Lori Josie Jackie

Here is an addition to Lori's previous post. Still having trouble with full executions, but I think a solid concept is present.

#3. Attitude/Lifestyle
This is more of a branding approach, rather than showcasing the features of the car so in-your-face, like we have all been thinking, we want the consumer to feel when they see Nissan cube. For example, the feeling you get when you pull down the top of the car and blast music on the highway. This is the same thing, an emotion that is evoked. Additionally, we wanted to hit home with who the driver is, in terms of how the attitude and lifestyle that they have with this car.

a. How do you use your car?
This is still rough but we wanted to show a number of different personalizations of the car (not features, but how the consumer has created their living space). "How do you use your car?" Examples: Crazy Hello Kitty obsession, rastafarian, neat freak, totally messy, super artsy, eve more extreme like: dog-groomer, coffee delivery boy, running a business out of the car, etc. You get the picture. The selling point is "Well, whatever you do, Nissan cube supports you" or something along those lines.

b. I have images for this but I would like to save this for in class (if I can get my printer to work, erg!) This idea is based off of those "cube-isms" that are available for t-shirt print on the website. For sample purposes ONLY, we used the lines already on the website to portray our ideas. These lines included how the person lives their life/their attitude, clearly showing who the rather than consumer is, rather than portraying what the car is. There will be very, very subtle references to the features of the car so when you link it to the car itself, the viewer will make the connection that these people = their cars. These are also strictly portraits. No car at all.
For example: "I come in 8 colors." "Design changes everything." "I'm the shape of things to come." "Curvy is the new cool." etc

c. Lastly, this is "the beauty of the little things in life" type of feel. This shows how easy going and summertime-ish these drivers are, while also subtly hinting at the car. It is not in-your-face selling (just like these people aren't in-your-face), but the feel of the photography will be key in this campaign. It will be very artistic and capture the essence of the driver, rather than the drive (car) itself. Thus, this execution would most likely be a traditional print ad in billboards, MUNI bus stops, etc. The images would portray feelings that everyone can relate to. These show the car, but as an artistic piece.
Examples: Feet hanging out of the photo-frame window. People enjoying themselves in the spacious back of the car, with the door open. Girls in back singing into a hairbrush, image taken from below to subtly showcase the ripples in the roof.

#4. Chemistry
This is an interesting campaign in the whole "But, I love my car" type of scenario. Jackie can elaborate more on the details with her insights and research. The concept behind this is when people find a connection between each other, it is a truly special relationship. It is "it," the "one," the "soulmate," you know? Rather than a person-to-person relationship, this relationship is finding "the right car," the "perfect fit" with Nissan cube.

Executions would include a use of up-to-date technology sending people tweets or texts on how you "met the one," but smart copywriting (Lori) will be necessary for this to work. It will be quick and to the punch, describing the "meeting" or "encounter," but in reality, it is an event with a car, rather than that cute stranger across the street.

#5.
This is also a very insightful and copy-driven concept in which it is the idea of "technology 0, Nissan cube 1." WIth Jackie's great insight into pros/cons of technology, regardless of how convenient technology has made our lives, there are still a great number of downfalls to it. Thus, this campaign would focus on how technology can fail, but Nissan cube will pick up where technology lacks.
"Where it doesn't charge you to roam, but encourages you to play."
"Roaming charges now 28/30 miles to the gallon"