A Rebranding Campaign
the possibilities
Mitsubishi REACH
...A better way to plug-in
Table of Contents 01
PROJECT INTRODUCTION 01.01 Campaign Introduction 01.02 The Electric Vehicle 01.03 About Mitsubishi
02
BRAND RESEARCH
03
BRAND DEVELOPMENT
04
05
02.01 Abstract 02.02 Conclusion 02.03 Assessing S.W.O.T. 02.04 Market Research 03.01 Mood Boards & Toolbox 03.02 Logo Development & Standards 03.03 Color Guide 03.04 Image & Texture Guide 03.05 Typography Guide 03.06 Media Assets Concepts DESIGN SOLUTIONS 04.01 Digital Campaign & Mobile App 04.02 Website & Social Media 04.03 Guerrilla & Interactive Marketing 04.04 Commercial 04.05 Print Applications 04.06 Promotional Assets REFERENCES 05.01 Campaign Conclusion 05.02 Image Sources 05.03 Works Cited
1.0
PROJECT INTRODUCTION 01.01 01.02 01.03
Campaign Introduction The Electric Vehicle About Mitsubishi
1 Project Introduction 02
01.01
Campaign Introduction
Mitsubishi has been in the electric vehicle (EV) market for some time but have stagnant with stiff competition from Nissan, Chevy, and Ford. This rebranding is to build awareness of their EV and the changes they have implemented to help cater to the U.S. market. Mitsubishi tries to be clever with their name of their EV, the i-MiEV; which stands for Mitsubishi innovative Electric Vehicle. The name is confusing and consumers won’t understand its meaning without prior knowledge. Another issue is the lack of range when compared to its competition. To counter this, a larger body and a battery that’s twice the size of its current model will help cater to U.S. market. To further differentiate itself, Mitsubishi will use its innovation of solar-cell paint for the body of the car to construct a unique selling proposition.
Project Introduction
01.01
1
03
1 Project Introduction 04
01.02
The Electric Vehicle There are some myths about electric vehicles that the everyday driver misinterpet. • “EVs don’t have enough range” On average, the U.S. driver commutes approximately 40 miles everyday (Sierra, 2014). • “My electric bill will skyrocket” Even with off-peak/nighttime rates, electric bills will rise but the cost to charge an EV driven at 15,000 miles and a gas car with average prices at $3.54 per gallon, savings on average could be around $1,400 (Sierra, 2014). With current cost of gasoline vs. egallon, refueling gasoline cost could be as much as 3 times as EVs (Lestikow, 2010). • “EVs will incease the production of more coal and nuclear power plants” The current infrastructure can handle an increase in EV drivers and ultility companies are adding renewable solar and wind energy (Sierra, 2014). • “EVs are too expensive” EV are higher priced than the average gas vehicle, but there are state and federal tax credits for the purchase of an EV. Also prices of EV have dropped compared to previous years (Sierra, 2014). • “EVs take too long to charge” The best time to charge is at home during the night, but current technologies have increased the rate of charge to 30mins at 80% capacity (Sierra, 2014).
About Mitsubishi Mitsubishi’s long history in the automotive industry that has lead to various innovations. Mitsubishi Shipping Co. first participated in the automotive industry when it introduced that Mitsubishi Model A in 1971 (Mitsubishi, 2014). Continuing their stance on innovation, Mitsubishi introduced 150 Minica EV’s in 1971 as government and power comapny utility vehicles. The Minica EV ran on lead batteries but set the foundation towards progress in the Mitsubishi I series . To help build awareness of their EV to the U.S. market, Mitsubishi move thier manufacturing to Normal, Illinois. Continuing this trend of advancement, Mitsubishi introduces the new Mitsubishi Reach (O’Brian, 2014).
