Toyota sets up home

Toyota is touring Germany with an innovative campaign for its new iQ designed to introduce consumers to the new super compact vehicle in a relaxed setting. The motor brand is setting up a series of “pop-up” venues in key locations across the country offering not only the chance to experience the new iQ but also free wi-fi and a drink allowing them to demonstrate the ambience of the brand.

Dubbed “Johns appartement” the venues appeared in Cologne, Berlin, Frankfurt, Munich, Hamburg and Stuttgart, staying open seven days a week from mid morning through to late in the evening when they also hosted events such as wine tastings, readings and fashion shoots

Consumers could also take part in a daily lottery with the chance to win prizes such as a coffee machine or vouchers for the cinema. The venues were kitted out in “friendly co-operation” with kit from Panasonic, Whirlpool, Nescafe, Volvic and BoConcept.

Each pop-up apartment is being promoted with two weeks of local activity before the venue opens for around four weeks.

Awareness of the new venues is being raised via a wide range of media including local press, social media sites, banner advertising, outdoor with QR code links to take consumers to a mobile portal, radio as well as flyers distributed by promotional teams.