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Scion Declares a 'Brand Manifesto'

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Toyota Scion has set forth a “brand manifesto.” Targeting young, urban consumers, the brand has debuted new TV, print and outdoor advertising, as well as a pair of promotional microsites that went live on Thursday.

The subcompact five-door Scion xD is being promoted in a new ad dubbed “xD Explosion,” which broke last week. The xD advertisements feature the taglines “Stand with us by standing out,” and “Create a following by never following.” Attik is the lead agency.

The sports coupe Scion tC will be advertised in the upcoming “Streaks” spot which features the more energized line “Tear it up, don’t rip it off.” The third model, the Scion xB “urban utility” vehicle, is being tagged, “Be an original, not a copy.”

“With this new brand manifesto campaign, we set out to reintroduce 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 the microsites. Pixel Reveal (www.scionreveal.com) features an image obscured by 1 million pixels. Visitors who register can remove up to 10 pixels a day until all of the pixels have been removed, revealing the grand prize Scion. The second site (www.becomenoneofus.com) gives visitors the chance to turn their own manifestos into customized videos.

Toyota Motor Sales spent $18 million on media behind Scion in 2008 and $7 million through May 2009, per Nielsen.