To leverage Toyota’s sponsorship of the 2008 Summer Dew Action Sports Tour, SSLA was tasked with developing unique creative incorporating the following Toyota vehicles: Matrix, Corolla, Yaris, FJ Cruiser, Tacoma and Prius. The objective was to reach high rates of youth participation and spectatorship from the collective target of the Generation-Y audience (ages 12-29) through a minimum of 200,000 brand interactions and 6,000 hand-raisers.The marketing goals for the project consisted of fostering an emotional connection by leading the youth surveyed to begin to see the Toyota brand as “being like me.”

Drawing inspiration from a vintage air show look and feel, Sky Psycho Jamboree successfully reinterpreted action sports by employing the illustration style of Tavis Coburn. Creatively, the campaign stood head and shoulders above the typically overdone youth sports design clutter. Sky Psycho Jamboree presented Toyota as a credible, authentic and relevant brand to a young and aesthetically savvy audience.

Every statistical goal was exceeded by this campaign. Driven by the creative, there were 46,478 vehicle-specific interactions with a total of 272,000 Toyota Zone attendances and 2,902 athletes enjoying Toyota Lounge. There were 844 drives, 971 participants, 574 opt-ins (59%), and 9,646 hand-raisers collected. 58.5% of respondents agreed that Toyota was a “very appropriate sponsor” of the Tour, and 31.5% of all respondents said that Toyota would be their choice for their next car.