Mondial advertising campaign

Résumé du document

You are members of an advertising team at focus. Prepare an mondial advertising campaign for the product.
Communication/advertising of the Product ( next generation and luxury porsche 911, limited edition):
- the message
- the target + profile ( rich people…)
- the media : An hologram projection of our model with presentation during big cars evenments (international)
- other media : a visit of our factory by 4 international journalist that we choose
- only 1 car in fabrication in the factory
- we need pre sell all the cars (500) before start the production
- how persuade customer to pre buy all the car
- the key message, slogan
- timeline ( how long before start communicate)

Extraits

[...] The overall experience and feeling of ownership of an exquisite car rather than the product and its mere characteristics have to make up for most of the ad. The limited edition thing adds even more of a sense of exquisiteness, a sense of rarity and scarcity that might even trigger the desire to buy the car even more. The feeling of being part of "the lucky few" is already there when buying a Porsche and is tenfold by the limited edition. The targeted profile is pretty obvious when it comes to dealing with luxury car. [...]

[...] And when? All these apparently meaningless questions will create some buzz on different media and attract attentions and potential customers to pay attention to the car and its release date on the market. It is important to create that effect without over-doing it, meaning you can't start advertising about the car more than 6 months prior to it being readily available, you don't want the potential acquirer to get tired of waiting, or turns his attention, and his money, towards another car, already available or soon to be. [...]

[...] A hologram would insist on the modernity of the car, it will as well create a kind of a mystery to it. People would wonder why the car isn't showcased in reality; it will participate to the effort of creating a feeling of uniqueness and help the car to distance itself from the other cars of the competitors. - other media : Factory visit by 4 international journalists that we chose The world has to be left wondering about how the car is actually being put together. [...]

[...] These men, willing and able to buy the car would likely occupy high end jobs, in important private sector companies. It is important to determine precisely the targeted audience and potential customers because it gives indications to the places where the ad should be put in place. Typically, luxury cars can be advertised in high end masculine magazine to target affluent readers, next to a Rolex ad to create the desire of ownership and testify of a sense of privilege. [...]

[...] - timeline ( how long before start communicate) Porsche 911, Limited Edition Advertising a luxury product of any kind must focus on opulence and quality. It goes the same way for car, Porsche 911 doesn't need much of an introduction because people willing and able to buy it knows it for sure already, and the few people that don't know nothing about Porsche are not willing or able or both to offer it anyway. The important thing here is to trigger the willingness of making the step towards buying the car for the people who are most likely to buy it. [...]