The solution was the pop-up stores called JOHNS APPARTMENT which were built in the six major German cities - Cologne, Berlin, Frankfurt, Hamburg and Stuttgart. In the heart of the city vacant shops were rented for one month and equipped as a cool and trendy place to be. During the day people could hang around, receive free WLAN access and get free drinks from our cooperation partners. Surely the car was presented, too.

As a traffic booster we had different events every evening e.g. DJs, bands, comedy, wine tasting. The success for the concept was the 360 degree urban media strategy using all relevant target group channels to raise awareness. E.g. poster and ads in lifestyle magazines with QR code linking to the special mobile site. Live radio shows from the events. Content integration on Facebook and MySpace. Promotion teams in the cities made the concept round. Time period was the half year before the launch on January 24th 2009.

With more than 50,000 people who have visited the stores, this tour was the best visited Toyota promotion tour ever and exceeded the internal KPI by 50%. Also the direct interest for the car was very good: ca. 1,500 registrations for test drives, ca. 10,000 brochures ordered. With more than 150 clippings the press coverage multiplies the success for the campaign. In February 2009 the campaign was awarded at the German media award 2009 with the second place for best media strategy. And in the end the most important fact: the car is sold out, waiting period is actually three months.