Scion – Case Study

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Client Background

ScionClient: Toyota/Scion
Agency: George P. Johnson Company

Program: Scion Spring Tour
Program Type: New Product Showcase – Consumer Enticement

Program Overview

Objectives:
Entice target consumers with dynamic product display as well as fun “party events” at local nightclubs Drive traffic to dealers Lead aquisitions through premium distribution

Toyota’s new brand Scion was created to suit the demands of an emerging culture of influential new car buyers known as Generation Y. We were asked to put together a team of seasoned tour managers for a 2-week traveling promotion through the Gulf States, setting up events each day in high-traffic, geo-demographically relevant locations (college campus towns). Starting in New Orleans, the Street Teams USA team engaged potential Scion consumers with two “tricked-out” cars that featured heavy-duty sound systems, special trim and neon lights. Click Here for Spring Break Scion Pictures

Execution

Staff Requirements:
We provided four Tour Managers traveling in the Scion cars carrying the display and event materials from town to town. Our in-house staff prepared the tour by researching each city and preparing a list of demographically-relevant locations and events for out team to hit each day. The team used a “guerrilla” approach and had the autonomy to deviate from the plan if they found a high-traffic location where they could park the vehicles and create a “buzz”. They invited consumers to sit in the vehicles and handed-out Scion premiums and literature as they showcased the features of the Scion cars. Flyers were distributed inviting people to attend that night’s club event. We set-up 7 special nighttime events at the hippest nightclubs where we featured the cars in a static display, as well as free food and giveaways. Some of the logistics included market research, negotiating nightclub venues, shipping and hotels in each city, coordination with local dealer for radio remotes, production of logoed materials. A total of 9 markets were hit in 14 days. Our Tour managers logged over 1100 miles and generated 700 qualified leads for additional dealer follow-up.

Event Materials:
In addition to the premiums (which were stagger-shipped to each market), and flyers (also produced in each market), the team carried Scion literature, signage and event materials. Everything (even the teams clothes and personal effects!) had to be carried in the two vehicles so logistics and careful market shipping planning was necessary. Daily Event Recaps, along with digital photos, were provided to the client.

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