Client: Nutcase Moto

Team: Conor and the Nuts

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Table of Contents

Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5

Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7

Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-9

Pen Portrait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Executions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-18

Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19-20

Conor and the Nuts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Forward

Nutcase stands for self-expression, individualism, and love of craft.

The brand, as it stands, is not product-centric, it’s people-centric.

Because nutcase cares more about interacting with consumers than just

selling to them, they have built a culture of inclusiveness and community

through individual expression.

American moto riders are an underappreciated market that has been

quietly growing since the 1960s. This market has never been targeted

directly by larger helmet brands, and as a result, their style has evolved

PEVKIP]�MRHITIRHIRX�SJ�QEVOIXMRK�IƂSVXW

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Current Market

When assessing the current american moped/scooter market we found that three major cultures exist:

1. Transportation orientated riders bought their scooters with a goal of

saving money and practical riding. They are most heavily concerned with

safety and practicality. Style may factor into their judgement, but it will

always be secondary to safety.

2. Fad riders buy scooters because they look cool. This audience is very

style driven and often mimics european aesthetics. We believe that they are

a small demographic that is prone to losing interest in riding, and

eventually

WIPP�XLIMV�WGSSXIVW�XS�JYRH�E�RI[�JEH��FIGEYWI�XLI]�LEZI�PMƃPI�VITVIWIRXEXMSR� on social media and are not often seen on the streets.

3. Alternative VMHIVW�EVI�E�L]FVMH�SJ�����W�IYVSTIER�QSHW�ERH�VSſIVW�who’s style immigrated to America during the “British Invasion.” They

typically split into two crowds: metal and plastic riders. The metal scooter

riders are usually older (however the metal style also draws younger riders)

and largely leaders of the alternative aesthetic, combining mod’s scooters

[MXL�VSſIVşW�WX]PI.�4PEWXMG�WGSSXIV�VMHIVW�EVI�]SYRKIV�ERH�ZIV]�QYGL� welcome in the metal circles, however they not often credited as leading

cultural development.

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Primary Audience

Alternative riders are by far the largest stateside demographic. They

consider their scooter clubs to be more like brotherhoods, and because of

XLIMV�EƃEGLQIRX�XS�XLI�LSFF]�XLI]�VITVIWIRX�E�long-term, sustainable,

investment for the Nutcase brand. Their appreciation of individual style

and detachment from the safety argument (made by most helmet

companies) produces an opportunity for Nutcase to genuinely connect with

an otherwise isolationist market.

Online, the alternative rider culture is held intact by local web forums.

Alternative riders do not purchase their scooters, parts, or equipment in

stores, they will use stories to demo helmets they may want to buy, but

largely view the internet as a resource to locate rare scooter parts and cheap

deals on gear.

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Situation Analysis

Direct Competition

DaVida

Made in England, DaVida produces the highest quality luxury open face

QSXSVG]GPI�LIPQIXW��8LIMV�TVSHYGX�EƃVEGXW�SYV�XEVKIX�EYHMIRGI�FIGEYWI� their “open face helmets capture the spirit of motorcycling: adventure and

freedom”. We consider DaVida to be our biggest competitor, as their

products feature safety as well as visual appeal. The price range of their

motorcycle helmets are: US$289.00 - US$387.60 (Currency converted from

Euro). It is important to note that these are expensive helmets that don’t

directly target our audience. These are great helmets, but they do not hold

the values that Nutcase Moto will communicate.

MOMO

1313�[EW�JSYRHIH�F]�VEGMRK�HVMZIV�+MEQTMIVS�1SVIƃM�MR�XLI�����W��ERH�MW� headquartered in Monza, Italy. The brand is well known by our target

audience not only because it is an Italian brand but also because it follows

the European design standards. As well as motorcycle and ski helmets,

MOMO also designs for clothing, watches, pens, bags, shoes and eyewear. This brand does not represent our target audience, but its biggest strength is

the fact that they communicate their products using “the safety argument,”

and their traditional style is iconic. The price range of their motorcycle

helmets are: US$163.19 - US$285.59 (Currency converted from Euro).

