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
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.
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.