Created for Marcus Graham Project's iCR8 Bootcamp - Spring 2023
Client: Buick
BUICK CAMPAIGN: DON'T PUT ME IN A BOX, PUT ME IN A BUICK
No one likes to be put in a box. Non-conformity bridges the gap between Buick and Gen Z. Both seek to disrupt norms and outdated views. They want acceptance for who they currently are and want to become.
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The problem
The target
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The task:
The deliverables
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CONCEPT 1: SPECIAL DELIVERY
A crane drops a huge box in Times Square, NYC. The box has a countdown clock and "DON'T BOX ME IN" in big bold letters on all sides. This mysterious box sparks curiosity for a week as onlookers try to guess what's inside. In week 2, the countdown ends, and the box opens to reveal a sleek Buick Envista.
During second week, Buick takes over 3 digital billboards in Times Square for a week to broadcast a 360º gaming experience. They invite Gen Zers to drive an Envista through the streets of NYC with a racing game.
During second week, Buick takes over 3 digital billboards in Times Square for a week to broadcast a 360º gaming experience. They invite Gen Zers to drive an Envista through the streets of NYC with a racing game.
This would be a two week experiential activation. In the first week, the box would arrive and generate buzz around the countdown. In the second week, the box would open to reveal the new Buick. Buick seats and wheels would be placed around the display for New Yorkers to play the video game displaying from the time square screen.
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Older generations have tried to box in Gen Z through labels, judgments, and preconceived notions. With Special Delivery, we leverage the unexpected to celebrate Gen Z's individuality and love for gaming.
CONCEPT 2: CAN I GET A ENCORE GX?
Buick celebrates the 50th anniversary of hip-hop (August 11) with a cypher of diverse women rappers—Flaujae, Tokischa, Audrey Nuna, and Kharii. The Can I Get an Encore GX? cypher occurs within the comfort of a Buick Encore GX.
This friendly freestyle between emcees is the perfect way to celebrate women in music and highlight the distinctive features of the Buick Encore GX.
This friendly freestyle between emcees is the perfect way to celebrate women in music and highlight the distinctive features of the Buick Encore GX.
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To celebrate women talent, Buick partners with TV's home of Black culture, BET, to host the Can I Get a Encore GX? cypher in June during the BET Hip-Hop awards. Every year BET highlights the hottest emerging rappers through a cypher, which is a freestyle rap battle. Pairing with BET is the best way for Buick to increase awareness and cultural relevance.
To kickoff the BET awards, the 4 artists get into an Envista to get from their hotel to the show. The cypher begins on the way to the awards show. Once they arrive, the Hip-Hop Awards can officially begin.
To kickoff the BET awards, the 4 artists get into an Envista to get from their hotel to the show. The cypher begins on the way to the awards show. Once they arrive, the Hip-Hop Awards can officially begin.
As women in a male-dominated industry, each artist in the cypher is familiar with being underestimated. With Can I Get a Encore GX?, we celebrate their talent and contributions to the culture.
CONCEPT 3: BUICK BLACK
Buick Black is a premium perks program for Buick owners. This program grants Buick owners exclusive access to discounts and events sponsored by brand partners that help Gen Z live their best lives. Using the myBuick app, members flash their Buick Black QR code at any partner establishment to take advantage of perks they can’t get driving any other car.
By partnering with Gen Z’s most beloved brands, Buick creates an exclusive, coveted experience and compelling selling proposition to new buyers.
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Gen Z has been judged and had labels cast on them for most of their lives. With Buick Black, we give Gen Z increased access to the things that add to their quality of life.
CONCEPT 4: WHIP OF THE WEEK
With Whip of the Week, Buick partners with influential personalities to show the experience of discovering a Buick for the first time.
Influencers will adopt a Buick Envista or Encore GX for 7 days as their #WhipOfTheWeek, capturing the delight and convenience a Buick provides via this TikTok series. As they ride in their whip, influencers will share how they live outside the box with their audience.
Buick can leverage the power and engagement of these influencers’ audiences to increase awareness of the brand, increase social engagement, and get real feedback from Gen Z.
Influencers will adopt a Buick Envista or Encore GX for 7 days as their #WhipOfTheWeek, capturing the delight and convenience a Buick provides via this TikTok series. As they ride in their whip, influencers will share how they live outside the box with their audience.
Buick can leverage the power and engagement of these influencers’ audiences to increase awareness of the brand, increase social engagement, and get real feedback from Gen Z.
A story board that I drew to show what the potential Youtube ad for this concept could look like.
Show what it looks like to own a Buick Encore GX or Envista through the eyes of popular personalities doing everyday things like running errands, hanging out with friends, and commuting to/from work. By sharing on social media, their experiences are broadcast to their audiences.
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Use TikTok to share bite-sized content that features Gen Z's favorite people discovering the Envista on their day-to-day journeys.
