DesignBrief Organisation: Autodrive Corporation ContactPerson: Sally McPherson|Director, AutodriveCorp ProjectTitle: Autobot - Driverless Car Launch Timeline: Itisimperativethatall design concepts are signed off by 31stJune 2017. This allows 8-9 months for creative and production work to take place. This event must be on Saturday, 28th April 2018. ApprovalProcess: AllconceptswillfirstlybeassessedbytheMarketingManagerandOperations Manager. ThereaftertheywillbeforwardedforfinalapprovalbytheBoard of Directors. All ideasmust beinlinewithourbrandguidelines. TeamMembers: Sally McPherson|Director, AutodriveCorp James West| Marketing&Communications Manager,AutodriveCorp ElyseCarmen | OperationsManager(Autobot), Autodrive Corp Objectives: Thekeyobjective is torunahalf dayeventtomarkthelaunchofthis truly Australian driverless car. We believe this is the car of the future. The aim is to create a spectacular launch that will (ultimately) tour Australia and that will excite a new range of car buyers in Victoria (in the first instance) and capture media coverage in Australia (we are not yet able to open this car concept to the rest of the world). As this is the first time the event is run it is important that there is a memorable and exciting opening event to launch the car and its associated road show. The event should run from 12:00pm to 16:00pm. The event must resonate with our aim of offering offer Australia an alternative, safe and practical future mode of travel. The day must have one main theme but may have related sub themes if it is felt that this will support the event. It is anticipated that the day will have a range of distinct activities. Weather allowing, it is anticipated that the event will be both outside and inside concurrently. As the car will be produced in Melbourne we wish the car launch to be in the Melbourne CBD or within 15km from Melbourne CBD. TargetAudience: The marketing team would like the event to appeal to a select market segment, the younger age group 25-45 who are the early adopters in the technological sphere of consumer products. In the first years of production the car must recoup production costs. Accordingly, the retail price will be aimed at the higher end premium priced car. It is anticipated the car will appeal to the young single, or married consumer who does not yet have family commitments.We believe that it this car is incomparable as a lifestyle choice. This car is in direct competition with Tesla but has much more developed and sophisticated safety features as well as a safe and long-term testing record, both of these very strong selling points. We wish to attract the selected target group as well as high media coverage. The target population consists of a high percentage of young singles or married couples who are technologically savvy and want to be part of the first owners ‘club’ of driverless cars. They will be either owners of their house or renting accommodation and have a relatively high disposable income (they are predominantly under 45 years of age). The event should reflect the car, its design and safety features as well as the lifestyle and socio-economic status of the target group of attendees. USP: Youdetermine.... Calltoaction: We wantattendeesto receive anenjoyable experience,one thatismemorableandimportantlyone that meetstheirexperienceneeds. Furthermore, we wish to motivate them to consider the purchase of our car in the short- or mid-term time frame.Itis imperativethatattendeesfeelsatisfiedandthateventisseen tocreatean overwhelminglypositiveatmosphere.......Youaddasyouseeappropriate