Scion Expands “What Moves You” Brand Campaign with “Motivate” Program Driven by Cross-Media Creative Elements from ATTIK
Motivate Offers Self-Starters Chances to Win Funds, Mentors and Vehicles
SAN FRANCISCO – Dec. 3, 2012 – As the newest facet of its “What Moves You” brand campaign, Scion has launched a new program entitled Motivate that presents young self-starters in the creative arts community with opportunities to achieve their dreams by winning personal business mentors, up to $10,000 and Scion vehicles. Full contest rules and details are now available at www.scion.com/motivate.
The evolving brand campaign debuted in late September. Since then, custom “Motivate” versions of Scion’s cross-media campaign elements from global creative agency ATTIK have debuted in targeted television and cable outlets, while the print and online assets including Scion’s new Motivate section on its website feature original illustrations that present different visions of entrepreneurship from the creative arts community. By reflecting Scion’s support of this realm in a way that is artistically grounded, the approach aims to add new dimensions to the unique Scion Story.
“Scion has been helping people follow their dreams for nearly ten years,” begins the copy from the new “Motivate” :30 TV spot. “If you’ve already started turning your passion into your profession, we can help you take it to the next level.” Standing firmly on the positioning that has guided Scion since its official launch in 2003, the announcer concludes by saying, “It’s what’s inside that moves us. What moves you?”
“Ten years ago, the forward-looking people behind Scion set out to offer quality vehicles that allow drivers to express their personalities and lifestyles while also being affordable, and they also made real commitments to fostering and supporting people who follow their passions,” said Simon Needham, ATTIK’s co-founder and executive creative director, who has also directed most of the Scion TV and cinema spots over the years, including the newest ones.
Through their close working relationship with Scion’s executives, ATTIK’s creative and account teams know that the recent introductions of the FR-S sports car and the premium micro-subcompact iQ have expanded the brand’s target audience, and they also realize that many people are not aware of everything Scion does to support emerging talents. These insights set the stage for the “What Moves You” campaign to engage the brand’s audience more deeply within its unique offerings.
“Supporting emerging artists is a Scion cornerstone,” said Scion’s national marketing and communications manager Owen Peacock. “Since launching, Scion has had an affinity for the creative arts that has resulted in helping more than 1,700 artists follow their passions. Our new program is an exciting way of ensuring our unique passion and business approaches continue to shine through with the next generation of self-starters.”
Also speaking of Motivate, Scion vice president Doug Murtha added, “Scion’s customers have long been among the youngest in the industry, but many are also characteristically self-starters with strong interest in pursuing their passions. Drawing on the unique strengths of our creative communities and Scion’s commitment to the arts, we designed a powerful way to support young entrepreneurs in pursuing their dreams. We hope to inspire young leaders to seize the day and succeed.”
For ATTIK, along with Simon Needham, credits go to creative director Ron Lim, interactive creative director Jacob Ford, senior copywriter Mike Brenner, senior art director Greg Coffin, senior art director David Ziganay, account director Michelle O’Hea, director of broadcast Patty Lum, and planning director Tonia Lowe, among many others.
The work of illustrator Sarah J. Coleman is featured in the campaign’s print and online elements. For the broadcast spots produced through Blueyed Pictures, production credits include executive producer Jamee Natella, line producer Jon Goldberg, and director of photography Damian Acevedo. The spots’ graphics and visual effects are courtesy of executive producer John Denis, producer Francine Marchetti and VFX supervisor Aaron Powell of Pixomondo, and telecine was handled by Clark Muller of Incendio. Music from Scion-supported band Static Revenger appears in the spot, and post audio credit also goes to Jason Harcharic of Beyond Marketing Group. Full campaign credits are available upon request.
ATTIK (www.attik.com), part of the Dentsu Network, 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 five groundbreaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, the tC sports coupe, the premium micro-subcompact iQ and the FR-S rear-wheel drive sports car. 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.