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Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
Hot Hatch Driver Insights
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Hot Hatch Driver Insights

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This is a presentation into the tribes who drive HOT HATCHES - you know, little pocket rockets like Mini Cooper S, VW GTI, Civic Type R etc. This presentation looks into the driver imagery associated …

This is a presentation into the tribes who drive HOT HATCHES - you know, little pocket rockets like Mini Cooper S, VW GTI, Civic Type R etc. This presentation looks into the driver imagery associated with this brands as well as the semiotics (cultural codes of communication) associated with the marketing of these HOT HATCHES.

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  • 1. HOT HATCH DRIVER INSIGHTS<br />BY DAN PANKRAZ<br />
  • 2. Dan Pankraz<br />Youth Planning Specialist, <br />DDB Sydney<br />Danpankraz.wordpress.com<br />
  • 3. I RECENTLY SPENT SOME TIME LOOKING INTO THE <br />‘HOT HATCH’ TRIBES.<br />THESE LITTLE POCKET ROCKETS ARE TYPICALLY DRIVEN BY GEN Y’ERS SO I WANTED TO TAKE A LOOK INTO THE DRIVER MINDSET, WHAT THESE CARS REPRESENT AND HOW THEY’RE MARKETED.<br />HERE’S WHAT I FOUND.<br />
  • 4. WHEN IT COMES TO SMALL POCKET ROCKETSIT’S ALL ABOUT BELONGING TO A TRIBE<br />
  • 5. HOWEVER SOME CARS ARE MORE ‘TRIBAL’ THAN OTHERS<br />
  • 6. A SPECTRUM OF ‘FOLLOWING’ FOR CERTAIN BRANDS<br />Exotics<br />Alfa<br />ACTIVE <br />TRIBES<br />NO TRIBE<br />-<br />CULT BRANDS LIKE SUBARY WRX, STI AND COOPER S HAVE ACTIVE TRIBAL FOLLOWING WITH MASSIVE ONLINE COMMUNITIES<br />
  • 7. HOT HATCH TRIBES IN AUSTRALIA<br />C30 T5<br />EVERYDAY<br />PERFORMANCE<br />CULTURED CHIC<br />FAST TRACK<br />VXR<br /> XR5 <br />Exotics<br />FUN<br />FASHIONISTA <br />POCKET<br />ROCKET<br />RETRO<br /> RACERS<br />Alfa<br />TRIBAL<br />(Active <br />Belonging)<br />INDIVIDUAL<br />(Passive Owners)<br />PASSIONISTA<br />PERFORMANCE<br />AFFICIANADO<br />-TECH<br /> IMPORT<br />-BOY RACER<br />RAW<br />PERFORMANCE <br />
  • 8. SO WHO BELONGS TO THESE TRIBES? <br />
  • 9. SUBARU WRX ‘BOY RACER’ TRIBE<br />OWNER TYPE<br /> Competitive, Poser, Car Nut, Showy, Techies<br />CAR SAYS<br /> “I want the real deal..it’s powerful, respected and intimidates.. I’ve got street cred and I like that people check out my wheels and know what it can do”<br />CAR MAKES ME FEEL<br />Powerful, Aggressive, Masculine, Knowledgeable<br />Fabio, 33<br />
  • 10. MINI COOPER ‘FUN FASHIONISTA’ TRIBE<br />OWNER TYPE<br />Fashionista, Playful, Colourful, Queen Bee, Creative Class<br />CAR SAYS<br /> “I’m all about having fun and looking good 24/7....I’m in a rush, get out of my way”<br />CAR MAKES ME FEEL<br /> Stylish, Classy, Vibrant, Personalised, Cute<br />Anita, 30<br />
