Scion has some loyal owners, but very little brand awareness. Our challenge? You guessed it –increase brand awareness. Like by a lot.
From extreme sports to fashion design, Scion owners have a variety of passions. Our solution: position Scion as a brand that helps power your passion.
Watch the case study video below.
We gave each Scion a specific personality type, then travelled across Canada filming real owners with passions that matched their Scions. From the footage, we created a series of online featurettes for both English and French markets.
When the dust settled, we proved that no other car brand powers your passion quite like Scion.
We also created 15-second teasers for cinema and pre-roll.
To promote the Scion Powering Passion featurettes, we created an interactive YouTube masthead that drove to our online hub.
The featurettes, cinema/pre-roll spots and YouTube masthead, along with print, TV spots and additional rich media banners, drove to an online hub, written entirely by moi.