The Supra – Toyota’s halo sports car – returns in 2019 after a 17-year global hiatus and a 23-year absence from the UK market. This highly-anticipated fifth-generation Supra follows in the footsteps of its acclaimed predecessors, promising uncompromised performance on road and track.
To support the build-up to the 2019 launch, Toyota commissioned DMS Media to produce a media campaign that would engage the well-established community of Toyota Supra owner-enthusiasts as well as the younger generation who have developed a powerful connection with the Supra brand through its digital representation in racing simulator games like Gran Turismo.
To meet the brief, DMS Media delivered a portfolio of film and stills produced on-location in the UK and Spain across a four-month campaign schedule. The project included channel-specific ‘teaser’ and ‘reveal’ films, dynamic B-roll footage for media use, and event coverage using reportage photography and ‘voxpop’ interviews with pro drivers and social influencers.
The new Supra debuted at the Goodwood Festival of Speed, when filming access on the famous Hillclimb course is at a premium. An early morning photocall delivered an atmospheric first look at the new car, swiftly followed by an exhilarating teaser film of the car racing up the course with Supra’s chief engineer Tetsuya Tada at the wheel.
DMS Media worked with Toyota to engage with the existing Supra community for another world’s first at the end of the same day: all five generations of Supra meeting for the first time.. In addition to providing logistical support for this exclusive invite-only owners’ event, DMS Media delivered film and photographic event coverage.
The final stage of the campaign was supporting the global first drive events on location at Circuito del Jarama, Spain. DMS Media provided crew and all equipment including filming vehicles to capture the action on and off track with a host of pro racing drivers, journalists for print and digital media, and invited social influencers.
Supra world debut at Goodwood:
Supra generations owners’ event:
Supra first drive events:
The delivered assets featured across Toyota-owned social media channels on all four main social platforms (Twitter, Facebook, Instagram, and YouTube), and were also used extensively by global media in more than 30 countries.
From the first Goodwood teaser film, the campaign generated social conversation around the new car, centred around Toyota’s chosen #SupraA90 hashtag.
15th November 2018