The Twizy: A smart choice
The concept of the ad is around making smart choices, The Twizy is a car for practical and smart young people. Using the Twizy is easy because is a small car which can be parked in crowded places, is fully electrical to avoid long gas station lines and in the perfect car for a big city.
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.
As stated by Renault, The Twizy is for "busy, car-owning city dwellers looking for a second vehicle, as well as to younger drivers interested in a safe way to gain experience in traffic thanks to the availability of a version that will not require a driver's license (depending on country)." For us, the Renault Twizy is a vehicle for young people: People who don´t need a family car, mainly living alone, but are looking for an efficient way to transport in a big city. The Twizy is a very cheap car so can be afforded by a recent young person who is start working. Is easy to park in a small space with very low taxes. The Twizy can be still seen as an scooter but more safety and fun.
The Twizy will be mainly target singles or couples from the age of 23 to 40, that have a decent job and no children (yet). They live and work in a big city centre where a small car can be efficient both in cost as mobility.
Althoug therms like yuppies and dinkies sound a bit outdated, they would still suit the description of this target group very well. Some of the important characteristics of the target group and their context are listed below:
Important values:
Appearance
-Show they are doing well
Enjoying city life
-Being able to enjoy the athmosphere and the thing the city has to offer
The all new new, small, affordable and practical urban runaround by Renault will be hitting the busy streets of european capitals next year, and it's about to enter one of a busy playground...
Because of its radical design the Twizy will compete with many established actors of urban transports, from the scooter to the metro...
Here's a review...
Smart ForTwo
Smart ForTwo
THE current reference when it gets to urban cars, the Smart Fortwo (8500€), a two seater diesel hybrid that is only slightly larger than the Twizy. This car also has a fully electric brother, the Smart Fortwo ED.
Over the years the Smart has become an emblematic figure in city streets...
Scooters
BMW E-C1
How can we think about urban mobility without considering the popular scooter? Indeed one of the most appreciated, affordable and easy to use way to travel around congested cities is the good old scooter. They come in all shapes, sizes and engine size (again, no driving licence needed below 50cc). Actually, there's already an extensive range of electric scooters who are enjoying commercial succes.
Above, the BMW, E-C1, the soon to come out electric version of the C1, a groundbreaking design offering the possibility to drive without a helmet thanks to it's roof and seatbelts. And below, the Piaggio MP3, acclaimed for it's maneuverability and stability, thanks to it's 2 front wheels.
Piaggio MP3
In the scooter range the BMW-C1 closely resembles the Twizy, with the main difference being the number of wheels and seats. The design idea behind this BMW that distinguishes it from other scooters is the incorporation of safety and shelter into a two wheeled vehicle, resulting in the roof-like windshield.
While its production has been discontinued in 2003 the BMW C1 has seen popular use in cities like Paris where congestion can be a big issue. After a recent spell of renewed customer interest, BMW is also busy launching a fully electric version of the C1, the C1-E.
Micro Cars
50cc cars
Furthermore, the Twizy brings driving to a whole new range of customers, as one of its version can be driven without a licence from the age of 16. In that perspective, the Twizy is becoming a serious contender in the 50cc car category (which doesnt require a driving licence). And while these cars where traditionally used by elderly people (despite manufacturers efforts to reniew their client base), we could expect the Twizy to strongly change people's attitudes towards these cars.
So, back to the Twizy
Piaggio MP3 - Twizy (white) - Smart - Twingo
The Twizy stand at the crossroads of these means of transport, it offers the confort and safety of the Smart while providing the user with the ease of use of a scooter.
Add to that a licence free version and an electric engine, and you get the perfect urban runabout which is safe and confortable while remaining easy to use and maintain at a great price!
The Renault Twizy is a small, fully electric city car that holds the middle between a car and a four wheeled scooter. It has a top speed of 80 km/h and can travel 90 kilometers on a fully charged battery. Because of the limited speed and range the Twizy is mainly designed for use inside big cities.
Looking at its specs, the two seater will be mostly suitable for people who live in big and crowded cities and who will use it for driving to work and getting groceries. This is where the car shines as traffic in the city hardly moves faster than 50 km/h and its compactness allow for great flexibility.
The Twizy is unlikely to drive long distances on the highway, since recharging takes 3,5 hours you cannot hit a gas station every 90 kilometers and continue the journey.
It is 2.3 meters long and 1.1 meter wide, which make it suitable for moving around in a congested city. Its small size and turning radius of 3 meters also make the car very easy to park where regular cars cannot as it can also be parked perpendicular to the sidewalk.
When the ‘gas’ pedal is released a dynamo will recover the remaining kinetic energy by using the car’s momentum.
The Twizy will be on the market in 2012 and will be available for 8.000 to 10.000 Euros depending on the installed extra’s.
