DashConnect+ Gets an Identity
Problem: Develop a brand for a cutting edge vehicle enhancement interface
Insight: There are a lot of vehicle modification technologies available for the avid car lover, however none are appealing enough to the every day driver. The DashConnect+ interface combines new technologies and capabilities to fit perfectly into the life of today’s driver, without the hassle.
Solution: To really drive the new interface into the cars of your everyday commuter, we had to create a brand from scratch. One that will resonate with our identified target audience and gleam light years beyond any other interface in the industry.
I then developed the campaign outline & all necessary copy, highlighting who our audience is and who DashConnect+ will become. The brand: exciting, fun, cutting-edge…with a touch of sophistication. Enough to be coveted but shy of snotty.
I took the outline and recruited all the necessary players to bring the brand to life: art directors, front-end & back-end developers, video editors…in just a few short weeks we had the logo, clam shell packaging, business cards and phase one of the website completed.
After creating the copy, working closely with the art director and developers and QAing the site across devices, we were ready for the big reveal:
Check out the full site at www.DashConnectPlus.com
A B2B sales trifold was then developed for retail and auto show distribution:
Keeping the momentum going, I created all the necessary social pages across a few key networks: Facebook, Twitter, LinkedIn & Google+. In time with the holiday launch of the website, I then crafted on-brand copy and images for a social content calendar, unique hashtags included.
A number of scripts have also been developed. These will be featured on the site as well as across relevant social networks. A couple of informative/demonstration videos are currently in production. The next step will be our social vignettes.
Below is our first video to be displayed at exclusive retail locations:
As head of the product launch, I will continue to manage and produce all marketing collateral and communication efforts for the DashConnect+ brand. Phase two will launch later in 2016.