Yellow Team Brief C Solution

/ 1Yellow Team / DIGIDAY Mobile Innovation Camp 2013

Automotive BriefYellow Team

21 November


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

The Ask


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

The Challenge


This is our target.

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


Driving Insight


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

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

Insight


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:


The Idea EXP


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.


The Car


How It Works: The App


Activation Strategy

Announce InspireEngage


Announce: Ignite at Music Festivals


Engage: Reinvent The Test Drive


Inspire: Discover your freedom


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.


The Team


Thank you.

Business

Yellow Team Brief C Solution