[Ming]

Scion's Ad Campaign Impresses, But will it bring in good customers?
GMInsidenews.com

Kudos to ATTIK & Scion - even if I could care less about what they are selling.

Video link here:
http://www.uemedia.net/artman/uploads/1022scion8.mov

It was only about two years ago I was watching a Pontiac Sunfire commercial on TV that had a cheeseball rainbow shooting out of the sunroof with a 1980's rhythm guitar playing in the background. My local Buick commercials play 1970's Love Boat type lounge club brass band music with low budget actors driving around with mile wide grins in Centurys.

Pontiac's "Fuel for the Soul" commercials started with promise, but soon became lame with the game boy Grand Prix tap shift commercial, and a lack of engaging commercials introducing the true potential of the GTO. (A wheel and a smoky burnout don't cut it - see Holden's Monaro "Game Over" commerical - should be on the web somewhere - for an impressive commerical that makes me want to buy one). Or how about the "Where do you want to go today" music-themed Pontiac Commericals that took average Joes off of the street to drive a Pontiac for a day? Innovative, perhaps, but still kinda cheesey, not to mention the politically Left Wing musicians that GM paid for the tune turned around and donated the money to an activist group that opposes GM, if memory serves.

I won't even mention Saturn's lame commericals, or the Chevy Colorado's "Feel like a Woman" commerical. Chevy's other country music is great for its target market...(the Midwest)...but that "See the USA in a Chevrolet" for the sedans and minivans? Ultimate cheeseball.

Cadillac's Led Zeppelin tune was great.....over a year ago.

Only HUMMER seems to have a grip on good advertising.

Anyway getting to the point, Scion has a recent ad out for the bBX (or Xb, or whatever Toyota decided to rename it for the US market) - that is crafted like a high dollar Rap video. Club/house type music plays in the background, and the Scion looks like it has about 3 times the amount of clearcoat a normal car might as it revolves around, spinning like a record being "scratched" to the beat. This is a car commercial that could easily be substituted for a Nike commercial.

I'm no fan of the restyled Echos or "Scions" Toyota is pawning off as new and fresh in the US when they've had them in Japan for years now, but this commercial was GOOD. A direct and accurate shot at the "Need for Speed - Underground" and "2Fast 2Furious" folks with engaging, modern music. Not James Brown or Zeppelin, or something that was engaging to white-haired & balding folks when they were young.

I can see Toyota succeeding big with an ad campaign like this - just as HUMMER made good money off of its ad campaign.

Rather than whine about the inevitability of Scion's success ("Resistance to Toyota is Futile") - even as we once predicted its failure, I'd like to see GM use Pontiac (or Saturn) as its own "Youth division". Hard, seeing as how Pontiac has a 20+-year old platform-based Sunfire - a car older than the target market( ! ) - as its "entry" vehicle. Worse that its Vibe is a Toyota Matrix/restyled Corolla wagon under the skin. This can only be done with the kind of hard-hitting, demographic focused advertising that Scion employs. Pontiac could rebadge the Suzuki Aerio, or get the Pontiac Pursuit, and have a low to the ground body kit style, and go with something like that, with Scion-like commercials. Heck, even an Optra with a slightly lower suspension and sleeker looks on the outside might work. (Keep the price point of Scions in mind)

But on to my next point. Some might recall the Mitsubishi commericals. Targeted towards youth, some saw these as effective. Now Mitsubishi is regretting drawing the wrong crowd to dealerships. Young kids working part time jobs that had poor credit. If you've followed Mistu news, they are bleeding red.
However, they also offered incredible incentives that helped put them in that bind. Something Scion doesn't have to do.
Time will only tell if Toyota really profits from Scion, especially if it gets the less than financially stable "Mitsubishi demographic".

But one thing is for sure in my mind - Scion's marketing and advertisements are a far cry from the "design by committee" type of bland GM (besides Hummer) commercials. At least for now. GM had better recognize this and work proactively to counter it - not just sit back and "wait and see" if Scion succeeds or not - by then the damage may well be done.

