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 |  Jun 28 2011, 8:26 AM

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The focal point of a new marketing effort by the brand, Scion has just announced official details on the tC Release Series 7.0. The latest special edition of the Scion sporty coupe this model gets the usual list of add-ons like a TRD body kit and a custom color – called “High Voltage” yellow.

Other upgrades include a set of 18-inch wheels, while inside the car there’s the usual color-matched trim, with a yellowish-hue to the seat fabric. And let’s not forget color-matched stitching on the steering wheel and shift knob, plus there’s a big reg push-button ignition with proximity-key entry, so you never have to actually touch the key fob.

It may not be anything overly special, but with just 2,200 models being built you’ll at least know your car is an original. Pricing is set at $21,625; an increase of 1,565 over a standard tC model.

GALLERY: Scion tC RS 7.0

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 |  Jun 27 2011, 9:32 AM

With the launch of Scion‘s new viral video ad campaign for the “High Voltage” Scion tC Release Series 7.0, the Toyota youth brand is hoping not just to sell cars, but to attract a more mature customer.

While the TV spot and YouTube clips, which feature the Greek god Zeus, are aimed at being the sort of thing you’d want to share with a friend, Scion is hoping both you, and your Facebook buddies, are of a slightly older demographic. The reason? Well, Scion’s core customer base (often touted as the youngest in the business) is broke. And we don’t mean broke like they can’t afford to buy a new watch, but broke like it’s time to move back in with mom and dad. Yikes.

It seems that while the economy is getting back on track, it’s taking a lot longer for those just starting out in the world of business. As a result, Scion’s new ads are targeted at 18-34 year-olds, compared to Scion’s traditional 18-24 year-old demographic.

As for the ad campaign, it’s less about selling the car, (a limited edition model of which just 2000 will be made) and more about selling the brand, with humor.

Watch the commercial after the jump, and click here for the humorous behind-the-scenes outtakes.

[Source: AdAge]

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 |  Jun 23 2011, 10:21 AM

You can’t make a viral video, it just happens. But that doesn’t mean marketing agencies aren’t going to try and spend multi-million dollar budgets trying.

The latest such example is Scion‘s new ad campaign. It’s a comedic piece using the Greek god Zeus, who is credited for creating the limited edition “High Voltage” Scion tC Release Series 7.0.

Created by the minds at Attik, the idea, says Scion marketing manager Owen Peacock in an interview with AdAge, is to generate something people will want to share with their friends, thus created a viral sensation. Along with a more mainstream commercial, there are also a series of accompanying videos titled “On the Set with Zeus” that take a mock look behind the scenes at the making of the commercial, showing Zeus trying to fit in on a Hollywood set and failing at picking up women.

By definition, a corporate video made by an agency can’t really be viral. But is it funny? You be the judge. Watch all the commercial as well as all the related videos after the jump. And read AutoGuide’s 2011 Scion tC review here.

 

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