Toyota GR Supra 2.0 Launch
Client: Toyota
Role: Art Director, Designer
Agency: RAPP
Scope: Social, Email, Web
Year: 2021
In 2021, I led the art direction and digital design for the national Toyota GR Supra 2.0 launch campaign. This integrated effort spanned social media, email, and a custom sweepstakes site, resulting in a cohesive digital ecosystem that drove massive user engagement and ultimately drove over 500,000 entries and 30,000 unique users. To fuel realtime engagement, I directed the visual identity for Instagram Live "Ask a Driver" sessions with celebrity racers, an initiative that generated 12,000 audience questions and turned the launch of the new Supra into a massive interactive event.
2020 was a big year for sports car enthusiasts. After a 20-year hiatus, the iconic Toyota GR Supra raced back onto the scene. The relaunch generated a huge amount of buzz on the circuit.
The challenge: how could we sustain the excitement for model year 2021?
The solution: to tap into the competitive spirit of sports car enthusiasts, we designed a fully immersive web experience that rewarded engagement with the chance to win a 2021 GR Supra 2.0.
…and turbocharged Toyota’s social presence, including celebrity-led Instagram Live "Ask a Driver" sessions.
To support the campaign on Facebook, we developed a series of posts designed to extend the Supra's momentum beyond the launch. The content kept the car visible and the conversation active across the platform.
We also developed a dual-version email that delivered personalized content based on user behavior. Depending on what recipients clicked, the creative dynamically updated—borrowing a mechanic familiar to any car shopper. Just as Toyota's own website lets buyers configure their vehicle in real time, selecting colors, packages, and features that instantly update the car on screen, this email brought that same interactive, choice-driven experience to the inbox, rewarding engagement and keeping users deeper in the funnel.
The result of this collective effort—immersive social, email, and web working together—was a website that racked up more than 500,000 competition entries and 30,000 unique users, while the "Ask a Driver" Instagram Live events drew crowds that submitted over 12,000 questions.