Toyota Promo, Case study THE WORLD'S SMALLEST NEWSPAPER by Saatchi & Saatchi Frankfurt

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Saatchi & Saatchi Frankfurt
Executive Creative Director Oliver Kapusta, Jorg Riomni, Alexander Reiss
Art Director Christopher Jones, Justin Pettit
Copywriter Till Wembacher
Account Supervisor Anke Peters, Michael Samak, Jens Eberth
Released April 2012

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA
Product/Service: TOYOTA IQ
Executive Creative Director: Oliver Kapusta (Saatchi & Saatchi Germany)
Executive Creative Director: Alexander Reiss (Saatchi & Saatchi Germany)
Executive Creative Director: Jorg Riomni (Saatchi & Saatchi Germany)
Copywriter: Till Wembacher (Saatchi & Saatchi Germany)
Art Director: Justin Pettit (Saatchi & Saatchi Germany)
Account Supervisor: Michael Samak (Saatchi & Saatchi Germany)
Account Supervisor: Anke Peters (Saatchi & Saatchi Germany)
Account Supervisor: Jens Eberth (Saatchi & Saatchi Germany)
Digital Producer: Stephan Hörsken (Saatchi & Saatchi Germany)
Digital Producer: Dennis Junck (Saatchi & Saatchi Germany)
Art Director: Christopher Jones (Saatchi & Saatchi Germany)
Media placement: Newspaper - Die Welt (Axel Springer) - 23.04.2012

Insights, Strategy & the Idea
Die Welt is a nationwide German newspaper, read mainly by males, 21-55 years old, living in cities with a population bigger than 80,000 people. We added a second newspaper on top of the real newspaper - being incredibly small. It said: 'The smallest newspaper in the world, presented by the smallest 4-seater in the world - The Toyota IQ.' Inside the smallest newspaper QR-codes led to information about the Toyota IQ and the how to book a test-drive directly.

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

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