PrimoRide

We've got your back

Description● PrimoRide is an innovative car rental service

designed for an exclusive clientele located primarily in Brazil's favelas

ObjectiveGoal● Serve our clients' interests by offering transportation

that outlasts extreme conditions with rugged graceMeasurables● Handle 1000+ sales within first six months ● Receive an average four-star rating on customer

surveys● Deal with less than 10 customer refunds

ToneCustomer perception of PrimoRide:

● Dependable and discreet● Culturally integrated● High-status● Safe

Target MarketAge range18-60GenderMaleEducationLow education and business savvyIncomeHigh levels of income compared to the rest of the population in the favelas.

PrimaryCharacteristicsHigh liquid income, in the form of cashGoals and attitudesPrimoRide should be seen as a form of 'social capital'

DeliverablesCommercial played in local media markets Radio spot Internet banner ads Secure customer support chat (XMPP)

Competition● Helicopters

○ Expensive● Motorbikes

○ Unsafe● Micro-compact cars

○ Prone to "accidents"

Design CriteriaWhat do we want the communications to say about us?PrimoRide is a luxury goodPurchasing our cars builds social capitalOur cars are a good value for the price PrimoRide will excel in providing transportation services to our target market segment

Commercial Script

Scene 1: The SetupN: Brazil. The favelas. One of the most crowded and dangerous areas in South America. However, our executive clients still need to arrive at their destination quickly and safely.N: Now presenting a new service from the people who brought you YachtCopters, it's PrimoRide! Actor: It gets me there, discretely, in style and in one piece.

Scene 2: The PitchN: Reserve any of our three exclusive styles today! The NuevoRiche: SUV with ample protection for the most sensitive of extractions, with optional cross-country excursion support available.

The Excelsior is for discreet clients who value an understated appearance and breathtaking acceleration in a pinch Our Flash convertible supports an extraverted customer base, for those who crave lightning-fast arrivals and aren’t afraid of making a statement.

Scene 3: The CatchN: So if you're tired of being tailed to clandestine meetings, or of being late to the clubN: Visit your nearest PrimoRide outlet, dial 011 + 55 + 800 + CATCHMEor text 31337 for a reservation today! Customer: *lays briefcase full of cash on table*Got my reservation right here.Clerk: Of course, your car will be brought around momentarily **please adhere to local laws at all times, PrimoRide is not responsible for liabilities incurred during rental period