Suzuki Remix Campaign Pitch

JEFF K. JESSE HG. ERIC N.

The Partners

Jeff Kennie– Creative Director/Art Director

Jesse Hornstein-Goldberg– Copywriter/Account Manager

Eric Neal– Intern

The Partners

Jeff Kennie– Creative Director/Art Director

Jesse Hornstein-Goldberg– Copywriter/Account Manager

Eric Neal– Art Director/Media Planner

How we’re different

An advertising agency is only as strong as the ideas that come out of it. Pulse breathes life into new campaigns. We bring the strengths out of a product through new and exciting mediums.

Our projects gain momentum as they move ever forward.

Commission Standard

We believe firmly in our campaigns at Pulse, we know they will bring home the cheddar. We only charge if certain measurements are hit through the campaign.

20% turnover from “introduction to motorcycles” market to our product: approximately 20,000.An average of 6,000 people at the 4 events. $5,000,000.00 in sales.

Positioning Map

Product Overview

• Fully electric sport bike• Retro-tech styling• Top speed 100mph+• 300 miles per charge• First hub-less rim bike available from manufacturer• Fully customizable fairings and decals

SWOT Analysis

Strengths• Environmentally friendly• Younger markets gravitate towards sport bikes for their first

buy• Loud engines can be seen as “too much bike” for beginners• Suzuki known for performance

Weaknesses• Less powerful than gas powered• Eco-friendly bike diminishes “rebellion”

SWOT Analysis

Opportunities• Current electric bikes haven’t had much promotional

success• Stepping away from the green selling point• Non-traditional riders have not been targeted

Threats• Possibility of being grouped with scooters (a toy)

Positioning Map

Key Competitors

Brammo• Current leader in distance and speed for electric bikes• Only manufacture electric bikes• Bikes and batteries made from 100% recycled materials• Pricing starts at 9,995

Zero• Recently entered into the scene (2007)• Less mileage per charge, much quicker recharge• Lots of media coverage• Pricing starts at 9,995

Target Market

Bill Daniels

24-32 years old

$40,000-60,000

Urban

Target Market

Artistic and not a suit.

Free-spirited

Social and outdoorsy

Against the mainstream, believes in uniqueness

Market

The Suzuki Remix campaign will start in California.

Seasonally advantageous.

Trendsetting state

Very environmentally conscious

Start Date

We recommend starting the campaign in May, 2011.

Competition already has a leg up.

Advantageous to start earliest possible.

Competitive Advantage

• Unique styling• Technological leader

Problem

• Electric bikes don’t have a good reputation.

• Other sport bikes offer the same advantages, the same looks etc…

The Big Idea

The new Suzuki electric bike is the bike that fits your individuality.

Overview

• Grand promotion is a trip for six street artists to travel to the MECCA of urban art in New York

• Ads urge target to submit art to be finalists at parties• Parties in 3 major Californian cities hold finalist graffiti

competition• Art is voted on and winners are chosen via microsite• Winners tour through 11 cities from LA to MECCA• Journey is documented with personal video blogs and

documentary team• Traditional advertising follows MECCA event

Identity

The Mecca

Guerrilla

Guerrilla

Event

• Winners will tour across 11 cities from LA to NY• To tag the historical MECCA• Product to be available to consumers after event• Traditional advertising begins

Budget

Budget

Budget

Budget

Budget

Critical Path

Thank You