Uber youth focused Toyota Scion have launched a website allowing people to create their own Scions crests. Not cutting functionality by any stretch, but looking at how it came about, and the final result, definitely a bang on way to deliver value and engage with their audience.
Here's how Contagious reports it:
This new campaign for Toyota's economy brand, Scion, is aimed squarely between the eyes of the marque's target demographic - the young, trendy and skint.
Created by StrawberryFrog, New York, 'Scion Speak' aims to take the 'brand ambassador' concept one stage further by turning every advocate into a genuine spokesperson - with their very own unique 'symbolic language.'
This language has been created by Tristan Eaton - renowned graffiti artist and favourite of us here at Contagious Towers. Having spoken personally with a whole host of Scion enthusiasts, Eaton has compiled a special design palette, both bespoke and user-generated which is now hosted on the microsite - scionspeak.com.
www.scionspeak.com
Here, users can then create their own personal coat of arms - as the artist describes, 'in thousands of variations to become something no longer mine, but yours.' Once completed, this coat of arms can then be downloaded, used as a computer desktop and shared with friends or other Scion fans.
The site also hosts a 40 second promotional trailer along with two 'making of' videos documenting Eaton's discussions with StrawberryFrog and the contributing brand advocates.
Scion evolved from the failed Project Genesis in 2002, which attempted to attract younger buyers to the Toyota marque. They eventually nailed their objective by creating the separate brand which offered cheap but extremely cheerful vehicles to ‘Generation Y’ consumers.
As well as advertising all models using their ‘Pure Price’ promise (the price you see is the price you pay) Scion cars are also available with a whole host of accessories such as subwoofers, decals and superchargers. Pimp indeed.
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