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We have always focused on developing a very open, engaging and involving experience for our partners and guests, including communication materials. Sine Qua Non International Ltd has been an important and integral part of our corporate communications both in terms of concept development and delivery. Their work has proved to be creative, on brief, on time and on budget - a refreshing experience in today’s cluttered agency market.”
John Howett, President, Toyota Motorsport GmbH
Panasonic Toyota Racing
This case study features the following disciplines.
- Sponsorship
- PR & Comms
- Sports & Lifestyle
In keeping with Toyota’s challenging spirit, which has seen the company expand across the globe and promote the use of hybrid technology, the Formula 1 team was to be started from scratch. Unlike other manufacturers, which have bought existing teams or entered as engine suppliers, Toyota took on the challenge of designing and building its entire Formula 1 car under one roof.
In the highly competitive world of F1, it’s essential for teams to innovate in marketing and communications as well as on the track and with a corporate philosophy of continual improvement, the team at Toyota were seeking new and better ways to engage with audiences of all ages around the world. In 2009 Sine Qua Non worked with Panasonic Toyota Racing on a number of initiatives including the development and production of PUSH, the team’s race magazine. With an energetic and fresh format that includes in-depth features and unique driver and team insights, as well as the latest developments in the sport, the appealing and informative magazine was distributed internationally to fans, partners and team guests at all the F1 races. PUSH is also available online.