Currently, I have been working with two journalism students, Kim Karalekas and Hilary Jones, on an account for Smart Car. Throughout the ten week project, my team and I have strategically researched about Smart Car and its target consumers. For primary research, we conducted personal in-depth interviews and sent out surveys to students around the country through Facebook in order to gain a detailed understanding of our target audience. I even traveled to Portland to get a better sense of what the Smart Car was and took some photographs. After discovering the target consumer, my team and I found images and music to represent the Smart Car brand and target, leading to the idea that both want to express themselves. We developed copy around this idea of self- expression to compliment the song and images. We.are.driven. Then, we demonstrated our creative strategy in digital format using programs, such as Final Cut Pro and Soundslides, that helped bring the target audience and the brand to life. We presented (or lack there of) in front of a panel of judges including Steve O’ Leary himself. They all enjoyed our video and I hope you do as well. I will upload an actual video soon! For now, to watch it Click Here!
May 16, 2008...1:45 am
O’ Leary Workshop & Smart Car
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