The launch campaign broke on March 15, in
Following the 'Out of Reach' campaign theme, the cars appeared in the window displays, but as people moved closer, the cars moved away from them.
There’s also an interesting online element consisting of a microsite and web-banners which allows users to download wallpapers and browse specs and picture galleries of the car, which has been limited to only 2300 units.
With the interactive billboards, Scion is further differentiating itself, said the vice president of Scion
"It's less about trying to sell a car than communicating that scion is doing things differently".