Roger Darnell
DWA for ATTIK
+1.828.264.8898

Allison Takahashi
Scion Public Relations
+1.310.468.5315

For Immediate Release

728x90 "Crack and Scorch" Banner Ad Unit for  Scion xD Release Series 1.0 "Hot Lava" campaign.
(Image courtesy of ATTIK)
SWF file  available here

Last month, Scion announced that only 2,000 xD RS 1.0 units will be produced, with each one featuring numerous enhancements:  unique Hot Lava exterior paint, Hot Lava accented front and rear seats and RAZO Release Series shift knob, a DAMD body kit, rear spoiler, lowering springs from Toyota Racing Development, special Release Series wheel covers, and individually numbered badging.  ATTIK worked closely with Scion executives to create and launch a carefully integrated marketing campaign to promote this unique vehicle, which recently arrived at dealerships across the U.S.

“The Scion xD remains the most intense looking car in its class, and the bold visual features of its first Release Series model accentuate its aggressive character even more,” said Simon Needham, ATTIK Co-Founder and Creative Director.  “Our new campaign lets images of this xD RS speak for the car itself, while using some incendiary effects to ensure our audience knows that there are only 2,000 available, and that they will likely sell out very quickly.”

For Scion xD RS 1.0 “Hot Lava” campaign, facets include a targeted online campaign driving traffic to a custom microsite (www.scion.com/rsxD), website banner ads, dealer-customizable newspaper ads and out of home elements.

The microsite opens with hot lava from an urban volcano erupting onto a stock xD.  The stock xD quickly melts to reveal this unique Release Series vehicle.  Surrounding the xD RS 1.0 are steaming manhole covers which users can click on to blow open the manholes and reveal the vehicle’s special features.

The out of home components are supported by spectacular mobile billboards accompanied by street teams.  The billboards will attract attention by emitting traces of smoke, and feature the flaming xD RS 1.0 image.  Accompanying the smoldering billboards will be street-teams dressed in silver flameproof uniforms distributing Hot Lava-themed promotional giveaway items.

To allow the marketers to track the results of the different campaign facets, each provides a unique URL for the microsite.

Along with handling online media strategy and placement, New York-based Zenithmedia has also coordinated placement of the campaign’s mobile billboards and street teams in 12 major U.S. markets.  Beginning today, three mobile billboards – each accompanied by its own street team – will spend the next week appearing in high-traffic, mostly urban locations in Los Angeles, Kansas City and Atlanta, before moving on to other regional markets over the three weeks to follow.

“It’s hard to resist executing a campaign like this when we can play up the xD RS 1.0’s exclusivity and Hot Lava color,” said Jack Hollis, Scion vice president.  “Release Series vehicles give us the unique opportunity to communicate what our brand is about but with a twist.  In this execution we’re able to send a message about the new xD RS, via a creative and engaging media platform.  The smoking mobile billboards and street teams wearing the protective heat gear will engage consumers and bring additional awareness of the Scion brand and excitement to the xD RS 1.0’s distinctiveness.”

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 the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc.  Developed with a new generation of youthful buyers in mind, Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models - the xD a subcompact five-door; the xB, an urban utility vehicle with an iconic shape; and the tC sports coupe. For more information, visit www.scion.com.

Image showing front of postcard from 
ATTIK's Scion xD RS 1.0 "Hot Lava"  campaign.
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.


Image showing back  of postcard from 
ATTIK's Scion xD RS 1.0 "Hot Lava"  campaign.
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.