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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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