Scion is preparing its entrance on the Canadian market in style, turning to global creative agency Attik for help. Attik created a launch campaign for the carmaker which includes static Out-of-Home (OOH) billboards (which have been deployed ever since August 16) accompanied by newspaper, magazine and online ads.
The models to be launched in Canada, the Scion xB, xD and tC, have begun being backed this week by a 60 seconds 3D cinema ad called "What Moves You." The ad will run for the next eight weeks in Toronto movie theaters ahead of selected R-rated movies.
"Just as we did when we were gearing-up to launch Scion in the U.S., we began by performing extensive research into Canadians aged 18 to 24," Simon Needham, Attik co-founder explained the reasons behind the marketing campaign.
"We learned that these individuals share a great deal in common with the U.S. audience for Scion, in that both groups are creative, independent-thinkers who are resistant to advertising... but also that those in Canada tend to be more community-focused, and more interested in group collaborations.”
When they will arrive in dealerships next week, Scion vehicles will come with a mono-spec equipment level, which includes power steering, four-wheel anti-lock brakes with electronic brake distribution and brake assist, vehicle stability control with traction control, remote keyless entry, Pioneer audio system, USB and iPod connectivity.
"Scion remains the only car brand that's dedicated to customization and personalization, where each car offers a blank canvas to express and share creative ideas," added Needham.
"Since each model offers a different path to a unique and special creation, we're extremely proud to have the opportunity to help introduce the Scion brand and its lineup to the Canadian audience."
Scion Canada "What Moves You" from ATTIK on Vimeo.
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