Scion’s calculated separation from the traditional automotive industry has created a unique, tight-knit community of owners and enthusiasts, increasing brand loyalty, authenticity and exclusivity. Our objective was to create an authentic social media campaign that further unites this highly creative community and deepens brand loyalty.

Most importantly, Scion owners and enthusiasts embraced, utilized and developed this promotion, as evidenced by the quantity (and quality) of buzz and online chatter in Scion community, prior to the public launch of Scion Speak. This dialogue created and encouraged both word of mouth and anticipation for the site unveil, which ensured a successful launch.Due to the excitement generated within the community, www.scionspeak.com was viewed by 48,000+ unique visitors within two weeks from its public launch and has garnered recognition and accolades from both general market/mass news outlets (e.g. New York Times, Intl. Herald Tribune) and vertical/trade/industry pubs (Motor Trend, Contagious, AdWeek), all with no paid PR or media budget.

We started the concept and creation process by reaching out into the community and finding a group of creative Scion owners to help us shape the idea. We also brought in a respected artist born of the Scion culture to help us realise the owners’ vision. We created a set of official icons born of the Scion culture, enabling the Scion community to interact in a new and authentic way. We then created an online web experience that gives the users a toolbox of iconography they can use to build and customise their own crests.

The Scion car culture consists of opinionated members who want to have a direct influence on what companies develop and produce for them. Taking cues from the creative nature of both the culture and brand, we invited Scion enthusiasts directly into the creative process letting them take ownership of the idea and in turn, acquired a built-in influencer community. The inclusion of a respected graffiti artist born of the same culture further cemented our original objective, creating a language of, by and for the Scion community.