Attik Introduces Scion tC Sports Coupe

SAN FRANCISCO Attik said it has launched a national introductory campaign for Toyota’s Scion 2005 tC sports coupe.

The San Francisco independent agency’s work follows its effort for the Scion xA and xB models last June and includes outdoor, viral marketing, print, cinema and broadcast spots in 33 U.S. markets. “What moves you” remains the tagline.

Each of the media formats has different launch dates, the shop said. The outdoor posters and mobile billboards featuring the tC are already appearing in some of the 33 cities. Viral marketing has begun as well, with street teams handing out temporary Scion tattoos and postcards promoting the tC and a Web campaign at www.wanttc.com.

Attik’s outsert print ad is bundled with current and upcoming issues of car, music, art, fashion, gaming and sports enthusiast magazines such as URB, Juxtapoz and DUB. The print work will also appear in major market daily and alternative newspapers, featuring photos of all three Scion models, prices and dealer information, according to the agency.

A radio push is set to launch in key markets. One of the spots uses original music from DJ Jazzy Jeff, one-half of Will Smith’s 1980s rap act, DJ Jazzy Jeff and the Fresh Prince.

The tC sports coupe will be available at California dealerships July 2.

Campaign spending is undisclosed. Scion’s adspend was $2 million last year and $8 million through March 2004, per Nielsen Monitor-Plus.