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Genius Targeted Viral Marketing with Toyota IQ

Posted by Derek Pine on Wednesday, January 06, 2010 at 1:24 PM  |  More From This Author »

Happiness Brussles, an agency based in Belgium recently completed a project to design a new font for the Toyota IQ to demonstrate the small car’s agility. It's the first ever font designed entirely by a car from A-Z.

The Brief: To communicate the agility and perfect control of the Toyota IQ in a relevant way to a targeted group of 18-35 year old urban people.

The Result: Through a PR campaign they targeted influential environments in automotive, design and technology and then the viral spread took place.

  • 6,000 blog posts
  • 2,000,000 page views
  • 600,000 video views
  • 24,000 font downloads


Here is what the font looks like. If you like it, you can download it here.



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Filed Under: Advertising ,  Interactive / Web Design ,  Marketing ,  Public Relations ,  Social Media

1 comments
On Tuesday, May 11, 2010 at 1:37 PM, Ben wrote: Nice to see a new approach to the idea BMW did with their tire tread art. Not to say they were the first; just the one that comes to mind.
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