• Adweek, Friday, September 28, 2012 10:20 AM

Scion brand is focusing on the heavy metal subculture it says is most likely to drive home in one of its vehicles. “We really put a lot of effort into the metal market because they actually buy cars,” said Jeri Yoshizu, Scion’s manager of sales promotions. “All those negative things about these kids, it’s changing. They recognize value.” Scion’s new campaign, which opens on Sept. 29 in Los Angeles, is also an art-gallery show. These kids “actually appreciate the corporate contribution,” Yoshizu said. "There are less shows happening because of [the economy], and Scion's there to do something positive."

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