Communicating brand promise in cricket

In 2016, we launched Toyota’s #bettercricket campaign to communicate the ‘Always A Better Way’ brand promise to as many cricket fans as possible. Illustrating Toyota’s commitment to constant innovation, creativity and pioneering spirit, #bettercricket was brought to life through a variety of touchpoints.

As a direct result of the strategy, the Toyota brand became more salient and was perceived as being more innovative and premium amongst the millions of cricket fans in the UK.