1 Project Introduction
01.03
05
02
BRAND RESEARCH 02.01 Abstract 02.02 Conclusion 02.03 Assessing S.W.O.T. 02.04 Market Research
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2 Brand Research 08
02.01
Abstract
Abstract Mitsubishi is a company that has been around since 1870 when it first got started as a shipping company. Over the decades, Mitsubishi has been expanding its portfolio to the changes in the economy, which has lead to the booming auto industry. Since the introduction of the combustion engine, many companies are striving for paradigm shifting innovations such as the all electric car. With companies like Nissan, Honda, and Ford with their own EV product line, Mitsubishi brings out its experience of innovation to electric cars and introduces the Mitsubishi i-MiEV.
2 Brand Research
02.01
A rebranding of the Mitsubishi i-MiEV to a less confusing name would help reintroduce their electric car. By changing the brand name, such as the Mitsubishi Reach, will help leave impression to the target audience. Another step would be to offer the benefits to all countries the EV is available in; such as the power box (only in Japan): a unit to plug any electric product that would be powered by the battery of the EV, a larger style body with the larger battery that’s offered in the redesigned U.S. model, and the solar-cell technology as a secondary recharging system. The next changes would be to overhaul the brand with a refreshed typeface, color palette, and imagery to differentiate the reintroduced Reach compared to the Nissan Leaf, Chevy Spark EV, and Ford Focus Electric. As Mitsubishi builds its awareness, eco-friendly consumers will be more educated on the available options of electric cars and won’t pass on the Mitsubishi Reach.
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2 Brand Research 10
02.02
Conclusion The electric vehicle is returning into the market as fossil fuel is slowly being depleted. There are other options such as hybrid cars but they are still dependent on gas. With so many options of electric cars, the Mitsubishi Reach has lots of competitors to overcome with it being ranked lower. The Mitsubishi Reach is best marketed towards current EV owners, commuters, and eco-friendly minded individuals from ages 25-55.
Conclusion With the Reach being a great urban/commuter vehicle, attracting consumers to the benefits such as the RISE (reinforced impact safety evolution) body frame, the optional power box, solar recharging, and range of 140 miles. By highlighting its value with multi media ads, it’ll build awareness to the Mitsubishi Reach and increase its market share in the U.S. market. These multimedia assets will utilize a unified style in conjunction with powerful copywriting to draw notice. The various changes to the design will invoke a balance of nature and innovation. The rebranding will alter how consumers perceive the new Mitsubishi Reach.
2 Brand Research
02.02
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2
02.03
Brand Research
S.W.O.T. With the waning popularity of the Mitsubishi i-MiEV, a rebranding is needed to compete with the likes of Nissan, Ford, and Chevy. Creating a SWOT reveals the brand’s shortcomings and what opportunies there are to increase its public image and brand value.
Strength •
RISE body design
•
Highest EPA efficiency @ 112 MPGe
•
Battery mounted to unibody frame,
•
Smallest battery
•
Lowest Horsepower
•
Longest charge time on 120v, comparable time on 240v
incased in steel
Opportunities •
SCiB battery tech for longer charge times
•
Use MiEV as emergency power supply
•
Solar-Cell tech for regenerative power
•
Redesigned body for larger battery and appeal to U.S. market
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Weakness
Threats •
Larger battery of competitors
•
Telematic systems such as Ford Sync, HondaLink EV
•
More powerful drive experience
CHEVY SPARK EV
RANGE
82
MPGe
119
FORD FOCUS EV
RANGE
76
MPGe
105
NISSAN LEAF
RANGE
84
MPGe
114
Mitsubishi i-MiEV
RANGE
62
Market Research Electric vehicles (EV) are slowly becoming more popular with the looming fossil fuel shortages. In 2005, the global crude oil rpduction topped at 74 millon barrels per day (mbpd) and has remained at this number since 2006 and will started to decline (Nedler, 2009). Consumers realize that there needs to be a change in lifestyle as energy prices escalate. With expereinced OEMs (orginal equipement manufactures) and startup companies flooding the auto industry with EV’s, consumers are left with many selections ranging from the Nissan Leaf, Ford Focus EV, Chevy Spark EV, Honda Fit EV, and the Mitsubishi i-MiEV. Mitsubishi has over 40 years expereince in the EV market from the introduction of the 1971 Minica EV for utility companies (Patterson, 2008). From past verisons of the iMiEV, the same issues come up from test drivers and reviews. The i-MiEV is small; tight quarters for passengers, shorter range than rival EVs, long charge-time, and sluggish acceleration (Edmunds, 2014). Offering the benefits of the i-MiEV and a redesign to the new Mitsubishi Reach will help speak to the SWOT of their EV.
