- Target Group
We have decided to aim the Car towards the younger generation of city hipsters, cool quirky characters, that might have an environmental perspective but also like simplicity and are attracted to the city buzz. Age ranging from Late 20s- 40s. People that work in the city, that are contemporary and cool that love at and music. A true definition of a city person, stereotypical cultured and exciting. We want the car to be orientated around their lifestyles. We want to aim to a unisex, mixed group as we don’t want to exclude anyone, we want to aim for a large amount of city people but also being specific in the fact we want to cater to the more ‘cool-kids’ crowd.
- The Message-
The city is complicated. Communication is simple. We want to bridge the gap between the two make city people realise why the fell in love with the city, and for those who hate the hustle and bustle to simplify it so that they can fall in love with the cultural offerings, allow them to connect with people. Over 7,556,900 people living in London. Yet people in the city have the largest amount people suffer from depression and feel the most ‘isolated’. Instead of focusing on the green element of the car a route overdone and overused by every ‘other’ electric car emerging into the market, we want to be realistic people do care about the environment but we have to be realistic what would be the draw of an electrical car over a petrol/diesel fuelled one? especially seeing as convenience is an issue the amount or charging bays is limited, and takes the Nissan Leaf for instance takes 2hours to fully charge- we need to offer a lifestyle something that makes people want to be apart of ‘Be’ to drive. Live and breathe;’, it needs to be a concept that connects people that has a by-product as the car not the main focus but a vehicle that connects people, not just transportation.
- The Timing
We want to create a buzz prior to release looking at 3months prior so theres a good build up similiar to the release of a big blockbuster ie. Harry Potter, with teaser trailers etc. with promotional material based on the idea of being ‘unexpected’ and not being obvious about what we are ‘selling’ promoting creating an image of a brand that cares abbout people and personalisation and how the car experience from A-B is all about the individua. we want to customise the car features to fit this.
Once the car is launched have a campaign running alongside ie. print. tv. and other events reiterating the cars launch and keeping it present in the spotlight.
- The Communication Channels
the ways of advertising had obviously evolved from traditional means, and due to the nature of the car i think it would be a perfect fit to use different channels ie. experimental and ambient, to look outside the box and create campaigns and ideas that involve the public i.e. Droga5 and JayZ launch for Decoded, is a great inspiration. How they made a maze around NYC and a treasure hunt almost prior to release and placement of ads all over the city created such a buzz.