ATTIK Drives New Scion Creative Across All Media Platforms in First Steps of Breaking National Campaign

SAN FRANCISCO, May 28, 2004 -- Global creative agency ATTIK today revealed the major elements of its nationally breaking cross-platform advertising campaign for Scion, the new line of vehicles from Toyota Motor Sales, U.S.A., Inc., for which ATTIK serves as creative agency of record.

The urban trendsetter-targeted brand campaign began last June in California on a regional basis and made its way across the country leveraging both traditional and non-traditional approaches to promote the Scion xA and xB models. The newest campaign supports the launch of the new 2005 tC sports coupe which will be available at dealerships across the nation as of July 2.

Along with a provocative web-based viral marketing campaign and a pair of adrenaline-spiked new cinema/broadcast spots (more info on these elements coming soon), here is a breakdown of other new aspects of the campaign created under the direction of ATTIK's global creative director and co-founder Simon Needham.

  -- For the out-of-home campaign, a series of "wild postings" (posters) and
     mobile billboards featuring the tC are now appearing in some 33 major
     U.S. cities.
  -- Along the routes of the mobile billboards in each target city, street
     teams have been enlisted to pass out temporary Scion-branded tattoos
     and lenticular postcards that promote the tC and its new viral campaign
     hosted on www.wanttC.com.
  -- A new "Outsert" print format is bundled with current and upcoming
     issues of a large number of very targeted auto, music, art, fashion,
     gaming and sports enthusiast monthlies, including URB, Juxtapoz, DUB
     and many others.  The three-panel format features transparent polyvinyl
     overlays which can be lifted to reveal beauty shots of the cars
     underneath.
  -- More new creative featuring all three Scion models will be promoted
     through billboards in 44 major U.S. cities beginning in early June.
  -- A new radio campaign is set to launch in key markets; one of the spots
     uses original music from the renowned DJ Jazzy Jeff.
  -- Finally, a black-and-white print spread is also appearing in major
     market daily and alternative newspapers, featuring beauty shots of all
     three models, pricing and dealer information, and the campaign's
     attention-grabbing copy including the "What Moves You" tagline.

"We've been laying the groundwork for this point-in-time for well over a year," began Simon Needham. "We're very enthusiastic about the quality of the creative and each and every execution. Based on the good faith and commitment we've been given from our clients at Scion and the innovative thinking behind these cars -- as well as the many other top-flight vendors contributing their best efforts to the campaign's rollout -- we expect to see great numbers of drivers behind the wheels of their own new Scions in the months ahead."

Along with Simon Needham, ATTIK's key teammembers on the Scion account include senior print production manager, art buyer and senior account manager David Murphy, executive producer Patrick McFarlane and account director Amy Elkins.

  Zenith Media handles media on the Scion account.

  About ATTIK

ATTIK is a global creative agency 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 VP of business development and marketing Lisa Cleff (lisac@attik.com) at 415-989-6401.

About Scion

Scion is a new line of vehicles 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. On February 3, 2004, the market expanded to cover the south, southeast and east coast. Finally, 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 download select project still artwork: www.darnellworks.com/attik/nr0021.htm