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#VOLVOSAFETYJACKET


VOLVO… THE SAFEST CARS ON THE ROAD... THE SAFEST CYCLISTS ON THE ROAD.’

#VOLVOSAFETYJACKET


CYCLING INDUSTRY • 1 IN 3 BRITISH PEOPLE CYCLE • LONDON: THE CYCLING CAPITAL OF THE UK 2014 • £122M INVESTED IN A FURTHER 8 CITIES IN THE UK TO MAKE SAFER FOR CYCLING • 2011 AND 2012: NUMBER OF CYCLISTS KILLED RISEN BY 10% • 2013: RECORD NUMBER OF CYCLIST DEATHS • LESS THAN 2 IN 5 CYCLISTS OWN A HELMET • 1 IN 3 BRITISH PEOPLE THINK IT’S TOO DANGEROUS TO CYCLE ON THE ROADS

#VOLVOSAFETYJACKET


CONSUMER GROUP • EXPANDING CONSUMER GROUP; DESIRABLE

LIFESTYLE • HIGH DISPOSABLE INCOME • MOVED TO COUNTRYSIDE FOR BETTER

QUALITY OF LIFE • STRONG LINK TO CITY FOR WORK &

LEISURE; COMMUTER • FAMILY VALUES • CULTURE, ARTS

RURAL VOGUE

• USE OF ONLINE AND TRADITIONAL MEDIA

(ONLINE SHOPPING, CATALOGUES)

#VOLVOSAFETYJACKET


CONSUMER PROFILE - COMMUTER CYCLIST • 25 YEAR OLD MAN • LIVES IN LONDON • RECENT UNIVERSITY GRADUATE; JUNIOR

GRAPHIC DESIGNER • LIVES WITH A FRIEND IN A RENTED TWO

BEDROOM FLAT • USES HIS BICYCLE TO CYCLE EVERYWHERE -

TAKES THE TUBE TO WORK • SHOPS ONLINE AT ASOS • SPENDS EVENINGS SOCIALISING WITH

FRIENDS • WEEKENDS ARE SPENT AT THE LATEST ART

OPENINGS AND EXHIBITIONS

#VOLVOSAFETYJACKET


CONSUMER PROFILE - RECREATIONAL CYCLIST • 35 YEAR OLD MAN • UNIVERSITY GRADUATE; BUSINESS OWNER

OF A CREATIVE AGENCY • LIVES IN GUILDFORD; DETACHED HOUSE • DAILY COMMUTE INTO LONDON ON THE

TRAIN • ENJOYS SPENDING HIS WEEKENDS

CYCLING ON THE NORTH DOWNS • SHOPS MAINLY ONLINE AND FROM

CATALOGUES - BRANDS INCLUDING JOULES AND HABITAT

#VOLVOSAFETYJACKET


CONSUMER PROFILE - COMPETITIVE CYCLIST • 38 YEAR OLD MAN • LIVES IN SOUTH WEST LONDON • MARRIED WITH TWO GROWN-UP CHILDREN • DETACHED HOUSE CLOSE TO THE CITY • WORKS AS A CONSULTANT WITH THE

CREATIVE INDUSTRY • HOUR BIKE RIDE BEFORE WORK EVERYDAY;

