General information

Campaign objective: To highlight Toyota’s values of inclusion, innovation, and sustainability, as part of Toyota’s commitment as a global mobility partner for the Paris 2024 Olympic and Paralympic Games.

Context

France TV broadcast the Olympics and the Paralympics 2024. They teamed up with Toyota to create an immersive experience to raise awareness for the new sporting events at the Paris Olympics (Skateboarding, sport climbing, surfing, and break dancing). Toyota aimed to enhance its image as a global mobility partner for the Paris 2024 Olympic and Paralympic Games, showcasing its commitment to diversity and inclusion. They did this by creating an accessible skate park. The Toyota Wheel Park demonstrates their commitment, it is a hybrid space, fostering an immersive experience for everyone.

The approach and design behind the Toyota Wheel Park, focused on inclusion and mobility, striving to ensure maximum accessibility for all audiences. The installation was tailored for urban and skate sports fans, including those practicing WCMX (WheelChair Motor Cross).

Toyota’s aims were manifold. They aimed to bolster their image as a global mobility partner, tangibly showcasing their commitment to diversity and inclusion. Another objective was to promote inclusive mobility and the exhilarating para-sport of WCMX (WheelChair Motor Cross), an adapted version of BMX for wheelchairs. Through this campaign, Toyota also sought to inspire and raise awareness among the general public by highlighting innovation, creativity, and the sporting spirit.

The FranceTV Publicité teams, in collaboration with Seen in production, spent four months closely following Toyota France’s journey from conception to the grand opening of their ambitious project. This extensive coverage culminated in a compelling 26-minute documentary. From the production factory to the public opening at the Palais de Tokyo in early October, the documentary takes viewers right into the heart of the action. To amplify the visibility of the project among the Gen Z audience, the FranceTV Publicité teams collaborated with Webedia to produce a live Twitch stream directly from the Palais de Tokyo. The show was hosted by Zack Nani (a YouTuber) and Samuel Etienne (a reporter and producer), accompanied by Manon Lanza (a sportswoman and entrepreneur) and Joseph Garbaccio (a professional skateboarder), this show delved into the history of riding, the Paris 2024 Olympic and Paralympic Games, the differences and similarities between the Wheel Park and a traditional skate park, and most importantly, it featured a unique contest. The contest saw athletes from Team Toyota, including Clément Zannini (a skater) and Lorraine Truong (a mountain bike rider), as well as other professional riders, competing head-to-head in a thrilling competition. This live stream engagement offered an interactive and dynamic way to connect with the Gen Z audience, bringing the excitement of the Toyota Wheel Park directly to their screens.

The proposal by FranceTV Publicité and the Seen production team to document the creation process of the Toyota Wheel Park was an innovative approach, never before seen. This not only allowed the sharing of the story behind the project but also provided the audience with an immersive experience behind the scenes. This transparent approach strengthened the public’s connection with the project.

The campaign’s success stemmed from its multi-channel approach, combining a documentary film, dedicated online channels, digital teasers, and social media amplification. By partnering with France Télévisions Publicité and Seen production team, Toyota ensured a wide reach and engagement. The campaign resonated with audiences by showcasing real stories of inclusivity, innovation, and the spirit of sport.

Their teams collaborated on the documentary, content creation, and dissemination across various platforms. Their collective efforts ensured a cohesive and impactful campaign.

They are proud of the Toyota Wheel Park campaign because it went beyond traditional marketing to create a meaningful impact. It promoted inclusivity, highlighted the potential of para-sports, and showcased Toyota’s commitment to sustainability. The campaign not only achieved its goals of increasing brand visibility and promoting social responsibility but also left a lasting legacy of inspiration and inclusion for the 2024 Paris Olympics.

Creative Minds

Charline Koster, Justine Burlot, Hémérence Marquier, and Alan Bensalah-Meunier were responsible for developing and delivering the campaign. The campaign was developed by the Le Lab department, specifically the creative solutions team in FTP.

The campaign involved several partners and agencies:

• Seen Production shot the documentary.
• Webedia set up the live Twitch stream.
• La Fabrique Royal designed, developed, and managed the Wheel Park.

Campaign video

Results

The campaign strengthened the visibility of the Toyota brand as a global mobility partner for the Paris 2024 Olympic and Paralympic Games.

As of 14/01/24 the entire France.TV ecosystem, the campaign achieved a total delivery of 4,843,000 impressions on France.TV, a total of 1,034,260 video views on Facebook France TV Sport, and reached 2.8 million people across the France.TV network.

The campaign is ongoing, so comparisons to targets and objectives are not yet final.