Up Your Away Game
Our challenge was to position the Toyota Corolla as the perfect vehicle for our target – early 20s to early 30s African Americans who are moving into established adulthood, but not ready to settle down just yet – to explore and discover new and exciting experiences, both on and off the beaten path.
The creative campaign we developed to reach our target was Away Game. The main idea behind Away Game was that the only way to win in the game of life is to drive out of your comfort zone into unknown territory. Why? Because when you up your away game, there’s no limit to where the road can take you.
To bring this idea to life in the digital space, we developed a YouTube series called Away Game, hosted by ESPN host and commentator, Michael Smith. In the series, Michael and a participant hop in a Toyota Corolla and drive to locations where the participant gets a chance to up their away game and do something they’ve never done before.