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Influencer Marketing · Content · Experiential
Toyota
Toyota Gazoo Racing at Dakar 2026
Getting South Africa behind Toyota Gazoo Racing at Dakar 2026, through creators showing what Dakar toughness looks like at home.
- Client
- Toyota Gazoo Racing South Africa
- Event
- Dakar 2026, Saudi Arabia
- Audience
- Motorsport enthusiasts, 35+
- Disciplines
- Influencer Marketing, Content
The case
The challenge
Create awareness of Dakar 2026 in Saudi Arabia, and activate support for the Toyota Gazoo Racing team competing in it, among motorsport enthusiasts aged 35 and over.
The insight
Very few people in the audience will ever drive a dune at Dakar, but everyone has their own version of tough. Bring the rally's energy into everyday places and a race in Saudi Arabia becomes something to get behind from home.
The idea
Affinity-led creators built the association: motorsport personalities, 4x4 enthusiasts and adventure lifestyle creators, with loyal Toyota owners and Dakar superfans activated alongside them. The content ran on funny clips about each creator's version of Dakar toughness, Dakar energy in everyday spaces, and proudly Mzansi pride in the TGRSA Hilux.
The execution
Every one of these was handled in-house, on the same brief.
01
Creator casting across motorsport, 4x4 and adventure lifestyle
02
Content themes and creative direction
03
Content production across two themes
04
Distribution and community management
05
End-of-campaign reporting
Two content themes
Theme one
Your version of Dakar toughness
Creators took Dakar's toughness onto their own terrain, from dirt roads and beaches to rivers and sand, cut against footage of the Hilux attacking the dunes. Funny and self-aware, and built to be shared by people who love the sport.
- Funny, creator-led challenges
- Cut against Dakar rally footage
- Motorsport and 4x4 voices
Theme two
Dakar from home
The second theme brought Dakar energy into everyday spaces: a fire built from scratch, a living-room rally with a remote-control Hilux, a mountain hike and a cook-up after it. The race was in Saudi Arabia; the support was in South African homes.
- Dakar energy in everyday spaces
- Lifestyle and family creators
- Proudly Mzansi pride in the TGRSA Hilux
From the campaign
The result
Performance data for this campaign is not ours to publish.
We would rather leave this space empty than fill it with a number we cannot stand behind. Ask us on a call and we will take you through what the campaign delivered, and what we would do differently with the same budget today.
More work.
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