Problem: the print must make the target pay attention to Splash, to its attributes and to give them real motifs to purchase it.
Strategy: Our intention was to make the potential customers pay attention to this print without feeling “their retina scratched” and without boring them to death. That is why we built up “a story with a hook” about Splash, a funny, out of the box story that should transmit the benefits of this car to potential buyers. Therefore, the print should be funny and memorable and should transpose “the nature/the character” of Splash. “The Spirit” of Splash should be young, original, playful and surprising so that the target could feel empathy towards it. In our approach, we have taken into account the type of target we were addressing to: young people, young couples, and young families.
Solution: We have focused on what the print should transmit and its effects upon the target. So, the story of Splash is the story of a roomy urban car that is crossing the city with a “pet like” elephant packed on the back seat. What does this story tell us about Splash’s personality? That it is a car with an urban spirit, energetic, young, creative (must adapt to unforeseen situations), and nonconformist. We wanted young people to find Splash as a funny car, to identify themselves with its “spirit”. In this way we could build an emotional motivation for them to purchase this car.
