yellow team brief c solution

/ 1Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Automotive BriefYellow Team

21 November

/ 2Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Develop a national mobile campaign that raises awareness and drives demand of the first car created for the Millennial generation.

The Ask

/ 3Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Change the perceptions of a highly valuable audience who believe they do not need a car.

The Challenge

/ 4Yellow Team / DIGIDAY Mobile Innovation Camp 2013

This is our target.

They are hyper connected. They demand customization. They are the Heroes, of their own social stories.

/ 5Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Driving Insight

/ 6Yellow Team / DIGIDAY Mobile Innovation Camp 2013

They don’t do anything without consulting with their friends.

They rely on others but crave freedom to live their own life.

Insight

/ 7Yellow Team / DIGIDAY Mobile Innovation Camp 2013

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.

Therefore:

/ 8Yellow Team / DIGIDAY Mobile Innovation Camp 2013

The Idea EXP

/ 9Yellow Team / DIGIDAY Mobile Innovation Camp 2013

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.

/ 10Yellow Team / DIGIDAY Mobile Innovation Camp 2013

The Car

/ 11Yellow Team / DIGIDAY Mobile Innovation Camp 2013

How It Works: The App

/ 12Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Activation Strategy

Announce InspireEngage

/ 13Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Announce: Ignite at Music Festivals

/ 14Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Engage: Reinvent The Test Drive

/ 15Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Inspire: Discover your freedom

/ 16Yellow Team / DIGIDAY Mobile Innovation Camp 2013

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.

/ 17Yellow Team / DIGIDAY Mobile Innovation Camp 2013

The Team

/ 18Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Thank you.