Scion launches new brand campaign ~ Auto Guru India - Junction of News, Auto Reviews, Advice

Jul 31, 2008

Scion launches new brand campaign

Scion recently launched its "United by Individuality" brand campaign, which reinvents the brand's distinctiveness by communicating several of its core philosophies - creativity, personalization, authenticity, and community.

The campaign also celebrates Scion owners as it demonstrates Scions as blank canvases for customization through unique treatments of actual owner vehicles in cinema, cable, print, online and out of home advertising.

Scion, a laboratory for experimentation, used the United by Individuality campaign as an opportunity to approach casting talent differently. Scion asked owners to submit images of their xA, xB, tC or xD, whether stock, or mildly to wildly customized. Scion then chose hundreds of these vehicles from more than 20 states to participate in its United by Individuality campaign.

"As owners and creativity are core elements of Scion, we wanted to generate an advertising campaign that integrated those aspects in an innovative way," said Jack Hollis, Scion vice president. "We think the United by Individuality campaign will engage our owners as well as show others what the brand is about. I can't wait for owners to be surprised when they see their cars in their favorite magazines, on a billboard or at the movies."

While over 300 Scions were busy being stars at the photo shoot in the Nevada desert, more than 600 select owners and their guests enjoyed activities that embodied the brand - art, music, racing and tuning. Scion owners also valued meeting each other as the group often converges online, but rarely has the opportunity to meet other owners from across the nation in person.

This unique casting call allows the brand to demonstrate the endless and authentic personalization possibilities. As Scion owners are always the heart of the brand, owner vehicles are the focus of the United by Individuality campaign. The promotion will feature numerous combinations of individual and group vehicle images.

Scion also partnered with Tokion magazine to create a personalized September cover for subscribers and Scion owners who participated in the United event. The custom cover art will feature a Scion vehicle with the subscriber or owner's name printed on it. Inside, the magazine will have several creative executions including a poster shot of the vehicles used for the campaign.

"Word of mouth is so strong for us," said Hollis. "Yes, our vehicles are polarizing, but we are confident our United by Individuality campaign will spark positive conversation among Scion enthusiasts. Each vehicle in the campaign is so unique, owners will know who a vehicle belongs to or reach out to the Scion community to find out. Our owners are definitely united by individuality and we will continue to support them as they tell us what the brand needs to be."

Scion continues to use an unbundled approach for its marketing and advertising efforts, allowing it to work with the best specialized partners in the industry. Scion and its partners were able to create an advertising evolution with this campaign by blending Scion advertising, marketing, owners and product.

"We will maintain our course for adventurous and authentic marketing efforts," voiced Hollis. "We're Scion and that's what we do to stand out and engage consumers."

United by Individuality launched with cinema the week of July 21, and will follow with print, internet, and out of home placement. Spots on select cable programs will air by August 4. Interviews with select United event owners will also be featured in the winter/fall Scion magalog. Images of the event are also on Scion website.


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