Mark Ward Creative
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TOYOTA iQ

The Toyota iQ is the world's smallest 4 seater car. An enigma of automotive design, it features a clever layout allowing 4 seats to be squeezed into a car less than 3 metres long.

The purposefully small external dimensions make the iQ ideal for the city, while the extraordinary amount of space inside makes the car functional and comfortable.

This campaign plays on the smart thinking and problem solving behind the car and encourages viewers to use their own IQ.

 

SOCIAL ACTIVATION:

A physical treasure hunt would take place nationwide across the UK on a given time frame. Toyota iQ cars would be parked in selected locations, each one containing a secret prize. All prizes are based around 4 people and range from restaurant experiences to luxury weekend breaks in European cities. Toyota would post cryptic clues on the specific locations of the prize laden cars across Twitter, Instagram and Facebook. Followers would have to use there IQ to work out the locations and get there first.

The people who are first to find the prizes are asked to tweet @Toyota with a unique hashtag located in the car, alongside a selfie of themselves with the car and prize. Toyota then release the pictures of winners across their social channels, allowing other followers to know prizes have been found, and keep momentum alive. After all the items have been found, the top 3 quickest prize winners would be tweeted that they've won an iQ car.