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Customization is king in the web world, and traditional consumer product companies have struggled to compete in a world where user-generated content is the rage. The auto industry, in particular, has lagged behind in creating a culture of individualism, and owners with a creative streak would visit specialized shops for the paint jobs, exhaust systems, and audio systems they wanted in their cars. Toyota is reaching out to these users, specifically devoted Scion drivers, who want to add an element of creativity to their cars.

Scion is a line of vehicles under Toyota’s umbrella aimed specifically at young, hip drivers. Their website is full of street racing imagery and slang, and even features music videos of upcoming artists and short documentaries by street artists. The branding is unique, strong, and varied, but it appeals to a very specific customer base, one that values creativity over conformity. For this reason, Scion has reached out to marketing firm StrawberryFrog, which has worked with clients such as Old Navy and Morgan Stanley, as well as SmartCar, another compact car brand under Mercedes.

StrawberryFrog has created a campaign known as Scion Speak, which allows users to create customized “coat of arms” online through an interactive website. They hired graffiti artist Tristan Eaton to design the graphics for the site. Eaton met with Scion owners to get an idea of what they have in common and how to reach them through art. His conclusion was that Scion owners form their own unique culture, and they have a deep desire to customize and set themselves apart. Many of them have tricked out their cars with added features and special paint jobs, which shows not only their tendency to be creative, but their willingness to spend money on cars.

Eaton’s designs are edgy, interesting, and modern. They include everything from mythical creatures (Phoenix, Dirty Rat, Hackoon, etc.) to tiny icons of spray paint bottles, cameras, crayons, sports equipment, tanks, and even a stethoscope, meant to represent the user’s interests, jobs, and skills. While the site allows you to create your own coat of arms for free, they have to go elsewhere to have their symbols made into window decals or custom paint jobs, which could cost thousands of dollars. You can also browse other user’s designs to get ideas for your own. Here’s the crest I created:

Toyota has taken a key step towards organic growth with Web 2.0 skills. While many companies have tried to create web-based buzz around a product or brand, Toyota is harnessing the buzz that is already surrounding the Scion brand. This type of interest and customer investment in a product is something that cannot be created with a marketing campaign or social networking site. StrawberryFrog’s campaign is aimed at current users, not future customers, and that is why is has the potential to succeed and generate real excitement for a brand. As a representative told the New York Times, Scion Speak aims “to reduce Scion’s investment on conquering new customers and increasing the passion for the brand among its core fan base.” While it seems counter-productive, the customers who will be thrilled with this campaign are going to be attracted to Scion’s brand for life. Sometimes the best customers are the most loyal ones, and Toyota has converted their loyalty into a Web 2.0 art gallery that will appeal to others like them.

Monday, March 24th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Haley January Eckels