We created JOHNS APPARTEMENT as the Toyota iQ’s urban environment—an authentic place that had a pleasant and harmonious atmosphere that was open to all.

For four weeks, six salesrooms in the best city locations were transformed into JOHNS APPARTEMENT. We rented empty shops in top locations and transformed them. The iQ’s corporate design and the interiors used were exactly the same at all locations.We hired artists and authors, and invited many renowned cooperation partners to stop by and have a drink and take a look around.The concept was implemented exactly as we had originally conceived it.

The secret of success: the target group felt validated and understood. People’s length of stay at JOHNS APPARTEMENT was long.We reached the urban target group in their own surroundings—near shops, culture and business. The guests encountered the new iQ in an atmosphere that was communicative, pleasant and intimate. JOHNS APPARTEMENT turned the presentation of the vehicle into a memorable and emotional experience.

- more than 50.000 visitors at all locations- daily competitions: roughly. 6.000 participants- approx. 1.500 registrations for test drives (January 2009) - nearly 10.000 brochures ordered - press coverage: more than 150 clippings