Scion Declares a ‘Brand Manifesto’
July 17, 2009
- Alex Palmer
Toyota Scion has set forth its new “brand manifesto.” Targeting young, urban consumers the brand has debuted new TV, print and outdoor advertising, as well as a pair of promotional microsites, which went live on Thursday.
The subcompact five-door Scion xD subcompact is being promoted in new ad dubbed “xD Explosion,” which began airing on July 4. The xD advertisements feature the taglines “Stand with us by standing out,” and “Create a following by never following.” Attik is the agency.
The sports coupe Scion tC sports coupe, will be advertised in the upcoming “Streaks” spot which features the more energized tagline “Tear it up, don’t rip it off.” The third model, the urban utility Scion xB “urban utility” vehicle, is being tagged, “Be an original, not a copy.”
“With this new brand manifesto campaign, we set out to re-introduce Scion to young, urban consumers by reinforcing the company’s unique position as an authentic brand that is all about creativity and individuality,” said Attik co-founder and creative director Simon Needham, in a statement.
The new ads will have strong online support thanks to two new microsites. Pixel Reveal (www.scionreveal.com), features an image obscured by a million pixels. Visitors who register can remove up to 10 pixels a day every day until all of the million pixels have been removed, revealing the grand prize Scion. Speechifier, the second site (www.becomenoneofus.com) give visitors the chance to enter their own manifestos and have the online program turn it into a customized video.
Toyota Motor Sales spent $18 million on media behind Scion in 2008 and $7 million through May 2009, per Nielsen.
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I do not think that becomeonofus.com link is correct.
It is supposed to be http://www.becomenoneofus.com/ it should say non instead of one.
Thank you. It’s been corrected