- Creative Brief
Who’s your product?
The 2016 Chevrolet Camaro is in the class of pony cars, with a characteristic sporty image and high performance capabilities. The 2016 Chevrolet Camaro has been reengineered and redesigned to fit consumers’ tastes and preferences. The brand features a sophisticated design, lighter architecture, modern technologies, and an athletic shape that is hard to ignore on the road.
Why your product?
The 2016 Chevrolet Camaro caters to the needs of consumers in a number of ways. The lighter architecture significantly improves features such as breaking and attack on corners, which is a necessity for motorsport racing. The lighter architecture also provides the Chevrolet with nimble performance capabilities, which is a plus in motorsport racing. The pony characteristics of the 2016 Chevrolet Camaro presents the model to the consumers as a brand designed purely for motorsport racing.
Describe or develop the emotional and rational aspects of your product.
The 2016 Chevrolet Camaro has several emotional aspects. The emotional aspects of the brand include presence of rear quarter panels and a fastback profile, which gives the image of a pony car (Fleming, 2016). These features are highly regarded by motorsport lovers although in reality, they do not add to the performance of the car. The rational aspects of the product revolve around the smaller and lighter architecture, which appeals more to motorsport lovers. The tighter proportions of the brand mean that it is more responsive to breaking, can accelerate faster, and has high maneuverability around corners. The 2016 Chevrolet Camaro has shed over 390 pounds comparing to its predecessor. It churns out 455 HP, which is the most powerful of the Chevrolet Camaro brands. As such, it is capable of accelerating from 0 – 60 MPH in 4.0 seconds (General Motors, 2016).
What’s you product about?
The 2016 Chevrolet Camaro is a pony car with a tighter body and lighter framework that makes it one of the most agile racing cars in the market. The brand positioning emphasizes great performance capabilities combined with agile road handling due to its tighter proportions.
What else is about your product?
One of the concept that needs addressing in terms of the demand shifters involves consumers’ tastes and preferences. Factors such as advertising and current fashions influence consumers’ tastes and preferences. Another critical factor entails high competition. Chevrolet Camaro faces stiff competition from Ford Mustang.
Where is your product needed/demanded?
The 2016 Chevrolet Camaro does not have a specific region where there is demand for the brand. The brand has demand in both the U.S. and from overseas countries.
When is it needed/demanded?
The 2016 Chevrolet Camaro has an even demand throughout the year. This is because its demand is unaffected by seasonal factors such as climate or sporting events.
How’s it used?
The 2016 Chevrolet Camaro has an athletic appearance and thus used as a pony car (General Motors, 2016b). Majority of the brand consumers are thrilled by cars with great agility on roads and sporty characteristics such as great speed, maneuverability, and responsive breaking.
Does the average consumer have specific wants your ad should address?
The ad should address the brand’s performance capabilities such as breaking, acceleration, and horsepower. The ad should address these rational aspects. The ad should also address emotional aspects such as the brand’s design.
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How the benefits are presented in your new advertisement/promotion
Objective statement
The main objective of the promotion is to ensure that consumers learn about the four drive modes that the new Chevrolet Camaro offers to drivers. The drive mode selected alters the quality of the ride basing on the mode selected.
Support statement.
The Sport, Track, Snow/Ice and Touring modes enables drivers to change the quality of the ride between comfort and performance depending on the terrain or driver needs.
Support statement part two.
The 2016 Chevrolet Camaro has a drive mode selector that enables a driver to customize their driving experience. The drive mode selected alters the look, exhaust sound, and the general experience of the car to offer unique driving experiences.
Support statement part three
One of the demand shifters is consumers’ tastes and preferences. Consumers’ tastes and preferences vary depending on a number of factors such as prevailing fashion or advertisements. With regard to Chevrolet Camaro, consumers are drawn by new designs such as the four drive modes that enhance a driver’s experience. Demographic factors also influence the demand level of a product. Increase in per capita income increases the disposable income among consumers, thus they are able to demand even highly priced products such as Chevrolet Camaro. Economic factors such as consumer spending trends, inflation rates, cost of borrowing, and others affect demand for vehicles. When the economic factors are unfavorable, the demand for products such as Chevrolet Camaro reduces.
