Scion

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Celebrating the diversity of self-expression

Challenge

Engage Scion owners to help generate and promote an active Scion community as part of a user-endorsement sales program.

Strategy

Bring the Scion brand identity to life and reaffirm the commitment to its community by celebrating Scion owners through engagement programs they help create.

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Activations

Created a program that reflected the ExpreScion campaign of self-expression and self-determination by celebrating emerging communities of cultural relevance: artists, musicians, and performers; "living" lounges, media gaming, and fire sculptures; a custom radio station playing the event DJ’s music through attendee car radios; and displays of owner-designed cars.

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