Toyota Motorsport – This is Engineering

Challenge:

• Raise awareness of TOYOTA GAZOO Racing Europe’s (formerly TMG) 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 TGR-E 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 TGR-E 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 TGR-E 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.