Toyota Motor Sales USA, Los Angeles, has an innovative marketing plan for Scion, a subcompact for younger drivers that launches in California in June and nationally in 2004. Toyota won't run TV advertising, opting instead for a grassroots campaign that brings customized Scions to local events, while targeting diverse audiences online and at music clubs and other popular venues. Scion's hook is that buyers can customize their own car extensively, via kiosks in dealerships. Showrooms will have large plasma screens showcasing features, a "discovery zone" with Internet kiosks, and sales reps who won't speak until spoken to. ATTIK, San Francisco, handles advertising; Oasis, New York City, handles Scion's Web site. Toyota unveils its second Scion model at the Los Angeles Auto Show this week. (The first was unveiled at the New York Auto Show last March.)
Toyota Motor Sales USA, Los Angeles, has an innovative marketing plan for Scion, a subcompact for younger drivers that launches in California in June and nationally in 2004. Toyota won't run TV advertising, opting instead for a grassroots campaign that brings customized Scions to local events, while targeting diverse audiences online and at music clubs and other popular venues. Scion's hook is that
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