Yellow Team Brief C Solution
description
Transcript of Yellow Team Brief C Solution
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/ 1Yellow Team / DIGIDAY Mobile Innovation Camp 2013
Automotive BriefYellow Team
21 November
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Develop a national mobile campaign that raises awareness and drives demand of the first car created for the Millennial generation.
The Ask
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Change the perceptions of a highly valuable audience who believe they do not need a car.
The Challenge
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This is our target.
They are hyper connected. They demand customization. They are the Heroes, of their own social stories.
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Driving Insight
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They don’t do anything without consulting with their friends.
They rely on others but crave freedom to live their own life.
Insight
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We’ve created a new, socially immersive test drive platform, to shatter automotive perceptions of millenials by connecting them to what matters most.
Social validation, through the collective critique and participation of their peers.
Therefore:
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The Idea EXP
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What is EXP
EXP is a car. EXP is an App. EXP is your moving, mobile social sphere.
A social test drive built from your connection’s shared experiences.
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The Car
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How It Works: The App
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Activation Strategy
Announce InspireEngage
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Announce: Ignite at Music Festivals
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Engage: Reinvent The Test Drive
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Inspire: Discover your freedom
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In a culture driven by social currency, EXP is the first car to give millenials safe, uninterrupted connectivity.
We’re giving them the fuel to get there.
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The Team
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Thank you.