Breaking, Fully Integrated Scion Campaign From ATTIK Conveys Marque's Appeal for Personalization

SAN FRANCISCO, April 19 -- Global creative agency ATTIK today revealed major elements of its nationally breaking cross-platform advertising campaign for Scion, the newest line of vehicles from Toyota Motor Sales, U.S.A., Inc., for which ATTIK serves as creative agency of record.

The latest campaign spans the categories of print, broadcast (television and radio), in-cinema, out-of-home and interactive. "The urban trendleader-targeted brand campaign which originally launched in 2003 now delves even deeper into personalization, continuing to creatively leverage the campaign tagline of What Moves You," explained Dawn Ahmed, Scion National Marketing Communications Manager. Ahmed continues working closely with ATTIK to develop the ongoing campaign, which has so far earned top awards from New York Festivals, the Premier Print Awards and the Australian Animation and Effects Awards. In 2004, Scion sold 99,259 units.

"Among our target audience, personalization is a very powerful driver that is being used by a variety of industries, including music and fashion," added ATTIK's global creative director and co-founder Simon Needham. "Personalization is gaining momentum across many industries and it is becoming expected by younger consumers. From the beginning, our campaign has shown how each Scion model offers a tantalizing canvas which can be transformed from adding a few mild modifications all the way to highly tricked out, heavily customized showpieces. Our newest elements continue to build equity around the idea of personalization."

Leading consumer trend analyst and publisher of Trendsetters.com Michael Tchong shared his own thoughts on the campaign's strategy. "Scion's marketing efforts clearly parallel a rise in market demand for personalization, which is fueled by the growing 'control freak' nature of consumers. ATTIK has also correctly identified the urban trendsetter crowd as one of the great motivating forces behind today's mass consumption," he said.

  The new campaign elements include the following.
  -- Print:  The print elements include three versions (one apiece for Scion
     models xA, xB and tC) of a spectacular ad, a gatefold ad and a
     full-page ad.  Current issues of many popular, urban and male-targeted
     consumer publications carry a combination of these ads to a total
     monthly circulation of nearly 4.5 million readers.
  -- Television:  The first of two :30 TV spots ("What Moves You xB") began
     to appear on national television on Apr. 4, and the second ("What Moves
     You tC") began airing last week.
  -- In-Cinema:  :60 versions of the TV spots detailed above will begin
     screening in cinemas across the U.S. at the end of April.
  -- Radio:  Three :60 spots that discuss personalizing Scions began airing
     nationwide on Mar. 28.
  -- Wild Postings:  New posters featuring the Scion Release Series tC began
     appearing in high-profile outdoor venues in major U.S. markets last
     week.
  -- Billboards:  New campaign billboards include three treatments (one for
     each Scion model) showing both a Scion-accessorized model and highly
     modified vehicle with aftermarket accessories.  The billboards debuted
     last week in 40 U.S. markets.
  -- Web Banners:  Several innovative executions which creatively convey the
     theme of personalization begin appearing in targeted online media
     placements in the days ahead.
  Artwork and credits for each campaign element are available upon request.

  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 for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands. For more information, please contact Will Travis (willt@attik.com) at 212-334-6401 or Rachel Newell (racheln@attik.com) at 415-989-6401.

About Scion

Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. 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 Scion brand features three ground-breaking models. The xA is a taut subcompact five-door, featuring an athletic stance with sculpted wheel arches. The xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit www.scion.com.

NOTE TO EDITORS: Please visit this link to download select project still artwork: www.darnellworks.com/attik/nr0035.htm