Express Yourself at Scion.com with New Music Mixer and Graffiti Interactive Tools Designed by ATTIK and Implemented by Scion's All-Star Vendors

SAN FRANCISCO, Jan. 23, 2004 -- Through the commitment to an "unbundled" marketing approach that is allowing Scion -- the new car marque from Toyota Motor Sales, U.S.A., Inc. -- to maximize its creative vendors and thereby rise above the clutter, this innovative brand is effectively igniting the passions of a broad mix of demographic groups, including its main target of Gen-Y males. Audience-savvy online promotions, attention-grabbing out-of-home media placements and grassroots local art, music and road-rallying and "tuner"-enthusiast gatherings at regional hotspots across the country are earning the buzz that Scion has sought. The unique vehicles are also doing their share to win friends and influence all the right people.

Today, global brand communications group ATTIK -- Scion's ad agency of record -- announced that two brand new interactive applications the firm designed are live on the Scion.com site. Like each new element in Scion's promotional arsenal, the finished products represent the red-hot talents of a select number of elite contributors. Among those are Dentsu's Oasis Advertising in Los Angeles and their cross-town sibling Semaphor Partners, which work together as Scion's interactive agency, DHAP Digital in San Francisco, Scion's technical vendor of record... and, in this case, SF Interactive, which worked with ATTIK's team in San Francisco in programming these two new Flash applications.

Web surfers of all generations and lifestyles are invited to Scion.com to experience the new apps:

  -- The Graffiti Tool -- Spraypaint on your choice of urban canvases using
     a palette of graffiti tools.
  -- Music Mixer -- Use the phat samples provided and your keyboard to
     create your own custom tunes.

Julian Quayle, ATTIK's project creative director, shared these comments on the new offerings. "The Scion brand stands for creativity and expression, and by putting creativity firmly into the hands of visitors to Scion.com, these applications offer an innovative way for people to experience the brand in a personal, compelling and very creative way."

"ATTIK's creativity really shines through in these new applications, as well as their in-depth understanding of our target market," said Adrian Si, Scion's interactive manager. "I also think they found a way of creating an interface that does it in a very interesting and engaging way."

The applications are found in the site's "Live" section's "Free Stuff" area, where visitors can also download free desktop wallpapers, screensavers and custom postcards. Those offerings reflect the combined brand strategic and design talents of ATTIK, the web design talents of Semaphor and the coding and backend expertise of DHAP Digital.

Commenting on Scion's success in leveraging the best strengths of its vendors, Adrian Si explained, "The challenge obviously becomes coordinating efforts across them, and I can say that each of the individual vendors' desire to play a key role within the development of the project have allowed them to work very well together. Also, we were very clear at the beginning to specify exactly who had what role, and that's also been key."

In addition to Julian Quayle, ATTIK's project team was led by global creative director Simon Needham and executive producer Kevin George, and also included Flash designer Nate Smith. Sound design and editing was provided by Beat Sync.

In coding the applications for placement on Scion.com, DHAP Digital's Mike Dalrymple served as technical project manager.

About ATTIK

ATTIK is a global brand communications group committed to designing extraordinary creative experiences that inspire consumers through compelling communications. ATTIK's strategic planning, design, advertising, production, client service and youth research expertise have driven success across an array of consumer product and service categories. ATTIK articulates corporate brand strategy, designs creative solutions and produces for every medium. For more information, please visit www.attik.com or call 415-989-6401.

About Scion

Scion is the new car marque from Toyota Motor Sales (TMS), U.S.A., Inc. Scion's mission is to satisfy trendsetting youthful buyers through distinctive products and an innovative, consumer-driven process. Scion's first two vehicles, the xA and xB, like the brand, are aspirational, provocative and authentic and arrived in 105 California dealerships on June 9, 2003. In February 2004, the market will expand to cover the south, southeast and east coast. A few short months later, in June 2004, Scion will simultaneously complete the national rollout and launch the third Scion vehicle, the tC sports coupe. Scion will respond to an emerging culture of new car buyers with unique products, targeted marketing and a dedicated sales process. For more information, visit www.scion.com.

NOTE TO EDITORS: Please visit this link to view photos to accompany this story: www.darnellworks.com/attik/nr0017.htm