Cannes Lions

TOYOTA IQ

HAPPINESS BRUSSELS, Brussels / TOYOTA / 2012

Awards:

5 Silver Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

iQ Street View shows the agility and compact design of the iQ by jumping in to help Google complete their Streetview project. Using the iQ we filmed all the streets Google couldn’t get into with their big car. This campaign become a collaborative effort when we asked all Belgians to tag the streets that had been ignored by Google.A 'making of' video showing the process was spread.All collected data was handed over to Google so they could complete their site.

Execution

The Toyota iQ completed Google Street View in Belgium by filming all 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

Outcome

- 200 streets that met the iQ Street View criteria were tagged- 20% of the tagged streets have been filmed- 1000+ direct mailings offering exclusive discount sent to inhabitants of filmed streets - At the end of the year all footage will be handed over to GoogleNote: this project is restricted to Belgium only

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