Toyota Oh What A Feeling! Live Campaign

Challenge

GPJ were tasked to deliver a series of events that coincided Toyota Japans research and development project, called “The Discovery Tour” that took place thoughout Australia.

GPJ needed to ensure that each event would leave experiential, physical and digital legacies, while ensuring a once in a lifetime experience for customers and potential customers of Toyota.

Solution

GPJ designed and created a hero device that would give participants a tangible and meaningful “Oh What A Feeling” experience that lead to the creation of the “Oh What A Feeling!” Live Jumper, where participants could take a mark (being AFL Season at the time) and experience their own “Oh what a feeling moment”. .

The first stop for the OWAF! Live Jumper was for the duration of the Royal Adelaide show where the success of the activation was cemented by being awarded the Champion Major Exhibit.

The second stop-over on the OWAF! Live tour was at Perth Zoo for a family affair. Over 700 staff, customers and families attended a free afternoon at the Zoo before the festivities kicked off with special appearances and performances from: Peppa Pig, Local sporting heroes and Samantha Jade.

Stop Three.

OWAF! Live AFL Grand Final Week at Federation Square in Melbourne.

Thursday was the ultimate “OWAF!” Live experience. From 3pm Toyota Live took to the stage with a series of on-stage activities and games to crown a winner who received a money can’t buy experience with tickets to the Grand Final in the Hilux corporate box with special guest performers: The Maddens. The hour-long on-stage program that saw live crosses to the “OWAF!” Live Jumper and AFL ambassadors teamed up with the competitors culminated in a free performance by chart topping artists The Maddens. The show was so well received that it featured U.K. newspaper the Daily Mail putting the event on the world stage.

Stop Four.

The LandCruiser Country Concert in Alice Springs

Another money can’t buy experience featured performances by Australian country music legend Lee Kernaghan, internationally acclaimed songstresses The McClymonts and Toyota StarMaker winners Jared Porter, Luke Austin and Luke Dickens.

Stop Five and Six.

Saturday Sessions on the Gold Coast

The perfect location and weather for a day on the beach surfing and playing beach cricket. The day commenced with a live cross to Sunrise with Toyota Cricket Ambassadors Glenn McGrath and Steve Waugh and ASP World Tour surfer Bede Durbrige and surfing icon Wayne “Rabbit” Bartholomew. It also features the ‘Surf Groms’ a grass roots surfing program supported by Toyota.

OWAF Live Festival Of 86

This was the second year for the Festival Of 86 and the first under the OWAF Live event banner. GPJ created a bigger and better version for the 2 day festival at The White Bay Cruiser Terminal in Sydney. Overall the event attracted over 300 86 vehicles and over 500 enthusiasts. The event was a celebration of Toyotas support for grass roots motor sport with Beau Yates and Neil Bates and the iconic sport car with a cult following.

Result

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