Scion Effort By Machado/Garcia-Serra/Publicidad.

Southeast Toyota Distributors, LLC (SET) has introduced Scion to South Florida’s young Hispanics with a new advertising campaign entitled, “¡Muévete!”, (“Move”) developed by Machado/Garcia-Serra/Publicidad (MGSP). The new brand has been created by Toyota in its continuous efforts to reach the ever changing y-generation. The Scion xA and xB models went on sale in South Florida and across the southeast on February 3, 2004. Another model, the Scion tC, will be introduced this June. This is MGSP’s second Hispanic creative campaign launched this year on behalf of SET. In January, the Agency launched “The Valet” campaign for the Toyota brand.

The campaign for Scion and its xA and xB models aims to reach young South Florida Hispanics through cutting-edge visuals of the vehicles, eye-catching graphics and the high-energy beats of a new musical genre. Reggaeton, an underground fusion of Reggae and Latin Hip Hop, is quickly gaining mainstream popularity. Images of the local urban culture depict the lifestyle of these young trendsetters and their Scion vehicles. The year-long campaign will include TV and radio, as well as grassroots promotions throughout South Florida.

The TV spot was produced and shot in Miami, Fla. It is currently running on Univision and Telefutura, and cable stations Mun2 and Fox Sports en Español. The radio schedule will include select Spanish-language programming on FM stations WRTO, Salsa 98 and WETA, ZETA 94.9.

¡Muévete!

The 30-second TV spot features hip, energetic young adults exhibiting their originality through the cars’ unique features and accessories. The title of the spot, ¡Muevete!, relates to Scion’s target market–always on the go and in search for something new. The advertisement’s Reggaeton music sound features original lyrics that tie in to the appearance and accessories of the Scion models. It resembles a music video in that the talent is performing to the music. The lyrics are in English and Spanish, appealing to the young, urban bilingual Hispanic. The key takeaway: Scion is as different and original as South Florida’s young urban Hispanics.