CYCLING IN COUNTRY AT WEEKENDS • SHOPS MAINLY ONLINE FOR CLOTHING

#VOLVOSAFETYJACKET


#VOLVOSAFETYJACKET DESIGN

COMMUTER CLASSIC TAILORED WEARABLE SMART CYCLE TO OFFICE TECHNICAL DESIGN FEATURES REFLECTIVE PANEL UNDER COLLAR

#VOLVOSAFETYJACKET


COMPETITIVE AERODYNAMIC STREAMLINED DESIGN AROUND THE CYCLIST TAPERED BACK WATERPROOF

#VOLVOSAFETYJACKET


WEEKENDER RELAX FIT CASUAL JACKET PERFECT FOR FAMILY DAYS OUT

#VOLVOSAFETYJACKET


PROPOSED FABRICS

REFLECTIVE FIBRES

AIRTEXMESH FABRIC WATERPROOFING 13 OZ PURE WOOL REFLECTIVE PANELS TECHNICAL OUTDOOR NYLON

#VOLVOSAFETYJACKET


COLOURBOARD

#VOLVOSAFETYJACKET


JACKET TECHNOLOGY - TECHNICAL FEATURES AUTO-INDICATION LIGHTS AUTO LIGHT (DARK SENSORS) ANTI COLLISION VOLVO GROUP TRACKER

#VOLVOSAFETYJACKET


#VOLVOSAFETYJACKET


JACKET TECHNOLOGY - INTERNAL STRUCTURE

Air bag technology

D30 armouring

#VOLVOSAFETYJACKET


COMPETITOR RESEARCH

STYLISH

RAPHA

HUEZ

WATERPROOF

TECHNICAL COATINGS

OLIVER SPENCER

REFLECTIVE FABRICS

#VOLVOSAFETYJACKET


PRICING STRUCTURE • PRIMARY RESEARCH • 60% WOULD PAY LESS THAN £100 FOR A CYCLING JACKET, WHILST 40% WOULD SPEND £100-£500

How much would you be willing to spend on the perfect cycling jacket? "

• COMPETITOR PRICING: WITHIN £100-£500 PRICE RANGE • PROPOSE A PRICE OF APPROXIMATELY £500 IN LINE WITH COMPETITORS

AVAILABLE FOR PURCHASE AT:

VOLVO DEALERSHIPS BIKEFIX, BOBBIN GLOBE STORES, BRICK LANE BIKES, BRIXTON CYCLES, CONDOR CYCLES, LOCK 7, MICYCLES, MOSQUITO BIKES, PUSH CYCLES, SARGENT & CO, TOKYO BIKES, TOKYO FIXED AND VELORUTION.

Less than £100

£100-£500

£500-£1000

£1000+

#VOLVOSAFETYJACKET


MARKETING STRATEGY

POP-UP INSTALLATION GUERILLA MARKETING VIDEO CAMPAIGN PRINT CAMPAIGN/PRESS RELEASE

#VOLVOSAFETYJACKET


MARKETING STRATEGY - POP UP • TARGETING COMMUTERS AT KEY STATION LOCATIONS • INTERACTIVE • 1 MINUTE EXPERIENCE • BIKE ON TRACK - CAN TRY ON JACKET AND EXPERIENCE FEATURES • SCREEN REPLICATE DIFFERENT ELEMENTS - 4 DIFFERENT SECTIONS • CAN BE ROLLED OUT TO SUBURBAN SHOPPING CENTRES AND VOLVO DEALERSHIPS • VICTORIA, KINGS CROSS AND WATERLOO STATIONS

#VOLVOSAFETYJACKET


GUERRILLA MARKETING

#VolvoSafetyJacket

• VOLVO CYCLISTS RIDING AROUND LONDON IN JACKETS • CUSTOMERS ENCOURAGED TO SPOT CYCLISTS - UPLOAD IMAGES WITH HASHTAG TO WIN PRIZES • VOLVO CUSTOMERS COULD BE GIVEN TO OPPORTUNITY TO JOIN - WILL TRY JACKET AND ENABLE FEEDBACK • INTERACTIVE CAMPAIGN - ENCOURAGES CUSTOMERS TO GET INVOLVED WITH BRAND

#VOLVOSAFETYJACKET


VIDEO CAMPAIGN SCENE 1

SCENE 2

SCENE 3

#VOLVOSAFETYJACKET


VIDEO CAMPAIGN

SCENE 4

SCENE 5

#VOLVOSAFETYJACKET


PRINT CAMPAIGN/ AND PRESS RELEASE:

A promotional fashion print campaign featuring upcoming Swedish Models Calle Strand and Linn Arvidsson, styled by Stylist Lars Fredrik Svedberg and shot by Photographer Johan Sandberg. The team has been chosen based on their relevance on the current international fashion scene but also based on their natural appearance (models) and Scandinavian aesthetics (Stylist and Photographer). Their previous work which goes well in line with the Scandinavian influenced creative direction chosen for the campaign The print campaign and the video campaign are to be aesthetically aligned.

