Understanding the Core Target

The Challenge

Help a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target.

In a category experiencing unprecedented change, our client was determined to keep pace. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its centre. To inform this new strategy, the brand first needed a rich and nuanced understanding of its target audience and their everyday lives before it could meaningfully come to grips with how inspiration played out.

The Approach

We spoke to people from the core target in the US across a 3-day multimedia digital diary study. This allowed us to intimately understand who these people were and how they chose to move through the world. We deeply unpacked their receptive, confident, and entrepreneurial mindsets and explored how the concept of inspiration showed up in their everyday lives (which was no small feat!). This was all to uncover how our client’s brand could meaningfully elevate inspiration in new and dynamic ways in their communications.

The Impact

Armed with these insights, we helped the brand craft a new, forward-thinking strategy that spoke to the heart of the target, and what inspired them on the road and in life. Our work has been used from the outset to inform and guide the creative strategy as well as all associated brand and product marketing campaigns.