Scion: Customization Revolution

The Web Reality Series

OBJECTIVE: Toyota hired Creative Compound to create content to market to Generation Y – an audience that resists traditional marketing.

SOLUTION: We created a series of documentaries featuring Toyota Scion’s largest car clubs battling it out in car customization contests. The documentaries, as well as the cars featured in the documentaries, were unveiled at the Toyota national convention and at an event at Knott’s Berry Farm where the cars were brought on stage for the audiences to vote on. These documentary videos lived on the Scion United website and were also used as part of a viral campaign to encourage members of the Scion community to become essential brand advocates.

RESULTS: Toyota’s marketing that year made the Scion brand one of the most profitable in the Toyota line of cars with a marketing budget that was 1/300ths less than that of their other Toyota car brands. Toyota’s marketing that year made the Scion brand one of the most profitable in the Toyota line of cars with a marketing budget that was 1/300ths less than that of their other Toyota car brands.

Targeted Micromarketing + Unique Brand Experience

Project Details

  • Client: Scion
  • Category: Case Studies