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SCION.COM: THE REVOLUTION OWEN PEACOCK NATIONAL MARKETING & COMMUNICATIONS MANAGER SIMON NEEDHAM CO-FOUNDER EXECUTIVE CREATIVE DIRECTOR
SCION
MEDIAN AGE OF CUSTOMER TOYOTA > INDUSTRY 50 45 40 35 30 ‘86 ‘87 ‘88 ‘89 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00
SCION OBJECTIVES CAPTURE A DIFFERENT BUYER LABORATORY FOR EXPERIMENTATION SUPPORT THE TOYOTA BRAND
ATTIK
COCA-COLA ADIDAS BOOST MOBILE NFL
MICROSITES AUGMENTED REALITY ONLINE REALITY SHOW TABLET GAMES
SCION
J.D. POWER 2012 MANUFACTURER WEBSITE EVALUATION Dodge 752 Ram 752 Chevorlet 750 Fiat 729 SAAB 721 Scion 691
+
BROADCAST TABLET MICROSITE ONLINE BEHIND THE SCENES VIDEO
THE NEW SCION.COM +
BUILD YOUR SCION VEHICLE CONFIGURATIONS All tablet users who want to build a SCION are redirected to download APP. BYS APP SCION.COM LAUNCH LAUNCH 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 May June July Aug Sept Oct Nov Dec Jan Feb 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012
FIND A DEALER SEARCHES SCION.COM LAUNCH 12,000 10,000 8,000 6,000 4,000 2,000 0 May June July Aug Sept Oct Nov Dec Jan Feb 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012
START OF THE REVOLUTION
THANK YOU OWEN PEACOCK NATIONAL MARKETING & COMMUNICATIONS MANAGER SIMON NEEDHAM CO-FOUNDER EXECUTIVE CREATIVE DIRECTOR

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Ogsf mon 0945 owen peacock simon needham

  • 1. SCION.COM: THE REVOLUTION OWEN PEACOCK NATIONAL MARKETING & COMMUNICATIONS MANAGER SIMON NEEDHAM CO-FOUNDER EXECUTIVE CREATIVE DIRECTOR
  • 3.
  • 4.
  • 5. MEDIAN AGE OF CUSTOMER TOYOTA > INDUSTRY 50 45 40 35 30 ‘86 ‘87 ‘88 ‘89 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00
  • 6. SCION OBJECTIVES CAPTURE A DIFFERENT BUYER LABORATORY FOR EXPERIMENTATION SUPPORT THE TOYOTA BRAND
  • 8.
  • 9. COCA-COLA ADIDAS BOOST MOBILE NFL
  • 10. MICROSITES AUGMENTED REALITY ONLINE REALITY SHOW TABLET GAMES
  • 11. SCION
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. J.D. POWER 2012 MANUFACTURER WEBSITE EVALUATION Dodge 752 Ram 752 Chevorlet 750 Fiat 729 SAAB 721 Scion 691
  • 17. +
  • 18.
  • 19. BROADCAST TABLET MICROSITE ONLINE BEHIND THE SCENES VIDEO
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. BUILD YOUR SCION VEHICLE CONFIGURATIONS All tablet users who want to build a SCION are redirected to download APP. BYS APP SCION.COM LAUNCH LAUNCH 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 May June July Aug Sept Oct Nov Dec Jan Feb 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012
  • 34. FIND A DEALER SEARCHES SCION.COM LAUNCH 12,000 10,000 8,000 6,000 4,000 2,000 0 May June July Aug Sept Oct Nov Dec Jan Feb 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012
  • 35. START OF THE REVOLUTION
  • 36. THANK YOU OWEN PEACOCK NATIONAL MARKETING & COMMUNICATIONS MANAGER SIMON NEEDHAM CO-FOUNDER EXECUTIVE CREATIVE DIRECTOR