The automotive industry is facing a decline nowadays, especially that the younger audience lost the connection and interest in this category. Toyota had to find a way to reconnect with their target audience interest in a relevant manner.


To do so, Toyota tapped into a space that best appealed to the younger generation, “the digital world” and esports!


Toyota Jordan organized and started a home-grown championship during the peak of lockdowns, this initiative substantially grew with the launch of Jordan's first Annual "Digital Motorsports Championship" held by JMS.


The interest and growth was exponential to the point that Toyota’s mother company partnered with Toyota Jordan to expand what was an amateur competition on a local level, became a professional competition on a regional level.

Toyota Mena Cup Case Video Final

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