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Toyota Abandons TV, Print to Give Scion 'Street Cred'

Traditional car advertisements are a dime a dozen, and that's exactly why Toyota is launching its redesigned Scion xB without them. Instead, the car manufacturer is marketing its box-shaped ride exclusively with nontraditional media buys in order to attract the attention -- and the endorsements -- of the trendy youth market.

Toyota wants to connect with young men, in particular. Instead of TV and print ads, therefore, it's spending its ad budget on an edgy website (www.Want2BSquare.com) that it's promoting via ambiguous movie trailers, billboards, and games -- none of which explicitly tout the Scion. Most people won't get the ads, Toyota says, but urban males ages 18 to 35 will -- and the company is counting on them to give the car "street cred," attracting buyers of all ages and both genders via word of mouth.

Learn more (USA Today)

Posted by WOMMA Editor on May 23, 2007 9:02 AM

1 Comment
Add your own

Ryan Peal said on May 25, 2007

Great to see a big brand like Toyota fully grasping and responding to the ever-increasing/skepticism people have regarding advertising and embracing all of the amazing, fun things that deliver even stronger results. Lets hope others will follow :-)

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