Comparing to Zeus
Where the Zeus campaign was a product-focused campaign centered around a limited-edition car, "What Moves You" touts Scion as a brand, particularly in social-media circles. Where Zeus was flashy, campy, even male juvenile, "What Moves You" is more serious, more emotional, gender-neutral and far more mature. Zeus had a fictional character that the company found viewers could not relate to. "What Moves You" will use real stories and real people.
"Knowing what we now know, [the Zeus campaign] was too juvenile," Murtha said. "It was kind of a cheeky ad and I'm not sure we would do that going forward."
Despite Murtha saying there wasn't much flexibility and fluctuation in an ad budget that was around $20 million last year, Scion is still going broad on national TV with the new campaign and allocating a little more for online and print executions.
"After looking at the data and research, you find yourself in the very unusual position of realizing, 'I'm selling a car aimed at youth and I'm skewing too young,'" Peacock said. "We looked back over the last few years and asked ourselves what the communication was and what created the perception of the consumer ad.
"We're still going to go out and do our digital properties, we're still going to be involved in music, art, fashion, design. But this new campaign allows us a broader swath."