Transcript
We came up with the name « My Dear Watson » after leaving our previous jobs as traders at the City in London. The financial crash of 2008 worked as an epiphany for us, and we realized that our true purpose was to fulfill our need for creative and innovative projects. Nevertheless, our experience of stocks and exchanges makes a suitable for working with companies where the stakes are high. Most of all, we are tech-savvy able to understand the full range of your product’s features. Not only are we fearless and bold, but we also hold ourselves up to strong standards.
My Dear Watson Versatility is elementary
T H E 2 C V C A M P A I G N
OUR VISION
Prior to the 2017 London MotorShow,weplanapreliminary campaign tobuildupexpectanciesbeforetheunveilingofthenew2CVmodel,anditwillworkasadouble-edgesword,targetingtwogroups.First, we target young urban hipsters intheirthirties,wealthyenoughtoinvestina15 000£ car, but still aching for thrillingexperiences and strongly concerned byfashion.Wefirmly believe in the need fortheuseofafictional character capableofembodying the modernity as well as the
retro quality of our product. Because weneed someone hip and fashionable, butstill able to carry a wide appeal to othergenerations too, the 2000’s adaptation ofthe TV series Doctor Who is the obviouschoice.AstheTVshowneedstheexposurejust as much as we do, we are prettyconfident the partnership won’t be aproblem. Besides, the quirky look of theshow as well as the funny and upliftingpersonalityoftheDoctorwouldbeagoodmatchforour«upside-downpram».
Thispartof thecampaign,althoughtargeted at a rather young audience, isconveyedbyTVcommercialsnot showingthe product directly but paying hommageto the car as i t was in the 60s.Conveniently, the David Cameron’sadministration passed a bill in June 2016allowing theBBC to run corporate-relatedadvertisement. The film will show thedoctor in a rush, spotting a 2CV in thestreetsoftheLondonof2017,andgettingin hastily.The twist here is that in the cartheDoctorwon’tfindtheinteriorofa2CV,but the inside of theTardis instead.Thenthe Tardis will come to life, initiating theusual travel in time.Then a black screen,andthismysterioussentence:
Thepastisfinallyhere.
Meanwhi le , the in te rac t ionbetweengenerations is a thecoreofourcampaign. In order to achieve that, wethoughtitwasnecessarytobepresentinthe very streets of London. We arealready in touch with Uber which couldgrant us with a partnership. Inspired bystreet-marketing methods, we are tobuild a system enabling us to get to theconsumerinreallife.Ateamof10driverswill take the wheel of 2CVs, surprisingUber users with this very cute andpeculiar car. The passengers telling thedriver about their own experiences with2CVs will be ask to offer a testimony oftheirownadventureswithit.
D R W H O A D S
U B E R
P R I N T We won’t elaborate on our printcampaignasitrequiresalittlemoretimebeforeitisready,butinanutshellwewillaskpeopleonsocialnetworkstohelpourgraphic designer figure out what aGPS,amongotherdeviceswould look like if ithadbeeninventedinthe60s.Theidea istoenlistouraudienceby calling for theircreativity.Ourmottoforthiscampaignisthat the 2CV was just waiting for thetechnologytobebroughtbacktolife.
Finally, for the pinnacle of thecampaign,wewillunveil thenewto2CVattheLondonMotorShowof2017. Insteadofjust showing the car amongst others, weintendtocreateahugebuzzbyjustshowingaTardis in themiddle of the convention. Itwill take on the narrative of the TVcommercialwhereweleftitintheformofaVRmask thatvisitorswillbeabletotryon
once theyenter theTardis.As soonas theygetinandputonthemask,themachinewillturn into the real Tardis just arriving fromthe trip initiated in the commercial. Beforetheireyestheuserswillbetakentoanotherera, while an elevator will take them to abasement where the new 2CV will standimbuedwithmysteryandbeauty.Followusandwewon’tletbygonesstaybygones.
T H E B I G U N V E I L I N G
They will be interviewed and put on socialnetworks in nice videos with a cool music.
Theoldestwillberemindedoftheiryouthwhile the youngest, already verysensitive to this back-in-days vibe aregoing to feel attracted by thegreenness and faith in the futuretheirparentsusetohave.Plustheywill themselvesbeabletotryoutthe2CVasUberclients.
top related