...And Now: The Final AD!

It's all about the Slogan

This week was all about coming up with the right slogans that are going to make out ad a marvellous ad. We did a lot of brainstorm sessions to get to the perfect slogans. In the end these three lines have to make the ad:
- We all like having fun...
- But, what if nature strikes back?
- preserve nature, preserve the fun.

The next thing to do is make the actual ad and choosing the music. We are going to do that with existing footages, because our scenario needs a professional set-up and special location.
So we have to search through youtube for suitable shots that fit into our scenario.
We hope that we can find them a.s.a.p.!
The next post will probably be the real ad, so Stay Tuned!

Meeting

Last Monday the 31st of May we had a tutor meeting. We needed one because we were a little stuck on developing the concept. Our target group is not very much interesting in being sustainable and they don't care much about the environment. This is mostly because they are young and have no children so they don't have to think about the future much either. The idea of the advertisement concept is to show our target group that polluting the environment with a petrol car involves them as well. We try to achieve this by showing that they can't do certain things they like to do in the future if they keep polluting the environment. The most important thing in the lives of our target group is having fun together. We thought a couple of fun things that they couldn't do any more and these are showing in Concept 2 in a kind of humorous way. We choose to develop the skiing part, because we think that one is the strongest. It is challenging one of the important behaviors of our target group: FUN!

We wanted to put a little of humor in but not to much because it still is a serious issue.
Our biggest worries was that this ad became a little negative and negative doesn't sell. What we came up with, is that the ad is kind of divided in three parts;
1. Happily skiing on snow.
2. No snow any more because of global warming due to pollution and skiing is no longer fun.
3. End shot of the car with a slogan.

The negative in nicely balanced and it will not have the overhand of the entire ad. This ad will only succeed with some good working slogans. So that is what we are working on right now and we will give you an update as soon as possible!

Inspirational Material: VW Print Ads

The Old and New Ads

Searching for inspiration and trying to understand how Volkswagen creates adversitements, we have seen lots of print ads of VW from the early 50s till today. Below are some examples, also here we saw that, generally the ads are about an idea. The brand tries to sell the brand image and the story to its customers. In these ads, you can rarely see the car itself and one of the main arguments is the sense of humour.

Old VW ads:

New VW ads:

Inspirational Material: Top Gear

Searching for inspirations, we came up with the wonderful making-ofs of the Volkswagen Scirocco ads in the show, 'Top Gear'.

This show gave us really valuable input about the general ideas about how the advertising design mind of Volkswagen formalizes.

Basicly, the Volkswagen ads are NOT about the car, they are about a story behind the advertisement, they are about the brand philosophy.

The decision

We had to make a decision which of the two concepts we want to work out for our final concept presentation on Monday the 7th of June. We all liked the two concepts very much and we couldn't make a choice by our own. So we did a little user test with our target group to see which of the concept they liked the most. After a couple of tests and good helpful discussions we all agreed to choose the second concept: No fun. We were all agreeing that some things needed to be change in that concept and we are working hard to realize that and come up with the final concept.

Concept: II [No FUN]

In this concept we aim to focus on negative personal influence of using old cars.
In the near future with increasing the global warming, our behavior would change and according to our young target group they couldn't do casual stuff like now.
Snow boards, Beach, ... they won't remain like this and they all will destroy.
So one of the main concerns of our target group would become in danger.

Getting back to the image that VW wants to have, we will show the car at the final shot (pack shot) with a slogan regarding to VW's identity.
e-up don't bring you there!

Concepts: I [SuperCar]

This concept is more focused on the negative aspects of using old(Fuel) cars.
Even they are very beautiful and fancy, but they will become useless if there is no fuel any more. The story is happening in a near future.

We see a handsome driver with a very luxurious car that become useless.
Suddenly e-up show up and picks our character.
The final shots consists the images of the car in a better and green environment.
As the other VW ads there's a slogan regarding to the identity of the brand:
There should be something that you always rely on.

Target Goup Matrix

Here is the target group matrix, that is very important to analyse the behavior of the target group.

Moodboard

In order to going deeper to the users' lifestyle this collage might be helpful:

Competitors

The electric cars' market is a very new area and there's no heavy competition going on there yet.
Almost all the companies are still working on their product and they promise to finalize them more than 1 year later.

But there's an important challenge for brands in this moment. Because they have to define and create a new image for their products and on the other hand they have to keep their existing values and parameters.

So in this new market, one of the biggest competitions is on price and they are lots of discussions about this issue everywhere.

How to do a Volkswagen ad.

We start our work with a Topgear episode that they aim to make an ad for VW.

In one of the shots, there was an interesting guideline for making an ad for VW that emphasis on the important aspects of a VW ad. It reveals the image that VW aim to promote.
Here is the rules:

1. Look at the car
2. Look harder, You'll find enough advantages to fill a lot of ads like the air cooled engine, the economy, the design that never goes out of date.
3. Don't exaggerate, for instance, some people have gotten 50 m.p.g and more from a VW. But others have only managed 28. Average: 32 Don't promise more.
4. Call a spade a spade, and a suspension a suspension. Not something like "orbital cushioning"
5.Speak to the reader, Don't shout. He can hear you, especially if you talk serious.
6.Pencil sharp? You are on your own.

We find several VW ads on youtube that follow these guidlines.

...And also some print ads that has the same theme.

We decided to focus on a specific target group, Young couples in the upper middle class, age 25-35.
We are going to find their characteristic in the upcoming week.

Volkswagen e-Up!

Volkswagen promises to release the "Beetle of the 21st Century" by 2013. Those are some of the biggest shoes in the history of the automobile to fill, and VW plans to do just that with a new car based on the New Small Family architecture that was introduced on the original Up! concept that's been floating around for the last few years.

Naturally, like any future-spec concept that's looking to alter the vehicular landscape, the E-Up! will be powered by electrons. The car is small – under 3.19 meters in length – and will seat four occupants in a 3+1 arrangement. Top speed is listed at just under 135 km/h and the run to 100 km/h will take about 11 seconds while the city-centric zero to 50 km/h is dispatched in just 3.5 seconds.

That performance is surely buoyed by the E-Up!'s low weight of about 1,085 kg – 240 kg of which is accounted for by the 18 kWh lithium ion battery pack. That's enough juice to provide a range of about 130 kilometers, which VW believes is sufficient for urban use. Depending on the outlet used to charge the EV, a battery pack replenished to 80% takes as little as an hour.

VW is quick to point out that its E-Up! is not a retro design like its own New Beetle. Instead, the car used Volkswagen's latest design languages and draws inspiration from current models like the Polo and Golf. Details like diamond-cut head lamps and C-shaped fog lights join the solar roof that provides a working ventilation system without draining the battery to add to the car's futuristic feel.

www.autoblog.com

Yup!

Hi everyone,
We are announcing that our blog is going to be start from now on!
Here you will find our ideas, progress and presentations frequently.
We are:

• Ezgi Dikdur
• Renee van Boheeman
  
• Samad Khatibi

We chose VolksWagen e-up.

It's a small electric car that it's not in the market yet.
Here we go!