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A new viewing experience for fans of Toyota racing

Toyota approached us to design and build a website on their existing Sitecore 8 installation that would provide event information about the upcoming Toyota 86 Racing Series, bring motorsport enthusiasts together in one place to celebrate the car, build the grassroots community—and showcase Toyota as being really fun to drive!

Client / Toyota

Mirroring the offline emotion and passion of the motorsport audience online with Sitecore 8

Toyota has a proud history in motorsport, using its participation to continually produce better cars, that encourage and enable motorsport enthusiasts to live their passion. And no car has promoted this passion more, than Australia’s best-selling sports car, the Toyota 86.

To further engage people and their passions, Toyota Australia was launching the Toyota 86 Racing Series. The series offers an affordable grassroots motorsport event that celebrates Toyota’s relationship with grassroots motoring, builds community and drives excitement. Toyota approached Loud&Clear to design and build a website on their existing Sitecore 8 installation that would provide information about the Racing Series, but more than that, bring motorsport enthusiasts together in one place to celebrate the car, build the grassroots community, and showcase Toyota as being really fun to drive!

Making Toyota 86 fun to drive, online

To work out how to approach and design the project, we firstly worked with the team at Toyota to gain an understanding of the company’s process, culture, audience and brand aspirations. This collaboration informed the thinking behind the strategic process and influenced our creative process, including Experience Design (XD), Design and Technology—how exactly we could functionally capture and mesh the passion and emotion that 86 drivers have with their vehicles, how we could build the grassroots motoring community online, and further make Toyota fun to drive.

The nature of the race series information that needed to be accessed during the event, told us that we needed to design a truly mobile first experience. And, utilising Toyota’s existing Sitecore 8 implementation—to deliver the people and their passions promise—we designed and built new templates and a large number of custom components for use within this master Sitecore installation.

These custom developed Sitecore features built the grassroots motoring community, and allowed The Toyota 86 Racing Series audience to get as close to the event online as possible.

Custom features included the display of real-time race data, a comprehensive new driver application that allows users to easily register for upcoming race events, an application process to become a Toyota 86 driver, and the profiling of amateur drivers to build their profiles within the grassroots community.