Scion Goes Further Off The Grid
June 22, 2007
If you are currently working on an auto client, then you should be sweating Scion. Like majorly. Scion is one of the few brands to ride the counterculture, take advantage of offbeat talent and create creative, exciting, memorable auto advertisements. Toyota’s little champ is so successful that last year they announced they would deliberately slow down sales for 2007 to keep the brand fresh and desirable. Smart cookies over there.
Their recent outdoor placements offer the slogan: “So wrong for so many” making a firm stand that they are just too cool for most consumers. Love those cheeky bastards and we most certainly dig their latest campaign promoting their new model the xD. Scion got the dark artist, Dave Correia and graphic design/brand engineers ATTIK to create a web game called “Little Deviants.“
Nancy Inoues, Scion’s advertising manager, says:
“We wanted to create a pre-launch campaign for the 2008 Scion xD that was rebellious, sinister, and paralleled our street level promotions.”
Easy to play and offering a sneak peak at the new wheels, the game has web heads, art freaks and Scion loyalists freaking out. Scion also partnered with teen hotspot Gaia to allow their barely legal users to pimp out some of the car maker’s hottest models. Way to use the web to pick up on future consumers.
GM? Chrysler? Everyone? Pay attention.
