Client: Nutcase Moto Team: Conor and the Nuts 1
Jun 14, 2015
Client: Nutcase Moto
Team: Conor and the Nuts
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Table of Contents
Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5
Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7
Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-9
Pen Portrait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Executions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-18
Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19-20
Conor and the Nuts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Forward
Nutcase stands for self-expression, individualism, and love of craft.
The brand, as it stands, is not product-centric, it’s people-centric.
Because nutcase cares more about interacting with consumers than just
selling to them, they have built a culture of inclusiveness and community
through individual expression.
American moto riders are an underappreciated market that has been
quietly growing since the 1960s. This market has never been targeted
directly by larger helmet brands, and as a result, their style has evolved
PEVKIP]�MRHITIRHIRX�SJ�QEVOIXMRK�IƂSVXW
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Current Market
When assessing the current american moped/scooter market we found that three major cultures exist:
1. Transportation orientated riders bought their scooters with a goal of
saving money and practical riding. They are most heavily concerned with
safety and practicality. Style may factor into their judgement, but it will
always be secondary to safety.
2. Fad riders buy scooters because they look cool. This audience is very
style driven and often mimics european aesthetics. We believe that they are
a small demographic that is prone to losing interest in riding, and
eventually
WIPP�XLIMV�WGSSXIVW�XS�JYRH�E�RI[�JEH��FIGEYWI�XLI]�LEZI�PMƃPI�VITVIWIRXEXMSR� on social media and are not often seen on the streets.
3. Alternative VMHIVW�EVI�E�L]FVMH�SJ�����W�IYVSTIER�QSHW�ERH�VSſIVW�who’s style immigrated to America during the “British Invasion.” They
typically split into two crowds: metal and plastic riders. The metal scooter
riders are usually older (however the metal style also draws younger riders)
and largely leaders of the alternative aesthetic, combining mod’s scooters
[MXL�VSſIVşW�WX]PI.�4PEWXMG�WGSSXIV�VMHIVW�EVI�]SYRKIV�ERH�ZIV]�QYGL� welcome in the metal circles, however they not often credited as leading
cultural development.
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Primary Audience
Alternative riders are by far the largest stateside demographic. They
consider their scooter clubs to be more like brotherhoods, and because of
XLIMV�EƃEGLQIRX�XS�XLI�LSFF]�XLI]�VITVIWIRX�E�long-term, sustainable,
investment for the Nutcase brand. Their appreciation of individual style
and detachment from the safety argument (made by most helmet
companies) produces an opportunity for Nutcase to genuinely connect with
an otherwise isolationist market.
Online, the alternative rider culture is held intact by local web forums.
Alternative riders do not purchase their scooters, parts, or equipment in
stores, they will use stories to demo helmets they may want to buy, but
largely view the internet as a resource to locate rare scooter parts and cheap
deals on gear.
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Situation Analysis
Direct Competition
DaVida
Made in England, DaVida produces the highest quality luxury open face
QSXSVG]GPI�LIPQIXW��8LIMV�TVSHYGX�EƃVEGXW�SYV�XEVKIX�EYHMIRGI�FIGEYWI� their “open face helmets capture the spirit of motorcycling: adventure and
freedom”. We consider DaVida to be our biggest competitor, as their
products feature safety as well as visual appeal. The price range of their
motorcycle helmets are: US$289.00 - US$387.60 (Currency converted from
Euro). It is important to note that these are expensive helmets that don’t
directly target our audience. These are great helmets, but they do not hold
the values that Nutcase Moto will communicate.
MOMO
1313�[EW�JSYRHIH�F]�VEGMRK�HVMZIV�+MEQTMIVS�1SVIƃM�MR�XLI�����W��ERH�MW� headquartered in Monza, Italy. The brand is well known by our target
audience not only because it is an Italian brand but also because it follows
the European design standards. As well as motorcycle and ski helmets,
MOMO also designs for clothing, watches, pens, bags, shoes and eyewear. This brand does not represent our target audience, but its biggest strength is
the fact that they communicate their products using “the safety argument,”
and their traditional style is iconic. The price range of their motorcycle
helmets are: US$163.19 - US$285.59 (Currency converted from Euro).
