Scion 10 Series ePacket

CELEBRATING
10 YEARS
OF SCION
SCION SERIES
DEALER PACKET
EXECUTIVE
SUMMARY
TEN YEARS OF MAKING OUR OWN TRACKS.
Scion is introducing a limited edition version of every vehicle in our lineup. We’re calling them the Scion 10
Series, and we think customers are going to like what they see.
All Scion 10 Series models will be painted in an exclusive premium color we call Silver Ignition. Each of the
models will feature an LED Scion locator badge that lights up when you unlock your car, silver seat belts, a
solar-powered illuminated shift knob, sequentially numbered interior badge, and a cool new Scion 10 Series
logo on the dash.
We plan to build about 10,000 units in total and they’ll be available in dealerships starting this June.
This Dealer Kit ePacket contains:
THE 2013
> Campaign
Strategy and Highlights
> Product Features
CAMPAIGN
HIGHLIGHTS
MARKETING STRATEGY
Scion’s mission has been to attract new, younger buyers to Toyota through distinctively designed vehicles
and a unique purchase and ownership experience. The five Scion 10 Series models are sure to be a
hit with Scion’s creative set of new car buyers.
Target customers
> Social Motivators ages 18 – 34, with an emphasis on 23 – 29.
Social Motivators know they are on the cusp of something great. They’re gradually letting go of
their old immature ways and adopting a new more mature outlook on life. They’re being serious
about being serious for the first time – whether it’s exploring their passions more deeply or
getting their business going.
As part of this transition, they’re looking to buy a new car — the first new car that will be truly
their
own.2013
Up until now, they’ve been driving hand-me-down beater cars that (usually) get them
THE
to and fro, but don’t have all the functionality or any of the style that reflects their personality or
their ambitions.
They may be aware of Scion, but not familiar enough to know that Scion’s vehicle lineup has something
significant to offer car buyers of all concerns. We want them to put Scion on their consideration list
by piquing their interest through the Scion 10 Series vehicles.
CAMPAIGN HIGHLIGHTS
MARKETING STRATEGY
Social Motivators are a mind-set. Attitudes, values, personality, and lifestyle define this group. They
are part of a progressive generation. The strategy to reach the target audience has several facets.
TELEVISION
The first element of the strategy is an aggressive television media presence. Our media buyers have done
an excellent job negotiating high profile programming. Below is a short list of some of the high profile
programming where you can tune in to see the commercials.
Of particular note is our placement in “The Voice” on 6/17, which is the Live Performance Finale.
High Profile Cable Programming
> 6/11 – NBC: “America’s Got Talent” – 9-11pm EST & PST (8-10pm CST)
> 6/13 – NBC: “Parks & Recreation” – 9:30-10pm EST & PST (8:30-9pm CST)
> 6/16 – FOX: “Simpsons” – 8-8:30pm EST & PST (7-7:30pm CST)
> 6/17 – NBC: “The Voice” – 8-10pm EST & PST (7-9pm CST)
> 6/18 – FOX: “So You Think You Can Dance” – 8-10pm EST & PST (7-9pm CST)
> 6/20 – NBC: “The Office” – 9-9:30pm EST & PST (8-8:30pm CST)
> 6/22 – FOX: “Family Guy” – 9-9:30pm EST & PST (8-8:30pm CST)
High Profile Cable Programming
> 6/10 – TBS: “Big Bang Theory” – 8-12pm EST & PST (7-11pm CST)
2013Channel: “Pawn Stars” – 10-11pm EST & PST (9-10pm CST)
> 6/10THE
– History
> 6/12 – ESPN: “Sports Center” – 1-2am EST, 12-1am CST, 10-11pm PST
> 6/12 – Comedy Central: “South Park” – 9-10pm EST & PST (8-9pm CST)
> 6/18 – Spike: “Tattoo Nightmares” – 8-8:30pm EST & PST (7-7:30pm CST)
> 6/19 – MTV: “Real World” – 10-11pm EST & PST (9-10pm CST)
> 6/21 – ESPN: “Sports Center” – 1-2am EST, 12-1am CST, 10-11pm PST
CAMPAIGN HIGHLIGHTS
TV SPOTS
Scion 10 Anniversary 2.00
Scion 10 Anniversary :30
Scion 10 Anniversary :25/:05
Scion 10 Anniversary :15
http://adplanner.toyota.com/scion/handler?func=display&type=category&id=9253883
THE 2013
CAMPAIGN HIGHLIGHTS
MARKETING STRATEGY
ONLINE
Another element of the strategy is a highly-visible online presence. This presence will be anchored by the
Scion 10 Series microsite on Scion.com. Driving customers to the site is the priority. Once on the site,
customers can explore the unique features of each Scion 10 Series vehicle and research purchasing options.
http://www.scion.com/
THE 2013
http://www.scion.com/cars/scion_series/
http://www.scion.com/cars/scion_series/FR-S/
#category=scion+series+highlights
CAMPAIGN HIGHLIGHTS
MARKETING STRATEGY
Recognizing the ubiquity and influence of social media in the lives of social motivators, Scion is
enhancing the online marketing strategy for the 10 Series through a number of channels across
both desktop and mobile platforms.
Scion Facebook page
https://www.facebook.com/scion
ENHANCING ONLINE PRESENCE VIA SOCIAL MEDIA OUTLETS:
> Facebook: Photos and video
> Instagram: Photos drive traffic to Scion.com
> Scion.com/blog: SEO function to drive traffic to Scion.com
> Twitter: Drive traffic to Scion.com
> YouTube: Video upload of TV spot
A celebration of Scion’s 10th anniversary wouldn't be complete without
some tunes. Throughout Scion’s 10 years, we have prided ourselves on
our ties to the creative community. We are proud to offer a one-of-a-kind
music album, created by Scion-sponsored artists. Customers can keep
checking back with Scion.com and download them all for free.
http://www.scion.com/cars/scion_series/album/
CAMPAIGN HIGHLIGHTS
MARKETING STRATEGY
PRINT ADVERTISING
The final component of the strategy is reaching customers through print and electronic advertising.
