ATTIK's Cross-Media Scion tC Campaign Dramatically Invites Young Drivers to 'Take On the Machine'

SAN FRANCISCO - September 14, 2010: Four weeks ago, together with Scion, global creative agency ATTIK began reaching out to young, predominantly male drivers across the U.S. with numerous cross-media marketing initiatives aimed at driving online searches for "the machine," and building intrigue around the 2011 Scion tC sports coupe. This past weekend, hundreds of thousands of movie-goers attending screenings of "Resident Evil: Afterlife" across the country were greeted with lenticular Scion tC posters in theater lobbies, as well as a thrilling "Take On the Machine" :60 3D cinema ad starring the 2011 Scion.

As of yesterday, new "Take On the Machine" ads are now appearing in U.S. print and online media outlets, new billboards are live in 24 U.S. cities, and a :30 version of the cinema ad will be debuting on high-profile television and cable outlets, including tonight's NFL regular season premiere of "Monday Night Football" on ESPN. With these developments, and a few others yet to come, the "Take On the Machine" campaign is now in full swing.

ATTIK's co-founder and executive creative director Simon Needham has worked very closely with Scion's marketing executives, as well as ATTIK's creative director Ron Lim and other members of the agency's team, to conceive the multi-staged strategy, and to bring each deliverable to life through some of the most accomplished creative companies in the world. Needham personally directed the cinema/broadcast spots, working with design and production company Imaginary Forces and animation, digital effects, and design company SWAY Studio, among others. Design credits for the campaign's original Augmented Reality game, which went live on the campaign website www.TakeOntheMachine.com two weeks ago, go to North Kingdom, with 3D graphics courtesy of Filterfilm, sound design by Audio Alliance, and backend programming by Dataduktus. Face the Music created the campaign's original music, and the website has been developed by LA-based ...and company in conjunction with Scion, featuring hosted assets created by ATTIK.

"In essence, our campaign presents 'the machine' as a menacing city, and it invites fans to get behind the wheel of a 2011 Scion tC to take it on," Needham explained. "Taking cues from Hollywood's playbook, we began with teaser elements, including promotions across virtually every form of media. With our cinematic ad in theaters and on TV, and with the cross-media ads now inviting fans to visit our campaign website to 'Take On the Machine,' we feel we've introduced the new tC with the platform it rightly deserves."

"At Scion, we feel that the aggressive features of this next-generation tC are very exciting, and we know that a lot of young owners will be equally impressed," said Jack Hollis, vice president of Scion. "Since the all-new 2011 tC offers drivers more power and better handling than the previous model, as well as more aggressive styling and standard premium features, we feel the celebrity treatment is very well deserved."

Click PLAY to watch The Auto Channel's exclusive interview with Scion's Jack Hollis about the new tC

Along with Simon Needham and Ron Lim, ATTIK's project team also includes interactive creative director Jacob Ford, senior writer Mike Brenner, senior art director Greg Coffin, interactive art director Jeff Fang, designer Gabe Nguyen, senior broadcast producer Patty Lum, senior print producer Melanie Magatelli, interactive producer Maribel Arellano, account director Katherine Stout, senior account manager Michelle O'Hea and account manager Jennifer Lucero. Complete credits for "Take On the Machine" are available upon request.

About Scion
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community.

[NOTE TO EDITORS: Please visit this link to view/download high-resolution artwork to accompany this story: http://www.darnellworks.com/attik/2011tC.htm]

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  Ric Peralta
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Simon Needham

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