July 28, 2008 - Torrance, CA - July 28, 2008 - 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 www.Scion.com/ScionUnited.
