<ul><ul><li>Ulrich Schnauss </li></ul></ul><ul><ul><li>“ A Letter From Home” </li></ul></ul><ul><ul><li>Far Away Trains Passing By </li></ul></ul>Song by :
Shut-UP and grind ad Agency Carrie. Cim. Joshua.
The 2009 Honda Metropolitan Brand Identity: For auto buyers, Honda is the car that runs forever. The one that is always reliable.
Our brand is multi-faceted, curious, and inquisitive. We have a ton of interests in a wide array of areas in life. We are responsible, we are tough, and we can be counted on. The Personality
Our Brand Personality continued… It’s our belief that life is a great adventure, full of opportunities to discover great mystery.
Biggest Competitor <ul><li>The Metro’s biggest competition is the Vespa. </li></ul><ul><li>It is now the brand synonymous with scooters </li></ul><ul><li>Prices range from $3,500 to $8,000. </li></ul>
Our Opportunity <ul><li>Vespas top dollar pricing allows us to position the Metro as a more affordable quality. </li></ul><ul><li>And this alternative transporter is fun, stylish and easily fine-tuned to both your life & liking. </li></ul>
Why we are advertising <ul><li>We’re advertising to build awareness in metropolitan areas </li></ul><ul><li>Of an easy and affordable option to get around, </li></ul><ul><li>With the extra benefit of more mobile independence. </li></ul><ul><li>The Metro will be BIG in the cities </li></ul>
Target audience <ul><li>They are familiar with the Honda brand, and may have even driven/owned one. </li></ul><ul><li>The target owns both a car and a bicycle already, enjoying the idea of multiple forms of transportation to choose from. </li></ul><ul><li>These spontaneous people make a conscious effort to avoid falling into routine. </li></ul><ul><li>Spirited professionals, between the ages of 20-30yo, living in metropolitan regions. </li></ul>
Continued… <ul><li>She still loves her ‘girls nights out’ but makes sure she always sets time for herself as well. </li></ul><ul><li>Friends like Kelly’s good company and her great sense of humor. </li></ul><ul><li>She loves movies and goes to the theatre a few times a month. </li></ul><ul><li>Kelly reads all the gossip magazines, and books she finds on the best seller list. </li></ul><ul><li>Spirit(20-35yrs) </li></ul><ul><li>Kelly has been single for the past 2 years. </li></ul><ul><li>She’s strong, confident and has attitude. </li></ul><ul><li>Kelly works in communications, and, for her, work is about having fun making connections. </li></ul>
Continued… <ul><li>Adventurous (20-30yrs): </li></ul><ul><li>Matt is a carefree spirit who finds himself daydreaming about the possibilities the future holds. </li></ul><ul><li>His friends describe him as a real character. </li></ul><ul><li>He loves music and he loves it LOUD. </li></ul><ul><li>For Matt it’s all about on-line chat rooms, the newest mobile phone, I-pod and photography. </li></ul>
What they think As independent thinkers, they are less likely to believe what someone else says until they can see it for themselves. The target is not entirely sure a Metropolitan scooter appeals enough to who they are. They think about the environment and the bank whenever they are at the gas pump. The Honda ® brand is one that they can respect. Spontaneous, is not just for the weather and gas prices. It is exciting to jump into the unknown sometimes.
Our Proposition is… The Honda Metropolitan is an extension of the adventure within you, making the destination secondary to the experience of the ride.
And They will believe it because… <ul><li>At 75 mpg, the Metropolitan will put significant decreases to your monthly gas pumping. </li></ul><ul><li>Maneuvers easily in-and-out of congested areas, making all roads less traveled. </li></ul><ul><li>They can test ride the Metropolitan at any Honda ® dealer and judge for themselves how fun it is to drive. </li></ul>
Tonality The tonality will be fun , young and exciting .
Execution t Approach our target in an unusual way. Recreate feeling of excitement experienced while riding a Metropolitan. Put them in driver’s seat. Ad should remind of benefits in a situation that may have them eagerly wishing they were at their destination or on a scooter. ie. On crowded bus home The ad needs to be a direct focus on the environment around the scooter. After all, it’s the ride that is exhilarating.
The team will be creating a guerilla advertisement. Job Description: