SCION
CREATIVE STRATEGY
EXPERIENTIAL STRATEGY
EXECUTIVE CREATIVE DIRECTOR: EXPERIENTIAL, DIGITAL AND CONTENT
ASSIGNMENT: Brand Engagement Campaign
Attract youthful demographic in Miami to Scion and begin a relationship that parent company Toyota could leverage over time, across various models and brands.
SOLUTION: What Moves You Miami?
Align the Scion brand with a younger demographic by creating a 360 campaign. Consisting of culturally relevant experiences in an immersive branded environment, content, influencers and tools to attract and engage the kids of Miami.
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BRAND IMMERSION:
Create a branded space and program a series of culturally relevant workshops and events that ladder up to Scions core brand attributes of self-expression, individuality and personalization. Build legitimacy and advocacy by having influencers host the workshops and events.
SOCIAL:
Identify and engage regional Scion car clubs social and give them the tools to self organize a Scion parade through south beach to call attention to the opening of the WHAT MOVES YOU MIAMI brand immersion space.
DIGITAL:
Create online What Moves You Miami destination portal that contains exclusive content and calendar information. Partner with digital graffiti video artists to create branded content that is seeded on the culturally relevant media sites and social blogs as well as shared via bluetooth mobile.
IMPACT:
Extensive coverage in online and print street culture magazines and blogs. Regular segments on local Hip Hop and Dance Music radio shows. Local news coverage for the opening Scion parade, thousands of event attendees and tens of thousands of online engagement.
