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May 15th, 2009
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Archive / Toyota IQ
Toyota IQ
Online launch of revolutionary car model in a small package from Toyota.
Our role:
During the first days of Autumn in 2007, in a dark hangar, somewhere in the heart of Europe, our team was among the first people in the world to lay their eyes on a beautiful and ingenious creation from Toyota. The reason why we were there? To help introduce this little creature to the most complex car market in the world – Europe.
Challenge:
When a company like Toyota puts its greatest minds together, the most inspiring and great innovations in car manufacturing come to fruition. The company is also an acknowledged leader in environmental technologies. But how do you create awareness among people in big European cities, when the very essence of all those things are assembled in a car model? For more than a year we worked very closely with Toyota Motors to make this car public – from the time the concept car was officialy introduced at the Frankfurt Car Show 2007, to the launch of the production model in Paris 2008. All over Europe, a very specific group of drivers were targeted.
Solution:
The introduction of IQ was accomplished by launching online games in phases during the Autumn and Winter. Each game featured an intriguing story of three big city inhabitants who were very concerned of the evolution of their urban lifestyles. Three challenging missions for the users and a banner campaign were included as part of the campaign. In the end – a car and a trip to Tokyo were used as incentives to encourage people to participate.
Target group:
Young conscientious big city men and women who are fed up with SUVs and are searching for a new form of urban transportation.
Partners:
Digipunk (3D), Dreamfield (film and post production)
Highlights:
In our opinion – the most complicated online game challenges in history.
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