With the Paris 2024 Olympics in action, Mediaweek is catching up with the standout brand partners powering the Summer Games to hear first-hand from their marketing guns about running campaigns on the world’s biggest sporting stage. Today, we’re with Vin Naidoo, chief marketing officer of Australian Olympic and Paralympic Team partner and Nine Olympic broadcast partner, Toyota.
What does being an Olympics partner mean for Toyota?
When the Olympics and Paralympics come around every four years, the whole nation gets behind the cause. As a local and global sponsor, the Paris 2024 Olympic and Paralympic Games provide a moment when the eyes and ears of the nation are firmly on our brand. It’s an opportunity to show Toyota’s support and tell everyone our stories in a highly relevant context.
Walk us through your campaign for the Olympics. What are the key elements and what inspired the creative direction?
At an overarching level, our Every Step Matters platform is a guiding principle that underscores the significance of each action, decision, and effort in the journey towards profound transformation. Toyota recognises that transformation is comprised of many purposeful steps. Each decision is aimed at enabling Australians to positively impact the future.
At Paris 2024, Toyota’s campaign idea is to recruit an exclusive team, comprised of absolutely everyone – ‘Team Everyone’. We’re not leaving anyone behind, because the journey to Paris is bigger than any of us. Bigger than the elite athletes striving for gold – it belongs to everyone.
Team Everyone is a powerful concept as part of this platform that recognises the collective potential of individuals, communities, and organisations to drive positive change in the world.
What objectives did you set out to achieve with this campaign?
Overall, we aim to amplify stories of everything that goes into the Olympic and Paralympic Games – celebrating all levels from elite athletes to local communities. We are showcasing the many ways Toyota supports Australian Olympic and Paralympic Athletes on their journey to Paris to achieve their dreams, and how the communities back home benefit.
What is the weighting of your media mix, and what has driven this decision?
Toyota Australia’s media buy involves an entire ecosystem including broadcast, digital, audio, and publishing.
Is FTA TV coverage an important part of the campaign?
Despite the way audiences are changing their viewing behaviours, FTA TV has a role to play in storytelling to mass audiences.
What aspect of this campaign and partnership are you most proud of?
We’re particularly proud of the support for all levels and aspects of the journey to Paris. From supporting our athletes and ambassadors in their strive for gold, involving all Australians in Team Everyone, and making a meaningful contribution through our Para Sport Equipment Fund and support for the Indigenous Coaching Scholarship.
How do you plan to build upon or expand this campaign moving forward?
The campaign is part of Every Step Matters, which is an overarching platform which will continue following Paris 2024. Every Step Matters helps Toyota unify future development, achievements and commitments that create a positive impact to society.
How does this campaign align with your broader marketing strategy?
The campaign aligns with Toyota’s goal of leaving no one behind in a period of transformation. Team Everyone embodies the belief that every person has a valuable role to play in shaping a better future. By coming together and leveraging our diverse strengths, experiences, and perspectives, we can tackle even the most complex challenges and create meaningful, lasting impact.