Project
Scion NextGen
Direct Marketing Campaign

Role(s)
Art Director, Designer

Challenge
GSM agency wanted a direct marketing mailer campaign to drive test driver traffick to regional dealerships. They wanted to reach the Gen XY population of new care buyers with the idea that Scion is a car for the new generation, not your grandmother’s car.

Solution
We created multiple versions of two concepts of collectible keepsake postcards to conduct AB Testing, one that depicted the lifestyl, one that depicted the beauty of the vehicle. The Hip Hop & Pop Culture conecpt depicted young generation entertainment, fashion and social scenes. The Vehicle Beauty Shots concept showed closeup features of the vehicle.

Project Components
Postcard Series Design (2 concepts)

Result

• Increased dealership test drive traffic by 50%.
• Increased Scion vehicle purchases by 35%