Every family has its black sheep. Descendant Toyota - Scion Bashny.Net

In the early 2000s, the top management of Japanese automaker Toyota realized that the average age of buyers of cars of this brand is steadily approaching 50 years, and if it goes on, it will soon be no one left to buy good Japanese mashiny.Nuzhno was urgent "to rejuvenate" the average buyer, but this is not so, as it arises. That is not to apply to a younger audience to the same machines, which are bought by people of middle age. The impasse - do not believe the young and the old decide that they ought not to go to youth wheelbarrows. Much better come up with something which has never been done. Something very special, strange, rebellious and independent. What is so like the young.

Audience segment, twenty and twenty small tail, the so-called "Generation Y», was chosen with the future - today's twenty years too someday grow up and change on a respectable sedans Toyota.

The first concern Toyota new car appeared in March 2002 New York Auto Show - the promotion of youth cars decided to start with the US, in the same place and the plant.

And already in 2003, two models of production cars under the brand Scion (read as "Sion", translated as "heir, the child") were able to estimate the first buyers. And that was to evaluate - this machine has not been seen. If the model tC still somehow can be attributed to the usual type of vehicles, the xB - is another story. Square, uglasty and outside, and inside, all quite confusing and generally looks like a hearse. And most importantly - it is unclear how to treat it. Looking attracts well-made, but there is in it something unnatural, which is less strong spirit makes frown, looking away, if not openly express outrage.

The manufacturer was satisfied with the effect produced - the most it, you need non-conformists, rebels and just, sorry, vypendrezhnikam. Toyota was followed by his favorite "blue ocean strategy" and created a product to a whole at that time unbeatable field.





Such a product and need to advertise accordingly. To those who will buy the Scion, roared with delight, and those who are not part of the target audience, frowned disdainfully and angrily whispering «O tempora, O mores!».

Branding and development of the campaign was entrusted to a small agency with headquarters in San Francisco. Attik by the time he worked in the advertising market in the US for 15 years, but nothing noticeable globally at that time did not. Scion has become the main clients of the agency, the favorite child in a large and expensive advertising.

After a few indistinct and featureless campaigns Attik felt what you need in the 2007 campaign «Want To Be Square» («Do you want to be square?") For the flagship (three) models Scion - xB.

These are numerous stories about the angularity of the world and the mystical "quadratization" all around. All the spots created by the campaign Want to be Square weakly correlated with traditional commercials. They demolished the tower and invite the audience in the square virtual reality shown in the promotional site Want 2 Be Square, operate without interruption and a half years.

Attik creative team did not shoot your own videos featured on the site. Advertisers did trickier: they sent out a creative assignment more than 100 video studio and then selected 17 best works of the 140 that were sent. Of course, few people missed the opportunity to express themselves as advertising. Restrictions by Attik and Scion vehicles almost was not. You want krovischu the entire screen? Please. Want cyberpunk and creepy dungeon? For God's sake. Maybe you creepy sur Bring? Sure, not a problem. Well, when there will be a chance to make advertising at will and old dream? The only condition was indispensable "okvadrachivanie" subjects or media clips.

Interestingly, neither the video nor used in the campaign posters, no site did not show the advertised car-cube entirely.

Simon Needham (Simon Needham), co-founder and creative director of Attik, says that they specifically have focused on certain "Experience," the experience, but not on the machine itself - the words quoted by MediaPost. "We did not have to show the problem right now is that this is a car. All we were trying to do - is to give people some fun. And also give them the opportunity, if they are, of course, interested in the future, to go and look at the new Scion xB », - he said, stressing that" we are not trying to sell it. " According to Needham, "we will only continue to increase thin instruments brand trust and interest of the target audience for the new car».













After three months of Launch Campaign for the xB, Attik launched a campaign for another wagon Scion - xD.

Nihilistic and creepy character is genetically transmitted and «Little Deviant» («little crazy"). Starring in the animated nuarnyh spot - townsfolk "Shipley" (from the Sheep - Sheep) and Monsters "deviants" ("crazy"), terrorizing Shipley.

«Scion - is night, dark brand and it seems that a new campaign is ideal for xD. It is unusual for a car company, but it is interesting and attracts people's attention, "- he said in June 2007 Simon Needham.

Commercials are shown as "deviants" came to the city greyness, where everyone wears the same clothes, think alike. According to the creators of the concept, such a civilization has no future future - bright and brazen characters, riding on Scion, kill city.

Rollers announced site «Destroy the boring sheeple» (~ Destroy boring Shipley) nahodyaschivsya at LittleDeviant.com not working right now. Visitors are invited to severely crack down on the sheep by killing and torturing them as representatives of the "grayness».



Already in 2008, announcing the new lineup, Attik and Scion vehicles went to the beaten path and declared that, as stated in the famous advertising Marmite, in advertising and controversial shoes Crocs. Apparently, this is a must promotional programs of all rebels.

«Love It Or Loathe It» - «Love him or hate him».







And besides, said of the recent changes to the cars, showing a significant difference by adding small details.

Simon Needham says, "The main idea of ​​the company was based on the fact that 2008 tC has undergone several small but significant changes. To bring them to the attention of the audience, we offer them practice with regard to changes »





A month ago, Scion advertising changed course again, but this time more dramatically. Krovischi, basements, drains and other places of deviant behavior in the campaign «United By Individuality» («merged personality") was not found.

Scion gathered in the desert of Nevada and three hundred car owners announced their community of people who have chosen themselves.

"Our goal was to celebrate and draw attention to the strong community of fans Scion», - says Simon Needham, - variety and individuality of cars Scion, which we filmed, it was incredible, allowing us to make a phenomenal movie, and many other elements of the advertising campaign, using the present owners Scions. It was an amazing experience & quot ;.







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