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Smart Car case study (Miami Ad School Planning Boot Camp)
 

Smart Car case study (Miami Ad School Planning Boot Camp)

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    Smart Car case study (Miami Ad School Planning Boot Camp) Smart Car case study (Miami Ad School Planning Boot Camp) Document Transcript

    • Assignment:Develop a campaign to increase Smart Car’s market share in theU.S.Smart Car is not doing very well in the U.S. The company will notlaunch a new car until 2012, so how can we keep drivers excitedabout the company until then?
    • STRATEGY:WHY WE’RE ADVERTISING: To establish Smart Car as a secondary fun car.TARGET: Affluent empty‐nester with no need for a large secondary car. Already succeeded in life and has nothing to prove. Intellectual/ ar@s@c mind, lives in a cosmopolitan city and spends a lot in entertainment. Environmentally‐conscious but not hard‐core tree hugger.WHAT DO THEY CURRENTLY THINK?Smart Cars are too small and look funny. It’s not my idea of a car. WHAT DO WE WANT THEM TO THINK?Driving a Smart Car shows I’ve accomplished my goals in life and I’m ready to have fun and enjoy every day. MOST PERSUASIVE IDEA WE CAN CONVEY? Smart Car: Real fun takes confidence.  WHY WOULD THEY BELIEVE THIS?Current Smart drivers are confident and don’t need a luxurious car to define themselves. They also think their car is Napoleon complex’s worst nightmare. WHEN AND WHERE IS THE TARGET MOST RECEPTIVE TO THE MESSAGE?Online/ Facebook. High‐transited areas in cosmopolitan ci@es.  Smart drivers are the strongest advocates. Use them as a media plaPorm.  ARE THERE ANY CREATIVE GUIDELINES?Consumer rela@onship is the brand’s most valuable asset.Dealerships are too far. Bring the vehicle to the drivers.
    • www.confidencetodrivesmall.com Confidence to Drive Small site: A humorous character will ask visitors a series of  ques9ons to determine their level of confidence. Those who pass the confidence test are  Those who fail the test are asked to encouraged to schedule a real test drive. con9nue working on their confidence.
    • Confidence to Drive Small App: Those who pass the confidence test will be asked to download an app that rewards them with gas credit for their acts of confidence.
    • Confidence sta,ons: When people enter, an enlarged reflec1on of them (aka their confidence) will be projected on the wall. They’ll be able to post a picture of their “oversized confidence” in Facebook and share it with friends.   
    • Smart drivers as a  media pla.orm: Smart  drivers will be  encouraged to hand  out cards with  informa6on about the  Smart Car and to  answer ques6ons via  the Smart mobile app.  Those who do it will be  rewarded with gas  credit.Playing with reflec9ons: Concave mirrors will enlarge passers by to reflect their “oversize confidence.”