Build stronger perceptions and consideration for Toyota and the premium Tundra.
Toyota has been the major naming-rights sponsor of the Tamworth Country Music Festival for over 30 years, supporting rural Australia and country music culture is core to the brand. Toyota were seeking ways to continue this brand love and maintain their relevance within this cultural niche.
Our Solution
Nova’s Red Room with Dasha and Morgan Evans, presented by Toyota.
Two separate Toyota x Nova’s Red Rooms served as high-energy cultural showcases for Dasha and Morgan Evans. Live music, trusted Nova talent and immersive vehicle integration gave audiences a tangible experience of Toyota, while broadcast competitions and social content extended the partnership beyond Nova’s Red Room and turned entertainment into measurable automotive action.
Campaign Performance
84%
of exposed listeners took action
vs 64% benchmark
85%
said the campaign messaging improved perceptions of Toyota
46%
considered a test drive or purchase
up 28% study-on-study
21%
visited a Toyota dealership
up 50% study-on-study
A Closer Look
The Takeaway
When a premium product is embedded in a genuinely sought-after cultural experience, brand affinity can translate into high-intent behaviour, from research and consideration through to dealership visitation.
