Yellow Team's Solution to Brief C

1. Yellow Team
Automotive Brief
21 November
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2. The Ask
Develop a national mobile campaign that
raises awareness and drives demand of the
first car created for the Millennial generation.
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3. The Challenge
Change the perceptions of a highly valuable
audience who believe they do not need a car.
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4. This is our target.
They are hyper connected. They demand customization.
They are the Heroes, of their own social stories.
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5. Driving Insight
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6. Insight
They don’t do anything without
consulting with their friends.
They rely on others but crave freedom
to live their own life.
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7. Therefore:
We’ve created a new, socially immersive
test drive platform, to shatter automotive
perceptions of millenials by connecting them
to what matters most.
Social validation, through the collective critique
and participation of their peers.
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8. The Idea
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EXP
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9. What is EXP
EXP is a car. EXP is an App. EXP is your
moving, mobile social sphere.
A social test drive built from your
connection’s shared experiences.
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10. The Car
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11. How It Works: The App
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12. Activation Strategy
Announce
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Engage
Inspire
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13. Announce: Ignite at Music Festivals
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14. Engage: Reinvent The Test Drive
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15. Inspire: Discover your freedom
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16. In a culture driven by social currency,
EXP is the first car to give millenials safe,
uninterrupted connectivity.
We’re giving them the fuel to get there.
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17. The Team
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18. Thank you.
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