Purple Team's Solution to Brief C

1. DASH
YOUR FUTURE – YOUR CAR
#TEAMPURPLE
#DASHTAG

2. 2/
AUTO
The Ask
Drive awareness of the new Dash automobile
with Millennials 18-24

3. 3/
AUTO
The Millennial Audience
What they Love
Tech devices. Always
connected
Convenience
Peer approval
Socially responsible
brands
Personalized experiences
What they Hate
Inauthenticity
Their financial
situation
Responsibility and
commitment

4. 4/
AUTO
The Challenge
Change the perception amongst Millennials that they don’t
need a car
Leverage the unique features of the Dash to demonstrate
value to Millennials

5. 5/
AUTO
The Automotive Landscape
Collectivity targeting, not individuality

6. 6/
AUTO
The Way In
The first connection to Millennials will be
made through the ultimate personalized
experience

7. 7/
AUTO
Introducing the DASH

8. 8/
Initiating the Experience
Still waiting?
Need a lift?
Text “Dash”
for a free ride
Geo-targeted “Near
Urban” regions
Dynamic OOH Ads
SMS / Tweet
App Download

9. 9/
Engaging Millennials
Pickup
Tracking
Social Login
Personalized
Experience
In-app
Booking

10. 10/

11. 11/
Engaging Millennials
Dash
Dash Car Experience
m.dashcarapp.com
Download the DashCar App and customize your
driving experience today!
Android App Download
All New Dash Car Experience
Paid Web Search
(site links, app
extensions, clickto-call)
Social Login
App Store
Optimization
(app listing, burst
download
campaign)
Ad Retargeting
(Facebook
targeting, GDN,
etc.)

12. 12/
AUTO
Media Connections Plan
Purchase
Consideration
Awareness
Phase 1
•
Disruptive
OOH
•
Sweepstakes
Mobile Search
•
Social Sharing •
Final Phase
Video Seeding
App
Promotion
•
•
Text
Messaging
•
Test Drive
Twitter
•
Phase 3
•
Geo-Fenced
Mobile
•
Phase 2
•
•
Facebook Ads
•
Content
Creation
Promoted
Tweets
Retargeting
•
Cost
Calculator
•
Book a Test
Drive
•
Schedule an
Appointment
with a
Dealership

13. 13/
AUTO
Disruptive OOH

14. 14/
AUTO
Digital Media
Surround the target audience
in their native environments
⁄ Research: SEM and Mobile
SEM
⁄ Experiential & Lifestyle Sites
⁄ CRM Sales Leads

15. 15/
AUTO
Success & Measurement
Qualitative: Positive online and social sentiment from the Dash carbuying experience
Quantitative:
⁄ Text / Tweet Requests
⁄ App Downloads
⁄ CRM Sales Leads

16. Purple Team
Creative
Marketing
Matt:
tech innovation
John:
UI / UX
Development
John:
traditional /
social
Vishnu:
web / mobile
front-end
Cindy / Lizzy:
display
Alice / Ben:
search

17. 17/ Try It Now
Text Here to Test Drive It Now
802-585-2112

18. THANK YOU
YOUR FUTURE – YOUR CAR

19. 19/ Budget Allocation