Execution

Strategy: In October 2008, Toyota announced the launch of iQ, an ultra compact car developed from a totally new concept. In developing a promotional campaign, we felt that it was a perfect opportunity to take on the challenge of doing something that has never been done. Working with the concept of 'New Way', we literally created a new way (road) with a live display/promotional event that totally changed people’s perception of outdoor advertising. Solution: We selected the façade of a building in Ginza, Tokyo where large numbers of working women in their 20s —our target audience — gather. A 'road' was created on the vertical wall surface 40 metres above the ground, and an iQ was 'parked' there, setting the stage for a 'theatre in the air'. Young female performers were suspended by wire and danced around the product, expressing the joy of having discovered the iQ. A total of 40 performances were done in the air over a one-week period. Result: All told, 40,000 people enjoyed the show during the promotion period. Several minutes after the promotion campaign started, the images and moving images of the event were introduced on innumerable blogs. The event was viewed over 118,000 times on YouTube, and praise poured in from all around the world. During the promotion period, TV programmes, newspapers and Internet news featured this event and instantly created a viral effect that took Japan by storm.