With the new Toyot iQ new standards regarding space in a compact car were being set. A 2-Step mailing was to be developed to communicate as part of a launching campaign. Two features were to be highlighted. Its size, being the the smallest car in the world with 4 seats and its environmental friendliness.
Mailing Step 1: The square shape communicates the compact size of the iQ, When opened it reveals that plenty can be hidden in a small format.
Step 2: The same shape was used as basis, becoming bigger and bigger as the mailing is opened, emphasizing the innovative features that enable iQs true size.
With more than 43% of recipients requesting further information or booking a test drive, the mailing was a success, being part of a campaign that had an extremely positive side effect: Toyota sold 6 times as many cars as usually in this segment.
Credits
For this mailing I designed the layout, developed the creative concept with my team partner and worked closely with the production team to choose the format, the way the mailing is folded and the materials.
Beatriz De Pombo 