The campaign was created to promote Toyota’s sponsorship of the charity event Comic Relief. The key elements were:

· An interactive installation that was the centerpiece of events around the country engaging the public with the brand.

· An online film that made people aware of Toyota’s partnership with Comic Relief and how they built a unique car to show their support.

· Content that was regularly updated on the brand’s Facebook page.

· In store posters.

· A competition.

Toyota enjoyed a highly successful first year supporting Comic Relief and gained a large amount of free media space promoting the partnership, including an appearance on national television.

They had the largest social S.O.V. of all the event’s partners at 21%

The Ticklish Toyota launch film has been retweeted by 864,278 people

on Twitter (Toyota’s most successful ever tweet). It had a 22% engagement rate on YouTube.

The peak of overall social sentiment towards the brand peaked at the launch of The Ticklish Toyota (43% positive)

The campaign helped raise £756,309 for Comic Relief.