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Suzuki Remix Campaign Pitch


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This was our pitch for Business Advertising Class to launch an electric bike built by Suzuki

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Suzuki Remix Campaign Pitch

  1. 1. JEFF K. JESSE HG. ERIC N.<br />
  2. 2. The Partners<br />Jeff Kennie<br />Creative Director/Art Director<br />Jesse Hornstein-Goldberg<br />Copywriter/Account Manager<br />Eric Neal<br />Intern<br />
  3. 3. The Partners<br />Jeff Kennie<br />Creative Director/Art Director<br />Jesse Hornstein-Goldberg<br />Copywriter/Account Manager<br />Eric Neal<br />Art Director/Media Planner<br />
  4. 4. How we’re different<br />An advertising agency is only as strong as the ideas that come out of it. Pulse breathes life into new campaigns. We bring the strengths out of a product through new and exciting mediums. Our projects gain momentum as they move ever forward.<br />
  5. 5. Commission Standard<br />We believe firmly in our campaigns at Pulse, we know they will bring home the cheddar. We only charge if certain measurements are hit through the campaign. <br />20% turnover from “introduction to motorcycles” market to our product: approximately 20,000.<br />An average of 6,000 people at the 4 events. <br />$5,000,000.00 in sales. <br />
  6. 6. Positioning Map<br />
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  8. 8. Product Overview<br />Fully electric sport bike<br />Retro-tech styling<br />Top speed 100mph+<br />300 miles per charge<br />First hub-less rim bike available from manufacturer<br />Fully customizable fairings and decals<br />
  9. 9. SWOT Analysis<br />Strengths<br />Environmentally friendly<br />Younger markets gravitate towards sport bikes for their first buy<br />Loud engines can be seen as “too much bike” for beginners<br />Suzuki known for performance<br />Weaknesses<br />Less powerful than gas powered<br />Eco-friendly bike diminishes “rebellion”<br />
  10. 10. SWOT Analysis<br />Opportunities<br />Current electric bikes haven’t had much promotional success<br />Stepping away from the green selling point<br />Non-traditional riders have not been targeted<br />Threats<br />Possibility of being grouped with scooters (a toy)<br />
  11. 11. Positioning Map<br />
  12. 12. Key Competitors<br />Brammo<br />Current leader in distance and speed for electric bikes<br />Only manufacture electric bikes<br />Bikes and batteries made from 100% recycled materials<br />Pricing starts at 9,995<br />Zero<br />Recently entered into the scene (2007)<br />Less mileage per charge, much quicker recharge<br />Lots of media coverage<br />Pricing starts at 9,995<br />
  13. 13. Target Market<br />Bill Daniels<br />24-32 years old<br />$40,000-60,000<br />Urban<br />
  14. 14. Target Market<br />Artistic and not a suit.<br />Free-spirited<br />Social and outdoorsy<br />Against the mainstream, believes in uniqueness<br />
  15. 15. Market<br />The Suzuki Remix campaign will start in California.<br />Seasonally advantageous.<br />Trendsetting state<br />Very environmentally conscious<br />
  16. 16. StartDate<br />We recommend starting the campaign in May, 2011.<br />Competition already has a leg up.<br />Advantageous to start earliest possible.<br />
  17. 17. Competitive Advantage<br />Unique styling<br />Technological leader<br />
  18. 18. Problem<br />Electric bikes don’t have a good reputation.<br />Other sport bikes offer the same advantages, the same looks etc…<br />
  19. 19. The Big Idea<br />The new Suzuki electric bike is the bike that fits your individuality. <br />
  20. 20. Overview<br />Grand promotion is a trip for six street artists to travel to the MECCA of urban art in New York<br />Ads urge target to submit art to be finalists at parties<br />Parties in 3 major Californian cities hold finalist graffiti competition<br />Art is voted on and winners are chosen via microsite<br />Winners tour through 11 cities from LA to MECCA<br />Journey is documented with personal video blogs and documentary team<br />Traditional advertising follows MECCA event<br />
  21. 21. Identity<br />
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  23. 23. The Mecca<br />
  24. 24. Guerrilla<br />
  25. 25. Guerrilla<br />
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  34. 34. Event<br />
  35. 35. Winners will tour across 11 cities from LA to NY<br />To tag the historical MECCA<br />Product to be available to consumers after event<br />Traditional advertising begins<br />
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  39. 39. Budget<br />
  40. 40. Budget<br />
  41. 41. Budget<br />
  42. 42. Budget<br />
  43. 43. Budget<br />
  44. 44. Critical Path<br />
  45. 45. Thank You<br />