'Out of Reach' Stimulates Greed Factor for Scion tC


Ooh, ooh. More online executional madness for the limited-edition Scion tC in Galactic Gray. (Only 2300 available! Get your booster bait before it's gone.)

The ATTIK effort is a lot like this one for the limited-edition Scion xB Series 5, which is more likely to blind you with its mica sheen.

Outdoor executions will focus on demonstrating to bystanders that the car is just too cool for them. With placement and coordination by malbon Brothers Farms street teams, the car will literally move away when people draw near. (Hence the campaign name "Out of Reach.")

A word from CD Simon Needham:

"Beginning on March 15, in Chicago and New York, people walking downtown will encounter our custom, large-format interactive billboards, which use the retail storefront ad platform from New York-based InWindow Outdoor. Following our 'Out of Reach' campaign theme, the cars will appear in the window displays, but as people move closer, the cars will move away from them.

"Our banner ad campaign will also begin appearing on targeted sites at the same time, featuring a similar creative approach, where moving your mouse over the ad will cause the cars to move away. Along with designing the billboards, guide book giveaways and street team uniforms, our team also created the campaign's banners and custom landing page microsite at www.scion.com/RStC."

We thinks that's neat. But boy do we miss the Little Deviants. What happened to those Sheeple-decapitating digital hell-monkeys?

by Angela Natividad    Mar-20-08   Click to Comment   
Topic: Brands, Campaigns, Good, Guerilla, Online, Promotions   

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Greed is a huge motivator, and seems to be quite trendy. Many CEOs are proud to wear their greed on their sharkskin sleeves, and will be very proud to show off something that is out of reach for the rest of us.

Posted by: John Gillett on March 20, 2008 3:07 PM

I wish I had sleeves made of sharkskin.

Posted by: Angela on March 20, 2008 3:15 PM