In order to publicize the launch of Toyota's iQ minicar at the end of this year the Japanese company has resorted to a guerilla marketing tactics, sticking magnetic advertisements on the sides of parked cars in Italy. The magnets have "298cm. The iQ ends here" written on it (in Italian of course) and a paper leaflet that reads, "4 seats in 298cm. And the safety of a tank." will also be tied to the car's side mirror (again, translated). The assault began on July 7 and will continue until the end of the month on the streets of Rome, Milan, Turin, Naples, Florence, Palermo, Genoa or Bologna. Rival cars are specifically targeted.
For the iQ, the Italian market is vital. The country sold 416,446 minicars last year according to UNRAE (the association of foreign automakers), making Italy the largest market for that type of car. Based on data supplied by JATO Dynamics, Europe's minicar sales totaled 1.1 million in 2007.
For environmental concerns, Toyota ensures that the leaflets are made from recycled paper and that the workers set out to place the advertisements will also clean up any left on the ground at the end of the day.