#VOLVOSAFETYJACKET


Q&A

#VOLVOSAFETYJACKET


#VOLVOSAFETYJACKET TEAM Paula Garrido Arrechea | Anna Gawor | Rebecca Hickin | Ada Kallgren Jenny Merriman | Clair Napierski | Stef-Thomasina Ragald-Legend


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Page 22: Freedigitalphotos.net (2014) ‘Lonely Cyclist Biking Mountain Bike On Dusty Road’[Online Image]. Available at: http://www.freedigitalphotos.net/images/lonely-cyclist-biking-mountain-bike-on-dusty-road-photo-p254411 [Accessed 10th January 2015] Hamptons (n.d.) ‘The Chase, London, SW4’ [Online Image]. Available at: http://www.rightmove.co.uk/property-for-sale/property-46881946.html [Accessed 18th January 2015] Richard, A. (2012) ‘Dogs Home Alone All Day’ [Online Image]. Available at: https://www.petfinder.com/dogs/dog-care/dogs-homealone-all-day/147083304-dogs-home-alone-all-day-632x475/ [Accessed 24th January 2015] Wilson, D. (2010) ‘Autumnal view of Richmond Park cycle path, London, UK’ [Online Image]. Available at: http://www.panoramio.com/ photo/37053764 [Accessed 9th January 2015] Page 23: Arcteryx (2014) ‘Sebring 18 Backpack’ [Online Image]. Available at: http://arcteryx.com/product.aspx?language=EN&category=Packs&subcat=Daypacks&model=Sebring-18-Backpack [Accessed 18th January 2015] Shutterstock (2014) ‘Coffee cup and coffee beans’ [Online Image]. Available at: http://nypost.com/2014/04/27/coffee-price-set-to-rise-asharvests-decline-in-brazil/ [Accessed 18th January 2015] Stock Images (2013) ‘Train Ticket’ [Online Image]. Available at: https://edwarddawes.wordpress.com/tag/fare/ [Accessed 18th January 2015] Tony Kyriacou/Rex Features (2012) ‘Bauhaus Art as Life’ [Online Image]. Available at: http://www.theguardian.com/artanddesign/culture-blog/2012/may/02/bauhaus-exhibition-art-design-pioneer [Accessed 9th January 2015] View from The Shard (2012) ‘London Skyline’ [Online Image]. Available at: http://www.dailymail.co.uk/news/article-2228779/Do-lookview-dazzling-Londons-skyline-twinkles-incredible-photographs-taken-1-000ft-The-Shard.html [Accessed 9th January 2015] Page 24: Amsterdamized via photopin (2013) ‘Commuter’[Online Image]. Available at: http://moduobike.com/5-ways-to-improve-your-city-cycling/ [Accessed 7th February 2015] Page 26: Erwangueguen (n.d) Cycle Light [Online Image] Available at: http://www.erwangueguen.com/divers/velo/A76R8040.jpg [Accessed on 11/1/15] Flickr (n.d) Jacket with Lights [Online Image] Available at: https-//c1.staticflickr.com/3/2497/4193025434_080412f1b5 [Accessed on 26/11/14]


Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 4 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 5 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 18 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 53 Volvo (nd) ‘Car Headlight’[Online Image] Available at: http-//www.volvocars.com/uk/all-cars/all-new-volvo-xc90/pages/itsworththewait. aspx?gclid=CNz9pMSRjMMCFW3MtAodcW0A_w. [Accessed 11th January 2015] Volvo Online (n.d) ‘Logo’[Online Image] Available at: www.volvocars.com/uk/all-cars/all-new-volvo-xc90/pages/the-gallery.aspx 3 [Accessed on 11th January 2015] Page 27: Banana Republic (n.d) ‘Casual Blazer’[Online Image]. Available at:http://bananarepublic.gapcanada.ca/browse/product. do?pid=129042003&vid=1&locale=en_CA&kwid=1&sem=false&sdReferer=https://www.google.co.uk/ [Accessed 11th January 2015] Brit (n.d) ‘Indicator’[Online Image]. Available at: www.brit.co/zackees/ [Accessed 11th January 2015] Family Cycling Centre (2014) ‘Bicycle’[Online Image] Available at: Instagram.com/familycyclingcenter/ [Accessed on 11th January 2015] Fancy Things (2015) ‘Light Reflective TShirt’[Online Image]. Available at: http-//fancy.com/things/329008370671423297/Light-Reflective-T-Shirt-by-Dion-Lee [Accessed on 11th January 2015] IF Skadeförsäkringar (2014) ‘Mind Your Back Collection Jacka’ [Online Image]. Available at: http://www.if.se/web/se/om/samhallsengagemang/watch-your-back/pages/default.aspx [Accessed 10th January 2015] Luminapolis (n.d) ‘Box Light’[Online Image] Available at: http-//luminapolis.com/en/2010/01/james-turrell-projektions-meet-shakuhashi/. jpg [Accessed on 11th January 2015] Rapha (nd) ‘Button Detail’[Online Image]. Available at: http://www.rapha.cc/gb/en/shop-/category/categories [Accessed 1st November 2015] Tumblr (2015) ‘Bike’[Online Image]. Available at: https://www.tumblr.com/search/bike [Accessed 11th January 2015] Page 28: Ecouterre (n.d) ‘Cycle Jacket’[Online Image]. Available at: http-//www.ecouterre.com/wp-content/uploads/2011/03/vega-led-coat-3537x402 [Accessed on 26th November 2014] Tumblr (2015) ‘Bike’[Online Image]. Available at: https://www.tumblr.com/search/bike [Accessed 11th January 2015] Volvo (nd) ‘Intellisafe’ [Online Image]. Available at: http://www.volvocars.com/.../our-innovations/intellisafe [Accessed 1st February 2015] VOLVO


Page 36: Banana Republic (n.d) ‘Casual Blazer’[Online Image]. Available at:http://bananarepublic.gapcanada.ca/browse/product. do?pid=129042003&vid=1&locale=en_CA&kwid=1&sem=false&sdReferer=https://www.google.co.uk/ [Accessed 11th January 2015] Brit (n.d) ‘Indicator’[Online Image]. Available at: www.brit.co/zackees/ [Accessed 11th January 2015] Erwangueguen (n.d) ‘Cycle Light’[Online Image] Available at: http://www.erwangueguen.com/divers/velo/A76R8040.jpg [Accessed on 11th January 2015] Family Cycling Centre (2014) ‘Bicycle’[Online Image]. Available at: Instagram.com/familycyclingcenter/ [Accessed on 11th January 2015] Fancy Things (2015) ‘Light Reflective TShirt’[Online Image]. Available at: http-//fancy.com/things/329008370671423297/Light-Reflective-TShirt-by-Dion-Lee [Accessed on 11th January 2015] Flickr (n.d) ‘Jacket with Lights’[Online Image] Available at: https-//c1.staticflickr.com/3/2497/4193025434_080412f1b5 [Accessed on 26th November 14] IF Skadeförsäkringar (2014) ‘Mind Your Back Collection Jacka’ [Online Image]. Available at: http://www.if.se/web/se/om/samhallsengagemang/watch-your-back/pages/default.aspx [Accessed 10th January 2015] Luminapolis (n.d) ‘Box Light’[Online Image]. Available at: http-//luminapolis.com/en/2010/01/james-turrell-projektions-meet-shakuhashi/. jpg [Accessed on 11th January 2015] Rapha (nd) ‘Button Detail’[Online Image]. Available at: http://www.rapha.cc/gb/en/shop-/category/categories [Accessed 1st November 2015] Tumblr (2015) ‘Bike’[Online Image]. Available at: https://www.tumblr.com/search/bike [Accessed 11th January 2015] Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 4 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 5 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 18 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 53 Volvo (nd) ‘Car Headlight’[Online Image]. Available at: http-//www.volvocars.com/uk/all-cars/all-new-volvo-xc90/pages/itsworththewait. aspx?gclid=CNz9pMSRjMMCFW3MtAodcW0A_w. [Accessed 11th January 2015] Volvo Online (n.d) ‘Logo’[Online Image]. Available at: www.volvocars.com/uk/all-cars/all-new-volvo-xc90/pages/the-gallery.aspx 3 [Accessed on 11th January 2015] Page 37: Luminapolis (n.d) ‘Box Light’[Online Image] Available at: http-//luminapolis.com/en/2010/01/james-turrell-projektions-meet-shakuhashi/.jpg [Accessed on 11th January 2015] Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 11 Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 18 VOLVO


