Toyota Motorsport – This is Engineering

Challenge:

  • Raise awareness of Toyota Motorsport’s facilities in Cologne away from the company’s involvement in motorsport
  • Showcase the company as an attractive employment opportunity for specialists living outside of Germany
  • Demonstrate a unique cross over between requirements of the PR and HR teams.

Solution:

  • Creation of a social media-friendly video series called “This is Engineering”, putting the company employees at the heart of the content
  • In their own words, employees from different countries explained why they work at TMG and the benefits they derive from it
  • The series was run under the #ThisIsEngineering hashtag to drive conversations around the company’s departments with accompanying written features and pictures

 Result:

  • The campaign allowed TMG to run a successful social media campaign, drawing new followers to its company account rather than its race team
  • Adjacent to the PR and social elements, the concept allowed TMG to tie its employment drive around the campaign with #ThisIsEngineering themed ads in publications and online
  • Human focus allowed the engineering company to give a face to its activities – and engage with target audiences in a more dynamic fashion.