Helping Toyota raise over £750,000 for Red Nose Day

Toyota Smiles all round

We helped Toyota and their retail network smash the £500k mark for Comic Relief. Our campaign reached 28 million people across social channels, with ‘Ticklish Toyota’ achieving 356,000 views on YouTube.

Challenge

Toyota wanted to build on their relationships with local communities through their retail network.

Insight

Red Nose Day is a bi-annual event that has huge awareness levels. It was the perfect platform for Toyota, enabling them to reach a wider audience, in a warmer and more engaging way.

Idea

We introduced Toyota to Comic Relief, with whom we had a long-term relationship and they decided the time was right to become a key partner for Red Nose Day 2015.

Having developed the core thought of ‘Honk! Honk!’ around the national theme of ‘making your face funny for money’, we created and delivered an internal launch which featured fund-raising activities across the company (in UK and Europe). We then worked with Toyota’s teams to generate further ideas to support fundraising at national, regional and grassroots levels.

Impact

We sailed past the £500,000 target and helped raise £756,309 in just six weeks, across Toyota UK. Over 28 million people spent time engaging with the campaign through social channels, with 356,000 views of the ‘Ticklish Toyota’ content on YouTube. The social content created at a Centre level outperformed all other Comic Relief partners during the campaign.

Raised £756,309 in 6 weeks

28 million people engaged with social

YouTube views: 356,000