Volvo (n.d) Taken from: Volvo Car Group: Brand Identity Guidelines, page 34 Page 46-47: Dashing Tweed (n.d) ‘Dashing Tweed Coat’[Online Image]. Available at: http://www.dashingtweeds.co.uk/company-info/about-us/ [Accessed on 30th January 2015] Etsy (n.d) ‘Eco PUL’[Online Image]. Available at: https-//www.etsy.com/uk/listing/203677456/eco-pul-polyurethane-laminate-fabric?utm_ source=google&utm_medium=product_listing_promoted_en_gb&utm_campaign=supplies-low&gclid=CISL54LQwMMCFW7MtAodATsAhw [Accessed 2nd February 15] Google (n.d) ‘Reflevtive Fabric Swatch’[Online Image]. Available at: https://www.google.co.uk/search?q=reflective+fabric+swatch&safe=active&es_sm=91&source=lnms&tbm=isch&sa=X&ei=LKbLVOGzH4LoaPaKgEg&ved=0CAgQ_AUoAQ&biw=1102&bih=662 [Accessed on 30th January 2015] Kreinik (n.d) ‘Reflective Yarn’[Online Image] Available at: http://www.kreinik.com/shops/Reflective-Yarn-SKU174641.html [Accessed on 30th January 2015] Merriman, J. (2015) ‘Dashing Tweed Swatches’[Photograph]. Taken 7th February 2015 Orro Bikes (n.d) ‘Fabric Samples’[Online Image]. Available at: https://s-media-cache-ak0.pinimg.com/originals/4d/c5/fa/4dc5fa906aa347e103acfd31a9c48cdf.jpg [Accessed 30th January 2015] Pinterest (n.d) ‘Reflective Yarn’[Online Image]. Available at: https://s-media-cache-ak0.pinimg.com/originals/5f/8d/e5/5f8de5ed6a8c4b0c95a1300d4d08389b.jpg [Accessed on 30th January 2015] Scot Web (n.d) ‘Tweed’[Online Image]. Available at: http-//www.scotweb.co.uk/tartan/Bowhill-Unpatterned-Grey/290433 [Accessed 29th January 2015] Page 48: Alibaba (n.d) ‘Reflective Spandex’[Online Image]. Available at: http://www.alibaba.com/product-detail/Reflective-Spandex-Fabric-Reflective-Stretch-Fabric_1497866004/showimage.html [Accessed 4th February 2015] Amazon (n.d.) ‘Scotchlite Reflective Fabric’ [Online Image]. Availabe at: http://www.amazon.co.uk/Reflective-Scotchlite-Retro-Reflective-Material-Visibility/dp/B00EED01L2/ref=sr_1_1?ie=UTF8&qid=1420995323&sr=8-1&keywords=3m+reflective+fabric [Accessed 20th January 2015] Global Sources (n.d) ‘Reflective Jacket’[Online Image]. Available at: http://v-can.manufacturer.globalsources.com/si/6008848129238/ pdtl/Stretch-fabric/1087497737/High-elastic-Silver-Reflective-Fabric.htm [Accessed 4th February 2015] Google (n.d) ‘Reflevtive Fabric Swatch’[Online Image]. Available at: https://www.google.co.uk/search?q=reflective+fabric+swatch&safe=active&es_sm=91&source=lnms&tbm=isch&sa=X&ei=LKbLVOGzH4LoaPaKgEg&ved=0CAgQ_AUoAQ&biw=1102&bih=662 [Accessed on 30th January 2015] UK Fabrics Online. (a) (n.d.) ‘Airtex Mesh Fabric’[Online Image]. Available at: http://ukfabricsonline.com/airtex-mesh-fabric [Accessed 1st February 2015]


