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.
[Automotive News (subscription required)]