new c-suv launch strategy
THE Situation
A major car manufacturer was launching a new entry to the C-SUV segment. They wanted to uncover the key messages and channels they should employ to approach an entirely new segment.
The approach
As this was an entirely new segment for the brand they had no past data of their own to rely on and little by way of extant data (e.g. NCBS) since this was a segment dominated by a single player.
The solution was a mixed qualitative/quantitative methodology that allowed us to profile potential buyers, as well as the key choice drivers, message and channel themes.
We devised a methodology starting with analysis of MOSAIC data, leading to a quantitative study, then four focus group discussions and six in-home ethnographic interviews.
the outcome
7th Sense created an end to end strategy incorporating approach, message and channels.
This was delivered as a multimedia presentation in two parts: we focussed on the needs of the launch as a whole and also the requirements of each of the client's comms agencies.
Conveniently, this meant the client was able to deliver a single presentation to all agencies. And we'd provided the evidence to unite all parties behind the direction of the launch - avoiding hunch-based debate! Each agency could also understand what other agencies were doing and hence get a better understanding of how they fitted into the whole.
The client recognised the launch as one of the best launch processes they had ever experienced.