CLIENTS: Toyota Dealer Association

OBJECTIVE: Engage the target prospect while creating interest and consideration for the Scion Brand. Give the prospect a compelling reason to visit the participating dealerships. The message must enhance the Scion Brand and provide a mechanism to gather the prospects’ current vehicle information and e-mail address.

TARGET MARKET: Enrolled college and college bound students, young adults 18 years of age – 25 years of age and young professionals 18 years of age – 25 years of age residing in the market areas of the participating dealerships.

STRATEGY: A Creative solution consisting of the medium of Direct Mail and Digital Internet component were employed to effectively reach the target market prospect, capture current prospect information and present the prospect with a unique selling proposition. A universe of 47,800 target prospects was identified and mined.

TACTIC: 5,975 units of Direct Mail were mailed each week for 8 consecutive weeks. The Direct Mail utilized a compelling reason for the prospect to visit their choice of either of the participating dealerships or visit the program web site, www.seemyscion.com, to determine which of the following prizes the prospect had already won; 10 iTunes – 100 iTunes or choice of Sony or Apple brand laptop computer. Recipients of the Direct Mail who visited the web site filled out required registration information and then entered their unique Participation Number from their Direct Mail Invitation to determine which prize they had won.

RESULTS:        47,800 Total Units Mailed over an 8 week period.
                                    421      Total Web Hits received
                                    327      Total complete registrations
                                    97       Total Vehicles Sold