Transformational concept 1: Bargain bin
Using an emotional arguement for convincing the target group. By:
- Feels better than people who are consuming a lot (capitalists) (persona can recognize herself)
- Showing the ease and comfort that you create for yourself, when you choose differently
- Metaphore for the choice of: draining a commodity till the last drop or choose to be a prospector
Transformational concept 2: Fear for you child's future
"A society grows great when old men plant trees whose shade they know they shall never sit in."
Using an emotional arguement for convincing the target group. By:
- adressing an important concern (benefit) for the target group: their offspring
- the orginizational characteristic (nature) of planning ahead > reliability
- convincing that nothing changes from their daily routine > bringing son to sports
(90% of the daily drives are less than 60km, battery holds up for 150km and charges to 80% within 30
minutes)
- express safety features of the car ( > targets characteristic (nature) as well)
Benefit to add: Adress the Single life > ' Makes you look good' > raises confidence in physical appearal
Informational concept 3: Bird metaphore
Listing the benefits - target learns and accepts by feeling emotionally adressed (adressed at target, see 'target group')
To make the informational add feel less boring and less of a list, a metaphorical direction is taken.
The main benefits that have to be learned are:
- showing nature > environmental consious feel
- beauty & elegance
- safety & trust > responsability for offspring
- freedom & mobility > independance & controle
- consious & aware > setting an example
- cute :P
