La Mesa Chica
Every four years the planet stops for the World Cup. Brands rush to join the conversation, even those without official sponsorships. So how could Toyota engage in the social chatter without being a FIFA sponsor?
We identified a key insight: while many adult fans are often skeptical about their team’s chances, especially agains the top national teams, children have a different outlook. Kids believe wholeheartly that their team can beat anyone!
With this in mind, we launched a social media campaign featuring dozens of tailored content pieces, each strategically aligned with key matches. The campaign encouraged fans to adopt the unwavering optimism of children urging them to never stop believing in their team’s ability to go further in the tournament.
We kicked off with a video that set the tone of the campaign showing fans from different countries.
We then created a series of videos targeting Mexican fans. We recreated a soccer TV show with our children as experts of opinion.
With the growing popularity of soccer in the U.S. and recognizing that many Latinos support Team USA, we also produced some videos that rallied behind the U.S. national team.
We also created content for other countries like Argentina, Ecuador and Costa Rica.
