TL;DR We wanted to remind a motorsports category that people, not the car, made performance happen. So we launched a video documentary campaign that told the story of an underdog racing team and their trials of perseverance to achieve speed. It helped increase YoY search behaviour by almost 200%.
THE MARKETING ASK: Close the gap on brand consideration by increasing visibility of Yokohama Tire’s 2019 sponsorship of the annual “Porsche GT3 Cup by Yokohama” racing series in Canada.
THE COMMUNICATIONS CHALLENGE: Motorsports racing viewers in Canada had grown exhausted of watching cars.
THE UNLOCK: Without people, it’s all just metal and rubber.
THE STRATEGIC OPPORTUNITY: Celebrate the role of people to make-or-break a race.
THE CAMPAIGN IDEA: Shaving Seconds
A documentary-led video campaign that profiled an underdog racing team’s journey leading up to the 2019 GT3 Cup, showing the degree of team-work required from driver, to technicians, to coaches, to achieve speed. The campaign also immersed fans during the GT3 Cup weekend,
allowing audiences to get a first-hand angle of being in the driver’s seat during hot laps, as well as meet and greets with the racing teams.