  • 11. JOHN COOPER WORKS ‘RETRO RACING’ TRIBE<br />OWNER TYPE<br />Fashionista, Design with a sense of history, Quality, Appreciates Uniqueness, Loves motor racing heritage<br />CAR SAYS<br /> “I’m stylish with an appreciation of old school motoring, I don’t mind embarrassing bigger more powerful cars”<br />CAR MAKES ME FEEL<br /> Stylish, Trendy, Retro cool, One step ahead<br />Adam, 34<br />
  • 12. GOLF GTI ‘FAST TRACK’ TRIBE<br />OWNER TYPE<br /> Sporty, Forever Young, Fast Life, Connected, Competitive<br />CAR SAYS<br />“I’m on my way up and love driving hard, but I’m no poser or rev head..it’s not how fast I go, but how I go fast ..”<br />CAR MAKES ME FEEL<br /> Understatedly Cool, Dynamic, Alive<br />Flo, 26<br />
  • 13. GOLF R32‘PERFORMANCE AFFICIANADO’ TRIBE<br />OWNER TYPE<br /> Professional, Super ambitious, One pay rise away from an M3, Enemy of ordinary<br />CAR SAYS<br />“I’m a wolf in sheep’s clothing, catch me if you can”<br />CAR MAKES ME FEEL<br /> Successful, Dynamic, Agile, Adventurous<br />Chris, 30<br />
  • 14. CIVIC TYPE R ‘TECH IMPORT’ TRIBE<br />OWNER TYPE<br /> Asian with a love of fast cars, street racing, tech/gadget enthusiast, little guy syndrome<br />CAR SAYS<br />“I’m a little dangerous and want something with racing tech and unique design..a feisty import, just like me”<br />CAR MAKES ME FEEL<br /> Naughty, Futuristic, Unique, Techy<br />Jet, 25<br />
  • 15. THE FOLLOWING CARS DON’T HAVE ‘TRIBAL FOLLOWING’ PER SE, BUT ATTRACT A CERTAIN DRIVER TYPE<br />
  • 16. VOLVO C30 T5‘CULTURED CHIC’<br />OWNER TYPE<br /> Cultured, Understated, Educated, Minimalist, Passive<br />CAR SAYS<br />“I hate the status quo, want a small car that’s unique , just like me...I appreciate minimalist design, less is more”<br />CAR MAKES ME FEEL<br /> Cultured, sophisticated, environmental, ethical<br />Bel, 31<br />
  • 17. MAZDA MPS ‘A LITTLE BIT SPORTY’<br />=&amp;quot;null&amp;quot;&amp;gt; <br />OWNER TYPE<br /> Conservative, Covert, Mainstream, Follower, Want the best of Zoom Zoom<br />CAR SAYS<br />“I want a weapon, but I don’t want everyone to know about it...it’s undercover like me”.<br />CAR MAKES ME FEEL<br /> Sporty, Satisfied, Smart, Confident<br />Simon, 32<br />
  • 18. ALFA ROMEO MIO‘PASSIONISTA’<br />OWNER TYPE<br /> Passionate Italian, Image is everything, Obsessed by visual appeal, Loud<br />CAR SAYS<br />“It’s sexy, I’m the one you should be looking at, but don’t look under my bonnet”<br />CAR MAKES ME FEEL<br /> Sexy, Extroverted, Distinctive<br />Marco, 27<br />
  • 19. SEMIOTIC CODES OF HOT HATCH ADVERTISING<br />
  • 20. IN TERMS OF MARKETING COMMUNICATION, ALL HOT HATCHES ARE MARKETED AS<br /> ‘CREATURES OF THE NIGHT’<br />THEY’RE PORTRAYED AS SERIOUS, AGGRESSIVE, MASCULINE, PRIMAL, MENACING AND BROODING.<br />ALL THE LANGUAGE AND IMAGERY DEPICTS ‘TRANSFORMATION’ - THE VEHICLE HELPING BRING OUT YOUR DEVILISH SIDE TO PLAY..<br />
  • 21.
  • 22. danpankraz.wordpress.com<br />

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