SAN FRANCISCO - Back in June, global creative agency ATTIK summoned Zeus for its inventive cross-media campaign for the limited edition Scion tC Release Series 7.0, shining new light on Greek mythology's father of all Gods and men and driving sensational marketing effectiveness. In the first two weeks alone, even before a national TV buy kicked-in, that campaign achieved over 13.5 million impressions, while exponentially expanding Scion's fan-base across its www.YouTube.com/Scion and www.facebook.com/scion channels, and well beyond.
Zeus is now back in a new cross-media campaign promoting The Blizzard Pearl xD Release Series 4.0 (only 800 have been chiseled from the glacier peaks of Mount Olympus) and the Hot Lava xB Release Series 9.0 (just 1,500 have been forged from the Fires of Hades). More information on each is available now at www.scion.com/releaseseries.
To create new campaign assets spanning television, print, radio, online and outdoor channels, ATTIK's creative leaders including co-founder and executive creative director Simon Needham, creative director Ron Lim, digital creative director Jacob Ford, art director Michael Cornell and copywriter Andy Sciamanna undertook the arduous journey to Mount Olympus.
"We hinted around at Zeus's personal life in our first campaign, but this time we decided to visit him at Mount Olympus to see how a God really lives," explained Ron Lim. "While the TV spot is too short to talk about anything other than his whips, the online content lets us delve into his unbelievable palace and see where the magic happens."
"Our Release Series models set Scion apart from everyone else," said Jack Hollis, Vice President Scion. "They epitomize personalization and customization, to the point where even Zeus is proud to show them off as part of his stable. He obviously has a lot of influence, so together with our partners at ATTIK, we put him center stage."
"We have been very happy with the results of the recent tC campaign featuring Zeus, so we decided to keep the momentum going and bring him back for the next phase of our Release Series vehicles," added Owen Peacock, Scion National Marketing and Communications Manager. "The executions for TV, online, and especially mobile have really expanded how we can leverage marketing dollars and 'sense.'"
Needham led his crew in creating the TV spots and a full segment of "Cradles," taking viewers inside Zeus's opulent mansion for an intimate, one-of-a-kind look at the God of sky and thunder, his goods and his unique lifestyle. During his 25-year journey with ATTIK, Needham has regularly encountered God-like egos, and although there were many reports of head-butting with this project's immortal talents, the director is generally pleased with the results.
"Even with stellar talent, it can be challenging to capture a great performance, and Zeus is a real prima donna," Needham said. "But even considering all the perks we had to throw in and the difficulties we faced shooting on Mount Olympus, we're proud to have come away with something very special for fans of cool cars and Greek Mythology alike. Once again, our hats are off to Scion for their boldness and bravery... and their brilliance in creating cars that please the likes of Zeus."
Beginning this week, TV placements will air campaign spots well into January on Adult Swim, CBS Sports, Current, Comedy Central, FX, FUEL TV, G4, IFC, and other targeted networks, including many MTV channels. Radio, print, online and outdoor placements will also target young men. The brand's YouTube and Facebook fans will continue to be the first to see behind the scenes spots, plus other materials and offers to be released over the days ahead.
ATTIK's campaign credits also include account manager Jenni Lucero, senior broadcast producer Patty Lum and senior interactive art director Jeff Fang, among many others. The agency's project partners for this campaign include director of photography Jordan Valenti, production company Hazel, editor Patrick Sheffield at Pistolera Post, animation, VFX and finishing company Brewster Parsons, music and sound effects company Music Collective, and composer Scott Liggett. Full campaign credits are available upon request.
ATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency's expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta ([email protected]) at +1-415-284-2600.
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 will launch the all-new, premium micro-subcompact iQ in 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. For more information, visit www.scion.com.