Many of these assets will be available on Ad Planner. Some examples of the 10 Series advertising
are referenced in this packet, but check on Ad Planner for the most currently available assets.
Scion Ad Planner
http://adplanner.toyota.com/scion/handler?func=display&type=section&id=index
CHECK THE TOYOTA AD PLANNER FOR OTHER MEDIA FORMATS COMING SOON:
> Interactive and Static Web Banners
> Radio Spots
CAMPAIGN HIGHLIGHTS
CREATIVE EXAMPLES
PRINT
Celebrating 10 Years Print Spread 18 x 12
http://adplanner.toyota.com/scion/handler?func=display&type=category&id=9253886
THE 2013
Celebrating 10 Years Image USA 2 Graphic 29.75 x 29.75
http://adplanner.toyota.com/scion/handler?func=
display&type=category&id=9253886
Celebrating 10 Years Pillar Decal 27.1857 x 23.875
http://adplanner.toyota.com/scion/handler?func=
display&type=category&id=9253886
PRODUCT
FEATURES
PRODUCT FEATURES
ALL SCION SERIES MODELS INCLUDE:
• Unique Silver Ignition exterior color
• Illuminating exterior Scion badge1
• Pioneer® Touch Screen Audio System
SCION SERIES xB
• 2.4L 158 HP engine
• Graphite finish
16" alloy wheels
• 69.9 cubic feet of
cargo space3
• Jack Knife key
THE 2013
• Solar-charged illuminating shift knob2
• Individually numbered interior badge
SCION SERIES xD
• 33 MPG EPA
highway rating4
• Steering wheel
audio controls
• Color-tuned interior
• Jack Knife key
SCION SERIES FR-S
• 200 HP Boxer engine
• HID headlights &
LED Daytime Running Lights
• Dual-zone automatic
climate control
• Smart Key and push-button start
SCION SERIES iQ
• 37 MPG EPA
highway rating5
• 11 airbags standard
• Graphite finish
16" alloy wheels
• Jack Knife key
SCION SERIES tC
• Panoramic moonroof
• 6-Speed transmission
• Body-colored side skirt
• Dark finish 18" alloy wheels
Prototype vehicles shown with optional equipment. Actual vehicles may vary. Pioneer® is a registered trademark of Pioneer Corporation. [1] xD features illuminated exterior Scion badge on rear only. [2] FR-S feature solar-charged illuminating shift
knob on A/T models only. [3] Cargo and load capacity limited by weight and distribution. [4] 2013 EPA-Estimated 27 city/33 highway MPG rating. Actual mileage will vary. [5] 2013 EPA-Estimated 36 city/37 highway MPG rating. Actual mileage will vary.
2014 EPA MPG estimated ratings not yet available.
CONFIDENTIAL
Updated: 4/30/13
DRAFT
iQ
xD
xB
tC
FR-S
SCION 10 SERIES
Exterior Color
SILVER IGNITION
SILVER IGNITION
SILVER IGNITION
SILVER IGNITION
SILVER IGNITION
Key Type
Jack Knife
Jack Knife
Jack Knife
Jack Knife
Smartkey
Interior Tuning
---
Stitching on Seats
---
Stitching on Steering Wheel & Seats
---
Seatbelt Color
Silver
Silver
Silver
Silver
Silver
HVAC controls
Manual (Standard)
Manual (Standard)
Manual (Standard)
Manual (Standard)
Dual Auto A/C
Headlights
Projector-Beam (Standard)
Multi-Reflector Halogen (Standard)
Projector-Beam (Standard)
Projector-Beam (Standard)
HID
Accent Lighting
---
---
LED
LED
LED DRL
Alloy Wheels
16-inch Graphite Gray
16-inch Graphite Gray
16-inch Graphite Gray
18-inch Gloss Dark Gray
17-inch standard
Interior Mirror
Standard
Standard
Standard
Standard
Frameless
Electroluminescent Panel
Two (Vertical on Center Console)
One (Above Radio)
One (Passenger-side Dashboard)
One (Above Radio)
One (Passenger-side Dashboard)
Vehicle Locator Badge
Front and Rear
Rear Only
Front and Rear
Front and Rear
Front and Rear
Side Skirt
---
---
---
w/ SCION Badge
---
Shift Knob
Solar Recharging
Solar Recharging
Solar Recharging
Solar Recharging
Solar Recharging ( A/T only )
SCION carpet mats
Front, Rear and Cargo
Front, Rear and Cargo
Front, Rear and Cargo
Front, Rear and Cargo
Cargo Only
Audio
6.1-inch Touchscreen Display (Standard)
Individually Numbered
1 of 900
6.1-inch Touchscreen Display
Individually Numbered
1 of 1000
6.1-inch Touchscreen Display
Individually Numbered
1 of 2100
6.1-inch Touchscreen Display (Standard)
Individually Numbered
1 of 3500
6.1-inch Touchscreen Display
Individually Numbered
1 of 2500
Interior Badge
Solar Recharging Shift Knob
Standard Display Audio
Illuminated Vehicle Locator Badge
Interior Badge
Silver
Seatbelt
Electroluminescent Panel
Scion 10 Series Floor Mats
FR-S LED DRL and
HID Headlights
FR-S Dual Auto A/C
and Push-Button Start
FR-S Frameless Mirror