Our goal was to introduce the new xD model and ensure that we solidify respect and credibility from the “Bleeding Edge” trendsetter community. To distinguish it from other small cars, the xD was positioned as the aggressive bad-ass in the Scion family. With xD emoticon faces, the Little Deviants are both representations of our target and of the xD itself. The Deviants rebel against the run-of-the-mill “Sheeple” who spread a dull sameness across the world.

The prelaunch campaign was set off with a cinema spot which introduced the Little Deviants’ relationship to conformist Sheeple beings. Outdoor executions included wild postings and a spectacular billboard. There was a pop-up print ad, bus wraps and a comic book with Little Deviant stories. Guerilla media was placed by street teams and there were many banner executions. All these media drove traffic to littledeviant.com, an online pop-up book experience where users could explore the Deviants’ mythology and get to know the new xD vehicle. The launch campaign included more billboards, gatefolds, and an additional cinema spot.