Created for Marcus Graham Project's iCR8 Bootcamp - Spring 2023
- Buick has completely transformed its product line over the past decades; however, most people are still unfamiliar with the brand.
- Although the perception is shifting among younger audiences, there is still a desire to increase awareness of Buick among Gen Z consumers
- INTRODUCE BUICK TO GEN Z THROUGHT THE LAUNCHES OF ENCORE GX AND ENVISTA IN 2023
- GEN Z: 18 to 30
- Discover insights about Gen Z Use the Encore GX and Envista to introduce Buick to Gen Z
- Build out strategic and creative activations to connect Buick with Gen Z
NATIONAL 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 Non-conformity bridges the gap between Buick and Gen Z. Both seek to disrupt norms and outdated views.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.
CONCEPT 1: SPECIAL DELIVERY
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.
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.
CONCEPT 2: CAN I GET A ENCORE GX?
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
By partnering with Gen Z’s most beloved brands, Buick creates an exclusive, coveted experience and compelling selling proposition to new buyers.
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
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.
A story board that I drew to show what the potential Youtube ad could look like.
Use TikTok to share bite-sized content that features Gen Z's favorite people discovering the Envista on their day-to-day journeys.
Influencers are often expected to stay the same, but they change, evolve, and grow like the rest of us. With Whip of the Week, Buick allows Gen Z influencers to tell their stories their way and show what makes them who they are and who they're becoming.