Scion iQ launches with innovative marketing campaign


With the newest member of the Scion family – the iQ – coming soon to Canada, a major promotional campaign is underway that focuses on some attention-grabbing facts about the world’s smallest four-seater micro-subcompact car.

To make the iQ’s attributes memorable for Canadian consumers, Scion says it has joined forces with Cineplex Entertainment. Advertisements pair movie trivia with key facts about Scion, under the fitting tagline of Elevate your iQ.   

Example questions include:

- When a question is posed about which monster movie was shot with two of the world’s smallest motion picture cameras (Cloverfield), the theme is extended to Scion, with the fact shared that the iQ has the world’s smallest turning radius (3.9 metres).

- When asking which three movies received 11 Oscars each (The Lord of the Rings: The Return of the King; Titanic; and Ben-Hur), it’s noted that the iQ has 11 standard airbags, including the world’s first rear-window curtain airbag.

“The Scion iQ changes conventional thinking about small cars,” said Larry Hutchinson, director of Scion in Canada.

“The iQ may be the world’s smallest four-seater, but its unique engineering innovations make it big on comfort and versatility, and it comes complete with a long list of amazing standard features. This launch campaign focuses on many of the specific proof points that show why the iQ is such a special vehicle, and takes full advantage of Cineplex theatres’ busy holiday season.”   

The campaign begins Dec. 2 and will be capped by a contest in which three new iQs will be given away in a draw to take place on Jan. 11.

Canadians can enter the contest by visiting

Other key elements of the campaign includes in-lobby vehicle displays in four Cineplex Entertainment theatres (Toronto, Ottawa, Montreal and Vancouver); in-lobby experience digital signage featuring iQ facts and contest details; and a full-motion video spot played before movie trailers.