De Montfort University Leicester - Degree final project (2020)
Brand portfolio project
The brief
Devise an innovative new brand concept, then create a presentation to pitch as part of an assignment followed by a full report and launch strategy.
This page is a summary of the project, you can see the full launch report by clicking below.
Disclaimer: any information or research in this report can not be used commercially
The concept
The idea is a simple solution to prevent relay keyless car theft. The challenges were doing this without any change in habits for customers, attracting potential customers and getting them excited about it.
Strategy execution
The brief for this project outlined the need for strong customer pull throughout all purchase stages, coupled with a strategy to attract trade partners to broaden product availability. This was to be wrapped up in an overall launch plan. Below are some key aspects of the plan, and an option to download the full report.
Print leads the way
Targeting wealthier keyless car owners through various car, design and general interest titles such as Top Gear Magazine, Icon and The Sunday Times Magazine. Readership of these titles matches the product target audience. Longer advert read time versus digital gives time to illustrate product benefits.
The concept, closer to home
Using real security footage showing a car being stolen from a real home in just 60 seconds. The problem goes from a hypothetical to a very possible and probable scenario. This serves as the attention hook, followed by the product image and an explanation of the benefits it offers. The 'Gone in 60' campaign will be adapted and used across other mediums.
Inspired by the past, rooted in the present
Inspiration is taken from the advertising of the 50's and 60's, featuring and advertorial-esque page to better build trust in the product and fully illustrate the benefits to customer. For the more inpatient readers, key messages are highlighted serving the purpose of a traditional ad.
Trade launch with a twist
Seeing is believing
An opportunity for potential trade partners and customers to try the product for themselves and see the benefits. The trade stand features a keyless entry car, and a Seguro drawer unit inside a mocked up house, allowing for demonstrations. A representative can then explain the options with a view to confirming a sale.
Watch the video presentation slides
Taken from the initial concept and branding strategy pitch.
Disclaimer: any information or research in this presentation can not be used commercially
Video of the presentation deck for the Seguro idea
Grade
90%
Awarded for the brand strategy report.
Read the full report
Disclaimer: any information or research in this report can not be used commercially