2 Brand Research
02.04
MPGe
112
13
2
02.04
Brand Research
Market Research Mitsubishi Motors will utilize innovations from is various sister companies to create a contender in the EV market. To address the issues “weakness” in Mitsubishi’s EV, the redesign Reach will move from a subcompact/ minicar to the compact/midsize EV. The larger body will allow for more passenger room and a larger battery. The larger battery is paired with Mitsubishi’s new 60kW EV motor (previous motor at 49kW) that is reduced in size and allow for efficent cooling. The body of the EV is coated with Mitsubishi’s flexible solar-cells, making the surface of the EV a regenerative charging system with regenerative braking. These changes will address it’s weakness and threats but the brand needs to be overhauled to draw in the target audience of current and potential EV owners from ages 25-55. The rebranding will educate consumers of the Reach to draw in current EV owners and the new “look and feel” will create an allure to attract potential EV owners as well as differentiate itself from the competition. The design will be a marriage of nature and urban aesthics to create a unique image. NEW MITSUBISHI REACH
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RANGE
142
MPGe
202
Brand Research
2
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3.0
BRAND DEVELOPMENT 03.01 03.02 03.03 03.04 03.05 03.06
Moodboards & Toolbox Logo Development & Standards Color Guide Image & Texture Guide Typography Guide Media Assets Concepts
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3
03.01
Brand Development
Moodboards & Toolbox After researching what changes are needed for the brand, developing an overall new “look and feel” that expresses the idea behind the Reach was next The central idea was to have a marriage of nature and technology with enough contrast that creates interest. Eco-friendly transportation is about green energy but how can that be conveyed? The choice of adjectives chosen to represent the Reach were energetic, vitalize, and vibrant. Those words invoke a sense of feelings that’s missing from the brand. There were a series of different mood boards that were developed for the Reach. Each mood board exhibits the color palette, imagery, and typography would best facilitate the descriptive words for the Reach.
Kannada MN: Header Helvetica Neue: Body Biko: Tagline
Energetic
vitalize
vibrant
Kannada MN: Header Helvetica Neue: Body
Kannada MN: Header
Biko: Tagline
Vibrant
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energetic
Helvetica Neue: Body Biko: Tagline
vitalize energetic
Vitalize
vibrant
Moodboards & Toolbox Primary Brand Colors Pantone 185 C C 0 M 100 Y 81 K 11 R 228 G 0 Primary Brand B 43Colors
Pantone 375 C C 46 M 0 Y 90 K 0 R 151
Pantone 185 C Pantone 375 C Secondary Brand Colors C 0 Pantone 318 C M 100 C 40 Y 81 0 M K 11 RY228 14 G 0 K 0 R 136 B 43
G 215 B 0
C 46 Pantone 2736 C M 0 C 97 Y 90 95 M K 0 R 151
Y 0 G 215 R 30 B 0K 0 219 Secondary Brand ColorsG 34 G B 170 B 223 Pantone 2736 C Pantone 318 C
Pantone 1375 C C 0 M 38 Y 89 K 0 R 255 G 158 B 27
Pantone 1375 C C 0 Pantone 2592 C M 38 C 58 Y 89 90 M K 0 R 255 G 158 B 27 R 155
Y 0 K 0
G 38 B 2592 182 C Pantone
C 40 C 97 C 58 0 M 95 M 90 Kannada MN Y 14 Y 0 Y 0 "Neque porro quisquam consectetur, adipisci velit..." K 0 est qui dolorem K quia R 30 ipsum 0 dolor sit Ramet, K 0 155 R 136 G 34 Helvetica G 38 G 219 Neue 170 "Neque porro quisquam est quiB dolorem ipsum quia dolorBsit182 amet, consectetur, adipisci velit..." B 223
Type Face M
A creation of a toolbox also helps create a specific style of the Reach. The typeface, color palette, imagery, and textures help build on the overall design and essence of the brand. The concept is to help find ways to create a lasting impression on viewers. With these tools, a specific style can be applied to various aspects of the brand’s media assets. These style guides and tools will help create a unified look and help differentiate it from the competition.
