Toyota Australia launches NFT and Web3 experience

Toyota Australia has partnered with digital agency R/GA launching a Web3 and NFT experience to reward customers for their loyalty.  

The project, GR-ID is a beta Web3 and NFT program designed to reward eligible GR Yaris Rallye owners.

R/GA has also collaborated with creative agency Rotor Studios and Web3 innovation lab Moonshot to create this digital project.

Rotor handled NFT asset production, while Moonshot led Web3 strategy, website development and blockchain integration.

R/GA worked closely with Toyota Australia to develop the customer experience strategy and led the brand and web design for the project, following the successful launch of the Gazoo Racing Club membership program for Toyota in 2021.

Michael Titshall, CEO Australia, R/GA, said, “If brands are going to continue to generate loyalty from their customers, they need to adapt to new behaviours and opportunities.

“Toyota is constantly looking for innovative ways to engage with their communities. It’s been a pleasure to partner with them to successfully deliver their first ever Web3 and NFT project.”

According to R/GA, each GR-ID NFT features a set of traits that “echo the spirit and energy of the GR Yaris Rallye”, a vehicle driven in World Rally Cars (WRC).

A limited collection of unique NFTs were created, ready to be minted on the blockchain and gifted to members for free, which according to Toyota Australia unlock a reward for those customers.

GR-ID also includes the rare opportunity to ‘evolve’ the NFT’s design and gain a premium reward access level by purchasing a minimum of $300 worth of One Toyota products or services.

The beta project had over 25 percent of available NFTs minted in the first week, with all 20 helmets acquired. One third of eligible owners have engaged with the program to date.