A presentation I gave for my Strategic Creative Development class as a launch campaign for the VW Bulli Bus. Emphasis in this project was on developing a Big Idea that could transcend a simple campaign lifespan.

1. VW Bulli Bus

3. Target Audience

4. The “Hot Mamas”
Playful
Trendy
Stands out
Bold Confident
Trail blazer
Driven
Involved
Social
Loyal
Independent
EnergeBc
Community
Centered Loving
Busy
Family oriented
Responsible

6. Insights

7. The mom every woman wants to be.
When I grow up,
I’ll let my kids eat
candy all day!

10. Strategy

11. AdverBsing will
tell the Hot
Mamas
that the VW
Bulli Bus will
bring out
their inner
BOLD.

12. ObjecBves
• News coverage
• Create awareness
• Buzz
• Word of mouth
• Engagement with social media
• Build a Bulli Bus community
• Inspire the target audience

13. Community

14. CreaBve Ideas and ExecuBons

15. #momsgonewild Launch
• New York City • Atlanta
• Boston • San Francisco
• Chicago • Dallas

16. Outdoor
• In locaBons that busy moms frequent
– Grocery stores
– Gyms
– Public parks or playgrounds
• ExperienBal
• Non‐tradiBonal
• Goal: High levels of engagement

17. Outdoor Example: Shopping Cart
Side View Aerial View Front View

18. App
P.S.
Freya is the
Norse
Goddess and
Warrior
Queen of
Love, FerBlity,
Sexual Desire

19. CollaboraBve
“Show Us Your Bold” Contest
Step 1: Submit AudiBon Video
Step 2: Vote for your Favorite

20. Step 3: Road Trip

21. Step 4: Follow and Support your Team
Step 5:

22. Sample “Show Us Your Bold”
AudiBon Video