Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology.Communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 years old urban people.

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.We spread the making of it into 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.

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.