ll ll PROTECTED 関係者外秘 AUTOMOTIVE NEWS MARKETING 360 ED LAUKES – GROUP VICE PRESIDENT, TOYOTA DIVISION MARKETING
Under this Olympic and Paralympic flag, let us reaffirm the power of sport to bring people together. AKIO TOYODA President, Toyota Motor Corporation 2
ll ll PROTECTED 関係者外秘 OUR PARTNERSHIP Worldwide Official Mobility Partner of the International Olympic Committee and the International Paralympic Committee … Unleashing human potential through the power of movement … world’s biggest celebration of human movement . This is where we learn the true power of sports ... inspire people to push beyond their impossible 3
THE POWER OF THE PLATFORM MILLION Fans are diverse, affluent and emotionally connected to Team USA athletes Fans in the U.S. . Most popular sports franchise Team USA has the fastest growing avid fan base of among teens, millennials any sports franchise in the U.S. and Moms . 4
SPONSORSHIP IMPACT ON PURCHASE CONSIDERATION Team USA fans are significantly more likely to use Partner Brands 50% 34% 31% 30% 26% 25% 20% 19% 15% 15% 13% 5
ll ll PROTECTED 関係者外秘 GLOBAL & DOMESTIC OBJE JECTIVES Shift to mobility company Generate awareness of partnership Challenge Support priority products and drive sales Contribute to a better society through mobility Strengthen dealer and community relationships Showcase existing innovations that are relevant domestically Engage team members, including NAMC locations 6
OL OLYMPIC IC/P /PARALYMPIC IC IM IMPACT IN IN THE U U.S .S. +300% Average +18% TOP Partner + 183 % 283 + 113 % + 92 % + 80 % + 64 % + 62 % + 50 % 213 + 40 % 192 180 In-Games 162 164 150 140 TOP TOP Average Average In-Games Post Games Partners Partners Advertiser Advertiser Brand Norm Post Games Prior 12 Month Prior 12 Month Brand Norm Brand Norm Brand Norm 100 100 Brand Memorability Message Memorability Source: Northstar Brand Health and Sponsorship Study; Wave 3: Post Games (2/20/18 - 3/4/18) vs. Wave 2: Pre Games (1/23/18 – 1/30/18); 39b. What companies or brands come to mind as being advertisers during coverage of the Olympic Games on NBC Universal networks? 7
GLOBAL & DOMESTIC OBJE JECTIVES Shift to mobility company Generate awareness of partnership Challenge Support priority products and drive sales Contribute to a better society through mobility Showcase existing innovations that are relevant domestically Strengthen dealer and community relationships Engage team members, including NAMC locations 8
OUR 17 NATIONAL GOVERNING BODY PARTNERS 9
TE TEAM USA SUMMER ATH THLETE TES Michael Norma Mi man Melissa Stockwell * Jordyn Barratt Alana Nichols Oksana Masters * Track & Field Para Triathlon Para Legend Para Nordic/Road Cycling Skateboarding St Steve Se Serio* Caeleb Dressel Jessi Je ssica ca Long* Ja Jarryd yd Wallace ce* Alise Post David Boudia Swimming Para Swimming Wheelchair Basketball Para Track & Field Cycling Diving Daryl Homer Laurie Hernandez Br Brad Sn Snyder* Simone Manuel Lakey Peterson Davi vid Brown/Je Jerome Ave very* y* Fencing Para Track & Field Gymnastics Para Triathlon Swimming Surfing 10
ll ll PROTECTED 関係者外秘 IN-DEALERSHIP PRESENCE POP Materials Parts, Service and Accessories Integration “ALWAYS ON” LOGO INCLUSION IN DIGITAL ADS/ASSETS Email Blasts LEVERAGING Newsletters OUR Social Media PARTNERSHIP IN THE US MARKETING / ADVERTISING ASSETS Paid Media FourTVCs Social/Digital 11 11
ll ll PROTECTED 関係者外秘 ATHLETES Appearances Social and Earned Media Support Dealer Integration “ALWAYS ON” NGB & COMMUNITY ENGAGEMENT Involvement with Local Clubs Special offers to members LEVERAGING Charitable / CSR Initiatives OUR PARTNERSHIP IN THE US EMPLOYEE ENGAGEMENT Four Events Promotions Internal Branding 12 12
ll ll PROTECTED 関係者外秘 13
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