Scion’s soon-to-be-launched iQ minicar has the automaker branching into an entirely new segment of the of the automotive industry. Complicating things further, the brand’s perception among car buyers has been trending downward over the past 30 months, so how will it effectively launch a new vehicle into a new segment while drawing attention to the overall brand?
With a media campaign that includes television commercials and online video ads, that’s how. Gone are the days when Scion could rely on viral methods for advertising, so the automaker is seeking exposure through more traditional means. Television ads will emphasize the cars diminutive size, its nimble handling and its safety features, such as 11 airbags.
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