2. 2
The Role of Regional Advertising
CREATE AWARENESS
AND INTEREST
NATIONAL
– Awareness media in TV, Online Video,
High-Impact Display
– Creates interest on large scale with
general auto shopper targeting
REGIONAL
– Highly targeted display and mobile
that brings people further into
consideration and shopping for Scion;
make connection to local dealerships
DEALERSHIPS
– Local search and behavioral
targeting that drives to dealership
sites & contact
CONSIDERATION
SALES
3. 3
Dynamic Messaging
N A T I O N A L R E G I O N A L
D y n a m i c B a c k g r o u n d s :
O t h e r D y n a m i c E l e m e n t s :
Call To Actions
(A) Confirm Availability Now!
(B) Check Inventory
(C) See More Dealers
(D) Find More Dealers
Headlines
(2 per model)
Features
(vary by model)
Models
(FR-S, xB, tC)“cookied” on
Scion.com
Lower funnel CTA’s
and locally relevant
National Role is to create Awareness and Interest on a large scale among auto intenders
Regional role is to Bring people further into the consideration and shopping for Scion; make connection to local dealerships
Dealers role is drive more folks into their stores and sell more cars