BACKGROUND
The original brief was to create a print ad that communicates the value of the car (speed) and invites customers to a test drive. The goal was to sell one car (it costs 880,000 NIS), but the ad didn’t work.
THE PROBLEM
The target audience is young adults and they are not exposed to traditional media.
RESEARCH
To better understand the target audience, we (my copywriter and I) conducted interviews with sports car owners.
Key Insights
Traditional media is not relevant at all, it‘s not able to convey the GT-R’s experience, only communicates it.
Customers are very active on social media, especially on Facebook
Customers experience cars by watching videos on Youtube and Facebook
Before trying any car, customers read a lot about it on specialized websites
Young adults buy sports cars because of the love of speed and adrenaline
We also discovered that the sports car audience has core needs for a successful purchase.
Brand Acceptance
Customers want to know what the brand has offered in the past, its evolution and what it stands for today.
Brand Experience
Curiosity and fun take customers to take a test drive in order to feel what the brand is offering today.
Brand Validation
Double check of the test drive gives the customer a brand confirmation and opens a conversation with sales in order of a potential purchase.
IDEATION
After analyzing insights we started working on an integrated campaign that starts on digital platforms, telling the story of the GT-R and where it is going to, inviting customers to a two days on-site event where they can test the car and feel it.
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Facebook & Youtube
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Specialized websites
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Video 360
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GT-R evolution video
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Digital creative ads
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Banners
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Minisite
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Live Event
CUSTOMER CAMPAIGN FLOW
Click the image to open the link
360° VIDEO (Short Version)
THE GT-R STORY
INNOVATION VIDEO
MINISITE
VIDEO #1
THE GT-R RIDE EVENT
VIDEO #2
RESULTS
Increase in engagement rates in digital content.
The campaign exceeded 5 times the initial goal.
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Thanks for reading!
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