Thu 19 Aug 2010
Global creative agency ATTIK and Scion are heralding the September launch for their campaign for the all new 2011 Scion tC sports coupe with cross-media promotions now appearing in U.S. print, online, and cable television, and on billboards that debuted this week in 24 key U.S. cities. Providing glimpses of the 2011 tC, which offers added power and performance, an aggressive new look, and a more premium feel, each facet of the teaser campaign invites viewers to “Enter the Machine: 09/2010.”
Along with the other campaign elements, a search engine keyword buy for the term “the machine” will also drive traffic into the campaign’s target website, launched this week at www.TakeOntheMachine.com. The site was developed by LA-based …and company, featuring hosted assets created by ATTIK.
“In this campaign, the city represents ‘the machine,’ and it signifies the obstacles our young, male audience members face in their daily lives, while the 2011 tC is the answer for taking on the machine, and winning,” said Simon Needham, co-founder and executive creative director, ATTIK. “We invite viewers to enter the machine via our online portal, search for ‘the machine’ in their favorite search engine, and connect with us online for personalized adventures which will become even more captivating next month with augmented reality, 3D and other elements, when the full campaign is revealed.”
“Following the phenomenal success of the first-generation tC, the all-new 2011 version adds performance, aggressive styling and premium features,” said Jack Hollis, vice president of Scion. “Designed to redefine its segment and exceed the evolving demands of the sports coupe buyer, the 2011 tC is the perfect coupe for our young owners to take on the machine.”
Alongside Hollis and Scion’s marketing team, Needham and his ATTIK colleagues developed the creative for the campaign, then produced the key print, online and out-of-home executions in-house, while working with other industry leaders in developing additional campaign assets. For the :15 TV spot entitled “Enter the Machine” debuting today, ATTIK partnered with its frequent collaborator, design and production company Imaginary Forces, as well as animation, digital effects, and design company SWAY Studio, among others. Needham directed the live-action and CG sequences in close cooperation with creative teams from ATTIK and Imaginary Forces, delivering a cinematic introduction to the menacing, fully CG ‘Machine City,’ and leveraging SWAY’s expertise in creating photoreal cars and driving simulations.
ATTIK’s project team also includes creative director Ron Lim, interactive creative director Jacob Ford, senior writer Mike Brenner, senior art director Greg Coffin, interactive art director Jeff Fang, designer Gabe Nguyen, senior broadcast producer Patty Lum, senior print producer Melanie Magatelli, interactive producer Maribel Arellano and senior account manager Michelle O’Hea. Complete credits for “Enter the Machine” are available upon request.
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 three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. 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.
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