3 Brand Development
03.01
Type Face Biko
"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..." Kannada MN "Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."
Helvetica Neue Textures
"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."
Biko
"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..."
Textures
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3 Brand Development 20
03.02
Logo Development The current logo fails to leave an impression as a memorable icon. The strange bean shape with the “i” doesn’t associate well with the benefits of the EV. Changing the brand name to the Mitsubishi Reach needs to be reflected in the brand logo so a redesign process was the next step. The design process started by using the “R” in the brand name as a statement. Because of the nature of the brand, a more natural and fluid representation of the “R” reflects the aspects of the Reach. Various geometric shapes were tested to marry with the “R” emblem and the circle became the ideal shape.
Original Logo
Redeisgn Process
Logo Developement Final Design
Logo Spacing
The final design of the Reach logo speaks to the essence of the brand. The circle pays a tribute to the orginal logo but also incorporates the benefit of solar energy. The placement and spacing for the logo is important to have a unified representation of the brand. The “H� from the name is reduced in size by 50% to be used as the spacer for how the logo is arranged. A tagline is also able to be placed in the logo but also needs to meet the same standards of arrangement.
3 Brand Development
03.02
a better way to plug-in
the possibilities
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3 Brand Development 22
03.02
Logo Usage When using the logo, there are rules that must be followed to make sure the design adheres to the “look and feel� of the rebranding. The logo can have a tagline included as long as it follows the spacing requirements. The red circle portion of the emblem can also be removed, using only the brand name if the situation requires it. When deciding on the color, various combinations using the specific color palette of the brand and shades of gray is approved. The color of the circle and tagline should alway be matching colors. The color of the brand name can not be part of the same color family as it may clash or blend. The use of a stroke will be 2pt and is only used when the circle is white or the brand name is white. Typeface for the brand name must remain Kannada MN as it meets the design standards for the brand image.
Acceptable Usage
the possibilities
the possibilities
a better way to plug-in
Unacceptable Usage
the possibilities
the possibilities
the possibilities
Logo Usage There are incorrect use of the logo and these are a few examples of what not to do. Starting from the top left, the logo is the correct color and size but the placement of the tagline and brand name doesn’t meet the standards for the logo. The logo below that meets the design and placement standards of the brand except the tagline does not match the orange circle’s color. The third logo meets thedesign standards except the typeface used is not Kannada MN. The grouping of loemblems and logos are display exmaples of incorrect use of color, size, placement, and shear. The next logo is meets all of the design standards of the logo except that the logo is placed on a background color. A background color is part of whichever media asset the logo is being used in so a background should never be placed.
