This time, it’s skulls, crossbones and headbanging. Yup, Scion’s set up to start marketing itself for the metalheads according to this article on AdWeek. Why? Well, because while the metalhead crowd might not exactly be trendsetters (I don’t think much has changed since the inception of that particular audience), they’re all definitely thought leaders. The article notes that Scion thinks that since they’re all thought leaders (bloggers, writers, activists, etc), if they can get them to promote the thought of Scion, well, sales would go up.
I’m not entirely sure if Scion’s marketing department is going to score big on this, but they could do worse for weird campaigns. Toyota itself once brought over to North America one of the most iconic entities from Japan to promote the Corolla and, well, it didn’t really carry over since the people in the market for a brand new Corolla really had no idea what “Hatsune Miku” was at the time.
Scion’s known to (try to) target the young, hip and trendy; as shown by numerous previous campaigns for the xB (as seen below), but here was the problem: The young, hip and trendy are likely to be also quite poor. Who knows, maybe taking the focus from hipsters to metalheads is actually working: Jeri Yoshizu, manager of sales promotions for Scion, notes that a lot of the music blogs post about Scion now.