In co-operation with the private TV channel RTL2 we selected programmes which appeal to the target group and are on-air around the iQ launch period. The chosen programmes were the blockbuster Training Day and a lifestyle motor magazine called Grip.

We used the official trailers for those programmes and edited an individual wording which relays the core USPs of the new iQ as sexy, individual, and a must-have. The iQ vignette was integrated directly in the trailer. The programme trailers were placed over the day during three weeks on RTL2 from January 19th to February 08th.

The aim to maximise impact in between the small launch budget was reached. The iQ was present over the whole length of the trailer (45 seconds), but we paid only for the 12 seconds vignettes, which means a cost reduction of circa 60%. As the vignettes were placed in the programme and not in the regular ad-break reach was 30% higher.

Also the production costs were minimised as we used the already existing mood film material to produce the vignettes. The launch was a success for Toyota: the car is sold out and has a waiting period of more than 3 months.