3 Brand Development
03.02
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3 Brand Development 24
03.03
Color Palette
185 C
375 C
1375 C
2736 C
2592 C
318 C
C M Y K
0 100 81 11
46 0 90 0
0 38 89 0
97 95 0 0
58 90 0 0
40 0 14 0
R G B
228 0 43
151 215 0
255 158 27
30 34 170
155 38 182
136 219 223
PANTONE
HEX
#e4002b
#97d700
#ff9e1b
#1e22aa
#9b26b6
#88dbdf
WEB
#cc0033
#99cc00
#ff9933
#333399
#9933cc
#99cccc
Color Palette Color palette can also affect how viewers react and create an emotional connection. The i-MiEV focused on keeping the traditional red from Mitsubishi as the primary color. To help with the rebranding, the Reach will incorporate a series of colors to achieve various reactions. To continue the balanced solution of nature meets technology, a balance color palette of warm and cool colors was chosen. The selection of color also relates to their meaning and how viewers react to them. The red is slightly different compared to the original red used and pays homage to Mitsubishi and it’s history. The red also envokes a message or passion, power, and energy; which is one of the descriptive word for the “look and feel”. The green and orange relates to the meaning of nature and earth, tieing to the concept of the Reach. The two shades of blue are calming and vitalizing, which also tie back to the “look and feel”. The use of the purple has connections to a sense of royalty but
3 Brand Development
03.03
plays on union of a warm and cool color (Chapman, 2010).
After deciding the color choices, finding the right shade and how they all relate to each other was the next step. To continue with that idea of balance, a split complementary color theme was chosen but without the tension that complementary color themes could cause. Using the red as the starting point, the two complementary colors were shades of green and blues. Then with the green and blue color, selecting another set of split complementary from those revealed other colors that fit the color palette for the Reach. This color theory creates a harmony between each other while also providing great contrast (Newman, 2011).
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3 Brand Development 26
03.04
Imagery & Textures Selecting the correct imagery for the brand will help build on its new direction. The path that the Reach is striving for are images that invoke that sensibility of the joy of driving. People drive everyday from home to work or traversing across the country. Using images of bright colors that can be found in the dark and stale cities create a balance of cold and warm. If images include poeple, it should display the joys of driving to help viewer make a positive connection. Why not drive something that’s good for the planet but god for the soul.
Brand Development
03.04
3
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3
03.05
Brand Development
Typography Choosing the right typeface for a brand can affect how readers react to the content. The new typography is sligthly changed from the original typeface used. Helvetica Neue is still used as the main body of text since it’s balance in regards to visual weight. A sans serif typeface relates to playful, youthful, and easily readable (Puri, 2013). The change in typeface for headlines is changed to Kannada MN. This sans serif type continues the same reactions found in Heveltica but has enough variation that it doesn’t get lost in all the text. Biko is the typeface that’s chosen to continue the same direction that is desired from Kannada MN and Heveltica Neue. Biko still has a balanced weight like Hevelitca Neue but visually stimulating with the negative space. Guideline for Type: Font Size: varies on use Leading: 16pt - 18pt Tracking: 5 em
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Kannada MN : Headline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:14 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:16 pt Kannada MN : Headline (bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:14 pt
Helvetica Neue : Body
Biko : Taglines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:14 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:14 pt
Helvetica Neue : Body (medium)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:16 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:14 pt Helvetica Neue : Body (italic)
3 Brand Development
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Biko : Taglines (bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:12 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:14 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ” : / \ Font Size:14 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ; . , ? ! ": / \ Font Size:16 pt
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03.06
Brand Development
Media Assets Concepts All the design changes will be implemented in the various media assets for the brand. These assets will build brand awareness and differentiate itself from it’s past image and the competition. The media assets that will be put into practice will include electronic media: such as commercials, homepage, digital ads, and mobile apps, guerilla market: such as installations and billboards, social media: such as Facebook and Twitter, print media: such as posters, leaflets, and promotional gear. These are a few concepts for media assets for the installation to transform transit stops into physical ads, the billboards to update with possible amps from sunlight based on weather, and the redesigned homepage for the Reach.
Billboard prototype
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Physical Installation prototype
Website prototype
Digital Ad
Promotional merchandise
Mobile App prototype
Twitter prototype
These a few examples of the prototypes for the media assets that were brainstormed. The digital ad and mobile app is using the popularity of mobile devices to reach a larger demographic. The social media is to help connect like minded people about eco-friendly cars. The promotional merchandise continues to build brand awarness and loyalty. The web banner incorporates the aspect of the sun into a dynamic ad that changes based on weather conditions. These prototypes for media assets are to gauge the effectiveness to the brand.
