All-New Scion.com Launches Through Innovative Brand's Expanded Partnership With Global Creative Agency ATTIK
SAN FRANCISCO, Feb. 1, 2012 /PRNewswire/ -- Together with Scion, the principals of global creative agency ATTIK are very proud to announce today's launch of the all-new Scion.com. First launched in 2003 to support the introduction of the Scion line of vehicles from Toyota Motor Sales, U.S.A., Inc., the website has been completely reengineered and redesigned by ATTIK to make it more user-friendly, accessible, functional, scalable and robust.
Since 2002, ATTIK has served as creative agency of record for Scion. Over the past several years, the agency has expanded its digital capabilities and talents exponentially, and while it has developed vast volumes of award-winning and sensational interactive content for Scion, until now, the agency has not managed the brand's domain.
"Everyone at ATTIK is very proud to announce this new era of collaboration with the executives behind the world's most innovative automotive brand," said Simon Needham, ATTIK co-founder and executive creative director. "Obviously, Scion.com is an integral component for the brand's marketing initiatives, and today, ATTIK's digital capabilities are second-to-none. Given our brand- and research-driven focus, and our successful track-record managing, developing and delivering engaging content across all media channels, we are now in the position to bring even more value to Scion as we aim toward the future together."
After being awarded these new duties last year, ATTIK's team was briefed by Owen Peacock, Scion's National Marketing and Communications Manager, and his colleagues. Among the redevelopment objectives presented were creating a fast and functionally sophisticated site that vastly improves the research and shopping experience for users.
"We were charged with simplifying the existing functionality while delivering a scalable site that easily allows the addition of new content, encourages visitors to create their own builds and also generates leads for dealers... all in keeping with Scion's unique brand values," said ATTIK's interactive creative director Jacob Ford. "Our solution is a complete visual, structural and architectural rebuild which started from scratch. The resulting site is streamlined, and a great showcase for Scion."
A main premise of the redesign is to leverage forward-looking web practice employing HTML5 and CSS3, making the new Scion.com a lighter load and a much swifter browsing experience.
- The website's hierarchy is completely restructured and refined
- For the first time, prominently displayed search functionality allows users to find exactly what they are seeking
- Always-present navigation allows visitors to easily find any section of the website within two or three clicks
- A prominent full-bleed display boldly showcases models and gallery images, allowing every Scion to stand out brilliantly
- Fully scalable, the website is now flexible enough to quickly add or replace content or move entire sections
- The new design is marketing-compatible, offering the ability to perfectly align with any running national campaign through rotating marquees, promotional units and quick access to key marketing areas like "Build a Scion" and "Find a Dealer"
- The website now offers a comprehensive view presenting the extensive and rich history of the Scion Release Series
- A new Accessories grid-view structure gives visitors a more comprehensive shopping experience and the ability to quickly browse through Scion's accessories
- As a result of these and other changes, the website now has a more flexible, fluid navigation and layout structure is tablet- and touch-friendly.
"When it comes to aligning our business and brand strategies through innovative, intelligent, breakthrough initiatives that build real success, ATTIK continues to be a tremendous partner," said Owen Peacock. "We have many exciting initiatives set to play out in 2012, and the all-new Scion.com will provide an easy connection and access to key information about our brand and cars. Our goal is to make the Scion experience simple and easy all the way from shopping to owning."
Scion.com is currently nominated for "Site of the Day" honors in the prestigious Favourite Website Awards (FWA). To cast your vote and learn more about this project, please visit http://thefwa.com/submissions/scion-com.
For ATTIK, additional credits include senior art director David Ziganay, design technologist Andy McCoy, strategist Tonia Lowe, copywriter Will Zschau, designers Gabe Nguyen and Natalie Kuo, and senior account manager Michelle O'Hea. For project development partners DHAP Digital, credits include founder Philip Dzilvelis and lead project manager Arikko Howell.
ATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency's expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was 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 brand features four ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, the tC sports coupe and the all-new premium micro-subcompact iQ. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.
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