Scion Pure Price
Scion, the experimental youth brand for Toyota, was developed to engage the next generation of customers through music, art, and culture. For over a decade, o2 launched every product in their lineup in ways that paved a road distinctly different from the mainstream. Our touchpoints with the brand span a wide range: from TV to experiential, web to events, films to mobile.
It began with a brand campaign called Pure Price, where o2 launched the “No Haggle, No Hassle” sales mantra for print, outdoor, mobile and broadcast. The national spot became their longest running TV ad.
To activate Pure Price at the Scion Dealer Meeting, o2 designed a large-scale installation made of pure chocolate bars, each containing a scanable barcode.
Select bars had a winning code, awarding dealers with a special prize and displaying their name in lights on a giant LED cube.
The concept communicated the simple, straightforward sales approach the brand provided to customers.
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