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Situation Analysis

SDesign

Funky

Unique

Self expression

Distinctive

Function

Shape

Customer Engagement

Social Media

User Generated Content

Brand Loyalty

Trust Worthy

Price

Inclusiveness

Meets Audiences Expectations

Follows European Style

Visually Focused Products

WStyle

Too Crazy

� 1MKLX�2SX�%ƃVEGX�7SQI�-RHMZMHYEPW� Only One Shape

Safety

Adequacy

Niche Market

Constrained

Monotonous

New Company Targeting Old School Audience

OSocial Media

Instagram

Youtube

Forums

Tumblr

Niche Market

� 7TIGMŽG�(IQSKVETLMG� � )EW]�XS�6IŽRI Small Markets can be Targeted Directly

Easy to Reach

Personal Connection

Women

Might like the style

Endorsements

� )EWMP]�-RžYIRGI�2MGLI�1EVOIXW� Gain Validation

Our Target Audience Appreciates Visually Focused Products

TTechnology

One Shape of Helmet

Limited Features

Safety

Competitors

Target Audience Doesn’t like Helmets

Audience Rejection

Negative Reputation

Audience Needs Safety for Active Life

Pictures of Broken Helmets Online

Fail to Start Brand

� 7XYſ�;MXL�&EH�46�ERH�-QEKI Loss of Money

Rejection from Current Customers

0Eſ�SJ�&VERH�-HIRXMX] Can’t Communicate Safety

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Primary Research

For our primary research we conducted interviews with scooter store

owners and members of various scooter clubs. Through these individuals

[I�KEMRIH�E�HIIT�YRHIVWXERHMRK�SJ�XLI�EPXIVREXMZI�WGSSXIV�GYPXYVI��8LI�ŽVWX� group that we interviewed were two employees at a shop in downtown

Eugene called Wheel Works. Some of our insights from this interview are

-Knowledge about the purchasing processes of a moto helmet

-The most important values while purchasing a moto helmet are

(1) Price, (2) Safety, (3) Comfort (4) Style

-The “price” consideration is easily put down by the store vendors

� �8LI�WTIGMŽGEXMSRW�SJ�LIPQIXW�SR�XLI�QEVOIX�-General knowledge about the scooter industry

Another major contributor to our research was a local Eugene resident

named Lee. Lee has been riding scooters for over 30 years. Some of the

insights we gained from this interview are

- A deep knowledge of the scooter alternative culture and its history

-The subculture is broken down into the Metal generation, Plastic

generation, and Fad culutre.

-These riders do not like wearing helmets

Research

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Primary Research

We participated in a the Top Dead Scooter Club’s local event and, through

the use of observational methodologies, we had the chance to identify key

factors that enforced our theories and met our hypothetical expectations. It

is important to cite that we had limitations to approach subjects since none

SJ�XLI�XIEQ�QIQFIVW�LEH�E�WGSSXIV��)ZIR�WS��[I�EVI�GSRŽHIRX�XLEX�SYV�EƀVQEXMSRW�EVI�GSVVIGX��;I�GSRGPYHIH�XLEX�

-Our audience is divided by Metal Generation, Plastic Generation,

and Fad culture.

-These groups are not excluding of each other.

-Scooter riders that are Metal or Plastic welcome anyone who has a

scooter.

Secondary Research

The purpose of our secondary research was to provide insights on how

the motorcycle and scooter market functions.

An industry report of motorcycle dealers

*Used for overall market standpoint

*Economics of the industry

*How does this information impact our product?

Information about the state of the scooter industry

*Use for overall market standing

*How the state of the economy will impact our product

Columbia Sportswear sales report

*Information about the market

*How are sales for these kinds of products

Reasearch

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Audience

Meet Bjorn

&NSVR�MW�E����]IEV�SPH�FEHEWW��,I�LEW�E�VSſMR�FIEVH�ERH�PSZIW�HVEJX�FIIV�� Some may say he has a bit of a Peter Pan complex. While he never had kids

SJ�LMW�S[R��LI�PSZIW�GLMPHVIR��,MW�RMIGIW�ERH�RITLI[W�EƂIGXMSREXIP]�refer to him as their cool uncle. With his extra time, Bjorn began searching

for a project to work on. He was initially interested in cars and

motorcycles, but felt they required too much heavy lifting and money. Then

he discovered scooters. Scooters were something fun and new, and he could

get his hands dirty fast. Not being very tech savvy he started researching

information about scooter repairs and discovered a forum run by the local

scooter club. Through these forums Bjorn became an active member of his

WGSSXIV�GSQQYRMX]��&NSVR�UYMſP]�PIEVRIH�XLEX�XLMW scooter subculture is a

TIVJIGX�ŽX�JSV�LMW�TIVWSREPMX]��%PP�SJ�XLI�VMHIVW�EVI�[IPGSQMRK�ERH�XLI�GSR-

versation never dies, because they can all share an interest in riding. Bjorn

can be friends with anyone who has a scooter.

