I. Challenge

Since 2020, we’ve worked with Toyota to supercharge its advocacy program with creative content and custom gamification experiences, making engagement fun and rewarding.

As the world’s largest automaker, Toyota understands the impact government policies can have on the auto industry and the families and communities it supports. As Toyota Government Affairs’ agency of record, LGND creates educational and engaging experiences for the thousands of employees and alumni participating in its advocacy program: Toyota Policy Drivers (TPD). 

One of Toyota’s commitments is to never stop innovating because they always believe in better. As TPD grew over the years, its supporting technology fragmented, with multiple web applications serving different functions. Toyota saw an opportunity to consolidate the experience into a single, immersive application — One TPD — to make content more accessible and enjoyable for Policy Drivers, and to streamline back-end analytics and data management. 


II. Solution

To understand the user experience, we interviewed Toyota employees about content preferences, technology needs, and motivations to engage. In parallel, we reviewed Toyota’s analytics to understand historical engagement from a quantitative perspective. Using these findings, we created user personas, user journeys, and acceptance criteria to lay the groundwork for the web design and build process. 

We then designed and built the One TPD web application, ensuring seamless integration of content across mediums.

From TPD’s Under the Hood podcast and Virtual Washington videos to educational quizzes and the latest gamification experience, “Star Quest,” the new site and the creative content have elevated the TPD program. 

At Toyota, we’re always looking for innovative ways to leverage technology for positive change. LGND’s creative and collaborative approach has helped us take our Toyota Policy Drivers program to whole new levels.
Rebecca Steele
Director, Emerging Technologies Policy, Toyota Motor North America
Partnering with LGND over the years has been instrumental in establishing and growing our internal grassroots network, helping to educate our team members and ultimately impact public policy.
Stephen Ciccone
Group Vice President, Government Affairs, Toyota Motor North America
We value our Toyota team members, and creating a program that is educational and impactful, yet fun and engaging for them requires innovation and creativity. LGND’s partnership has given us exactly that.
Donna Rhudy
Associate Director, Employee Advocacy & Grassroots Initiatives, Toyota Motor North America

III. Results

With leading UX and UI systems and external API integrations from Quorum, we helped Toyota launch One TPD in early 2023. 

The immersive, custom-built web application is completely owned by Toyota, enabling its Government Affairs team to continue building upon its best-in-class advocacy program without being restricted by the capabilities of existing public affairs services. With its variety of content and “Star Quest” game now in a single platform, Toyota has the tools and talent to once again take auto industry advocacy to the next level. 

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