The GAZOO RACING CLUB is a membership programme for Toyota performance car owners and fans. The club connects products, content, experiences and rewards to create a unique offering.
The club was founded off the back of the insight that enthusiasts are 4.5 times more influential and 20% more loyal than average customers. So we wanted to create more value for them that would trickle down to all of Toyota's customers.
The project was a labour of love and took two years to realise. Working closely with the Creative Director who had come up with the concept, my role was to shape the strategy and experience, including the membership model, strategic framework, perks and benefits and service blueprint.