Brand Experience and Activation > Product & Service

NIMBLE AS A MOUSE

SAATCHI & SAATCHI, Auckland / TOYOTA / 2010

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

The objective was to demonstrate the agility and size of the clever new Toyota iQ in a way that would encourage test drives and create sales.Our target audience is primarily from design and digital fields. They’re into stylish gadgets and innovations.

So our promotion needed to both engage and persuade this technology-literate audience.

Implementation

We decided to turn the Toyota iQ into a mouse, so it could move a cursor on a giant screen and operate a computer.But first we had to find a way to make this possible. So we commissioned a software developer who wrote a custom program which could track an LED light on the car, translate its position into X-Y co-ordinates and move the cursor accordingly.Then we built a scaled-up desktop, so the car also looked the part, hired a precision driver to execute the moves and invited an exclusive audience to witness and trial it.

Outcome

The event and resulting films, press ad and publicity were the only advertising for the Toyota iQ launch in New Zealand.The free write-ups in magazines like NZ’s ‘Marketing’ and ‘Idealog’ alone delivered a return that outweighed our NZ$35,000 investment.

In the two months since the launch of the Toyota iQ, 50% of all stock is now sold.The client was delighted with the response. They saw it not just as an effective car launch, but as a statement of the company’s commitment to innovation.

Relevancy

The iQmouse provided a compelling demonstration of the car’s manoeuvrability and gave our audience a completely unforgettable test drive experience. The level of innovation even surprised our tech-savvy target.By filming the event, we also created a short documentary and a commercial for Toyota dealerships and the web. In a novel twist, the print ad the iQmouse created in the performance, was run in newspapers to direct people to these online films.

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