IQ STREETVIEW by Happiness Brussels for Toyota

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IQ STREETVIEW

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Industry Cars
Media Direct marketing, Case study
Market Belgium
Agency Happiness Brussels
Art Director Koen Van De Wouw
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Automotive Products & Services Silver
Promo and Activation Lions Cars & Automotive Services Silver
Direct Lions Cars & Automotive Services Silver

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: TOYOTA BELGIUM
Product/Service: TOYOTA IQ
Agency: HAPPINESS BRUSSELS, BELGIUM
Entrant HAPPINESS BRUSSELS, BELGIUM
Title: IQ STREETVIEW
DM/Advertising Agency: HAPPINESS BRUSSELS, BELGIUM
Chief Executive Officer: Karen Corrigan (Happiness Brussels)
Creative Management: Peter Ampe (Happiness Brussels)
Creative Management: Isabel Peeters (Happiness Brussels)
Head Of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Concept Provider/Copywriter: Patrick Glorieux (Happiness Brussels)
Concept Provider/Graphic Designer/Art Director: Naïm Baddich (Happiness Brussels)
Account Director: Pascal Kemajou (Happiness Brussels)
Art Director: Koen van de Wouw (Happiness Brussels)
Offline Producer: Bart Vande Maele (Happiness Brussels)
Online Producer: (Happiness Brussels)
Account: Medhi Sel (Happiness Brussels)
Film Director: Bob Jeusette (Happiness Brussels)
Content Director: Joris Joosten (Happiness-Brusels)
Engineer: Jan Martin Mantkowski (Happiness-Brussels)
Describe the brief from the client
Objective: Show the agility and usefulness of the Toyota iQ
Target audience: New customers
The strategy was to focus on the USPs and the technical aspect of the iQ, as well as the brand strategy of Toyota: finding new solutions for new problems.
Creative Execution
The strength of the idea is that everybody loved Street View, and that the iQ provided a solution so even more people can enjoy Google’s project.
Describe the creative solution to the brief/objective.
The Toyota iQ completed Google Street View in Belgium by filming all the streets Google couldn’t get into.
A PR strategy and making of video led people to our version of the Street View site. There people could tag their streets to invite the street view crew. When their street was filmed a direct mailing was sent to all people living in the street with a promotional message and an invite to check their street on iQstreetview.be
Describe the results in as much detail as possible.
The campaign has just been launched. Check for updated results in the case video.