- 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.
- 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
- 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.