In late 2022 the World Rally Championship arrived back in New Zealand for the first time in ten years. Toyota NZ was excited to leverage this iconic event via their motorsport division Toyota Gazoo Racing.
Spur was engaged to concept and execute activations in the event village and at one travelling rally stage. The brief was to deliver on GR's brand promise of ‘Pushing the Limits for Better’, while showcasing Gazoo Racing’s vehicle range including the all-new GR Corolla.
Our rally village activation featured giant LED walls, vehicle displays, simulators and official merchandise POS. As well as creating a magnet for visiting fans the activation became a backdrop for multiple global broadcasts including official WRC channels.
The travelling rally stage activation was focused on merchandise POS plus lead-gen capture to recruit the next wave of Gazoo Racing fans.
The event couldn’t have been scripted better with a World Championship title for Toyota Gazoo Racing driver Kalle Rovanpera.
Our scope of services included:
- Lead Agency
- Concept, build and experience design
- Project management
- Build and construction management
- H&S planning
- On-site event management
- Promotional staffing
- Logistics
- Event management
- Stakeholder management
