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.