To demonstrate its incredible agility, the new Toyota iQ was the first car in the world ever to create an entire font from A to Z. To make this project happen, we collaborated with: - Zach Lieberman, pioneer in interactive art. Color tracking software developer. - Pierre and Damien, from Pleaseletmedesign, a type and graphic design studio. Font designers. - Professional pilot Stef van Campenhoudt, European champion of GT3 racing. Font driver. All together, they created the iQ Font. The making of video was posted on Vimeo, with a direct link to download the iQ Font for free on the Toyota website, where people were also invited to book a test drive.

Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Our briefing was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 year old urban people. We want to reach the communities that fit the iQ’s core values: design, technology and automotive. We need a concept that can merge these three strong online communities.

More than 6 000 blog posts on leading design, technology and automotive blogs. More than 15 000 tweets in the first two weeks. Thousands of posts on other social media, like digg, facebook, tumblr, delicious... More than 600 000 views of the making of video. More than 2 000 000 page views on blogs and online newspapers. Free media coverage in magazines and newspapers. More than 24 000 font downloads from the Toyota website. 2 345 test drive demands. All this with 0 euro media investment

The Toyota iQ is the first car in the world to create an entire font. The iQ created a free-for-download tool for the form/function loving crowd, which is iQ’s primary market. The making of the video was posted on Vimeo, with a direct link to download the iQ font for free on the Toyota website, where people were also invited to book a test drive.We spread the making over 3 phases. At first, in an online PR strategy, we targeted highly influential and contextual environments, in automotive, design, and technology. Then we activated a broader environment. And finally the viral spread took place.