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driver's club Miami
the BACKGROUND
Miami Vintage is interested in launching an exclusive classic car club in the heart of Miami that will allow vintage car enthusiasts to purchase memberships to become a part of the collective. The club will give members access to a thriving community of like-minded vintage car aficionados, interactive events, and ultimately the members will have a fleet of over 10 European and Japanese classics to call their own.
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main role
Strategy
category
Automotive
project timeline
3 weeks
the ask
Create a campaign for the pre-launch and post-launch as well as branding effort that creates awareness to generates leads and acquire new members.
the challenge
Brand and launch the club to draw in male classic car buffs to join without neglecting to attract women enthusiasts as well.
the audience
the basics
meet the lowkey top gun
The Lowkey Top Gun is a 40-year-old lawyer living in the vibrant city of Miami. When it comes to his family and work, he is highly attentive and ambitious. He loves vintage cars ever since he was a teen fantasizing about the Ferrari Daytona Spyder in Miami Vice. As he continues down his career path and family life, he is making more money, but losing time for his first love, vintage cars. The lack of personal time leaves him feeling stressed and exhausted from always having to fulfill life’s responsibilities. Sometimes he just needs a break from being a parent and lawyer.
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interviews
with lowkey top guns
the tension
The Lowkey Top Gun wants another vintage car and has the funds to purchase one, but classic cars require maintenance to keep running smoothly and hold their value. Due to their long list of responsibilities from juggling work and family life, they do not have the time or energy to take on more responsibilities, even if it's their dream car.
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THE LOWKEY TOP GUN WANTS A VINTAGE CAR
the insight
Money can't buy the time and effort it takes to keep up with our passions.
the strategy
reasons to believe
Frame Drivers Club Miami as the gateway into the vintage car enthusiast lifestyle without commitment.
Drivers Club Miami gives the Lowkey Top Gun a break from their usual grind with easy access to the vintage cars of their dreams. They will be able to connect with like-minded classic car enthusiasts and have access to exclusive events.
the idea
Driver’s Club Miami - a place to unwind from life’s responsibilities and rev up your passion.
the PRE-LAUNCH
DIGITAL BANNERS
the LAUNCH
direct mail
CARD
FRONT COVER
BACK MESSAGE
