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.
This advertisement focuses on the performance of the car and the driving experience of the man besides from environmental friendly feature. The story develops in a masculine way, and it is about great engine, fast driving, technology, strong, and aggressive. It shows some scenes of car running in different places according to time change.
Act 1: In the morning, a man gets into the car and starts the car. The car gives out loud noise of engine and accelerates quickly.
Act 2: The car is running on one road surrounded by a lot of trees. The trees are gray because of air pollution and worse environment. When car passes, the trees grows green, which indicates the car helps to green earth.
Act 3: The car is running in the city. It is surrounded by modern buildings, which indicates the owner of the car is among high-salary people.
Act 4: It is in the afternoon, the car runs in the desert. The sun is blazing, and the car runs stable.
Act 5: The car runs in the forest, and it is competing with running animals.
Act 6: Finally, the car stops in the beach. One family comes out from the car. There is charge service in the beach and says 45 minutes to finish.
The family is on their way to the zoo. The ad focuses on the inside of the car and the family time. The dog is in the cargo space. The children are laughing. When they drive, the trees and flowers grow inside the car, and the family enjoys the fresh air. There is a jaguar running next to the car. The dad is competing with the jaguar and the children are obsessed by the jaguar. When they stop, a bird flies out of the car.
Act 2: Family is happy in the car, children laughing, dog in the car, mother looking at the children, dad smiling.
Act 3: plants and flowers grow in the car, everybody smells the clean air.
Act 4: Dad is competing with all the animals of the zoo.
Act 5: The family arrives at the entrance of the zoo, a bird flies out of the car.
This advertisement focuses on the family and the silence of the car. A little bit of attention is paid to the time that a car can drive. It especially works with sounds and the visuals are really simple.
Visual: Black Screen
Sound: A family enters a car, doors are opening and closing
Visual: A speedometer lights up, speed 0
Sound: dad starts engine, soft sound, children sound in the background, sound of navigation system (“Final destination; the lake house takes 4 hours and 6 min”)
Visual: speedometer changes to 110 miles/hour
Sound: bit rumbling, but baby is still quiet a sleep, in the end you will hear the baby song
“Twinkle, twinkle, little star,
How I wonder what you are.
Up above the world so high,
Like a diamond in the sky.”