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Similar to [Top12] [Marketing Challengers 2019] [LENO Team] Creative Brief_Peugeot Vietnam
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[Top12] [Marketing Challengers 2019] [LENO Team] Creative Brief_Peugeot Vietnam
- 1. 1. Background 2. Customer persona 3. Insight 4. Big Idea 5. Key message 6. Campaign idea 7. Reason to believe OUTLINE Creative Brief PEUGEOT SUV 3008 SUV 5008
- 2. OBJECTIVE Business: Increase the market shares from 1.4% to 2.4% for SUV 3008 and 5008 within 2 years. Marketing: Increase new customer sales by 10% by the end of 2020, through trade marketing. Communication: Raise brand awareness in 2020 by attracting 10,000 new organic visitors to owned channels. MARKET - Vietnam's car market is at the beginning of its growth cycle. - Transferring from Sedan to SUV (special Urban SUV) : an indis- pensable tendency. - Some products of this category have already left remark- able prints on the market. E.g.: Santafe, Fortuner, Everest, CRV, CX5. BRAND - History: Peugeot is a long-standing brand name, with over 200 years of exist- ing and developing. From the year 2013, Peugeot officially joined the Vietnam market. - Core value: Excellence, Allure, Emotion. - Vision: PEUGEOT aims to create the products that bring marvelous experi- ence to its users. Help drivers to always feel excited in every journey. - Mission: To be the best high-end gen- eralist brand. - JTD: 20% Organic traffic to owned channels. 20% conversion rate to show- room visits. Background
- 3. CURRENT CUSTOMER: 70% Male POTENTIAL CUSTOMERS: Female Customers Groups Rich second generation Brandʼs loyal customers Married women in their 30s-40s Discription Desires Demands - Age: 20-25 - Financially depend on family - Choose Peugeot as their very first cars. - Young managers/young business owners. - Have not/ about to get married. - Prioritize self-care and enjoy life. - Play critical role in choos- ing the familyʼs cars. - Buy cars with the aim of going to work, picking up children, shopping or family gathering. - Age: > 45 - Know and have beliefs in brandʼs productsʼ quality. - Choose Peugeot as their second cars (Normally as a supplement to their current sedans). Prioritize impressive and attractive design Convenient and safety High adaptability and easy-to-use Fulfill familyʼs needs of long distance travels An user-friendly Urban SUV. A luxurious and elegant car that most suits travelling in urban area. A multi-purpose vehicle that can meet up with family membersʼ diverse needs. Claim their personalities and styles Female managers /Business women Entrepreneurs, young startup owners Customer persona
- 4. Tagert Customer DEMOGRAPHIC Gender: Female Age: 30-45 Awareness: Highly educated, have sense of aesthetics Occupation: Business women, Middle to top managers. Income level: 30 - 50 million VND/month Geographic location: Special municipalities (Hanoi, HCMC) and first class municipalities (Hai Phong, Vung Tau, Binh Duong, etc.) TARGETED CUSTOMER GROUP Female business women/managers. Have high social status. Strong confident. Easily reach and spread any trends to other potential customer groups. Behavior: Prioritize safety and value profitable investments in the future. Attitude: Regard daily driving as a tiring and a bit challenging mission.
- 5. Lecture - Social media: Facebook, Instagram & other forums, etc. - Online business - lifestyle press/Magazine Favorite activities - Meet friends and colleagues. - Read social media influencersʼ review and valuation analysis. - Listen to advices from rela- tives and friends who are also in the same young and bright community. Prefer destinations - Local trade or mall center - Resort and retreat - Entertainment complex, cafe lounge, restaurant - Office, co-working space. What would they watch/see? - Youtube, Facebook videos. - Museums, fairs and exhibitions.
- 6. Issues needed to be solved Brand truth: SUV is brand's main product, which is comprehensively invested in and fully developed. Category truth: In middle and close-to-high-end car segments, Japanese and Korean brands are leading the game.Nonetheless, in luxury car segment, customers are more driven to choose European brands. Consumer truth: - Substantially consider superstitious factors while choosing a vehicle (feng- shui, color, etc.) and highly prioritize safety (to avoid on-road breakdowns and and overly regular repairs). - Beside a vehicle, itʼs also a symbol of social status. - Have clear life moto. Open to new experiences. Social Issue: Prejudice against wom- enʼs driving ability. Customer issue: Driving on crowded roads may badly affect driversʼ emo- tion and journey. Business issue: In Vietnam, it is con- sidered easy for European brands to be debased after a short term of use. Fact: In real life testing, Peugeotʼs control panel is very user-friendly Impact: Driving comfort is 1 out of 4 most important factors that create consumersʼ driving pleasure. Insight Being a new-generation woman, I have to be in the traffic a lot every- day. Because of annoying on-the-road situations, travelling usually lets my moods down. These negative feelings follow me to work, back home, and badly affect myself and people around me. I wish traveling would no longer be a nightmare.
- 7. Key message Peugeot understands that driving experience can easily impact driv- ersʼ feelings. Therefore, we head for one goal, which is to satisfy your driving miles to the fullest. Campaign idea: Make driving satisfying & exciting Reason to believe Women are on average 12 % angrier than men while behind the wheel of a car in different driving scenarios. motion makes emotion BIG IDEA