/// Scion Makes Its First Spanish-Language Upfront Buy Exclusive With Univision

September 18, 2013  |  Media Week

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That's one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year, and starting in October, it'll roll out across Univision's various properties including an integration into Gossip Girl: Acapulco. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion , told Adweek. “But in the past we've been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision's movie programming. “One of the reasons why we were doing so well within the category is that Hispanics are a significant amount of the growth in automotive,” said Trisha Pray, Univision's evp of network sales. The company, in fact, has more than one new auto brand on the hook this year. Scion has run of schedule on UDN (the group's sports net), Unimas and Galavision included in the buy, as well. The new Spanish-language campaign is focused on Scion's “pure process” buying system, a Web-based tool that allows prospective customers to navigate pricing directly through Toyota, including financing, insurance and service agreements. It de-emphasizes the legendary difficulty of buying a car at a dealership since the prices are mandated to dealers, but it's a complex enough concept to need explanation beyond colorful graphics. Since it's a major selling point for the car, Scion figured Univision was the place to go to tell folks about it. Spanish-language spots, Inouye said,

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