Ten years ago, Scion surprised the advertising industry by selecting global creative agency ATTIK as its creative agency of record. In validating their choice, ATTIK’s newest clients quickly pointed to the firm’s unique design aesthetic and its strategic thinking. ATTIK remains the brand’s creative agency of record, and the breaking national cross-media campaign for Scion’s new, premium micro-subcompact iQ represents the latest strategic initiative from one of this era’s most impactful marketing relationships.nn"When we launched ATTIK, we set the tone for constant creative experimentation with our Noise series of books," said Simon Needham, ATTIK co-founder and executive creative director. "We also focused on youth brands and authentic research methodologies to ensure our work is always as effective as possible. This unique ethos has proven to be the perfect match for Scion, which focuses on being the youngest brand in the automotive industry. Our target audience constantly changes, and where they lead us, together we continue our greatest efforts to engage them creatively and address their needs and interests."nnOne of the innovative marketing approaches ATTIK and Scion originally employed to unveil Scion in America was a phased regional roll-out. After beginning in Los Angeles, San Francisco, Portland and Seattle, the campaign moved eastward into key markets, famously using guerilla marketing activities like the placement of Scion vehicles near youth-targeted events for audience self-discovery, with strategic use of out-of-home placements like wall projections, wild postings, and much more. Once these tactics were well underway in key U.S. regions, the national launch campaign followed. nn
nnOver the past several weeks, the campaign for the new iQ has been introduced using a similar release strategy. Conceived by Needham and ATTIK creative director Ron Lim, art director Mike Cornell and copywriter Andy Sciamanna, a first campaign spot entitled “Big” began appearing within regional U.S. markets in late November, along with accompanying out-of-home, radio and online executions. Directed by Filip Engstrom of Smuggler, meticulously overseen and finessed by Needham throughout production and post, and featuring many top-tier industry talents, “Big” has recently launched nationwide in high-profile broadcast, cable and online venues, and on Scion social media channels, including Facebook.com/Scion and YouTube.com/Scion. Since Feb. 22, the brand’s social media channels have also started airing a new “Park!” series of spots directed by Needham himself. Many more creative executions starring the iQ will debut nationally over the days ahead.nnnn"The Scion iQ is all about ‘big ideas, concentrated,’" said Jack Hollis, Vice President Scion. "In short, this car is unlike anything else on the road. We feel it’s a game-changer in many ways… just as Scion itself was when it was first introduced ten years ago. We have engaged young buyers across the country in key markets first, and week after week, we have continued to expand the dialogue and present new insights into the remarkable iQ."nnOver the years, many automotive marketers have adopted the groundbreaking initiatives pioneered by ATTIK and Scion. Their long list of industry innovations includes the following, among many others:n• "Scion by" — creative that featured the brand’s young urban trendleader target audience members in the marketing elementsn• Original comic book series, original scripted webisodic series, original reality TV seriesn• Custom, FWA Award-winning (and Webby nominated) microsites and websitesn• Augmented reality campaignn• Custom cover campaign in association with Tokion Magazinen• Custom ‘advergame’ integration into the The Onion’s iPad app launchn• Reality-show parody… with Zeus himselfnn"ATTIK first began developing strategic positioning for the iQ in 2009," explained Ron Lim. "After exploring several directions, we landed on the idea of treating the iQ as a subject of curiosity; a vehicle worth examining. We developed a roll-out which included brief pre-launch teasers followed by a :30 and several :15s, each showing off the iQ’s features and unique personality… always playing up that even though the car is small, it’s packed with all the stuff you’d want in a car." nn"Our ads inform buyers about some of the most unique aspects of the iQ," Needham added. "In making big claims, our challenge was authenticating them. We’re very proud of how we’ve achieved that creatively in these latest collaborations with the executives behind the world’s most innovative automotive brand."nnFor ATTIK, additional credits include senior broadcast producer Patty Lum and senior account manager Michelle O’Hea, among many others. Complete campaign credits are available upon request.nnFor more information on the Scion iQ, please visit www.scion.com.iQ.nnAbout ATTIKnATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency’s expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta at +1-415-284-2600 or contact Ric via email.n nAbout ScionnScion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features four ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, the tC sports coupe, and the new, premium micro-subcompact iQ. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.Roger Darnell DWA for ATTIK Phone: 1.828.264.8898 Contact Roger via email
Contact:Craig Taguchi Scion Public Relations Phone: 1.310.468.3282 Contact Craig via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More