Decisions refering to the feedback on the first presentation
Feedback from Alex:
Main problem: Target group selection
Tesla Model S (35.000euro) is too expensive for an ordinary young father aged 35 years old in the Netherlands. And the chosen potential customers who could earn 80.000 euros per year are very few.
1. Adjusting the target group:
young father; 40-50 years old; well-paid job and long-term orientation (for example, managers in Uniliver); above 40.000 euros family anual income; two or three children; care about the health of his family.
2. Advertising concept:
Change beliefs of nonusers of electric car ( It is an investment for the future, better protector for the health and environment)
Persude potential customers into buying Tesla Model S (Green; high performance; nice shape; big cargo place)
Masculine; metal, steel, fast driving car, detail of technology, competitor with animals, engine makes a lot of noise, strong, family, fresh and clean air
Animation; Real film; Stop motion; Radio play
Because of financial and technical limitation, it’s not possible for us to make a real film for the assignment. And it’s also unusual to present a cartoon-like style animation as a car advertisment which is targeting a group aged above 40. Thus the last two forms seem to be more proper for our ad.
Concept 1: car enters environment and environment reacts on clean car (eg change into green)
Concept 2: level of battery as a wave, show distance with it, eat for 45 min, family has lunch
Concept 3: drive the whole day, environment changes (sun rise, till sun set) everything the car passes changes into green. In the end they will reach the lake, set up the tent and charge the car and enjoy their family time. (Masculine, green, high performance)
Concept 4:Father, mother, 3 children. A trip to the zoo. It focuses on inside of the car. The dog is in the cargo space. The children are laughing. When they drive, the trees and flowers grow inside the car, family enjoy the fresh air. When they stops, one bird flies from the car. There is a jaguar running next to the car. The dad is competing with the jaguar and the children are obsessed by the jaguar. Gt
Concept 5: Do not make pictorial but textual and vocal presentation. Think about a story that could be told by sound, also with some text on the screen. Possible plots: The speedometer on the screen shows that the car is starting, accelerating, and slowing down. You could hear tiny noise of engine and a line of words: the baby is sleeping well.