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Situation Analysis
SDesign
Funky
Unique
Self expression
Distinctive
Function
Shape
Customer Engagement
Social Media
User Generated Content
Brand Loyalty
Trust Worthy
Price
Inclusiveness
Meets Audiences Expectations
Follows European Style
Visually Focused Products
WStyle
Too Crazy
� 1MKLX�2SX�%ƃVEGX�7SQI�-RHMZMHYEPW� Only One Shape
Safety
Adequacy
Niche Market
Constrained
Monotonous
New Company Targeting Old School Audience
OSocial Media
Youtube
Forums
Tumblr
Niche Market
� 7TIGMŽG�(IQSKVETLMG� � )EW]�XS�6IŽRI Small Markets can be Targeted Directly
Easy to Reach
Personal Connection
Women
Might like the style
Endorsements
� )EWMP]�-RžYIRGI�2MGLI�1EVOIXW� Gain Validation
Our Target Audience Appreciates Visually Focused Products
TTechnology
One Shape of Helmet
Limited Features
Safety
Competitors
Target Audience Doesn’t like Helmets
Audience Rejection
Negative Reputation
Audience Needs Safety for Active Life
Pictures of Broken Helmets Online
Fail to Start Brand
� 7XYſ�;MXL�&EH�46�ERH�-QEKI Loss of Money
Rejection from Current Customers
0Eſ�SJ�&VERH�-HIRXMX] Can’t Communicate Safety
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Primary Research
For our primary research we conducted interviews with scooter store
owners and members of various scooter clubs. Through these individuals
[I�KEMRIH�E�HIIT�YRHIVWXERHMRK�SJ�XLI�EPXIVREXMZI�WGSSXIV�GYPXYVI��8LI�ŽVWX� group that we interviewed were two employees at a shop in downtown
Eugene called Wheel Works. Some of our insights from this interview are
-Knowledge about the purchasing processes of a moto helmet
-The most important values while purchasing a moto helmet are
(1) Price, (2) Safety, (3) Comfort (4) Style
-The “price” consideration is easily put down by the store vendors
� �8LI�WTIGMŽGEXMSRW�SJ�LIPQIXW�SR�XLI�QEVOIX�-General knowledge about the scooter industry
Another major contributor to our research was a local Eugene resident
named Lee. Lee has been riding scooters for over 30 years. Some of the
insights we gained from this interview are
- A deep knowledge of the scooter alternative culture and its history
-The subculture is broken down into the Metal generation, Plastic
generation, and Fad culutre.
-These riders do not like wearing helmets
Research
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Primary Research
We participated in a the Top Dead Scooter Club’s local event and, through
the use of observational methodologies, we had the chance to identify key
factors that enforced our theories and met our hypothetical expectations. It
is important to cite that we had limitations to approach subjects since none
SJ�XLI�XIEQ�QIQFIVW�LEH�E�WGSSXIV��)ZIR�WS��[I�EVI�GSRŽHIRX�XLEX�SYV�EƀVQEXMSRW�EVI�GSVVIGX��;I�GSRGPYHIH�XLEX�
-Our audience is divided by Metal Generation, Plastic Generation,
and Fad culture.
-These groups are not excluding of each other.
-Scooter riders that are Metal or Plastic welcome anyone who has a
scooter.
Secondary Research
The purpose of our secondary research was to provide insights on how
the motorcycle and scooter market functions.
An industry report of motorcycle dealers
*Used for overall market standpoint
*Economics of the industry
*How does this information impact our product?
Information about the state of the scooter industry
*Use for overall market standing
*How the state of the economy will impact our product
Columbia Sportswear sales report
*Information about the market
*How are sales for these kinds of products
Reasearch
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Audience
Meet Bjorn
&NSVR�MW�E����]IEV�SPH�FEHEWW��,I�LEW�E�VSſMR�FIEVH�ERH�PSZIW�HVEJX�FIIV�� Some may say he has a bit of a Peter Pan complex. While he never had kids
SJ�LMW�S[R��LI�PSZIW�GLMPHVIR��,MW�RMIGIW�ERH�RITLI[W�EƂIGXMSREXIP]�refer to him as their cool uncle. With his extra time, Bjorn began searching
for a project to work on. He was initially interested in cars and
motorcycles, but felt they required too much heavy lifting and money. Then
he discovered scooters. Scooters were something fun and new, and he could
get his hands dirty fast. Not being very tech savvy he started researching
information about scooter repairs and discovered a forum run by the local
scooter club. Through these forums Bjorn became an active member of his
WGSSXIV�GSQQYRMX]��&NSVR�UYMſP]�PIEVRIH�XLEX�XLMW scooter subculture is a
TIVJIGX�ŽX�JSV�LMW�TIVWSREPMX]��%PP�SJ�XLI�VMHIVW�EVI�[IPGSQMRK�ERH�XLI�GSR-
versation never dies, because they can all share an interest in riding. Bjorn
can be friends with anyone who has a scooter.
