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 -- www.wanttC.com -- 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
www.wanttC.com 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 www.wanttC.com, 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.
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 www.attik.com or call VP of business development and
marketing Lisa Cleff (firstname.lastname@example.org) at 415-989-6401.
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