Scion's newest ad campaign puts reader's rides on billboards
Scion owners recently submitted pics of their personalized vehicles, including tC, xA, xB, and xD models, to the company for evaluation. The loyal owners were participating in Scion's "United by Individuality" brand campaign, designed to put individuals' modified vehicles in magazines, on billboards, even projected onto movie screens. More than 300 cars made the cut, and they soon found themselves in the Nevada desert for a photo shoot that included racing, tuning events, and even music performances. Shown above is a stunning aerial shot of more than 200 cars parked – very well we might add – at the event. The ad campaign launches in movie theaters July 21, while the other media won't go live until August 4th.
[Source: Edmunds Inside Line]
_opt_thumbnail.jpg)
Reader Comments (Page 1 of 2)
Kumail 5:34PM (7/31/2008)
i see my scion!
lol, jk, cool way to advertise though. i want a scion...
Reply
rypt 6:09PM (7/31/2008)
Just for the record, Scion has always been, and will all ways be, a totally crappy brand and car range.
There is not one "exciting" car in the range, the tC is an ugly FF sedan, the xB is jsut ugly period, and the xD ... well actually the xD is not bad, but I'd rather thave the Auris/Corolla.
ChopperDave 5:43PM (7/31/2008)
"United by Individuality?" Is that anything like "Organized Anarchy?"
Reply
Mike P. 5:47PM (7/31/2008)
So... they took a page out of Honda's "Civic Nation" ad campaign:
http://www.youtube.com/watch?v=VUxuMHHJxCs
Reply
tweezy 5:59PM (7/31/2008)
You beat me to it!
tweezy 5:56PM (7/31/2008)
two words: Civic Nation
Reply
tweezy 5:57PM (7/31/2008)
Two words: Civic Nation
Reply
Ryan 6:16PM (7/31/2008)
Drive to Vegas with your car, drop it off to Scion at a check point. PAID hotel SUITES, couple HUNDRED bucks on SPENDING MONEY via Visa cash/gift card, OPEN BAR for the entire weekend, and two giant tents with free food and free concerts.
Now you tell me what other car company does that for it's owners.
And that's only 1 of the events Scion has for us owners that we get to attend. Last year, they flew us to Miami... PAID.
Honda my ass.
Reply
Dustin 2:45PM (8/01/2008)
It sounds to me like Toyota is paying for advertising. But instead of them paying a marketing agency or whatever, they're paying you since they're using your cars. Now you tell me what other car companies pay for advertising.
Regardless, the ad itself is a direct Civic Nation ripoff.
Soulquarian 10:46PM (8/01/2008)
You'd be right Dustin if this was the only time that Scion held an event like this...
However, as most Scion enthusiasts would tell you, this is a weekly occurence. Scion CONSTANTLY has events, concerts, and other similar entertainment all the time. My personal favorite besides Scion United, is Scion Night at Knott's Scary Farm in Southern California. All Scion owners get in free, and there are tons of entertainment, raffles and giveaways, and a huge car show.
Scion really cares about their customer base, and if they don't, they really do a good job of creating a smoke screen.
Whenever people ask me why I love my Scion, I always say it's because of the community behind the car. Few companies today are as tied in with their base as Scion, and it shows.
The designers of the tC actually flew from Japan and came to a SoCal-tC Club meet to check out some of our boosted tC's. They played a little football (or tried to lol), talked about some of the design elements, and gave us a grip of Scion stuff. How many people can say they grilled a burger with the people who created their car?
Scion owners can ;)
Mi key 6:38PM (7/31/2008)
Just saw that ad this weekend when I went to see Mamma Mia.
Reply
L337Biker 7:07PM (7/31/2008)
I was one of the lucky owners to be chosen for the commercial as well. They actually had about 500 cars out there for the commercial and photo shoot... each was given a small numbered badge for their cars participation in the event.
Scion is the ONLY brand to offer these kinds of events to their loyal customers. Not only was I invited to this Scion United event, but also the Scion Miami event on South Beach where they debuted the '08 Scion xB and xD models. Both of these events we were given a large amount of spending money as well as free food/drinks/open bar at the events and live performances. Let alone the hotel stay, both Loews properties which are not exactly cheap... In Miami it was Ludacris performing every single he's ever had and for this event it was Flo Ryder/Red Man putting on a hell of a show all night.
And another thing, Scion is doing this in a time where the car market is basically crap, where's Honda at this time? Definitely not throwing events like Scion does.
Reply
Crackberry Addict 1:35PM (8/01/2008)
Thanx to Daddy! (TOYOTA) Granted it was cool of them to do all that BUT! toyota is selling very well in this current market so dont say scion did all that with the revenue from only scion!
MajorGeek 7:10PM (7/31/2008)
Grats, sounds like you guys who attended had a good time. Marketing to their customers is always a wise move.
Reply
James 7:14PM (7/31/2008)
As a 1st gen xB owner, I am mixed about Scion. Wish the cars were a bit better made and better performing. Who says you can't have funky styling with a decent performing car?
Reply
Soulquarian 10:23PM (8/01/2008)
Everything's cost related. More performance = more money.
One of the primary reasons why Scion sells so well is because of its low cost and abundance of standard features.
Throwback 8:06PM (7/31/2008)
I saw the ad at the movies last week. I thought it was a great commercial. Whether you like or hate the cars, Scion has the marketing thing down pat. Hopefully Jim Farley can bring some of that magic to Ford.
Reply
RockStoneSteel 12:04AM (8/01/2008)
Scion must resort to such tricks to draw attention from their pathetic fuel economy. It's incredible that Toyota has such a great reputation for fuel efficient vehicles, but the Scion models score well below other vehicles in the same category such as the Civic. The V6 Camry is rated at better highway mileage than the tC with a 5 speed stick. The Honda Civic is rated 34 mpg on the highway, compared to the tC's 27. There is something seriously wrong with Scion engineering and Toyota's continued use of that lame and inefficient 2.4 liter 4 cylinder motor.
Reply
rjj130 8:13AM (8/01/2008)
Well if they are now rating them at 27MPG, people will be pleasantly surprised to get 30MPG highway with the 5MT as that is what I regularly get. Windows down, windows up, AC cranked, AC off, going 75 to 80 with or without cruise, I continually get close to 30MPG highway. Also I would say mixed driving between town and highway I still get 26 which isn't bad if you think about how bloated the car is due to it's glass top.
omar 12:17AM (8/01/2008)
Speaking of reader's rides, Where is Autoblog's readers ride of the week? Dont tell me it's been canceled because there arent enough readers submissions.
Reply