Brand Experience and Activation > Use of Promo & Activation
THE WORLD'S SMALLEST NEWSPAPER
SAATCHI & SAATCHI, Dusseldorf / TOYOTA / 2012
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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