smart car insight & proposition
DESCRIPTION
A creative strategy and visual brief. Creative ideas left outTRANSCRIPT
Sarah Brookes 2014
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.
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
KEY PERFORMANCE INDICATORS
Traffic driven to Facebook, Twitter, YouTube, & Destination smart
Interaction across (above) social channels
Increased sentiment among a younger audience
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.
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
WHAT DO THEY DO?
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.
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.
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)
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
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
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.
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.
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.
Strategy: Act Cool. Be Cool!Attitude. Content. Entertain. Value.
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:
Proposition: Smart Car is designed to break the rules