Tadpole

Brand: TOYOTA

Project:
Toyota Adrenaline Sponsorships including Dew Tour, Supercross, Motocross, International Motorcycle Shows.

Challenge:
Toyota’s goal was to tap into the action sports/motor sports market through strategic sponsorships. The question became, “how does Toyota become relevant to this group’s lifestyle while still engaging them with the Toyota brand?”

Tadpole Solution:
Introduced and established Toyota trucks as a highly visible and credible player inside the action sports industry through exciting, valuable, and relevant consumer and athlete activations inside the vehicles.

Results:
Developed core strategies Toyota still uses today and executed over $15 million in marketing initiatives. Specifically, Tadpole devised Toyota’s three-year project and activation plans, RFPs, and budgets for over $12 million in first-year sponsorships in Supercross, AMA Motocross, and Arenacross in the truck category, resulting in about 12,000 pre-qualified prospectsi  in just the first year. Co-produced Toyota’s activation at the 2010 Summer Dew Tour engaging over 60,000 consumers inside the vehicle over the course of five months.

Tadpole has played a valuable role in the development of multiple properties and strategies for Saatchi & Saatchi Los Angeles in the Brand Integration Group. There has never been a task too daunting or an assignment too overwhelming for Tadpole. They meet each assignment with a positive, upbeat attitude that inspires all of us to work cooperatively together. Their ability to manage budgets, meet aggressive time-lines and produce results certainly makes them an asset to any organization.

- Greg Lucia,
Director of Brand Integration at Saatchi & Saatchi, Los Angeles