In a world first, we demonstrate the agility of a small car, the new Toyota iQ, by transforming it into a computer mouse.

To turn the car into a computer mouse we first had to develop the technology to make it possible. Once we had built the software, we found a location, built a scaled-up desktop setting and choreographed a performance. Finally, we invited an exclusive audience to witness and trial it.

Initially it was a live demonstration, an interactive test drive and a media stunt.

But, by filming the event, we were also able to make a short documentary and a commercial for Toyota dealerships and the web. The print ad that the iQ mouse created for itself before a live audience, was then run in newspapers to direct people to these online films.Furthermore, by inviting journalists, we generated free publicity in publications read by our target audience.This way, the media channels expanded to reach far beyond the event itself.

The event and resulting films, press ad and publicity were the only advertising for the Toyota iQ launch in New Zealand.The free write-ups in magazines like NZ’s ‘Marketing’ and ‘Idealog’ alone delivered a return that outweighed our NZ$35,000 investment.

In the two months since the launch of the Toyota iQ, 50% of all stock is now sold.The client was delighted with the response. They saw it not just as an effective car launch, but as a statement of the company’s commitment to innovation.