Scion’s ‘Pure Process’ on Univision

  Univision Communications Inc. announced that it has completed a marketing partnership with Scion for a campaign to begin this fall showcasing Scion’s “Pure Process” to Hispanic Millennials. This deal marks the first time Scion is purchasing Spanish-language media upfront, with the brand’s complete Spanish-language budget spanning Univision’s entertainment and sports properties.
 
With this campaign, Scion will raise brand awareness and drive purchase intent among this valuable demographic by bringing Scion’s “Pure Process” initiative to life across Univision.  “Pure Process” makes car buying stress-free and easy, where consumers get more car for their money at a transparent price.
 
The centerpiece of this partnership is the creation of a unique concept featuring Diego Amozurrutia and Sofia Sisniega, stars of the hotly-anticipated new UniMás television series “Gossip Girl Acapulco.”  Univision will produce creative that will air prior to and during the show, as well as across relevant programming on the Univision Network, UniMás, Galavisión and Bandamax.  This will include tune-in messaging and a 30-second spot featuring the talent, as well as two 30 second Scion content vignettes hosted by “Gossip Girl Acapulco” talent.  Additionally, Scion will be the exclusive auto sponsor of the show during the four-week flight that begins on Monday, October 7.
 
“Scion is excited to partner with Univision and be one of the first sponsors of ‘Gossip Girl Acapulco.’ The characters in the show have daring and distinct personalities that resonate with our target market, including Hispanic Millennials,” said Christina Duron-Yu, Advertising and Media manager, Scion.  “The collaboration gives Scion the ability to create unique content while engaging with the young Hispanic audience.”
 
Univision will also provide Scion with quantitative and qualitative research about Hispanic Millennials, including insights into their TV viewing and car buying behavior.
 
“Scion’s ‘Pure Process’ campaign couldn’t be a more perfect fit for the audience that are loyal fans of our sports and entertainment programming, including the edgier, younger skewing UniMás line-up,” said Steve Mandala, executive vice president, Advertising Sales and Marketing, Univision.  “As well, the Scion brand is representative of the independent, socially-conscious, entrepreneurial spirit indicative of many young Latinos today.”
 
Other elements of the campaign will include:
 
·         Interviews with the cast of “Gossip Girl Acapulco” on Univision’s popular entertainment magazine show “El Gordo y la Flaca” (The Scoop and the Skinny) discussing both the new series as well as Scion’s “Pure Process;”
 
·         A CineMás movie night sponsorship including integrated, hosted feature;
 
·         Original Scion-sponsored content that will air during CONCACAF and Copa MX soccer matches, with the Spanish-language spots airing during the matches, and a “Keys to Victory” feature airing in each game; and
 
·         The adaptation of two existing Scion English-language commercial to Spanish-language to air on Univision networks.