Limited-edition Scion xB likened to precious metal
02-18-2008, 02:43 PM
#1
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Limited-edition Scion xB likened to precious metal
Bon
Allscion -- an e-commerce website with news and accessories for your Scions
http://www.allscion.com/store
http://www.brandweek.com/bw/magazine..._id=1003711884
Allscion -- an e-commerce website with news and accessories for your Scions
http://www.allscion.com/store
http://www.brandweek.com/bw/magazine..._id=1003711884
Though sales for the brand have tarnished recently, Scion is treating its limited edition xB like gold—literally.
The Toyota unit this week is dispatching three-member street teams in 10 cities to promote the xB RS 5.0, which comes only in a hue called Gold Rush Mica.
The teams, via MassiveMedia, New York, will be composed of two "muscle men" and a driver. They'll hit hipster neighborhoods in Los Angeles, Miami and Austin, Texas, among other cities, in campaign-branded armored vehicles and hand out Scion-branded skullcaps wrapped inside packages that appear to be gold bars. Also tucked in the package is a card that provides a URL for a new microsite for the limited edition xB and a pass code.
The site holds a screensaver, instant messaging icons and a desktop background. Banner ads feature two round steel covers that part to reveal the xB.
"The idea is to show this model as a valuable, rare commodity that is kept in a vault," said Simon Needham, creative director at Attik, San Francisco, which handled the creative.
The campaign, a two-week online and guerrilla blitz, comes as sales for the unit fell to 130,181 last year, down 24.8%, per Autodata, Woodcliff Lake, N.J. That came after years of upswings. Toyota introduced the brand in 2003 and sales leapt 43% between 2004 and 2006, from 99,259 to 173,034.
The Toyota unit this week is dispatching three-member street teams in 10 cities to promote the xB RS 5.0, which comes only in a hue called Gold Rush Mica.
The teams, via MassiveMedia, New York, will be composed of two "muscle men" and a driver. They'll hit hipster neighborhoods in Los Angeles, Miami and Austin, Texas, among other cities, in campaign-branded armored vehicles and hand out Scion-branded skullcaps wrapped inside packages that appear to be gold bars. Also tucked in the package is a card that provides a URL for a new microsite for the limited edition xB and a pass code.
The site holds a screensaver, instant messaging icons and a desktop background. Banner ads feature two round steel covers that part to reveal the xB.
"The idea is to show this model as a valuable, rare commodity that is kept in a vault," said Simon Needham, creative director at Attik, San Francisco, which handled the creative.
The campaign, a two-week online and guerrilla blitz, comes as sales for the unit fell to 130,181 last year, down 24.8%, per Autodata, Woodcliff Lake, N.J. That came after years of upswings. Toyota introduced the brand in 2003 and sales leapt 43% between 2004 and 2006, from 99,259 to 173,034.
02-18-2008, 03:23 PM
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hmmm, wonder if the "rebadged" larger corolla Rumion had anything to do with the sales drop? However, i love the xD, maybe when my little box is paid off i will consider one. I wonder if the gold color is like that found on the brand new Matrix S??
02-18-2008, 04:57 PM
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A bunch us went to the World of Coke museum today. We Stopped for
lunch at the world famous Atlanta eatery "The Varsity"
we were all just sitting there enjoying our meal
When all of a sudden this funny truck drives by the Window
Little Dave ran outside and flagged them down and they drove around to where we parked
They had these wild security uniforms
The truck was full of these little boxes which they gave out to all of us
and the boxes had these cool little nit caps.
They said that Scinergy was the only Club they had run into and today was their last day
in Atlanta. Look out Orlando they are on the way to visit you next. Because I had
ordered an RS 5.0 they also gave me one of their Black ball caps . Thanks
Scion for the very creative campaign.
lunch at the world famous Atlanta eatery "The Varsity"
we were all just sitting there enjoying our meal
When all of a sudden this funny truck drives by the Window
Little Dave ran outside and flagged them down and they drove around to where we parked
They had these wild security uniforms
The truck was full of these little boxes which they gave out to all of us
and the boxes had these cool little nit caps.
They said that Scinergy was the only Club they had run into and today was their last day
in Atlanta. Look out Orlando they are on the way to visit you next. Because I had
ordered an RS 5.0 they also gave me one of their Black ball caps . Thanks
Scion for the very creative campaign.
02-18-2008, 05:07 PM
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wow! Glad you were able to get some first hand pics from the campaign!
I am currently in development of a complete integrated marketing communications campaign for the Scion brand as part of a undergraduate project required for graduation. I was recently looking at pas promotions and this will be perfect to add to my already-full compilation!
I am currently in development of a complete integrated marketing communications campaign for the Scion brand as part of a undergraduate project required for graduation. I was recently looking at pas promotions and this will be perfect to add to my already-full compilation!
02-19-2008, 04:19 AM
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...
Originally Posted by jdmtoybb
hmmm, wonder if the "rebadged" larger corolla Rumion had anything to do with the sales drop? However, i love the xD, maybe when my little box is paid off i will consider one. I wonder if the gold color is like that found on the brand new Matrix S??
02-19-2008, 06:53 AM
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Originally Posted by jdmtoybb
hmmm, wonder if the "rebadged" larger corolla Rumion had anything to do with the sales drop? However, i love the xD, maybe when my little box is paid off i will consider one. I wonder if the gold color is like that found on the brand new Matrix S??
Kinda like when you don't drink water before you go to bed and have that really yellow pee when you wake up.
Uhh, anyways, and I believe Sun Dance Metallic didn't get sprayed, or was re-named to "Orange Metallic".
02-19-2008, 11:10 AM
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LOL ... Common ... i cant believe Scion has stooped to such a level to sell cars. Its more comical then anything.
Car sales across the board are down, no one has money to buy a new car right now. Most are too busy trying to save their houses!
Car sales across the board are down, no one has money to buy a new car right now. Most are too busy trying to save their houses!
