New Nationwide Scion Viral Campaign Leverages Cross-Platform Elements and Creative From ATTIK in New Branded Entertainment Content

Jun 09, 2004, 01:00 ET from ATTIK

    SAN FRANCISCO, June 9 /PRNewswire/ -- Global creative agency ATTIK today
 detailed its new Web and email-based viral 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 campaign supports the launch of the
 new 2005 tC sports coupe which will be available at dealerships across the
 nation by the end of June.
     To drive its main audience of trendsetting urban youths to the viral
 campaign's target website -- -- ATTIK commissioned Sydney-based
 Ambience to create four animated characters.  Working with ATTIK's brief, the
 team from Ambience created Tina, Ratchet, Glock and Random, the characters
 featured in new lenticular postcards being passed out with Scion-branded
 temporary tattoos by street teams in major U.S. cities.  Mobile billboards,
 posters, radio, cinema and TV spots and other new campaign elements are also
 spurring interest in Scion and the tC in these urban hubs.
     Under ATTIK's direction, the team from Ambience also created four animated
 episodic shorts entitled "303 Caliber" featuring these characters on a bizarre
 adventure in their Scion driving "cross-country" on a summer road trip.  With
 Flash animation from Melbourne-based Squarei in conjunction with Ambience, and
 the combined efforts of Dentsu's Oasis Advertising in Los Angeles, their
 sibling Semaphore Partners, San Francisco's DHAP Digital and LA's Viewpoint
 Corporation, the episodes were created and will appear on the new site which launched two weeks ago.
     The site currently features the two episodes ("The Hitcher" and "Truck
 STOP!"), as well as tC-themed downloadable screensavers, wallpapers,
 QuickTimes of the campaign's new cinema/broadcast spots, custom browser tools,
 comprehensive information on the tC, a dealer locator, a "send to a friend"
 feature as well as the ability to register on the site to receive email
     Beyond the efforts of nationwide street teams to drive traffic to the
 site, the campaign has also leveraged relationships with select magazines
 where Scion has advertised by contacting their opt-in subscribers with
 rich-media email blasts using the campaign's artwork and messaging to invite
 recipients to visit the site.
     "We wanted to generate some buzz about the tC prior to its on-sale date,
 so we dove head on into this project," said Adrian Si, Scion interactive
 marketing manager.  "Concept to deployment was accomplished in 30 days.
 Fortunately, we've had some great partners on board who were able to develop
 and launch impactful creative in a very short period of time."
     Along with Simon Needham, group creative director and Scion account
 creative director, ATTIK's key teammembers include executive producer Patrick
 McFarlane, account director Amy Elkins and lead interactive producer Jason
     The team from Ambience Entertainment in Sydney, Australia, was led by
 creative director David Webster, co-writer Steve Cakebread, designer Daniel
 Bavell and production manager Julie Shiels.
     Website design on, done primarily in Flash, was led by
 Ashley Anderson of Semaphore Partners.
     More details on the campaign's new broadcast spots will be available soon.
 Zenith Media handles media on the Scion account.
     About ATTIK
     ATTIK 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 youth research expertise have driven success across an array of consumer
 product and service categories.  ATTIK articulates corporate brand strategy,
 designs creative solutions and produces for every medium.  For more
 information, please visit or call VP of business development and
 marketing Lisa Cleff ( at 415-989-6401.
     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