Toyota DM IQ FONT by Happiness Brussels

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Industry Cars
Media Direct marketing
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Creative Tom Galle, Ramin Afshar
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TOYOTA
Product/Service: IQ
Date of First Appearance: Jul 30 2009 12:00AM
Entry URL:
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Account Director: Pascal Kemajou (Happiness Brussels)
Creative: Tom Galle (Happiness Brussels)
Creative: Ramin Afshar (Happiness Brussels)
Head of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Software Developer: Zachary Lieberman
Media placement: Viral video - Vimeo - 20 June 2009
Media placement: Website - - 20 June 2009
Media placement: Interactive Tool - - 20 June 2009
Media placement: Viral - Blogs, Social Media, Newspapers, Magazines, Online Tv Shows - 20 June 2009

Describe the brief/objective of the direct campaign.

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.

Explain why the creative execution was relevant to the product or service.
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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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