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Midwest Atc

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Midwest Atc

  1. 1. Midwest ATC Stylus + Campaign Concepts
  2. 2. Concept 1 – We Are Luxe <ul><li>Luxury Industrial </li></ul><ul><ul><li>Items known for being luxe because of pleasurable use, powerful capabilities, and lifestyle positioning are equal </li></ul></ul><ul><ul><ul><li>Luxe sport sedans – BMW, Audi, Mercedes </li></ul></ul></ul><ul><ul><ul><li>Motorcycles – Ducati, MV Agusta </li></ul></ul></ul><ul><ul><ul><li>Speed boats </li></ul></ul></ul><ul><ul><ul><li>Power tools, expensive tools </li></ul></ul></ul>
  3. 3. Concept 1 – We Are Luxe <ul><li>The Good Stuff </li></ul><ul><ul><li>Recognizable icons </li></ul></ul><ul><ul><li>Speaks to “sheer cutting pleasure” </li></ul></ul><ul><ul><li>Brand Midwest as elevated </li></ul></ul><ul><ul><li>Speaks highly of design: intelligence, technology, and comfort </li></ul></ul>
  4. 4. Concept 1 – We Are Luxe <ul><li>The Bad Stuff </li></ul><ul><ul><li>Could isolate female market </li></ul></ul><ul><ul><li>Appeals mostly to “gearheads” and “fanboys” </li></ul></ul><ul><ul><li>Cheese-factor is pretty strong </li></ul></ul>
  5. 5. Concept 2 – Welcome 20 th Century <ul><li>Welcome 20 th Century </li></ul><ul><ul><li>Direct comparison of dated objects and techologies v. modern. </li></ul></ul><ul><ul><li>Idea is to remind people of tedious redundancies of outdated tech and “wow” of tasks with new “toys” </li></ul></ul><ul><ul><ul><li>Leaf blower v. Rake </li></ul></ul></ul><ul><ul><ul><li>Gas grill v. campfire </li></ul></ul></ul><ul><ul><ul><li>Speed boat v. row boat </li></ul></ul></ul>
  6. 6. Concept 2 – Welcome 20 th Century <ul><li>The Good Stuff </li></ul><ul><ul><li>Easily identifiable and equal tasks </li></ul></ul><ul><ul><li>Consumer has analogous reference </li></ul></ul><ul><ul><li>“Sheer cutting pleasure” = fun + power </li></ul></ul><ul><ul><li>Reaches broader audience </li></ul></ul><ul><ul><li>Speaks directly of technological design </li></ul></ul>
  7. 7. Concept 2 – Welcome 20 th Century <ul><li>The Bad Stuff </li></ul><ul><ul><li>Could isolate portion of female market </li></ul></ul><ul><ul><li>Reminds people it’s still work </li></ul></ul><ul><ul><li>Can it conceptually carry through web without redundancy/usability issues? </li></ul></ul>
  8. 8. Concept 3 – No, You Can’t <ul><li>No, You Can’t Drill That </li></ul><ul><ul><li>The “wow” factor is so strong with our product, you won’t want to stop. </li></ul></ul><ul><ul><li>Dentist drills objects in his chair not meant for dental drill; or </li></ul></ul><ul><ul><li>Dentist drills objects out of office because he’s carried away with fun. </li></ul></ul><ul><ul><ul><li>Sculpture </li></ul></ul></ul><ul><ul><ul><li>Sunken treasure </li></ul></ul></ul><ul><ul><ul><li>T-rex bones </li></ul></ul></ul><ul><ul><ul><li>Detailing car </li></ul></ul></ul>
  9. 9. Concept 3 – No, You Can’t <ul><li>The Good Stuff </li></ul><ul><ul><li>Humor-factor is strong </li></ul></ul><ul><ul><li>It’s about the dentist’s pleasure </li></ul></ul><ul><ul><li>“Sheer cutting pleasure” = fantastic </li></ul></ul><ul><ul><li>Audience could be anyone </li></ul></ul><ul><ul><li>Easily carried through facets of campaign </li></ul></ul>
  10. 10. Concept 3 – No, You Can’t <ul><li>The Bad Stuff </li></ul><ul><ul><li>Design/production could be expensive </li></ul></ul><ul><ul><li>Doesn’t directly speak to technology </li></ul></ul><ul><ul><li>Doesn’t directly speak to intelligent design </li></ul></ul>

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