Background Research
Minichamps is a die-cast car producer founded as Paul's Model Art GmbH in 1990 in Aachen, (Germany), best known for its 1:43 scale models. The company grew out of the Danhausen trade catalog of miniature vehicles and specially made Danhausen diecast releases during the 1970s. The models are manufactured in china.
Product Research
Minichamps produces die-cast models of 1:18, 1:43 Formula One cars and other racing cars, street cars, 1:12 scale motorcycles, trucks & buses, and military vehicles.
Problem Statement
There are many who follows motorsports in Malaysia, but why does it just stop there? Collecting diecast cars is not a common hobby in Malaysia despite having a huge car enthusiast audience and motorsport fans. The goal is to increase awareness in diecast and improve sales.
Target Audience
Demographics
25-35 y/o
All genders
Middle to higher class
LIves in Suburban and urban
High School SPM graduate and above
Psychographics
They like cars
They have some knowledge on cars in general
They are collectors (not just in diecast)
They follow car news
They watch car related content
They enjoy driving
They follow motorsports updates and news
Advertising Objective
The aim here is to generate interest in our diecast amongst the motosports community and also to increase sales as well.
Idea
To live in that moment of a particular race or just to be inspired by the manufacturer/team.
Concept
People want to own a piece of victory/history/story from a particular team.
Execution
Social Media Advertisements
Social media is a must for any young target audience, since it is one of their sources of news or updates from the motosports drivers or the car brands. It aims to target those who already follow motorsports, race teams, race drivers, other diecast instagram accounts. It will direct them to the Diecast Empire shop (A malaysian distributor) website page when they tap on this ad’s “Learn More” button. Or they could just follow the shop’s instagram page if they check out the profile icon.
Automotive/Motorsports Website Advertisement
Malaysian Motosports related websites is chosen, because it is one of the mediums where the audience gets their updates of races or motorsports news from. It aims to target those who are into the news or media side of motorsports. It will direct them to the Diecast Empire shop (A malaysian distributor) website page when they tap on this ad’s image. From the Diecast Empire website, they could select the model that they like and simply purchase it and get it delivered to their door.
Youtube Banners Advertisement
We chose youtube banners instead of a video because we do not want to interrupt the watchers whether it is a live stream or a highlights video about motosports. Many motorsports fans loves to watch race highlights from Youtube because they could not attend or watch every race due to timezone issues.
Billboard Advertisement
The billboard will be specifically placed in sepang, GoKart tracks, drift circuits and etc. So that it can attract those who already have a serious interest in motosports. The likelihood of them acknowledging this ad or brand is high. These people most likely go there to experience, watch, do track days.
Car Magazine Advertisement
Car magazines ads are for car enthusiasts who still do like to read magazines, not just for updates but also for their detailed review or they would like to have a hardcopy of nice car photographs/prints. We plan to place this ad under automotive magazines in Malaysia such as EVO Malaysia, Top Gear Malaysia and Moto Traders.
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