As the first ever mobility partner of the Olympics & Paralympics, Toyota was on a mission to sponsor the two games equally in the global 360 campaign. The biggest challenge was getting equal coverage of the games and to do so, we needed to inspire NBC to join the mission for equality.

We started by airing the first ever Paralympic ad during the Super Bowl to get sports fans excited. During the Paralympic games we increased media investments across TV and Media platforms, we challenged NBC to increase coverage of the Paralympic games. NBC joined our mission for equality and it was the first time ever a media buy influenced a major network. The 2018 Paralympic games received 250 hours of coverage which is a 200% increase from the 2014 games.