2011 Scion TC: Will You Search For ‘The Machine’


2011 Scion tC

2011 Scion tC

Advertising certainly has changed in the automotive industry over the years and, in a lot of ways, it has become richer than it has been in the past. Of course, perspective is a funny thing, so we may look back on this period in the ad market and say, “Whoa, can you believe they used to do that?” Until then we get to navigate different ways of advertising to the next generations of up and coming consumers. One of the more recent method of reaching out to the 25-35 crowd is to use search advertising, which is fitting since it is one of the way Scion is marketing the newly redesigned 2011 Scion tC.

2011 Scion tC

2011 Scion tC

We will have more on the Scion later this month, including an in-depth drive, but the basic thing you need to know about the car now is that it is new inside and out. Oddly enough, Scion wants young consumers to check out the new car, so their newest TV ad (via Attik, San Francisco) depicts two cars racing through a city with adrenaline pumping music playing in the background. The call to action at the end of the as is “search: the machine.” With the average age of a Scion buyer being 26 years old, the company thinks that this segment will engage in the challenge. “When we look at the demo we’re appealing to, they’re online a lot,” Own Peacock, national communications manager, said. “It’s really easy for them to do this.”

The commercials started running on August 16 on Adult Swim, Comedy Central, Current and G4; all channels that fit the 25-35 demographic. When we did our search nothing came up; taking it a step further we jumped to TakeOnTheMachine.com (reported by Brandweek.com). The site looks cool, but everything is still coming soon. Looks like we might have to check back when “the machine” is in.

 

 

[Source: Brandweek.com]

 
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