Droga5 Wins Toyota Scion Launch

By Patrick Coffee 


Today we can confirm that Droga5 has extended its recent move into the auto sector by winning creative duties for Toyota’s Scion brand.

The agency scored headlines over the summer after Toyota bypassed global AOR Saatchi & Saatchi to assign Droga the task of introducing its fuel cell-powered FCV to the world at large; this win also prevented Droga from participating in the extended Infiniti pitch.


A Toyota spokesperson tells us that Attik — which has handled Scion since 2002 and expanded its relationship with the client by winning the Venza business in 2008 — “continues to be a part of our creative team” and that the agency will “support various marketing initiatives” moving forward; the spokesperson classifies Droga5 as a “new creative partner.”

The client hired Droga to help promote two new models that will launch in Fall 2015. Various auto trade pubs like Car and Driver received press kits regarding the upcoming Scion iM this week, and Toyota plans to announce the name of the second vehicle (a sedan) to the public on March 18th.

On the coming campaigns, Toyota says:

“We’re looking at what the marketing mix will be right now and will decide on the medium.

[The Fall campaigns] will be coordinated by Droga5…we’ll see what happens.”

“The Turning Point,” Droga5’s ad for the FCV model, debuted in Fall 2014.