Roger Darnell
DWA for ATTIK
1.828.264.8898

Allison Takahashi
Scion Public Relations
310.468.5315

For Immediate Release

SAN FRANCISCO – (May 28, 2004) – Global creative agency ATTIK (www.attik.com) today revealed the major elements of its nationally breaking cross-platform advertising campaign for Scion, the new line of vehicles from Toyota Motor Sales, U.S.A., Inc., for which ATTIK serves as creative agency of record. 

The urban trendsetter-targeted brand campaign began last June in California on a regional basis and made its way across the country leveraging both traditional and non-traditional approaches to promote the Scion xA and xB models.  The newest campaign supports the launch of the new 2005 tC sports coupe which will be available at dealerships across the nation as of July 2.

Along with a provocative web-based viral marketing campaign and a pair of adrenaline-spiked new cinema/broadcast spots (more info on these elements coming soon), here is a breakdown of other new aspects of the campaign created under the direction of ATTIK’s global creative director and co-founder Simon Needham.

· For the out-of-home campaign, a series of “wild postings” (posters) and mobile billboards featuring the tC are now appearing in some 33 major U.S. cities. 

· Along the routes of the mobile billboards in each target city, street teams have been enlisted to pass out temporary Scion-branded tattoos and lenticular postcards that promote the tC and its new viral campaign hosted on www.wanttC.com.

· A new “Outsert” print format is bundled with current and upcoming issues of a large number of very targeted auto, music, art, fashion, gaming and sports enthusiast monthlies, including URB, Juxtapoz, DUB and many others.  The three-panel format features transparent polyvinyl overlays which can be lifted to reveal beauty shots of the cars underneath.

· More new creative featuring all three Scion models will be promoted through billboards in 44 major U.S. cities beginning in early June. 

· A new radio campaign is set to launch in key markets; one of the spots uses original music from the renowned DJ Jazzy Jeff. 

· Finally, a black-and-white print spread is also appearing in major market daily and alternative newspapers, featuring beauty shots of all three models, pricing and dealer information, and the campaign’s attention-grabbing copy including the “What Moves You” tagline.

“We’ve been laying the groundwork for this point-in-time for well over a year,” began Simon Needham.  “We’re very enthusiastic about the quality of the creative and each and every execution.  Based on the good faith and commitment we’ve been given from our clients at Scion and the innovative thinking behind these cars – as well as the many other top-flight vendors contributing their best efforts to the campaign’s rollout – we expect to see great numbers of drivers behind the wheels of their own new Scions in the months ahead.”

Along with Simon Needham, ATTIK’s key teammembers on the Scion account include senior print production manager, art buyer and senior account manager David Murphy, executive producer Patrick McFarlane and account director Amy Elkins. 

Zenith Media handles media on the Scion account.

About ATTIK
ATTIK (www.attik.com) is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications.  ATTIK's strategic planning, design, advertising, production, client service and young-adult research expertise have driven success across an array of consumer product and service categories.  ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands.  For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.

About Scion
Scion is a new line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. Scion’s mission is to satisfy trendsetting youthful buyers through distinctive products and an innovative, consumer-driven process.  Scion’s first two vehicles, the xA and xB, like the brand, are aspirational, provocative and authentic and arrived in 105 California dealerships on June 9, 2003.  On February 3, 2004, the market expanded to cover the south, southeast and east coast.  Finally, in June 2004, Scion will simultaneously complete the national rollout and launch the third Scion vehicle, the tC sports coupe.  Scion will respond to an emerging culture of new car buyers with unique products, targeted marketing and a dedicated sales process.  For more information, visit www.scion.com.

Composite of new Scion tC Wild Postings
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.


Frame 1 of  new Scion tC Lenticular Postcards
(Image courtesy of ATTIK)
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or Click HERE for 300dpi version.


New Scion Temporary Tattoo
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.