01
Challenge
Design a print/out-of-home ad to introduce the brand-new model of Nissan's full-electric car to the targeted market: faimily with kids in house who live in the suburban areas.
02
Insights
Our research showed the reliability of the electric power engine was the No.1 concern of potential customers. However, the majority of our target only travel 7 hours per day or less. A Nissan LEAF can hold up to 15 hours with a fully charged "car battery."
03
Solution
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Campaign Name: "Power Through the Day"
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Print: By showing four real-life scenarios during the time of a day, we are conveying the idea that a Nissan Leaf can easily handle your daily travel budget without trouble. Magzine is the desired delivery channel.
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Out-of-home: We propose to set a electronic billboard outside the major shopping outlets in downtown. The image will change according the time, and grab people's attention as the ad "transit" through the day.
04
Role/Contribution
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Creative director/Strategic Planner.*
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Responsibilities include research, "big idea" conceptualization and print design.
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This is a group work with Caitlin Christopher, Cassie Naes and Kellen Wright.
(*Note: This is a class project with Nissan as the hypothetical client .)