Toyota GR Family Reveal + Thank You
Client: Toyota
Role: Art Director, Designer
Agency: RAPP
Scope: Email
Year: 2021–2023
From 2021–2023, Toyota expanded its Gazoo Racing lineup with three new additions: the Supra A91-CF Edition, the all-new GR86, and the first-ever GR Corolla. Each represented a distinct entry point into Toyota's performance family, and each needed a launch that matched the energy of the vehicle. To support all three reveals, we developed two-touch email campaigns for each, built to stop a performance enthusiast mid-scroll and drive them straight to Toyota.com to explore.
Supra A91-CF: For the first vehicle in the lineup, the Supra A91-CF campaign leaned into scarcity. With a production run of only 600 units, the creative didn't need to oversell the car—it needed to make the reader feel like one of a select few who even knew it existed.
The reveal email, "Join the 600," keeps the message tight and the design dramatic: a carbon fiber texture backdrop, storm imagery, and a single-minded focus on what makes this edition different from anything else in the Supra lineup.
The thank you email, "600 Ways to Stand Out," shifts from announcement to affirmation, a closer look at the carbon fiber body kit's performance credentials for those who engaged, reinforcing that their interest was well placed.
GR86: Next, for the GR86, the creative leaned into performance and attitude. Where the A91-CF campaign traded on exclusivity, the GR86 needed to earn attention on driving dynamics alone, a fully redesigned sports car built for the road and track, priced for a wider audience.
The reveal email, "Throw It a Curve," matches the car's energy: full-bleed track imagery, oversized type set against a dark and moody backdrop, and copy that speaks directly to the driver in visceral terms.
The thank you email, "You're on Your Way," keeps the momentum going — acknowledging the reader's interest while teasing what's coming next, with a link to the press release for those who wanted to go deeper.
GR Corolla: Finally, for the GR Corolla, the creative spoke directly to the enthusiast and no one else. A 300-horsepower turbocharged hot hatch with rally DNA and all-wheel drive doesn't need a broad pitch—it needs to find its people and speak their language.
The thank you email, "If You Get It, You Get It," leans fully into that insider tone, assuming the reader already understands what they're looking at and rewarding that knowledge with a direct link to the press release.
The reveal email, "Take It to the Dirt," leads with attitude: storm-soaked imagery, aggressive red type scaled to fill the frame, and copy that opens with a nod to rally culture before getting into the specs that back it up.
