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The word “scion” means heir or descendant, but Toyota Motor Sales USA’s Scion launch next summer will bear little resemblance to its forebears in the annals of Toyota marketing.
Toyota and San Francisco agency Attik are planning a “nontraditional” campaign targeting “Generation Y” buyers between 16 and 25 years old. The exact plans have not been finalized, but Toyota executives said the effort will be much more low-key than a typical major auto launch.
The campaign may include guerrilla marketing, product placement and TV spots on youth-oriented cable networks.
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