Last year, Toyota’s sporting larrikins Steve and Dave were enlisted to help the Aussie cricket team raise their game and take the art of celebration to the next level.
Well, the Aussie cricket team didn’t hit so well in The Ashes last summer. Toyota’s Celebrating Celebrations, however, was a massive hit.
Toyota’s sporting larrikins, Steve and Dave, spent the summer inspiring and educating players on how to seize the moment and celebrate in style. Which gave Aussie cricket fans something they could actually be proud of.
The 2015-6 campaign, created by Gemba in association with One Green Bean and The Media Store, features a new crop of Australian cricketers. Plus some special appearances from the faves – cricket legends, Steve Waugh, Brett Lee and Glenn McGrath.
Toyota Australia’s Celebrating Celebrations – The Follow On includes a series of video and still content that will be rolled out in an extended social media campaign, with broadcast support from the Nine Network.
Steve & Dave’s new celebrations, include The Pigeon – a Glenn McGrath-inspired number and The Cuzzy Bro – “a little something Steve has cooked up for our Kiwi neighbours”.
“Celebrating Celebrations really resonated with Cricket fans in 2014, so this year we wanted to bring it back bigger and better than ever. And who better to go completely over the top than Steve & Dave?” Nic Lloyd, manager sponsorships, events and promotions at Toyota Australia, commented.
“Steve and Dave embody the irreverent spirit of the Aussie sports fan, and they give the Toyota brand a unique voice that resonates with fanatics around the country,” Boyd Hicklin, Gemba executive creative director, added.
“Their disarming comedy combined with elite sports is a powerful platform for us, allowing the brand to deliver hundreds of pieces of real time, rich content across multiple social platforms.”
Campaign credits:
Lead agency: Gemba
Social media strategy and execution: One Green Bean
Media strategy and negotiation: The Media Store
Digital execution – website and mobile: Oakton