3 Brand Development
03.06
Web Banner prototype Facebook prototype
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4.0
DESIGN SOLUTIONS 04.01 Digital Campaign & Mobile App 04.02 Website & Social Media 04.03 Guerilla & Interactive Marketing 04.04 Commercial 04.05 Print Applications 04.06 Promotional Assets
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4 Design Solutions 34
04.01 Digital Campaign This is a concept for a digital banner that could be used in mobile devices and web banners. The sun is represented like a battery. As the level of charge increases, the vehicle starts to spark and moves forward. When the sun reaches a full charge, the car zips forward fully energized.
Mobile App • Select “MENU” will pulling up navigation buttons • Select “red dot” to find more info on features • Arrows allow for viewing previous and next info.
HOME
MENU
HOME
FEATURES
MENU
WHY MITSUBISHI
WHY MITSUBISHI MY REACH
GALLERY
MY REACH
GALLERY
FEATURES
COMPARE
TRIM & SPECS
COMPARE
FIND A DEALER
ACCESSORIES
FIND A DEALER
TRIM & SPECS
FEATURES
HOME
MENU
32kWh lithium ion battery 10000 recharge cycles level 3 charging: 80% in 45mins home dock: fully charged in 6hrs 12amps: fully charged in 14hrs 8amps: fully charged in 22hrs
SHOPPING TOOLS
SHOPPING TOOLS
This mobile app will let consumers find out more info about the Mitsubishi REACH. The app will also connect to REACH owners’ car to allow for diagnostic and information about their own car. Consumers will be able to see the REACH’s USP compared to the competion. The app also lets users upload images/ videos of their own to the app which lets other app users view the content (content can be shared to popular social networks).
4 Design Solutions
04.01
• Select “MENU” will pulling up navigation buttons • Arrows allow for viewing previous and next info. • This will show your car’s current status
HOME
MENU
HOME
MY REACH
MENU
97% charging
HOME
MY REACH
MENU
97% charging fully charged in: 0h09m53s
WHY MITSUBISHI
WHY MITSUBISHI
MY REACH
GALLERY
DIAGNOSTICS
GALLERY
FEATURES
COMPARE
FEATURES
COMPARE
FIND A DEALER
ACCESSORIES
TRIM & SPECS
TRIM & SPECS
SHOPPING TOOLS
FIND A DEALER
avg. miles per charge: 142 avg. mpge: 239 miles driven: 3145 SYNC
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4 Design Solutions 36
04.02 Website & Social Media To build on that new stengths of the Mitsubishi Reach, a redesign of the homepage to build awareness of the capabilities of the new car. To create a dynamic experience, the homepage will scroll left to right with parallax scrolling, similar to how Google Maps street view allows viewers to virtually travel. The homepage will also utilize the environment as a variable on the experience using location services. The Reach will be in various color fills depending on the amount of sunlight available to represent the amount of charge can be absorbed with it’s solar-cell technology.
FILL OF COLOR REPRESENTS THE AMOUNT OF ENERGY TO GET CHARGED FROM PERCENTAGE OF AVAILABLE SUNLIGHT BASED ON WEATHER. REACH CAR ON WE
4 Design Solutions
THE SUN. ALSO REPRESENTS THE EBSITE WILL CHANGE ACCORDINGLY.
04.02 Website & Social Media
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4 Design Solutions 38
04.02 Website & Social Media These are a few examples of how the homepage would appear with actual images of the Reach. When the parallax scrolling is in effect, the Reach will move from one location to another while displaying information about it’s capabilities and advantages over the competition. The amount of sunlight will still be in effect during the parallax scrolling. This dynamic homepage lets viewers experience driving the Reach and how the environment can effect the electric vehicle.
The Reach facebook page will incorporate similar designs as the homepage. Images that have the same brand voice will be uploaded from Mitsubishi but also allow followers to upload their own images. On the Facebook page, it’ll include new information and answers to questions from consumers. The Facebook page will be a gateway site to connect people of similar interest to link the Reach’s various pages such as Twitter, Youtube, and it’s homepage.