Toyota Scion Takes Hip-Hop 'Route'
written by Carl Chery

The snackbox-sized Toyota Scion is travelling the Hip-Hop route this spring with a tour of classic urban films at twenty American campuses.

The festival, called "Route" is teaming up with several student organizations to host screenings of classic Hip-Hop films like "Wild Style" and "Style Wars" and new flicks like "The Freshest Kids" and "Dithers." Each film features a host of Hip-Hop notables. DJ Grand Master Flash, Grand Wizard Theodore, Fab 5 Freddy, Grand Master Caz and The Cold Crush Brothers are all featured in "Wild Style," Style Wars features Crazy Legs and The Rocksteady Crew while Mos Def, KRS-One and Afrika Bambaata take part in "The Freshest Kids."

"Scion is a new car company with a new approach to presenting its products," says Jeri Yoshizu, sales promotions manager for Scion. "Instead of the usual hype people get from most corporations, Scion is devoted to giving young people things they care about like good music, movies, and art. We are optimistic that if we are real about giving our market what they want, they will be real about checking out our cars."

Article Here

Defining the Demographic
ATTIK was one of nine agencies invited to pitch to Toyota for the SCION account. ATTIK was awarded the contract based on its portfolio of work executed in support of youth brands, which includes Sony Playstation, Nike, Sega, MusicMatch and Adidas. ATTIK's challenge here was to clearly identify SCION's youth target, develop a credible brand that would resonate with that market and find an effective means to communicate the brand to the market. Additionally, ATTIK was challenged to create a brand identity, the look and feel, that would be used in all marketing assets.

Before any creative work began, Toyota and ATTIK conducted an extensive youth market research survey using ATTIK's TAXI, a qualitative marketing methodology. The research included traditional focus groups and clinics, as well as non-traditional marketing efforts including Internet surveys and youth panels. Additionally, ATTIK hired teams of young people to study their friends' habits and report their findings.

Results of the TAXI demographic research suggested that potential SCION consumers value individuality and expression, diversity and style. They can be swayed most effectively by word of mouth communication. (Demographers believe that the brand loyalty decisions people make between the ages of 18 and 34 last a lifetime.) Finally, this youth generation appears to be quite aware of poor advertising efforts and is reluctant to be marketed to.

http://www.uemedia.net/CPC/designinmotion/...nter_4827.shtml

Older Scion Commercial Video

 

[Ballistic]

Doesn't impress me. They all look like ****. <Begins twitching from pure hatred of the Scions>

 

[cyboexpo2002]

As a 20 yr old, let me say *BARF*

The xB is hideous, and ok, fine, go after the "ricer" crowd...

Turn Pontiac into that? NO!!! That would make customers flee, and there's no guarantee ricers will go for it ("Eww, GM? I'd rather get something else")

 

[Ming]

Originally posted by Ballistic@Apr 13 2004, 10:53 AM
Doesn't impress me. They all look like ****. <Begins twitching from pure hatred of the Scions>

:lol: It's not about the product, its about the marketing of a product.

 

[simmonsmb]

Originally posted by cyboexpo2002@Apr 13 2004, 10:58 AM
As a 20 yr old, let me say *BARF*

The xB is hideous, and ok, fine, go after the "ricer" crowd...

Turn Pontiac into that?  NO!!!  That would make customers flee, and there's no guarantee ricers will go for it ("Eww, GM?  I'd rather get something else")

I will definitely second that motion!!! I may be in that age bracket, but I definitely do not fit the group that will be buying those junk heaps.

