The #Covid-19 lockdown meant the closure of production facilities for our client, Toyota GB, as well as the cancellation of all press launches, loans and press trips. As these activities provided the majority of content for our PR programme, the PRN team was presented with a yawning gap in communications for both the Toyota and Lexus brands. Our challenge was how to maintain the dialogue with the media, and remain front of mind for the consumer.
We brainstormed remotely and worked together with the Toyota social media team to create tactical and topical content that ranged from practical advice relating to cars, through to sheer entertainment. Our content programme included:
Top tips on how to maintain your car during a lockdown
Advice on how to make sure your car is germ-free
Arty challenges to keep busy during lockdown, eg Lexus LC colouring sheets, paper templates to cut out and make a GT86 car model and how to make an origami cat using the challenge set for Takumi craftsmen in the Lexus factories
Ideas for mental stimulation and relaxation, e.g tips on five Japanese mindfulness techniques, and how to have a week of Japanese culture at home
Heart-warming story: Robins found nesting in wheel arch of a Toyota Corolla...
The content spread far and wide and formed the majority of all media coverage generated by the Toyota GB press department in April, exceeding total coverage achieved in March before the full lockdown took effect.
We pride ourselves on being nimble and able to adapt our client programmes quickly. This is a great example of how strong results can be achieved with little time or cost investment.