Smart Car insight & proposition

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Sarah Brookes 2014

description

A creative strategy and visual brief. Creative ideas left out

Transcript of Smart Car insight & proposition

Page 1: Smart Car insight & proposition

Sarah Brookes 2014

Page 2: Smart Car insight & proposition

Smart Car is expanding their range of cars (electric in particular) to grow the business and need to grow their reputation with it.

We need to have a vision and a ‘big idea’ for an overarching strategy.

It needs to be used to create content across all of their digital and social channels.The idea should potentially translate to TTL and ATL experiential activity.

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BUSINESS OBJECTIVES:

Specific: Drive traffic to Facebook, Twitter, YouTube, & Destination smart

Measurable: Increase engagement levels, activity and traffic

Achievable: Increase presence across (above) social channels

Realistic: Get the attention of a younger audience

Timely: Evolve brand personality from quirky to cool

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KEY PERFORMANCE INDICATORS

Traffic driven to Facebook, Twitter, YouTube, & Destination smart

Interaction across (above) social channels

Increased sentiment among a younger audience

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Important challenge:

• Get the attention of a younger audience• Encourage them to reappraise the brand positively • Advocate it as cool to the people around them.

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Millennials, who are 18-34 and ethnically diverse

City dwellers

Environmentalists – because it saves them money (mostly)

Open minded people who appreciate new and interesting design / technology

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WHAT DO THEY DO?

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They have driving further down on their priority list – care more about owning the latest technology.

Use their smartphones to stay connected 24/7Use technology to make their lives easier and more entertaining

Play: Leisure, friends and experiences are of high importance –fear of missing out (fomo) is real

Want a life/work balance, work flexible hours and don’t mind blurring the boundaries between the two.

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They find freedom from their parents online(many still live at home)

They are not brand loyal and are open to trying new things

They research online before making a considered purchase.

Like to feel part of a community or ideas bigger than themselves

Accept advertising in order to benefit from free services and deals

Their self-identity is important and they spend time curating their ‘brand’ online via social networks as well as offline.

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Video – Millennials are the heaviest viewers of video content

Smartphones are most popular for viewing video in most places

They use smartphones (94%), tablets (23%), Laptop (70%), MP3 (69%), Television

90% of all media consumption is screen-based

77% of television is watched with another device (dual screening)

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Millennials like photosThey use Facebook, YouTube, Instagram, Snapchat, Twitter, Tumblr, & Whatsapp

In 2013 Twitter was voted as most important social network for teens, with Instagram not far behind

Facebook holds onto it’s users because ‘participation’ is seen as an important part of teen socialising

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INSIGHT #1 Young people have driving lower down on their priority list.

They live in cities and are struggling financially and are more concerned with owning the latest smartphone. They look for transport alternatives to help them save money. They also see public transport as efficient because they can spend time on smartphones and laptops instead of driving.

Need: Prove that smart cars are essential for efficient city living

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INSIGHT #2 Smart Cars are not seen as ‘cool’ technology

Millennials see technology as something to make their lives easier and more entertaining. They expect technology to keep them up to date 24/7. Smart Cars are seen as ‘tinny’ weak and slow. A car that still hinders rather than helps them.

Need: Prove that Smart Cars are the future of easy, fun, and economical city life.

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INSIGHT #3 Generation Play have a fear of missing out

Brought up seeing the need for a work / life balance and having access to the internet at home – leisure is a high priority for this audience. They put a high priority on friends, experiences and ideas bigger than themselves.

Need: To see that Smart is a gain to their social & leisure time.

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INSIGHT #4 Being cool is about violating the rules people deem as unnecessary

Smart cars are designed for people who appreciate new and unusual design

Smart Car have changed the rules how on how a car should look and behave

Need: Smart cars need to act cool as well as look cool.

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Strategy: Act Cool. Be Cool!Attitude. Content. Entertain. Value.

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Being cool is about violating the rules people deem as unnecessary

Smart cars are designed for people who appreciate new and unusual design

Smart car have changed the rules on how a car should look and behave

Need: Smart cars need to act cool as well as look cool.

KEY INSIGHT:

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Proposition: Smart Car is designed to break the rules