The Brief: Launching the car across different geographies while appealing to local needs and sensibilities.
Our Approach:
We understood what a vehicle means at a basic, emotional level and extracted needs, features etc. that drive car preference.
The Insight & Solution:
We discovered that in more affluent cultures, the image associations with the car is limited even though it signifies some progress. Hence, there is a need for strong rational delivery to justify the purchase.
In less affluent cultures, the car reflects peoples ambitions and future possibilities. Hence, practical/rational values can be downplayed to help the brand symbolise status and emotions.
Based on these distinct cultural outlooks we crafted different brand narratives to reflect customers needs and aspirations in each market.