Natural factors have little impact on the demand for Camaro brand. Technological factors may affect the demand for Chevrolet Camaro. Application of modern technology is critical in attracting young buyers who are the main consumers of the vehicle brand. Technological innovations have enabled General Motors to include the four drive modes in order to enhance driver experience. The political factors may reduce the demand of the Camaro. The social/cultural factors have no impact on the Camaro brand. This is because the brand transcends across cultures. The competition is an important demand factor to consider. The actions of competitors have a direct impact on the demand of a product. Chevrolet Camaro is able to remain ahead of competition through innovations such as the four drive modes. Substitute products have little impact on the demand for Camaro brand since it is a leisure product.
Tone statement
The new 2016 Chevrolet Camaro is a masterpiece of design with a light architecture and a variety of drive modes that offers you the best driving experience you will ever have.
Brand statement
The Chevrolet Camaro brand offers consumers a sophisticated design with a lighter architecture and a customizable drive mode selector that lets one change the drive mode to suit the different terrain requirements or driver requirements.
- Your Advertisement/Promotion Message Strategy
Describe the overall creative approach
The overall creative approach involves emotional advertising. Emotional advertising seeks to appeal to the emotions and feelings of the consumers (Heath, 2012). Emotional advertising aims at making the consumer purchase a product based on perceive feelings concerning the product. Emotional advertising of the Camaro brand will aim at associating the 2016 Chevrolet Camaro with comfort and happiness. As a result, customers will likely associate the Camaro brand with comfort and happiness and thus purchase the product.
What do you want your advertisement/promotion to say?
The promotional message will emphasize on comfort and happiness that is derived from driving a Chevrolet Camaro with four different modes. The message will emphasize on the four modes, which include Sport, Snow/Ice, Tour and Track and the benefits associated with each of the modes. The promotional message will feature the capabilities of the 2016 Chevrolet Camaro to offer the driver a unique experience even in the face of challenging terrain such as in zero-temperature conditions.
Non-verbal
The ad will feature a lean Chevrolet Camaro with appealing colors. The ad will screen the Chevrolet Camaro driving in icy conditions while able to maintain traction. The Chevrolet Camaro’s body will partially be covered in ice, indicating the snowy conditions.
Technical
The most powerful IMC Promotional Mix component is advertising in the mass media. The mass media has wider coverage and thus a wider reach for the audience. Advertising through the mass media enables the advertiser to reach easily and in a quick way a large number of target audience. Television is visually appealing and can run the advertisements showing the different experiences drivers get when they use the various drive modes.
Internet and Social Media
IMC Mix components include the foundation, brand focus, integration tools, promotional tools, corporate culture, consumer experience, and communication tools (Burnett, 2007). The foundation stage refers to a close examination of the product and the target market. The brand focus is the corporate identity of the brand. Integration tools involve the application of special software such as customer relationship management (CRM) software to assess the effectiveness of different integrated marketing communication tools. Promotional tools include various promotional tools such as direct selling, personal selling, and trade promotions (Smith & Schultz, 2005). Corporate culture represents the work culture associated with the organization. Consumer experience relates to the various feelings and perceptions of consumers who are using the product. Lastly, communication tools involve the means by which the company passes information to consumers.
References
Burnett, J. J. (2007). Nonprofit marketing best practices. Hoboken, NJ [u.a.: Wiley.
Fleming, C. (2016, March 18). 2016 Chevrolet Camaro turns up the heat during a drive to Death Valley. Los Angeles Times.
General Motors (GM). (2016). 2016 Camaro. Retrieved from http://www.chevrolet.com/2016- camaro-sports-car.html
General Motors (GM). (2016b). Our Company. Retrieved from http://www.gm.com/company/about-gm.html
Heath, R. (2012). Seducing the subconscious: The psychology of emotional influence in advertising. Chichester, West Sussex: Wiley.
Smith, S., & Schultz, D. E. (2005). How to sell more stuff: Promotional marketing that really works. Chicago: Dearborn Trade Pub.
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