Scion tC Release Series 7.0 - Zeus Marketing Campaign
Scion announced today the upcoming arrival of the 2012 tC Release Series 7.0 (tC RS 7.0). Available at dealer showrooms this summer, it marks first limited edition release series for the second generation sports coupe.. The launch of the Scion tC RS 7.0 will be coupled with a new advertising campaign, starring a very lighthearted Zeus. Perched on his Mount Olympus throne, Zeus describes himself as the God of Awesome - and then creates the High Voltage tC using his legendary lightning bolt. With the help of a lovely Muse, Zeus has a great time driving the tC and highlighting its features. See the :30 spot by visiting: http://www.youtube.com/watch?v=Sa1XbhJDN8k
In addition, six viral videos will be released today as part of a viral social media campaign. Also starring Zeus, these comedic behind the scenes vignettes show viewers a side of Zeus that makes him more the God of Awkward than the God of Awesome. See all six of the behind the scenes videos at the links below. These videos will also be hosted on Scion's new Brand Channel on YouTube, featuring a new easy-to-navigate video carousel.
The tC RS 7.0 campaign marks a new direction for Scion's product marketing. Past campaigns have focused on urban, cool, or cutting-edge themes set to a darker tone. This series is more lighthearted, making it the first time Scion has taken a comedic route to increase awareness of a new model.
Scion will only build 2,200 units of the tC RS 7.0. The limited edition model will carry a manufacturer's suggested retail price (MSRP) of $20,905 and $21,905 when equipped with a manual and automatic transmission respectively (The MSRP does not include a delivery, processing and handling fee of $720).