IQ STREETVIEW [image] – Toyota Iq Direct marketing

25 Dec 2014 | Author: | Comments Off on IQ STREETVIEW [image] – Toyota Iq Direct marketing

IQ STREETVIEW [image]

Credits Description:

Type of entry: Product Service

Category: Cars Automotive Services

Advertiser: TOYOTA BELGIUM

Product/Service: TOYOTA IQ

Agency: HAPPINESS BRUSSELS, BELGIUM

Entrant HAPPINESS BRUSSELS, BELGIUM

Type of Entry: Product Service

Category: Cars Automotive Services

Title: IQ STREETVIEW

Advertiser/Client: TOYOTA BELGIUM

Product/Service: TOYOTA IQ

Entrant Company: HAPPINESS BRUSSELS, BELGIUM

DM/Advertising Agency: HAPPINESS BRUSSELS, BELGIUM

Chief Executive Officer: Karen Corrigan (Happiness Brussels)

Creative Management: Peter Ampe (Happiness Brussels)

Creative Management: Isabel Peeters (Happiness Brussels)

Head Of Art: Cecilia Azcarate Isturiz (Happiness Brussels)

Concept Provider/Copywriter: Patrick Glorieux (Happiness Brussels)

Concept Provider/Graphic Designer/Art Director: Naïm Baddich (Happiness Brussels)

Account Director: Pascal Kemajou (Happiness Brussels)

Art Director: Koen van de Wouw (Happiness Brussels)

Offline Producer: Bart Vande Maele (Happiness Brussels)

Online Producer: (Happiness Brussels)

Account: Medhi Sel (Happiness Brussels)

Film Director: Bob Jeusette (Happiness Brussels)

Content Director: Joris Joosten (Happiness-Brusels)

Engineer: Jan Martin Mantkowski (Happiness-Brussels)

Describe the brief from the client

Objective: Show the agility and usefulness of the Toyota iQ

Target audience: New customers

The strategy was to focus on the USPs and the technical aspect of the iQ, as well as the brand strategy of Toyota: finding new solutions for new problems.

Creative Execution

The strength of the idea is that everybody loved Street View, and that the iQ provided a solution so even more people can enjoy Google’s project.

Describe the creative solution to the brief/objective.

The Toyota iQ completed Google Street View in Belgium by filming all the streets Google couldn’t get into.

A PR strategy and making of video led people to our version of the Street View site. There people could tag their streets to invite the street view crew. When their street was filmed a direct mailing was sent to all people living in the street with a promotional message and an invite to check their street on iQstreetview.be

Describe the results in as much detail as possible.

The campaign has just been launched. Check for updated results in the case video.

The Direct marketing titled IQ STREETVIEW [image] was done by Happiness-brussels advertising agency for product: Toyota Iq (brand: Toyota) in Belgium. It was released in the Jun 2012.

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