Scion and ATTIK Begin Tenth Year of Creative Partnership With National Cross-Media Campaign for "Big" Scion iQ

Mar 14, 2012, 12:00 ET from ATTIK

SAN FRANCISCO, March 14, 2012 /PRNewswire/ -- Ten years ago, Scion surprised the advertising industry by selecting global creative agency ATTIK as its creative agency of record.  In validating their choice, ATTIK's newest clients quickly pointed to the firm's unique design aesthetic and its strategic thinking.  ATTIK remains the brand's creative agency of record, and the breaking national cross-media campaign for Scion's new, premium micro-subcompact iQ represents the latest strategic initiative from one of this era's most impactful marketing relationships.

"When we launched ATTIK, we set the tone for constant creative experimentation with our Noise series of books," said Simon Needham, ATTIK co-founder and executive creative director.  "We also focused on youth brands and authentic research methodologies to ensure our work is always as effective as possible.  This unique ethos has proven to be the perfect match for Scion, which focuses on being the youngest brand in the automotive industry.  Our target audience constantly changes, and where they lead us, together we continue our greatest efforts to engage them creatively and address their needs and interests."

One of the innovative marketing approaches ATTIK and Scion originally employed to unveil Scion in America was a phased regional roll-out.  After beginning in Los Angeles, San Francisco, Portland and Seattle, the campaign moved eastward into key markets, famously using guerilla marketing activities like the placement of Scion vehicles near youth-targeted events for audience self-discovery, with strategic use of out-of-home placements like wall projections, wild postings, and much more.  Once these tactics were well underway in key U.S. regions, the national launch campaign followed.

Over the past several weeks, the campaign for the new iQ has been introduced using a similar release strategy.  Conceived by Needham and ATTIK creative director Ron Lim, art director Mike Cornell and copywriter Andy Sciamanna, a first campaign spot entitled "Big" began appearing within regional U.S. markets in late November, along with accompanying out-of-home, radio and online executions.  Directed by Filip Engstrom of Smuggler, meticulously overseen and finessed by Needham throughout production and post, and featuring many top-tier industry talents, "Big" has recently launched nationwide in high-profile broadcast, cable and online venues, and on Scion social media channels, including and  Since Feb. 22, the brand's social media channels have also started airing a new "Park!" series of spots directed by Needham himself.  Many more creative executions starring the iQ will debut nationally over the days ahead.

"The Scion iQ is all about 'big ideas, concentrated,'" said Jack Hollis, Vice President Scion.  "In short, this car is unlike anything else on the road.  We feel it's a game-changer in many ways... just as Scion itself was when it was first introduced ten years ago. We have engaged young buyers across the country in key markets first, and week after week, we have continued to expand the dialogue and present new insights into the remarkable iQ."

Over the years, many automotive marketers have adopted the groundbreaking initiatives pioneered by ATTIK and Scion.  Their long list of industry innovations includes the following, among many others:

  • "Scion by" -- creative that featured the brand's young urban trendleader target audience members in the marketing elements
  • Original comic book series, original scripted webisodic series, original reality TV series
  • Custom, FWA Award-winning (and Webby nominated) microsites and websites
  • Augmented reality campaign
  • Custom cover campaign in association with Tokion Magazine
  • Custom 'advergame' integration into the The Onion's iPad app launch
  • Reality-show parody... with Zeus himself

"ATTIK first began developing strategic positioning for the iQ in 2009," explained Ron Lim. "After exploring several directions, we landed on the idea of treating the iQ as a subject of curiosity; a vehicle worth examining.  We developed a roll-out which included brief pre-launch teasers followed by a :30 and several :15s, each showing off the iQ's features and unique personality... always playing up that even though the car is small, it's packed with all the stuff you'd want in a car." 

"Our ads inform buyers about some of the most unique aspects of the iQ," Needham added.  "In making big claims, our challenge was authenticating them.  We're very proud of how we've achieved that creatively in these latest collaborations with the executives behind the world's most innovative automotive brand."

For ATTIK, additional credits include senior broadcast producer Patty Lum and senior account manager Michelle O'Hea, among many others.  Complete campaign credits are available upon request.

For more information on the Scion iQ, please visit


ATTIK ( 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 ( at +1-415-284-2600.

About Scion

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 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

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Ric Peralta

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Simon Needham