Creative Brand Communication

The New Car

By APO group 6
 Idea I

Objective:
To enable more young women to be independent and confident in a changing world

Cultural Truth: As a Category: Brand:

• Growing desire to be
independent among young,
upwardly mobile women
• Independent woman is more
confident
• Car as a symbol of financial • Better status and comfort
independence within your pockets' reach
• Need for hustle free life and
sense of achievement

Strategy:
Root the idea of independence and sense of achievement in owning a perfecto

Big Communication Idea:

‘Means to make you feel bolder and more confident’
 Idea I

Objective:
To enable young women to feel the fruits of their hard work and smash patriarchy

Cultural Truth: As a Category: Brand:

• Patriarchy vs Feminism • Car as a symbol of financial Acceptance of gender fluidity
independence A car is a showcase of self reward
• Automobiles considered a • Need for hustle free life and and power
man's game sense of achievement

Strategy:
The idea that owning a car is a reward for yourself, your hard work and changing the gender trend of cars

Big Communication Idea:

‘You are the change you wish to see in the world, Drive the change’