Page 49: UK Fabrics Online (b) (n.d) ‘Grey Lightweight Water Resistant Outdoor Nylon’[Online Image] http://ukfabricsonline.com/sports-fabric/ grey-lightweight-water-resistant-outdoor-nylon [Accessed 4nd February 2015] Page 52: Adafruit (n.d.) ‘FLORA 9-DOF Accelerometer/Gyroscope/Magnetometer - LSM9DS0 - v1.0.’ [Online Image]. Available at: https://www. adafruit.com/product/2020 [Accessed 27th December 2014] EL Wirecraft (n.d.) ‘EL Panel 5 x 8’[Online Image] Available at: http://elwirecraft.co.uk/el-products/el-panel-categories/el-panel-5cm-x8cm/ [Accessed 20 December 2014] Visijax Jacket (n.d.) ‘Commuter Jacket’[Online Image]. Available at: http://www.visijax.com/products/commuter-jacket [Accessed 9th January 2015] Visijax Jacket (n.d.) ‘iMass™ Turn Indicator System’[Online Image]. Available at: http://www.visijax.com/products/commuter-jacket [Accessed 9th January Page 53: Adafruit (n.d.) ‘EL wire welted piping starter pack - Aqua - 5 meters’ [Online Image]. Available at: https://www.adafruit.com/products/676 [Accessed 24th January 2015] ELWirecraft (n.d.) ‘Sewable EL Wire – Easy Sew Tag @ £3.50 per metre’[Online Image]. Available at: http://elwirecraft.co.uk/el-products/el-wire/sewable-el-wire-tron-glow-wire-easy-sew-tag-strip-3-50-a-metre/ [Accessed 24th January 2015] Pimoroni Shop((n.d.) ‘Adafruit Digital light / luminosity / lux sensor’ [Online Image]. Available at: http://shop.pimoroni.com/products/ adafruit-digital-light-sensor [Accessed 22nd January 2015] Page 54: ProtoPic (n.d.) ‘LilyPad Buzzer’[Online Image]. Available at: http://proto-pic.co.uk/lilypad-buzzer/ [Accessed 29th January 2015] Volvo (n.d.) ‘Volvo connected cycle helmet system 2’[Online Image]. Available at: http://www.dezeen.com/2014/12/23/volvo-connected-helmet-warns-cyclists-car-collisions/ [Accessed 29th January 2015] Volvo (n.d.) ‘Volvo connected cycle helmet system 4’[Online Image]. Available at: http://www.dezeen.com/2014/12/23/volvo-connected-helmet-warns-cyclists-car-collisions/ [Accessed 29th January 2015] Volvo (n.d.) ‘Volvo connected cycle helmet system 1’[Online Image]. Available at: http://www.dezeen.com/2014/12/23/volvo-connected-helmet-warns-cyclists-car-collisions/ [Accessed 29th January 2015] Volvo (n.d.) ‘Volvo connected cycle helmet system 3’[Online Image]. Available at: http://www.dezeen.com/2014/12/23/volvo-connected-helmet-warns-cyclists-car-collisions/ [Accessed 29th January 2015]


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Team 1 volvo pitch  
Team 1 volvo pitch