TAKING ON THE MACHINE
In 2011, the automotive industry was just emerging from the financial crisis, with consumer confidence gradually returning and competition intensifying. Hyundai and Kia were gaining ground, and European imports were drawing younger drivers. Introducing a redesigned tC required breaking through a crowded market to resonate with a younger niche demographic.
 Increase Awareness |
Engage Younger, Tech-Savvy Consumers |
Drive Leads and Sales |
||
DRIVING THE EXPERIENCE
We launched the new Scion tC like a 3D blockbuster action film. I led the integrated campaign, extending the story from high-energy broadcast spots to online chase sequences, interactive 3D ads, and an award-winning AR game. The experience was designed end-to-end from a 3D teaser to grassroots activations, we built a fully immersive experience that excited fans and nearly doubled 2010 sales.
ROLL:
Creative Direction, Art Direction and Integrated Oversight
Campaign Flight
Aug-Nov
Increase in Sales
47.5%
Total tC’s Sold
22.5k
tC Sales Across all Models
45.5%
ENTER THE MACHINE
After a one-month teaser campaign, we launched a full-throttle nationwide blockbuster to debut the redesigned, muscle-car-inspired Scion tC. The rollout began with a 3D cinema commercial, supported by lenticular posters and in-theatre teasers, setting the tone for an action-packed campaign.
The 3D, perspective-shifting approach extended seamlessly into digital. We targeted tech-savvy audiences on IGN, Complex, and GameSpot with interactive 3D ad units that drove to the campaign site with a choose-your-own-adventure video chase series.
Breaking Through
Everything funneled to a groundbreaking AR game at TakeOnTheMachine.com. In partnership with North Kingdom, we built a browser-based driving experience where players could literally take on “the Machine.” Using a printed AR marker, or magazine insert as the tC steering wheel, users navigated digital obstacles and shared time trials to a global Facebook leaderboard.
The campaign was widely praised, earning FWA’s Site of the Day (November 2010), a Merit in the One Show’s 2011 Entertainment Awards for Best Gaming Site, and a feature in AdAge’s Best Ads.
On The Street
To further amplify buzz, the “Scion: Take on the Machine” street team hit music venues across the country, giving passers-by a chance to watch the spot in 3D and try the AR game live—bringing the digital experience into the real world.
