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Toyota Media Buy

Toyota Global Olympics PyeongChang 2018

The media buy that didn't exist


Saatchi LA / 2018

In 2018, Olympic and Paralympic Games return to NBC, the world’s-largest broadcaster of the Games. Sadly, the Paralympics receive significantly less media coverage.

As the official sponsor of the games, Toyota wanted to change that. How? We bought the media that didn't exist.

By increasing media investment across TV and digital platforms, far more than NBC had originally planned, we challenged the network to increase airtime for the Paralympics.

I also executed a TV spot and Print, along with other talented teams at Saatchi LA to bring the overall Toyota 2018 winter Olympics campaign to life.

 

Awards: 
Cannes Lion (Gold) - Campaign
Cannes Lion (Shortlists x 3) - Media
Clios (Grand Clios Sports) - Media
D&AD (wood) - Media



 


"Our (NBC) increase in coverage - nearly double the hours... would not be
possible without the support of Toyota"

- Gary Zenkel (President of NBC)