SCION FR-S LAUNCH

TARGET        
+ Dealership sales associates
+ Millennial Influencers

OBJECTIVE        
+ Educate dealership sales associates on new product
+ Raise awareness among consumers of new product
+ Reinforce the brand’s commitment to racing

METHOD        
+ Closed course driving experience with professional drift-racing driver
+ On-track driving and ride along opportunities 
+ Street ride + drive events
+ Racing event activation 
+ Sales associate product training program
+ Media event for the first FR-S customer delivery

 

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