Week 2 Assignment

Sell Some Cars
Choose an automotive brand you want to work with - Don't assume that higher end brands are more likely to embrace technology - technology could be a way for a value brand to differentiate itself.

Audience: People who have decided to purchase a new car, but have not decided which brand or model to choose. You are targeting people who have not owned your brand of car - people who don't have any loyalty to your brand.

Objectives: Get people to purchase your client's brand.


There are a wide range of possibilities for this campaign across the traditional sales funnel:
Creating awareness of your brand (in a way that will drive immediate action to consider purchase)
Getting people to consider your brand as an option
Getting people to go to the dealership
Getting people to decide on a specific make/model and fork over the cash
Some more specific things that your campaign might focus on:
Driving awareness of a new model or model feature/benefit
Educating people about benefits (power, style, eco, safety, technology)
Comparing with competition
Guiding people through process - how do I finance? What are the monthly costs of ownership? For how long?
Establish the brand as a good fit
Sharing the consideration experience with othersYou should coordinate with existing branding and creative - just focus on mobile execution. If part of the concept includes other channels you should address them minimally, keeping the focus on mobile.

You can include any and all mobile devices. Think big, think a couple years out! Assume the client is going all out with a huge investment in technology, media, and creative spend by the agency for this campaign. Your idea should become THE new way to shop for cars in the next decade.

For Next Week
Please choose an automotive brand, come up with some ideas, and bring some sketches and preliminary copy. Next week I'm going to ask for finished design, so you need to have something solid to get feedback on this week.