Purple Team Brief C Solution

DASH

#TEAMPURPLE #DASHTAG

YOUR FUTURE – YOUR CAR

2/ AUTO The Ask

Drive awareness of the new Dash automobile with Millennials 18-24

3/ AUTO The Millennial Audience

What they Love Tech devices. Always connected Convenience Peer approval Socially responsible brands Personalized experiences

What they Hate Inauthenticity Their financial situation Responsibility and commitment

4/ AUTO The Challenge

Change the perception amongst Millennials that they don’t need a car Leverage the unique features of the Dash to demonstrate value to Millennials

5/ AUTO The Automotive Landscape

Collectivity targeting, not individuality

6/ AUTO The Way In

The first connection to Millennials will be made through the ultimate personalized

experience

7/ AUTO Introducing the DASH

8/

Geo-targeted “Near Urban” regions

Dynamic OOH Ads SMS / Tweet

App Download

Still waiting? Need a lift?

Text “Dash”

for a free ride

Initiating the Experience

9/ Engaging Millennials

Pickup Tracking

In-app Booking

Personalized Experience

Social Login

10/

11/ Engaging Millennials

Social Login

Dash

Dash Car Experience m.dashcarapp.com Download the DashCar App and customize your driving experience today! Android App Download

All New Dash Car Experience

Paid Web Search (site links, app

extensions, click-to-call)

App Store Optimization

(app listing, burst download campaign)

Ad Retargeting (Facebook

targeting, GDN, etc.)

12/ AUTO Media Connections Plan

Phase 1 Phase 3 Final Phase

•  Disruptive OOH

•  Geo-Fenced Mobile

•  Twitter

•  Text Messaging

•  App Promotion

•  Sweepstakes Content Creation

Phase 2

•  Test Drive

•  Social Sharing

•  Mobile Search

•  Video Seeding

•  Promoted Tweets

•  Facebook Ads

•  Retargeting

•  Cost Calculator

•  Book a Test Drive

•  Schedule an Appointment with a Dealership

Awareness Purchase Consideration

13/ AUTO Disruptive OOH

14/ AUTO Digital Media

Surround the target audience in their native environments ⁄  Research: SEM and Mobile

SEM ⁄  Experiential & Lifestyle Sites ⁄  CRM Sales Leads

15/

Qualitative: Positive online and social sentiment from the Dash car-buying experience Quantitative: ⁄  Text / Tweet Requests ⁄  App Downloads ⁄  CRM Sales Leads

AUTO Success & Measurement

Purple Team

Marketing Creative Development

John: traditional /

social

Cindy / Lizzy: display

Alice / Ben:

search

John: UI / UX

Matt: tech innovation

Vishnu: web / mobile

front-end

17/

Text Here to Test Drive It Now

802-585-2112

Try It Now

THANK YOU YOUR FUTURE – YOUR CAR

19/ Budget Allocation