(Spec) Client Brief:
Objective:
The objective of this campaign is to position the product as the leader in the vehicle security and recovery market to a broad audience.
Target Audience(s):
Primary: Upper-middle class luxury car owners.
Secondarily: All car owners.
Main Competition:
OnStar RecovR
Articulate the concept:
Today’s car thieves are getting more sophisticated. In the event of a robbery, LoJack’s Stolen Vehicle Recovery System is the only way to stay one step ahead.
Key Benefit:
LoJack is the only Stolen Vehicle Recovery system on the market that works directly with police.
Tone:
Knowledgeable, confident, assertive, trustworthy, safe.
Media:
Luxury car magazines, Digital (car websites) and Social Media (ex: Reddit car pages), and OOO (billboards, dealerships, newspaper stands).
Describe the execution:
1st image: The aftermath of a heist at a luxury hotel–everything is in disarray, panicked victims are talking to police. In the distance, the thieves are driving away, celebrating their success.
2nd image: Zooms out to reveal that the robbers are driving straight into a police trap. [Ex: giant police officer looming over the city/car with a cage (think Mouse Trap)]
(Images courtesy of Canva's "Magic Write" AI tool)