Purple Team Brief C Solution

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Purple Team's Solution to Brief C

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Purple Team Brief C Solution

  1. 1. DASH YOUR FUTURE – YOUR CAR #TEAMPURPLE #DASHTAG
  2. 2. 2/ AUTO The Ask Drive awareness of the new Dash automobile with Millennials 18-24
  3. 3. 3/ AUTO The Millennial Audience What they Love Tech devices. Always connected Convenience Peer approval Socially responsible brands Personalized experiences What they Hate Inauthenticity Their financial situation Responsibility and commitment
  4. 4. 4/ AUTO The Challenge Change the perception amongst Millennials that they don’t need a car Leverage the unique features of the Dash to demonstrate value to Millennials
  5. 5. 5/ AUTO The Automotive Landscape Collectivity targeting, not individuality
  6. 6. 6/ AUTO The Way In The first connection to Millennials will be made through the ultimate personalized experience
  7. 7. 7/ AUTO Introducing the DASH
  8. 8. 8/ Initiating the Experience Still waiting? Need a lift? Text “Dash” for a free ride Geo-targeted “Near Urban” regions Dynamic OOH Ads SMS / Tweet App Download
  9. 9. 9/ Engaging Millennials Pickup Tracking Social Login Personalized Experience In-app Booking
  10. 10. 10/
  11. 11. 11/ Engaging Millennials Dash Dash Car Experience m.dashcarapp.com Download the DashCar App and customize your driving experience today! Android App Download All New Dash Car Experience Paid Web Search (site links, app extensions, clickto-call) Social Login App Store Optimization (app listing, burst download campaign) Ad Retargeting (Facebook targeting, GDN, etc.)
  12. 12. 12/ AUTO Media Connections Plan Purchase Consideration Awareness Phase 1 •  Disruptive OOH •  Sweepstakes Mobile Search •  Social Sharing •  Final Phase Video Seeding App Promotion •  •  Text Messaging •  Test Drive Twitter •  Phase 3 •  Geo-Fenced Mobile •  Phase 2 •  •  Facebook Ads •  Content Creation Promoted Tweets Retargeting •  Cost Calculator •  Book a Test Drive •  Schedule an Appointment with a Dealership
  13. 13. 13/ AUTO Disruptive OOH
  14. 14. 14/ AUTO Digital Media Surround the target audience in their native environments ⁄  Research: SEM and Mobile SEM ⁄  Experiential & Lifestyle Sites ⁄  CRM Sales Leads
  15. 15. 15/ AUTO Success & Measurement Qualitative: Positive online and social sentiment from the Dash carbuying experience Quantitative: ⁄  Text / Tweet Requests ⁄  App Downloads ⁄  CRM Sales Leads
  16. 16. Purple Team Creative Marketing Matt: tech innovation John: UI / UX Development John: traditional / social Vishnu: web / mobile front-end Cindy / Lizzy: display Alice / Ben: search
  17. 17. 17/ Try It Now Text Here to Test Drive It Now 802-585-2112
  18. 18. THANK YOU YOUR FUTURE – YOUR CAR
  19. 19. 19/ Budget Allocation

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