Advertisement
Find a Car
Go!

2012 Scion iQ Gets Big Media Blitz


Scion’s soon-to-be-launched iQ minicar has the automaker branching into an entirely new segment of the of the automotive industry. Complicating things further, the brand’s perception among car buyers has been trending downward over the past 30 months, so how will it effectively launch a new vehicle into a new segment while drawing attention to the overall brand?

With a media campaign that includes television commercials and online video ads, that’s how. Gone are the days when Scion could rely on viral methods for advertising, so the automaker is seeking exposure through more traditional means. Television ads will emphasize the cars diminutive size, its nimble handling and its safety features, such as 11 airbags.

Online ads, however, will be a bit more irreverent. Four spots will feature actors (dressed as police, Jersey Shore cast members or hard-core bikers) being driven around a donut shop parking lot by a bikini-clad stunt driver.  The actors try, with little apparent success, to eat donuts and drink milk while under sustained g-loads. Hilarity ensues.

Another series of 11 online ads are being produced to highlight the iQ’s “park me anywhere” capabilities, as well as the cars ability to haul four passengers. One spot features an Obama lookalike exiting the iQ, complete with a three-man Secret Service protective detail.

The iQ hits the market (on the West Coast, at least) in October. Don’t plan on the president swapping The Beast for an armored iQ anytime soon, though.

[Automotive News (subscription required)]

Advertisement
 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (3)
  1. Well its not a new model, its a rebadged Toyota IQ (sold in Europe for some time) and since this year available as an Aston Martin Cygnet as well...
     
    Post Reply
    Vote
    Bad stuff?

  2. Just new to the US market.
     
    Post Reply
    Vote
    Bad stuff?

     
  3. @Mathis, you're correct. Not only is the iQ new to the U.S., it's Toyota's first foray into the minicar segment on these shores. Smart is the only other minicar sold in the U.S., and their sales have been... disappointing.
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Advertisement
Take Us With You!
   
Related Used Listings
Browse used listings in your area
Advertisement

More From High Gear Media


 
 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by Homestar, LLC. Send us feedback.