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Creative Brief
Creative Brief
&EſKVSYRH 2YXGEWI�HIWMKRs�LIPQIXW�XLEX�PIX�XLI�GYWXSQIV�WLS[�SƂ�XLIMV�TIVWSREPMX]8LI]�QEOI�LIPQIXW�JSV�FMOI��WOEXI��WRS[FSEVH��WOM��[MRHWYVŽRK�[EXIVW-
ports, and are introducing a new moto line.
Problem
The scootering community have never heard of Nutcase, therefore we need
XS�ŽKYVI�SYX�E�[E]�XS�WTIEO�KIRYMRIP]�[MXL�XLI�EPXIVREXMZI�WGSSXIV�GSQQY-
nity.
Objective
Position Nutcase Moto as a brand that understands, represents, and is a
part of the scootering community alternative culture.
Promise
We will complement your passion and enhance your experience.
Single Most Important Thought
Complement your craft, communicate your passion, and ride for fun.
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Dress for the Occasion
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Love it or Leave it
Nutcase Moto is still a part of the Nutcase brand, but the alternative
WGSSXIV�GYPXYVI�HIŽIW�X]TMGEP�WSGMEP�WXERHEVHW��%PXIVREXMZI�VMHIVW�EVI�WXIEH-fast in their support of companies that they identify with, but if Nutcase
is unable to relate and speak in their language, there is no use targeting
these people.
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Brand Launch
The Maiden Voyage: Alternative scooter culture revolves around riding
ERH�[VIRGLMRK��6MHMRK�MW�E�TL]WMGEP���WSGMEP�IZIRX��ERH�[VIRGLMRK�YW�E�QSVI�personal activity. However, wrenching becomes social online, where scooter
riders will share their projects on forums and gush over vicariously shared
creativity.
Key insight: Physically riding togeather is a form of bonding for strangers in
scooter culture.
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Cultural Partnership
Exquisite Corpse: Along the maiden voyage, Nutcase will start a project
SJ�XLIMV�S[R��%W�2YXGEWI�VMHIW�XLVSYKL�XS[RW�[MXL�WGSSXIV�GPYFW��[IşPP�TMſ�up parts and build out own custom scooter. Symbolically tying Nutcase to
each club, and taking a piece of their culture with us.
Key insight: If you own a scooter, you’re part of the family.
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Sharing the Story
Traditional Media: %PXIVREXMZI�VMHIVW�GSRWYQI�ZIV]�PMƃPI�TST�-RXIVRIX��-RWXEKVEQ�MW�SJXIR�YWIH�F]�TPEWXMG�VMHIVW��FYX�ER�IƂIGXMZI�TLSXSLSWX�[LIR�sharing to forums and facebook.
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Leading the Culture
Nutcase Leadership in Media: Scooter forums are strictly local, and
REXMSREP�SVKERM^EXMSR�JSV�IZIRXW�ERH�GSQQYRMGEXMSR�MW�HMƀGYPX��VIUYMVMRK�coordination through multiple social media. By aggregating this content,
Nutcase can connect the alternative riders to each other, proving their
worth to the community, and providing a format for both riders and
Nutcase to share content.
Key Insight: The most popular scooter social medium is web forums.
Key Insight: The most popular forum pages are personal automotive
projects.
Key Insight: Scooter riders love to connect with each other, and use
scooters to do so.
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Futurama
Mobile Forums: Nutcase online expands into smartphones.
Scooter Across America
Miles Traveled: 7,895
50 Days
45 mph average riding
average gallon of gas: $3.56
Start Ride: July 15, 2014
End Ride: September 2, 2014
Cities in order:
PDX
SF
LA
AUSTIN
NASHVILLE
DC
NYC
BOSTON
COLUMBUS
CHICAGO
DENVER
SEATTLE
PDX
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Media Plan
Media Plan Budget:
Total is $20,000
���������*SSH��������HE] ���������,SXIPW�������HE] $1,000 - Bike
$4,000 - Bike Parts
$1,000 - Gas
$70 - Helmet
$1,500 - Rider Stipend
Total: $15,000
Associated Costs:
$1,000 - Application
$2,000 - Website
���������-RWYVERGI��IZIRX�ZILMGPI �
TOTAL COST: $20,070
Return Party: $2,000Launch party for productsImagine him literally pulling up at 7:00 pm as the party is starting
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Media Plan
Lexy Rollinger
Account Executive
4Eƃ]�1SHHIPQSKMedia Planner
Daniel Caldas
Strategist
Conor Mcgough
Strategist
2EXI�/VMWXSƂCreative
Cameron Twombly
Creative
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Conor and the Nuts