4 Design Solutions
04.02 Website & Social Media
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4 Design Solutions 40
04.03 Guerrilla & Interactive Marketing Transits are used by hundreds of people everyday. Using a similar campaign model that Absolut Vodka did by transforming transit stops to promote safe transportation after a night of drinking. To appeal to the urban commuters, Mitsubishi will transform these public transits stops into the shape of the car with stenciled images on all sides. The back side has a digital display to relay information about the car and the front has a transparent display so info is displayed without unobstructed. The structure is made of the same RISE technology and the surface with the same solar-cell tech. There are electrical outlets to allow users to charge electronic devices while waiting and they can learn about the Reach and it’s USP over the competition.
Storyboard for Reach commercial
This is a storyboard how a commercial for the Mitsubishi Reach. The commercial will tell a story of how a driver has run out of gas. The Reach picks up the distressed driver to a gas station. As he pumps gas into the container, the Reach recharges as it travels and at the fill up station. The commercial ends as the Reach drops him off back at his car. The distressed traveler is relieved to have been helped and is surprised that the EV was able to travel so far. Other commercials can also have similar situations or displaying EV owners enjoying their vehicles on the road, going form one adventure to the next.
4 Design Solutions
04.04 Commercial
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4 Design Solutions 42
04.05 Print Applications Print is still used today in magazines, newspapers, leaflets, and large scale posters. Even though print isn’t the most popular choice, its inexpensive and still allows access to consumers who are less connected to the digital media. The print applications follows the same design sense that the brand is striving to achieve. The approved color palette and imagery that meets the required voice will allow viewers to received the same brand message in the various other media assets.
Print prototype
Print Media Asset
Another way to build brand awareness is to strengthen the brand loyalty. Handing out promotional merchandise to event attendees and loyaltist will create walking advertisments and broadcast the brand by word of mouth. These promotional assets not only reward our supporters but also help attract new and curious consumers about the brand.
4 Design Solutions
04.06 Promotional Assets
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5.0
CONCLUSION 05.01 05.02 05.03
Campaign Conclusion Images Sources Works Cited
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5 References 46
05.01
Camapign Conclusion All the design changes will be implemented in the various media assets for the brand. These assets will build brand awareness and differentiate itself from it’s past image and the competition. The media assets that will be put into practice will include electronic media: such as commercials, homepage, digital ads, and mobile apps, guerilla market: such as installations and billboards, social media: such as Facebook and Twitter, print media: such as posters, leaflets, and promotional gear. These are a few concepts for media assets for the installation to transform transit stops into physical ads, the billboards to update with possible amps from sunlight based on weather, and the redesigned homepage for the Reach.
5 References
05.01 Campaign Conclusion
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5 References 48
05.02 Image Sources All the design changes will be implemented in the various media assets for the brand. These assets will build brand awareness and differentiate itself from it’s past image and the competition. The media assets that will be put into practice will include electronic media: such as commercials, homepage, digital ads, and mobile apps, guerilla market: such as installations and billboards, social media: such as Facebook and Twitter, print media: such as posters, leaflets, and promotional gear. These are a few concepts for media assets for the installation to transform transit stops into physical ads, the billboards to update with possible amps from sunlight based on weather, and the redesigned homepage for the Reach.
All the design changes will be implemented in the various media assets for the brand. These assets will build brand awareness and differentiate itself from it’s past image and the competition. The media assets that will be put into practice will include electronic media: such as commercials, homepage, digital ads, and mobile apps, guerilla market: such as installations and billboards, social media: such as Facebook and Twitter, print media: such as posters, leaflets, and promotional gear. These are a few concepts for media assets for the installation to transform transit stops into physical ads, the billboards to update with possible amps from sunlight based on weather, and the redesigned homepage for the Reach.
5 References
05.03 Works Ctied
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