I recognize that GM needs to freshen up their commericials and advertising, but there's a big difference into making your products appeal through marketing as opposed to changing the style of the brand. I think the Scions are ugly and I can't stand this boxy-minivan-suv-thing craze that Toyota and Mazda and others are jumping all over. I hope this "ricer" phase dies out and does it in a very quick and very painful way. I understand the need to modify your vehicle to make it your own, that's what the whole muscle car revolution was about, but at least the guys in the 60's and 70's were doing it with NICE CARS TO BEGIN WITH!!!!!! I will never understand the fascination of tuning a FWD p.o.s., slapping stickers, crazy paint jobs, and huge non-performance-enhancing rear wings and then thinking it looks cool. Give me a classy looking RWD muscle/pony car with a V-8, THEN tune up the engine, put some NICE flames down the sides, and if you're going to race it put a wing on it otherwise leave it w/o. I want to hear my car rumble and growl when I mash my right foot to the floor, not whine and squeal like a weed-eater about to explode.

 

[sceltor]

Originally posted by Ming+Apr 13 2004, 12:25 PM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (Ming @ Apr 13 2004, 12:25 PM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-Ballistic@Apr 13 2004, 10:53 AM
Doesn't impress me.  They all look like ****.  <Begins twitching from pure hatred of the Scions>

:lol: It's not about the product, its about the marketing of a product. [/b][/quote]
Hyping these things up as phat, sporty vehicles doesn't exactly seem honest. I know that if I was considering the purchase of a Scion because it turned into a metallic jungle cat, and then found out it really didn't, I'd be very disappointed!

 

[IMPALAon20s]

i dont think civics ever had any young hip advertising, but yet the kids couldnt stay away from them. so the whole "hip/youth oriented advertising = drawing in the youth market" is unproven. i think toyota(scion) is going to have the opposite effect. youth is foolish, but not dumb... they know when a company is using image to attempt to sell them a product, and will probably rebel due to it. esp when they are internet savey and know those cars have been around for a long time in japan as toyotas and dont really offer anything in performance. youth is motivated by image often, but to keep their attention and get their respect it has to be supported by a good product.

 

[chev454ls]

I've seen next to zero advertising for Scion, and I couldn't be happier because I wouldn't touch one with a 10 ft. pole.

 

[TaHoE]

Thought I understand your point Ming. Ugly cars are Ugly cars, no matter how you market it them. Some of the commercials are pretty stupid (such as the Metallic Jungle Cat one). And none of their vehicles appeal to me (cept for the tC, and even then, Id rather have a Cobalt SS).

 

[GroundedZ]

I'm in the target demographic for Scion and i don't even feel anything for them. Completely souless and disposable automobiles.

 

[Ming]

Originally posted by TaHoE@Apr 13 2004, 03:48 PM
Thought I understand your point Ming.  Ugly cars are Ugly cars, no matter how you market it them.  Some of the commercials are pretty stupid (such as the Metallic Jungle Cat one).  And none of their vehicles appeal to me (cept for the tC, and even then, Id rather have a Cobalt SS).

I haven't seen the metal jungle cat one (I see it downloadable on that link page), but didn't Pontiac have a metallic jungle cat ad for the Grand Am a few years back?

They stole it from GM!

 

[jro4566]

Scion's marketing is some of the best right now. They really targeted their demographic really well!

 

[chicubs]

Originally posted by RCtennis3811@Apr 13 2004, 09:51 PM
Scion's marketing is some of the best right now. They really targeted their demographic really well!

No, I dont know any 16-26 year olds how would even consider sitting in one. They are the ugliest pieces of sh** the world has ever seen. THe commercials dont help it.

 

[Askani]

Pontiac has the best commercial of the last ten years. Around 98-99 they had an ad where a trans-am comes up behind a car at a stop light. The TA is growling up a storm, The light pops green and the TA lurches forward gobling up the car in front of it. That's a good commercial, not a scion metalic cat ripoff that has been done before, or some wussy kids rapping with their crate box with wheels...
:type:

 

[jro4566]

You all can say whatever about how ugly Scion is, but the fact of the matter is that they are selling well for a new brand and their image awareness program is doing well. They've made a name in this competitive segment. Plus, the tC looks very promising.

