Yellow Team

Automotive Brief
21 November

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/1
The Ask

Develop a national mobile campaign that
raises awareness and drives demand of the
first car created for the Mille...
The Challenge

Change the perceptions of a highly valuable
audience who believe they do not need a car.

Yellow Team / DIG...
This is our target.

They are hyper connected. They demand customization.

They are the Heroes, of their own social storie...
Driving Insight

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/5
Insight

They don’t do anything without
consulting with their friends.
They rely on others but crave freedom
to live their...
Therefore:

We’ve created a new, socially immersive
test drive platform, to shatter automotive
perceptions of millenials b...
The Idea

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

EXP
/8
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
co...
The Car

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 10
How It Works: The App

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 11
Activation Strategy

Announce

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Engage

Inspire

/ 12
Announce: Ignite at Music Festivals

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 13
Engage: Reinvent The Test Drive

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 14
Inspire: Discover your freedom

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 15
In a culture driven by social currency,
EXP is the first car to give millenials safe,
uninterrupted connectivity.
We’re gi...
The Team

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 17
Thank you.

Yellow Team / DIGIDAY Mobile Innovation Camp 2013

/ 18
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Yellow Team Brief C Solution

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Yellow Team's Solution to Brief C

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Yellow Team Brief C Solution

  1. 1. Yellow Team Automotive Brief 21 November Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /1
  2. 2. The Ask Develop a national mobile campaign that raises awareness and drives demand of the first car created for the Millennial generation. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /2
  3. 3. The Challenge Change the perceptions of a highly valuable audience who believe they do not need a car. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /3
  4. 4. This is our target. They are hyper connected. They demand customization. They are the Heroes, of their own social stories. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /4
  5. 5. Driving Insight Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /5
  6. 6. Insight They don’t do anything without consulting with their friends. They rely on others but crave freedom to live their own life. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /6
  7. 7. Therefore: 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. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /7
  8. 8. The Idea Yellow Team / DIGIDAY Mobile Innovation Camp 2013 EXP /8
  9. 9. 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. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 /9
  10. 10. The Car Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 10
  11. 11. How It Works: The App Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 11
  12. 12. Activation Strategy Announce Yellow Team / DIGIDAY Mobile Innovation Camp 2013 Engage Inspire / 12
  13. 13. Announce: Ignite at Music Festivals Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 13
  14. 14. Engage: Reinvent The Test Drive Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 14
  15. 15. Inspire: Discover your freedom Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 15
  16. 16. 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. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 16
  17. 17. The Team Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 17
  18. 18. Thank you. Yellow Team / DIGIDAY Mobile Innovation Camp 2013 / 18

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