The Brief. presented by

Transcription

1 The Brief. presented by 1

2 Project Information: Date of Brief: 12/04/2015 Project Name: Vehicle(s): Market(s)/Regional Cluster(s): Canada s Next Top Ad Exec 2015/2016 FTNVBs Chevrolet Portfolio Canada - National Purpose/Objective: Develop a comprehensive and fully integrated communications campaign that will markedly increase the number of First Time New Vehicle Buyers (FTNVBs) who have Chevrolet in their Top 2 consideration set. The plan should result in incremental dealer traffic (showroom, online, phone), made possible through improved brand opinion and consideration. This program must: Be executable throughout Canada; Be relevant and executable in English and other languages as appropriate; Include any multicultural elements/tactics/strategies as deemed necessary; Be aligned with current Chevrolet brand and vehicle nameplate positioning. The proposal must include the key insights uncovered/identified that inform the proposed strategy. About Chevrolet: Chevrolet s Vision is embodied in the concept of Find New Roads and its brand essence is Possibilities. About Possibilities Chevrolet believes that logic can take you from A to B, but imagination can take you anywhere. And at Chevrolet, it does. We believe in the enormous power of possibilities - In the what-ifs, and in the why-nots. Those are the questions that take us to places we ve never been before and open our eyes to the potential around us. Investment in the brand and products in Canada has resulted in sales success. Unlike the Chevrolet of the past, a focus on design, performance, and technology has resonated with Canadians. Chevrolet s target consumer has a Can-Do Spirit they pursue their dreams with confidence and work to create a better tomorrow. They look for ways to do great things while staying true to themselves Chevrolet s Brand is authentic, young at heart, confident, optimistic and ingenious. All of these attributes must come through in every campaign we undertake. ABOUT FIRST TIME NEW VEHICLE BUYERS: First Time New Vehicle Buyers are crucial to the success of any automotive brand. A demographic analysis of this group is found in Appendix A while purchasing behaviours related to Chevrolet can be found in Appendix B. These findings should tie directly to your idea and the below sources of First Time New Vehicle Buyers. The following three FTNVB cohorts should be considered in your proposal, and students are free to choose one, two, or all three cohorts in their proposal: 2

3 Used vehicle to new vehicle buyers They currently have a vehicle that was purchased used (privately or otherwise); they are in market for another used vehicle or are considering their first new vehicle; New Canadians These buyers may fall into one of the other categories, but may have additional considerations and needs to be considered including cultural shopping habits, location of habitation, assimilation, etc (Appendix C); Students & Young Adults These buyers may fall into other categories but may have additional considerations and needs to be considered. They have either never had a vehicle, or had a beater/used vehicle. Chevrolet Canada already has many programs available to the above consumers. These include: Welcome To Canada Bonus, Student Bonus, Non-Prime Financing, Loyalty offer, Conquest offer, the Scotiabank GM Visa Card, etc. Communication Channels: It is expected that the most effective platforms/media be considered for this program. Media selection should align to the selected target audience and their media consumption habits. Where possible and where it makes sense, leverage existing marketing platforms to create efficiencies of media dollars spent. Success Mesaures: Any new program that Chevrolet Canada deploys must generate a materially positive Return on Investment (ROI). In addition, all programs must contribute to building positive brand opinion, further growing brand consideration and generating positive brand net momentum. Brand success metrics include: Improved unaided brand and vehicle nameplate awareness scores amongst FTNVB Improved brand opinion and consideration scores amongst FTNVB (including Brand for me, Excellent Opinion, Proud to Own, Good value ) Volume/Sales success metrics include: Increase Chevrolet s market share among FTNVB by at least 0.5pts Other success considerations include: Dealership support of/enthusiasm for program Budget: Production: $150,000 Media: $1,000,000 Research: $10,000 Other: $0 Total: $1,160,000 Once the winning/successful campaign is determined, the campaign will also be reviewed by the Chevrolet Canada Advertising Department for possible execution as a future Advertising strategy. 3

4 APPENDIX A - DEMOGRAPHICS OF FIRST TIME NEW VEHICLE BUYERS Gender of Respondent Male 54.2% Female 45.8% Age Under % % % TOTAL Household Income over $80,000 Income ($80,000+) 49.9% Lifestage Brackets Married - no kids 37.87% Single - no kids 36.48% Married with kids 20.02% Single with kids 5.63% Education University Grad+ 36.9% Trade / College Grad 27.4% High School or Less 20.7% Some Post-Secondary 15.0% Occupation Executive\Professional\ 54.2% Owners White Collar\Managerial\ 45.8% Clerical Blue Collar\Tradesmen 12.1% Technical/Skilled Occupation 11.9% Other 7.3% Retired 7.2% Location of Residence Small Town or Rural City 34.13% Suburban Community of 32.35% a Large City Metropolitan City 27.17% Farming Area 6.35% Primary Language Spoken at Home English 67.09% French 22.52% Chinese Target 4.78% South Asisan 1.65% Other 3.95% *Note second languages may fall into one of the other categories Sales/Service 4.9% A Student 4.8% A Homemaker 0.5% Unemployed 0.4% 4

5 APPENDIX B - PURCHASING BEHAVIOURS OF FIRST TIME NEW VEHICLE BUYERS Top 10 Purchased Manufacturers FCA Group 14.2% Honda Corp. 13.2% Toyota Corp. 11.1% GM (including Chevrolet) 10.3% Ford Corp. 9.9% Hyundai 9.9% Nissan Corp. 7.1% Mazda 6.2% Kia 5.5% Volkswagen AG 5.4% Top 10 Purchased Segments Compact Car 30.7% Compact SUV 19.0% Large Pickup 14.1% Small Car 8.7% Mid SUV 4.8% Mid Car 4.4% NA Mid Van 3.4% Mini Car 2.2% Small SUV 1.7% Compact Lux Car 1.7% Top 10 Most Mentioned Purchase Reasons Chevrolet s by Segment Value For The Money 28.4% Fuel Economy 25.5% Reliability/Dependability 24.1% Price/Cost to Buy 20.6% All Wheel Drive/Four 16.1% Wheel Drive Exterior Styling 14.0% Durability 13.6% Fun To Drive 11.4% Warranty Coverage/ 10.7% Package Interior Comfort 9.5% Sport Car Sport Car Mini Car Small Car Compact Car Mid Car Large Car Small SUV Compact SUV Mid SUV Large SUV Large SUV Mid Pickup Large Pickup Van Chevrolet Camaro Chevrolet Corvette Chevrolet Spark Chevrolet Sonic Chevrolet Cruze Chevrolet Malibu Chevrolet Impala Chevrolet Trax Chevrolet Equinox Chevrolet Traverse Chevrolet Tahoe Chevrolet Suburban Chevrolet Colorado Chevrolet Silverado Chevrolet Express 5

6 APPENDIX C - NEW CANADIANS Immigrants to Canada ,000** ,000* , , ,748 Areas of Origin *Projected **Planned 1 South Asian 2 China, Hong Kong & Taiwan 3 Middle East Provinces of Settlement Ontario 40% Quebec 20.10% Alberta 14.10% BC 14.00% Vehicle Purchasing 1st Car Used at 6 months 2nd Car New at 18 months 6