Group - A: Mutahir 03 , Ehtsham 54, Muzamil 73.

Creative Brief for Video

1- Advertising Objective

The objective of this ad should / would be to Persuade our target audience to use our service
through a CSR message.

2- Target Audience

Primarily the people having EVs who think that they can't take out their EVs on long routes.
The profile of our target audience includes people with a high-social class who can afford to buy
EVs. They can be business owners, entrepreneurs, social-activists who want to promote eco-
friendly practices and a sustainable environment.

3- Motives, thoughts, and feelings

Logic / Reason / Rational Appeal --- Promote EVs to maintain sustainability.

Emotional Appeal (fear, guilt) --- Pollution related facts (for example, it’s like smoking 10
cigarettes if spent one hour on a busy street of Lahore)

Feel --- Audience should feel responsible for this drastic change in the environment over the
past few decades, now it’s time to shift their commute routine towards a greener and
sustainable option - and that’s of EvoltaCharge.

4- Brand Personality & Positioning

Key characteristics of EvoltaCharge

Innovative, Highly-advanced (using high-tech charging stations), competent (provides matchless

experience), sophistication (devoted only to premiumness), and last but not least, ‘being social’
is also one of our brand’s characteristics.

Positioning Statement

For all the EV owners who are afraid of taking out their EVs on long routes, EvoltaCharge
(solar-powered electric charging station) provides green ways to charge your car. EvoltaCharge
doesn’t use diesel-powered generators to generate the energy, rather we use clean sources of
energy (WAPDA + Solar energy).

We’re to position our company relative to PSO Electro and Tesla Industries, Pakistan since
these two brands are our direct competitors.
PSO would have governmental support throughout its tenure but we can outrun Tesla pk by
capturing most of the market share by installing charging stations in cities, motorways, and by
providing portable charging stations for parking lots in shopping malls and cafes.

Sophistication will be our primary objective while positioning our brand since we’re targeting a
special set of people belonging to the high-income class.

5- Takeaways

Initially, the only takeaway for our target audience would be to consider us one of the most
sophisticated and premium brands that knows what it's doing! Unconsciously, our target
audience should believe that our teams already know how to charge their car depending upon
the types of the batteries in different EVs.

6- Misc.

Budget - Initially, we’ll spend a handsome amount to launch a brand in the market.

Slogan / logo - (provided)

Media to choose - Social Media - FB and YouTube (Pakwheels and other car blogs).

Resources:
https://psopk.com/en/product-and-services/psos-electric-vehicle-charger
https://www.investopedia.com/terms/b/brand-personality.asp