Scion’s gone wild in its latest campaign, targeting prime consumers of its slick vehicles: the young, hip, urbanite. The campaign, dubbed Scratch Off, shifts into high gear in September and includes wild postings and wallscapes, postcards, a micro-site and more.
Built to pique consumers’ awareness of the uniqueness of Scions and their owners, the Scratch Off concept, much like that of lottery ticket, lets consumers scratch off large posting and other ads to reveal different Scions.
In 11 cities, including Chicago, Denver, Los Angeles, New York, San Francisco and Washington, DC, pedestrians will scratch off wild postings (as large as 33 feet by 78 feet) on walls alongside sidewalks to reveal various Scions. In Austin, TX, Boston, Cleveland, Miami and Seattle, street teams will set up Easel boards that will display the Scion wild posting creative to engage passers-bys while they distribute Scion-produced CDs of hip-hop music from its in-house DJs and artists.
Additionally, each day in the San Francisco, Chicago, and Los Angeles markets huge wallscapes will reveal a different Scion as commuters drive or walk by until all different Scions are displayed.
“We challenged our agency to find interesting and new ways to engage consumers,” said Nancy Inouye, advertising manager, Scion. “Because Scion is about personalization and customization, this is a fun and interactive way to capture the audience.”
The September editions of print magazines, including BPM, Dime, Tokion and Elemental— core audience are artists, music lovers and sports fans— feature ads that let readers can scratch off Scion ads that feature a variety of slick-styled vehicles.
“It’s a new and unique way to reach the Scion consumer,” Inouye said. “It’s an unconventional way, not just a simple print ad or static communication piece.”
Also, on a soon-to-be-announced microsite accessible through Scion.com, visitors’ cursors will be transformed into a key that lets them scratch off material (much like an instant-win lottery ticket) with a car driving off when completed.
Additionally, at clubs in the St. Louis and Philadelphia markets, 525,000 postcards will be distributed to club goers to scratch off during the promotion.
The campaign runs through the end of September. San Francisco-based Attik developed creative and handles the campaign. Los Angeles-based Inform Ventures, LLC, handles p.r. efforts for Scion. Torrance, CA-based Scion is a subsidiary of Toyota.
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