Roger Darnell
DWA for ATTIK
1.828.264.8898

Allison Takahashi
Scion Public Relations
310.468.5315

For Immediate Release

Scion Halloween 2005 Billboards, Wild Postings & Online Banners
 

Scion Halloween 2005 Wild Postings (All 5 Shown) (Image courtesy of ATTIK) 300dpi version available here. Scion Halloween 2005 Billboard (Image courtesy of ATTIK) 300dpi version available here. Scion Halloween 2005 728x90 Flash Banner Ad (Image courtesy of ATTIK) SWF file  available here.

Challenge:
Advance the campaign's theme of personalization in creating advertising elements that continually surprise the campaign’s target audience of male, urban trendleaders, while bringing the latest features of Scion’s xA, xB and tC models to their attention. 

Process:
With Halloween approaching, ATTIK’s creative team decided that a Halloween-themed set of billboards, wild postings and online banners would be a perfect way to communicate the Scion brand message.  “The rationale behind this ad was to further communicate the brand persona of personalization through accessorization,” explains Deborah Senior, National Marketing Communication Manager for Scion.  “Our target identifies with personal expression and the importance of individuality.  Lately, we’ve been almost exclusively featuring customized cars in our communications, so ATTIK's Halloween idea is a great tie-in with Scion's support of personal expression.  It is an example of an interpretation of inspired imagery that is visually illustrated, and in this case, the car serves as the canvas.  Halloween's about dressing up and transforming into something unique, and in that sense, so is Scion.” 

Result:
New wild postings, billboards and a matching 728x90 online banner ad went live on Oct. 15, featuring a Halloween-themed 2006 Scion xA and the headline, "Trick and Treat."  The billboards went up on 10/15 in high-profile, high-traffic locations in Atlanta, Austin, Denver, Los Angeles, New York and Portland, the wild postings are now appearing in the same cities plus Baltimore, Boston, Chicago, Dallas, Houston, Philadelphia and Sacramento, and the online banners debuted on the following sites on the same date -- with all executions set to run through 10/31:  Modified ROS Leaderboard; UGO Film/TV, Games & Music Channels; and Gorilla Nation Hip Hop DX - Features and Lifestyle Sections.

Project Credits:
Client:  Scion
National Marketing Communication Manager:  Deborah Senior
Advertising and Media Manager:  Andrea Lim

Agency:  ATTIK
Group Creative Director:  Simon Needham

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.