good & Gooder" campaign, showcasing the power of fan suggestions and Toyota’s passion for enhancing the game for the entire footy community. The 'Good & Gooder' TVC concept was expanded into an integrated campaign that included PR, social media, in-stadium signage, OOH advertising, multiple broadcast partners, and AFL channels.
943
suggestions received
13
suggestions executed
18
percentage point increase in attribution to the Good for Footy program year on year
Partnerships
Working With Global Brands
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