April 13, 2004
Toyota’s New Scion Brand Launches with Forehead Ads in Times Square
Times Square was awash in young adults adorned with temporary tattoos emblazoned on their foreheads advertising Toyota's Scion and its latest model, the tC coupe. Here's an excerpt from AdAge.com:
- The one-day effort is the brainchild of guerilla marketing firm Cunning, a London-based operation that opened in New York late last year. Cunning recruited approximately 40 young adults, mostly college students, to publicize the Scion message on behalf of client Toyota Motor Sales USA's Toyota division. The auto marketer is unveiling its tC sports coupe today at the New York Auto Show at the Jacob Javits Center.
"This is the first time we've used foreheads," said Brian Bolain, national manager for Scion. The automaker has deployed nontraditional efforts only, developed by its ad agency, Attik of San Francisco, to launch the youth-oriented Scion's initial two models, the xA and the xB. Sales of the latter began last June in California and rolled out in the South, Southeast and East in February.
Despite the fact I think the model above is ugly as sin, Scion expects to sell 60,000 vehicles this year and 100,000 in 2005. The guerilla marketing tattoos are a one-time only effort, for now. Said Scion: "We'll see how it works and take it from there."
- Arik
Posted by Arik Johnson at April 13, 2004 01:09 PM | TrackBack
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