Brand Experience and Activation > Use of Promo & Activation

THE WORLD'S SMALLEST NEWSPAPER

SAATCHI & SAATCHI, Dusseldorf / TOYOTA / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Raise the awareness and boost test drive numbers for the Toyota IQ within the young, urban target group.

Effectiveness

The campaign happened on 1 day only. In 1 week we achieved 32% more test drives than usual.

Implementation

Die Welt is a nationwide German newspaper. Being read mainly by males, 21-55 years-old, living in cities bigger than 80,000 people. We added a second newspaper on top of the real newspaper, an incredibly small one. Saying: the smallest newspaper in the world presented by the smallest 4-seater in the world. Inside the smallest newspaper QR Codes led to information about the Toyota IQ and the possibility of booking a test drive directly.

Relevancy

The Toyota IQ is the smallest 4-seater in the world -and we advertised it with the smallest newspaper in the world.

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