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Creative Brief

Creative Brief

&EſKVSYRH 2YXGEWI�HIWMKRs�LIPQIXW�XLEX�PIX�XLI�GYWXSQIV�WLS[�SƂ�XLIMV�TIVWSREPMX]8LI]�QEOI�LIPQIXW�JSV�FMOI��WOEXI��WRS[FSEVH��WOM��[MRHWYVŽRK�[EXIVW-

ports, and are introducing a new moto line.

Problem

The scootering community have never heard of Nutcase, therefore we need

XS�ŽKYVI�SYX�E�[E]�XS�WTIEO�KIRYMRIP]�[MXL�XLI�EPXIVREXMZI�WGSSXIV�GSQQY-

nity.

Objective

Position Nutcase Moto as a brand that understands, represents, and is a

part of the scootering community alternative culture.

Promise

We will complement your passion and enhance your experience.

Single Most Important Thought

Complement your craft, communicate your passion, and ride for fun.

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Dress for the Occasion

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Love it or Leave it

Nutcase Moto is still a part of the Nutcase brand, but the alternative

WGSSXIV�GYPXYVI�HIŽIW�X]TMGEP�WSGMEP�WXERHEVHW��%PXIVREXMZI�VMHIVW�EVI�WXIEH-fast in their support of companies that they identify with, but if Nutcase

is unable to relate and speak in their language, there is no use targeting

these people.

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Brand Launch

The Maiden Voyage: Alternative scooter culture revolves around riding

ERH�[VIRGLMRK��6MHMRK�MW�E�TL]WMGEP���WSGMEP�IZIRX��ERH�[VIRGLMRK�YW�E�QSVI�personal activity. However, wrenching becomes social online, where scooter

riders will share their projects on forums and gush over vicariously shared

creativity.

Key insight: Physically riding togeather is a form of bonding for strangers in

scooter culture.

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Cultural Partnership

Exquisite Corpse: Along the maiden voyage, Nutcase will start a project

SJ�XLIMV�S[R��%W�2YXGEWI�VMHIW�XLVSYKL�XS[RW�[MXL�WGSSXIV�GPYFW��[IşPP�TMſ�up parts and build out own custom scooter. Symbolically tying Nutcase to

each club, and taking a piece of their culture with us.

Key insight: If you own a scooter, you’re part of the family.

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Sharing the Story

Traditional Media: %PXIVREXMZI�VMHIVW�GSRWYQI�ZIV]�PMƃPI�TST�-RXIVRIX��-RWXEKVEQ�MW�SJXIR�YWIH�F]�TPEWXMG�VMHIVW��FYX�ER�IƂIGXMZI�TLSXSLSWX�[LIR�sharing to forums and facebook.

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Leading the Culture

Nutcase Leadership in Media: Scooter forums are strictly local, and

REXMSREP�SVKERM^EXMSR�JSV�IZIRXW�ERH�GSQQYRMGEXMSR�MW�HMƀGYPX��VIUYMVMRK�coordination through multiple social media. By aggregating this content,

Nutcase can connect the alternative riders to each other, proving their

worth to the community, and providing a format for both riders and

Nutcase to share content.

Key Insight: The most popular scooter social medium is web forums.

Key Insight: The most popular forum pages are personal automotive

projects.

Key Insight: Scooter riders love to connect with each other, and use

scooters to do so.

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Futurama

Mobile Forums: Nutcase online expands into smartphones.

Scooter Across America

Miles Traveled: 7,895

50 Days

45 mph average riding

average gallon of gas: $3.56

Start Ride: July 15, 2014

End Ride: September 2, 2014

Cities in order:

PDX

SF

LA

AUSTIN

NASHVILLE

DC

NYC

BOSTON

COLUMBUS

CHICAGO

DENVER

SEATTLE

PDX

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Media Plan

Media Plan Budget:

Total is $20,000

���������*SSH��������HE] ���������,SXIPW�������HE] $1,000 - Bike

$4,000 - Bike Parts

$1,000 - Gas

$70 - Helmet

$1,500 - Rider Stipend

Total: $15,000

Associated Costs:

$1,000 - Application

$2,000 - Website

���������-RWYVERGI��IZIRX�ZILMGPI �

TOTAL COST: $20,070

Return Party: $2,000Launch party for productsImagine him literally pulling up at 7:00 pm as the party is starting

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Media Plan

Lexy Rollinger

Account Executive

4Eƃ]�1SHHIPQSKMedia Planner

Daniel Caldas

Strategist

Conor Mcgough

Strategist

2EXI�/VMWXSƂCreative

Cameron Twombly

Creative

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Conor and the Nuts