Ulrich SchnaussUlrich Schnauss““A Letter From Home”A Letter From Home”Far Away Trains Passing ByFar Away Trains Passing By

Song Song by::

Carrie. Cim. Joshua.

Shut-UP and grind ad Agency

Brand Identity:Brand Identity:

The 2009 Honda Metropolitan

For auto buyers,For auto buyers,Honda is the car that runs Honda is the car that runs forever.forever.The one that is always The one that is always reliable.reliable.

Our brand is multi-faceted, curious, and Our brand is multi-faceted, curious, and inquisitive. inquisitive.

We have a ton of interests in a wide array of We have a ton of interests in a wide array of areas in life.areas in life.

We are responsible, we are tough, and we can We are responsible, we are tough, and we can be counted on.be counted on.

The Personality

Our Brand Personality continued…

It’s our belief It’s our belief that life is a great that life is a great adventure, adventure, full of opportunities full of opportunities to discover great to discover great mystery.mystery.

Biggest Competitor

•The Metro’s biggest competition is the Vespa.•It is now the brand synonymous with scooters•Prices range from $3,500 to $8,000.

•Vespas top dollar pricing allows us Vespas top dollar pricing allows us to position the Metro as a more to position the Metro as a more

affordable quality.affordable quality.

•And this alternative transporter is And this alternative transporter is fun, stylish and easily fine-tuned to fun, stylish and easily fine-tuned to

both your life & liking. both your life & liking.

Our OpportunityOur Opportunity

Why we are advertising•We’re advertising to build awareness in We’re advertising to build awareness in

metropolitan areas metropolitan areas

•Of an easy and affordable option to get Of an easy and affordable option to get

around, around, •With the extra benefit of more mobile With the extra benefit of more mobile

independence.independence.

•The Metro will be BIG The Metro will be BIG in the citiesin the cities

Meet Our Target

•They are familiar with the Honda brand, and may have even They are familiar with the Honda brand, and may have even driven/owned one.driven/owned one.•The target owns both a car and a bicycle already, enjoying The target owns both a car and a bicycle already, enjoying the idea of multiple forms of transportation to choose from.the idea of multiple forms of transportation to choose from.

•These spontaneous people make a conscious effort to avoid These spontaneous people make a conscious effort to avoid falling into routine.falling into routine.

•Spirited professionals, between the ages of 20-30yo, living in Spirited professionals, between the ages of 20-30yo, living in metropolitan regions.metropolitan regions.

Target audience

•She still loves her ‘girls nights out’ but makes sure she always sets time for herself as well.

•Friends like Kelly’s good company and her great sense of humor.

•She loves movies and goes to the theatre a few times a month.

•Kelly reads all the gossip magazines, and books she finds on the best seller list.

•Spirit(20-35yrs)

•Kelly has been single for the past 2 years. •She’s strong, confident and has attitude. •Kelly works in communications, and, for her, work is about having fun making connections.

Continued…

Continued…•Adventurous (20-30yrs):

•Matt is a carefree spirit who finds himself daydreaming about the possibilities the future holds.

• His friends describe him as a real character.

•He loves music and he loves it LOUD.

•For Matt it’s all about on-line chat rooms, the newest mobile phone, I-pod and photography.

What they think

As independent thinkers, they are less likely to believe what someone else says until they can see it for themselves.

The target is not entirely sure a Metropolitan scooter appeals enough to who they are.

They think about the environment and the bank whenever they are at the gas pump.

The Honda® brand is one that they can respect.

Spontaneous, is not just for the weather and gas prices. It is exciting to jump into the unknown sometimes.

Our Proposition is…Our Proposition is…

The Honda Metropolitan is The Honda Metropolitan is an extension of the an extension of the adventure within you, adventure within you, making the destination making the destination secondary to the secondary to the experience of the ride.experience of the ride.

•At 75 mpg, the Metropolitan will put At 75 mpg, the Metropolitan will put significant decreases to your monthly gas significant decreases to your monthly gas pumping. pumping.

And They will believe it because…And They will believe it because…

•Maneuvers easily in-and-out of Maneuvers easily in-and-out of congested areas, making all roads less congested areas, making all roads less traveled.traveled.

•They can test ride the Metropolitan at any They can test ride the Metropolitan at any HondaHonda®® dealer and judge for themselves how dealer and judge for themselves how fun it is to drive. fun it is to drive.

TonalityThe tonality will be fun, young and

exciting.

t

ExecutionApproach our target in an unusual way. Recreate feeling of excitement experienced while riding a Metropolitan. Put them in driver’s seat.

Ad should remind of benefits in a situation that may have them eagerly wishing they were at their destination or on a scooter.ie. On crowded bus home

The ad needs to be a direct focus on the environment around the scooter. After all, it’s the ride that is exhilarating.

The team will be creating a guerilla The team will be creating a guerilla advertisement.advertisement.

Job Description:Job Description:

Carrie. Cim. Joshua.

Shut-UP and grind Agency