The art of using video as a promotional tool is in creating something that provides a unique perspective and mixing that with the right emotional triggers.
Toyota’s approach to sporting sponsorship has always included sporting ambassadors and in the last two years they have spent smartly on securing involvement with a number of the most popular sports stars in the country.
This week they have released the first in a series of videos building on the theme of ‘What Drives You’.
The video below reveals that Paul O’Connell’s drive is to be the best player on the pitch every time while Olympic Champion Katie Taylor’s is to be the best female boxer of all time.
The action moves on to capture some real magic between the two as they try their hand at each other’s sports. Paul O’Connell ‘giving it a bit of Jonny Wilkinson’ and Taylor pummelling him in a sparring session are interspersed with humour and genuine warmth that comes from having two individuals come together naturally and letting the cameras roll.
At six minutes it is longer than the normal attention span for a commercial video but the content is so good that it carries it off, all the way through to both stars climbing into their 142 registered Toyota’s, Wicklow and Limerick plated, naturally.
“We feel privileged to be able to bring together Katie and Paul and create inspiring video footage of two national heroes,” said Ian Corbett, Marketing Operations Manager, Toyota Ireland.
“They’re natural sporting talents and have risen to the top of each of their disciplines through a combination of diligence and determination. Their values and their work ethic are exemplary and Toyota Ireland is proud to support them.”
The next installment of the video series will feature Ireland Jonny Sexton and Stephen Cluxton testing out each other’s kicking skills and will be launched in November.
The art of creating great video for use in sport and sponsorship will be one of four masterclasses at the Sport for Business Conference on Digital Sport and Sponsorship in Dublin on November 27th. Click here to find out more about and secure an early bird booking for what is already selling fast and promises to be a great day.
