Mia Electric

Justine HoupertMatthieu brun

alex borreilyannick rouillon

rep4Eve3 :

Al� Borreil

JustineHoupert

YannickRouillon

MatthieuBrun

thebriefbriefbrief1

Change perception of the electrical car.

which generat� inter� t in the media and entic� buyers to try the Mia

Build a campaign throughPR and a roadshow*

€150,000 budget per country

2

Even with a general marketdeclining, the electric and hybrid car sal� improved in 2012.

- 2013 : A diversifi ed Market- 1473 plugs in stations

gfrench marketggfrench marketgFrance = m� t important market of Europe

Mia = the 5th actorof the french market

Hard time for EVCultural matters / short range

Power of the hybrid

gUSA marketg*

Few plug in stations

333target

URBAN+ Secondary target : l� collectivit�

the electric car � trulycompetitive urbanand suburban roads.* young active liv� in the city

25 and 40 yearsCSP+

mia

mia familiesL

mia proUU

4 ourconcept

CHoose your mia’ttitud

gpart ic i patory and interactive

roadshow*rational benefi ts

*range eff ect busin� s

for each andeveryone of youmia

gmake a true ex periencefor the consumer

availablefrom the car t� t

++

optimize the physical operationwith social networks

PR coverage effective

5 meansto set up

1€ pour 100 km,et en plus

je ne pllue p� la planète

1€ pour 100 km, et en plus

je ne pollue p�

la planète

how do you use your car ?

Lyon

Montpellier

Nantes

Bordeaux

Saint Nazaireroad to the USA !

Lille

Parisgin Franceg

1€ pour 100 km,et en plus

je ne pollue p� la planète

Stickers Guerilla Marketing

bostonnew york

washington

m� t suitablegeographic area

for the EVdevelopment

gggggggEas t Coas t

Teas er vidéoHarlem Mia Shake

to 100 kmand more

I don’t pollutethe planet

Guerilla Marketing

QR Code that provid� information to cometo the stand !

g

Human task force2 salesmen / 3 hostesses / 1 community manager / 1 press agent

Logistic needs : 6 to 7 Mia cars, boxes forthe cars,

documentation, the interactive terminal, gopros,

SettingEvery city needs a 4days organisation :*A structure installed the first day during whichjournalists can try the cars Second and third day, core operation then disassemblyFourth day, transfer of the material to the next city.

Invitations to dis cover the structur� before anyone else,mailing usb keyswe may be able to pick them up at their offi ce with the Mia.

Exclusive try of the cars lending them for a day

Pr� s releas � /pr� s kits

g

messages for the medias

PRfrom the public itself, sharing reactions on the webfrom the pr� s communicating about :

**

to sustain the roadshow

PQR and free journalsRadi� , Bloggers = announcement of the arrival of the roadshowspecial� ed pr� s = revealing the MIA and its as setsEconomic pr� s= Mia, an EV Made in France !National pr� s (daily et weekly) = Development of EV, inv� tments of the government in the sector

6budget +budget +budget +

6budget +

6retro-

budget +retro-

budget +planningplanningplanningplanning

retro-planning

retro-

3 H� t� s� , 2 days/week 2 workers, 1 day at every st ep during 9 days

4 sal� men � ll time during 36 days1 Community Manager from march to august

1 pr� s attaché � ll time 8 hours a day

CateringLodging

TransportStructur�

Devic�

diverse ex pens�

g 10 000 € HT2 000 € HT36 000 € HT15 000 € HT15 000 € HT

10 000 € HT15 000 € HT

10 000 € HT80 000 € HT25 000 € HT

20 000 € HT

budget

228 000 € total :

gretro-planningJAN FEB MAR APR MAY JUN JULY AGUS SEPT OCT JAN FEB MAR APR MAY JUN JULY AGUS SEPT OCT AGUS SEPT OCT AGUS SEPT

Roadshow in France

Fake cr� sing of the atlantic

Roadshow in the USA

Community manager

Pr� s attaché

Author� ation to occupate the public space

CHoose your mia’ttitud