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Chevy Sonic case study (Miami Ad School Planning Boot Camp)

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Chevy Sonic case study (Miami Ad School Planning Boot Camp)

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  2. 2. THINKING:   Millennials  are  the  most  educated  genera2on  in  US  history.  They  are  overachievers  and  are  sheltered  by  their  parents,  the  government  and  the  school  system  so  they  can  succeed  (raised  under  Clinton’s  “Kinder  Poli2cs”)    -­‐No  car  in  the  subcompact  category  is  talking  to  the  career-­‐oriented  ambi2ous  youth.      Ford  Fiesta:  Popular  influencer  who  likes  to  party    Honda  Fit:  Gamer/  geek  with  a  rebel/  playful  side    Toyota  Yaris:  Tech-­‐savvy  with  an  alterna2ve  lifestyle/  hobby  (arts,  craPs)    STRATEGY  Why  are  we  adver2sing?  To  launch  the  Chevy  Sonic  and  posi4on  it  as  the  first  car  offering  a  fast  track  to  life.        Whom  are  we  talking  to?  Career-­‐oriented  youth  age  20-­‐27  on  the  market  for  their  first  car.  They  are  full  of  dreams,    ambi4ous,  impa4ent,  need  instant  gra4fica4on  and  are  responsive.        What  do  they  currently  think?  Sonic  is  just  another  new  car  in  the  market.  Chevrolet  doesn’t  understand  my  genera4on.              What  do  we  want  them  to  think?  Sonic  is  the  only  car  that  helps  youth  succeed.  Chevrolet  gets  young  people.          What  is  the  single  most  persuasive  idea  we  can  convey?  Sonic  drives  you  faster      Why  should  they  believe  it?  -­‐Sonic  is  the  only  car  in  its  category  with  an  edge  on  speed  (1.4L  Turbocharge  engine)  -­‐There’s  also  a  speed  connec4on  in  its  name:  Sonic=  Speed=Youth.  -­‐It  can  be  more  than  a  car,  it  can  be  a  career  booster.            Ideas:  -­‐For  millennials  by  millennials:  Sonic  should  be  a  youth-­‐friendly  company  by  providing  internships  in  all  its  departments:  engineering,  accoun4ng,  law,  marke4ng,  etc.    -­‐Job/  internship  search:  We’ll  create  the  first  entry-­‐level  job  site  that  speaks  the  youth  language.  (Current  job  search  sites  offer  limited  op4ons  for  first  job/  internship  seekers)      Are  there  any  crea2ve  guidelines?  Dealerships:  Accelerate  the  test  drive  and  buying  process.  OnStar:    Add  features  that  accelerate  life  (like  automa4c  link  to  tolls)    Universi4es  
  3. 3. Internship/  entry-­‐level  job  search  site:  Sonic  will  launch  the  first-­‐ever  job  search  site  dedicated  to  entry-­‐level  posi4ons  and  speaking  to  young  people  in  their  language.  The  site  will  have  a  Recruiter  blog,  tutorials,  discussion  forums  and  other  features.    Social  media:  The  Recruiter  blog  will  be  integrated  with  TwiXer  and  Facebook.      
  4. 4. 3  steps  for  beWer  and  faster  car   shopping  experience:     (1)  First  car  to  be  “almost”  sold   online.  Sonic  will  allow   customers  to  be  pre-­‐approved   and  complete  all  the   informa4on  online.     (2)  Dealership  re-­‐design.     (3)  QR  Codes  on  cars.    Driver   and  car  informa4on  will  be   retrieved  instantly  when  taking   car  for  service.   Pop-­‐up  race  track:  We’ll   bring  the  test  drive   experience  to  colleges   by  simula4ng  a  race   track  and  leZng   students  drive  and  feel   the  strength  of  the   Sonic.  New  features  for  OnStar:  (1)Automa4c  link  to  tolls.  (2)  Flash  card  pre-­‐recording  to  help  study  while  driving.  (3)  Rewards  for  checking  in  at  the  library,  gym  and  other  places.        

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