Advertising general concepts

We will be proposing 3 main directions for our final advertising, these concepts propose 3 ways to catch the customer's attention by emphasizing different communication strategies.

1. Colorful & Feelgood (Emotional)

Renault Twizy enjoy life: An emotional add to grab target group attention. Using of colorful images, showing how target audience is happy and fun using the product. A fast and happy background music to continue creating that feeling. Images will be showed fast combined with some little information about the car in between. The add will show the experience of using the Twizy car as a very enjoyable experience.

2. Informative (Rational)

Renault Twizy, new technology, new segment, new challenges.
This concept will try to overcome the radical novelty of the car and make it more understandable for the consumer, inform to embrace. Here, we will show why this car is an obvious choice, if you are part of the target group.

Starting from obvious (general shape, 2 seater format, size) and go deeper to unveil more and more secrets about the car (full electric, urban agility, convenience, no licence version), and finally end on what's probably one the most incredible things about this car, it's price, starting at 8000€.

To do so, we would consider producing a very bold, simple and convincing advert, using an almost a couple of keywords supported by on screen figures (price per km, autonomy etc).

And hopefully, by then we will have produced a convincing message.

Here's an example of what we have in mind

3. Lifestyle (Entertaining)

The Twizy is not a fast car, or a big car or an expensive car… Some might argue that it isn’t even a car at all. This advertisement concept will use a light hearted approach, by not taking itself too seriously and accepting its modest characteristics.

From an underdog point of view, the ad will point out how the Twizy is clever and well adapted to moving around in busy cities where SUV’s become clumsy and sport cars are muzzled by the packed streets.  These urban disadvantages of otherwise superior cars should be emphasized and exaggerated using humor as a tool.

The lifestyle aspect determines the context of the ad, to which the target group should relate. It also defines the type of humor that will be best suited to convince the target group: witty and clever with a fair amount of irony. The following Volkswagen Polo add is a nice example of this:

The focus of the advertisement’s message should be on the cleverness and adaptability of the Twizy in a city environment rather than on cost or the environment as the latter will probably not be a main concern of the target group.