ATTIK, a full service creative agency specializing in reaching millennials, today announced the launch of a digital and print campaign for the limited edition Scion tC Release Series 9.0, designed by Cartel Customs. The campaign leverages ATTIK’s strong history of engaging millennial audiences in order to reach an auto enthusiast subset of that market.
The agency’s familiarity with this group allows it a unique perspective on millennials’ needs and desires, as well as how best to approach them through digital and print avenues. Already a millennial favorite, the tC series boasts the youngest average age driver of any car in the U.S.
“Millennials can be a complicated, elusive group of individuals, but we have spent years perfecting our techniques in reaching this segment of the market. This campaign is one of many that employs a strategy demonstrating our proficiency in doing so,” said Simon Needham, founder and creative director, ATTIK. “We work with these concepts 24/7 – we know what millennials want.”
Carrying the theme “Divide and Conquer,” the campaign combines the commanding attitude for which millennials are known, with the fearless styling of the car itself: A black-on-black 3-D feel mimics the car’s blacked out alloy wheels and Scion badge, while the orange details highlight the car’s magma orange seatbelts and stitching – a fierce contrast against an otherwise all black interior. The campaign seeks to communicate the exclusivity of this limited edition car, which is an important distinction for a young driver who wants to stand out from the crowd.
Creative Credits:
Advertised brand: Scion
Advert title: Divide & Conquer
Advertising Agency: ATTIK, San Francisco CA, USA
Agency website: http://www.attik.com
Executive Creative Director: Simon Needham
Creative Director: Kyle Jones Creative Director: Ron Lim
Account Director: Michelle O'Hea
Senior Account Manager: Kumi Croom
Account Supervisor: Lauren Birnbaum
Account Executive: Christine Rodriguez
Published: January 2015