CREATIVE BRIEF-
Rivian Advertisements
September 2023
The concept of this campaign is a collaboration between two brands. It’s a concept for Rivian Trucks to start using Ultimate Ears Speakers’ technology in their vehicles. The key word that the advertisements revolve around is “elevated”, notioning towards the idea that these adventure-based trucks still have luxury sound systems.
What is the brand/product/service's background?
This campaign will feature a collaboration between the brands Ultimate Ears Speakers (UE) and Rivian Electric Adventure Vehicles. The concept is that the Rivian brand would begin to equip all of their vehicles with the speaker technology patented by UE.
Who is the competition? What threats are there?
Competitors would include similar collaborations from other car manufacturers and speaker companies. Examples of this would be how Harman Kardon’s technology is used in Volvos and Subarus.
Why are we advertising? What are we trying to accomplish?
We are advertising to announce this collaboration to the public, but also to showcase how both brand energies match each other. Additionally, we want to encourage consumers who see these advertisements to get excited about the companies working together and Rivian improving their sound technology in their vehicles.
Who are we talking to?
These advertisements will be geared towards people in their 30-40s who are interested in purchasing a car, probably not their first. A consumer who is adventurous, but also cares about luxury amenities in their vehicle, such as sound quality.
What do they currently think? What do we need to overcome?
Consumers currently view both brands very separately. They see Rivian as a new electric car company, and they see Ultimate Ears as a brand that produces portable speakers. By connecting these two brands, the consumer base will begin to view Rivian cars as the ultimate luxury adventure vehicle.
What do we want them to think? What problem will be solved?
We want consumers to see these advertisements and want to buy a vehicle because of the luxury sound quality it will now be equipped with. The problem solved will be the court of public opinion views on Rivian and Ultimate Ears, hopefully bringing both brands into more of a spotlight.
What is the single most persuasive idea?
The most persuasive idea in this campaign is the use of the word “ultimate”. It is already in the name of the speaker company, but by reusing it, and emphasizing it, it begins to connect the idea of ultimate adventure to ultimate sound quality.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
These advertisements aim to make consumers believe that they can have a great adventure without having to give up their luxuries, in this case, sound quality.