 

[Ming]

Originally posted by Askani@Apr 13 2004, 05:55 PM
Pontiac has the best commercial of the last ten years. Around 98-99 they had an ad where a trans-am comes up behind a car at a stop light. The TA is growling up a storm, The light pops green and the TA lurches forward gobling up the car in front of it. That's a good commercial, not a scion metalic cat ripoff that has been done before, or some wussy kids rapping with their crate box with wheels...
:type:

I loved that commercial:

"The Muscle Car Lives..."

 

[AJR]

I will say the advertising campaign is very well done. The commercials were entertaining and innovative. Too bad they were ruined by the looks of the vehicles. The Lighting and DJ commercials were my favorites, but I just don't like the looks of the Scion vehicles. The Lighting commercial would have been great for a truly beautiful car as it showed close-up details of the cars and the reflections of lights on pure black cars. This would have been perfect for an ultra sleek, beautiful car.

The vehicles may be ugly, but the price point they are trying to sell at isn't. The prices will make these things attractive to people who want a cheap, first car, or somebody that wants to be different. Those ads mentioned above prove that one can be cool by being different. That is SCION, and I think people will attach themselves this brand.

Ultimately, will this kind of marketing sell cars? We will find out as the Scion brand is marketed throughout the rest of the U.S. I read that the Toyota officials were suprised to learn that Scion did even better than expectated in California. Just wait and see how the rest of the country does. The new Tc coupe is the product needed that will bring people in who otherwise would not want a Scion. That is the car, in my opinion, that will make Scion legitmate.

Speaking of Scion marketing, I witnessed it first hand at the St. Louis Auto Show. The Scion display was like a club as the music was pumping and all kinds of young, trendy people were all over the place. The small display (only 3 cars shown) was very crowded by people wanting to learn about Scion. The Scion reps dressed like the people they were aiming at - i.e. they were young, trendy, and in the club scene (or something like that). No suits were allowed, but jeans, ear- rings, and t-shorts were the norm. I don't think I have ever seen an auto display like that before. Somehow, though, I felt uncomfortable there. I'm just out of that target market, but the display was drawing a lot of people. I'll stay with my Mustang.

Scion has a good chance of taking off. Detroit better be prepared.

 

[AJR]

Originally posted by Ming+Apr 14 2004, 01:20 AM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (Ming @ Apr 14 2004, 01:20 AM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-Askani@Apr 13 2004, 05:55 PM
Pontiac has the best commercial of the last ten years. Around 98-99 they had an ad where a trans-am comes up behind a car at a stop light. The TA is growling up a storm, The light pops green and the TA lurches forward gobling up the car in front of it. That's a good commercial, not a scion metalic cat ripoff that has been done before, or some wussy kids rapping with their crate box with wheels...
:type:

I loved that commercial:

"The Muscle Car Lives..." [/b][/quote]
That was a great commercial. B)

I also like the Ford GT commerical. I still watch it from time to time.

 

[spdwayGm]

Last month, I was gonna buy a Vibe for the wife, couldn't fit three kids in the back. Saturn wouldn't budge on the 16(!) 2003 Vues they had left on the lot ($23k minimum!) So we went to Scion.

Long story short: Wife loved the xB. It gets 27mpg and will do 80mph all day long. Plenty of kid room in the back PLUS the seating position allows for plenty of room in the back seat for someone else my size (6'1") without having to move the seat.

Finally, it topped out at $15500. CD, graphics, auto, air, side impact & dual airbags, window tint & accent lights. They cant keep them on the lot out here in west texas, so something is being done right by Toyota & the marketers

SO my Roadmaster Wagon now moves to the chopping block. I'm waiting..no, hoping, that GM will have a suitable product for me to move to when I'm ready in a year or so. :drevil:

 

[ponchoman49]

The ad may impress some but the vehicles they sell certainly do not!