Brand: Scion (Toyota)
Execution: TV, In-Theater, Viral, Web
Target: Young, Hip & Driving
Rating: *****
Reviewer: David
Description:
Scion is an automotive brand of Toyota which has used innovative marketing techniques including viral, experiential, event marketing and branded entertainment (Scion has a record label and ‘Scion Release’ - a clothing line’). This week, Gina Chon at The Wall Street Journal reported that Scion will reduce production to avoid surpassing its target sales goal of 150,000 cars for the year. Scion will also reduced its television advertising and steer it entirely off of network television to hipster late-night cable shows like ‘Adult Swim’ on the Cartoon Netwook.
What Works:
We write about Scion not because of the advertising we link to (which will probably confuse most adults over 25) but because Scion has excellent lessons for the modern marketer. More than many other brands targeting young adults today, Scion has understood that ubiquity and brand strength […]
Published by david
Continue reading: The Many Lessons of Scion
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