Toyota keeps the scoreboard ticking over in new Cricket Australia sponsorship work via Gemba

Leading sports and entertainment agency Gemba has announced its latest creative offering in partnership with Toyota. This exciting sponsorship campaign leverages Toyota’s enduring partnership with Cricket Australia and showcases the brand’s unwavering dedication to cricket and local communities.

Titled “Keep the Scoreboard Ticking Over,” this campaign taps into the heart of cricket culture, emphasising the power of positive momentum both on and off the field. At its core, the campaign shines a spotlight on Toyota’s highly successful Good for Cricket Raffle, a fundraising initiative that has already raised over five million dollars for grassroots cricket clubs over the years.

The hero of the campaign is a captivating 30-second spot that takes viewers on a journey to authentic cricket clubs across the nation. Real scoreboards from clubs large and small come to life on screen, with local cricketers rallying their teammates. The climax of the spot features Australian national team stars lending their support to the cause.

The message is clear and compelling: “Buy a ticket and support local cricket.” By participating in the Good for Cricket Raffle, fans not only have a chance to win one of three new cars, but they also play a vital role in helping grassroots organisations survive and thrive. By ensuring 100% of the proceeds goes straight to local clubs, the Raffle and the campaign reinforces Toyota’s enduring commitment to the community.

Throughout the summer, the hero video and cutdowns will be featured in live cricket broadcasts, in stadium big screens, on digital and social channels, as well as in fan-facing print and outdoor mediums. The campaign invites cricket enthusiasts to get involved and learn more about the Raffle by searching ‘Toyota Good for Cricket Raffle.’

Gemba and Toyota are excited to continue the Good for Cricket journey together, strengthening the bond between the brand and the sport that unites communities across Australia. Join us in celebrating the spirit of cricket and keep the scoreboard ticking over through the Toyota Good for Cricket Raffle.

Client: Toyota Australia
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley
Senior Sponsorship and Events Specialist:

Lead Agency: Gemba
Executive Creative Director: Boyd Hicklin
Creative Director: John Weir
Creative Producer: Ally Kirkwood
Graphic Designer: Honey Terrill
Senior Account Manager: Lachlan Bennett
Senior Account Director: Lauren Ellis
Senior Marketing Consultant: Rennie Gilchrist
Director: Boyd Hicklin
Executive Producer: Luke Coulson
Director of Photography: David Guest
Post-Production: Mr Fox Post-Production
Grade:  Marty Greer
Sound: Final Sound