Join the Revolt withCubEV

holly Riddington

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FAShion CoMMUniCAtion And PRoMotion FASh30002: negotiated Project Stage 2 2012/13 half year 2

word Count 4932 without quotes6337 with quotes

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ContentS

ForewordIntroduction

BrandMethodology

The EV CubThe Art Of ReinventionTrend Analysis Journey

Why Now?Stereotypes

Electro-FrenzyAccessories

CompetitorsThe Bright Young Things

Launch StrategyConsumer Journey

Press PackTeaser

The PumpThe App

The WebsiteAdverts

The ProhibitionAmitivationConclusion

BibliographyReferences

Illustrations

Appendix

681012

16283037383946

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114117118

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The theme of this report was decided through trend analysis of 2013, 2014 and 2015. Full details in the Trend Analysis Journey. (p28-33)

ChAPteR1

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FoRewoRd

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The opportunity to take the relationship of global manufacturer and automotive leader, to that of a conscientious environmentally friendly companion between man and machine, could be just one opportunity that has not currently been exploited. To evolve from sitting in a world of ‘sameness’ into a unique brand of iconic styling with eco-friendly credentials could open the doors to a huge range of potential customers. Unveiled to the public in 2009 at the Japan Motor Show, the buzz surrounding the Honda EV Cub has all but fizzled away. The expectation to see this potential brand leader on the streets of the UK has all but diminished. So has the EV-Cub has all but lost its identity or is it now the time to flaunt this potential global market leader?

intRodUCtionThe possibility of a new fashionable and iconic brand or product, similar to the strategy used by Apple to reinvent the mobile phone with its revolutionary iPhone, could prosper in the automotive industry. The creative industry of branding and marketing is crucial in ensuring the successful integration of eco-transport into the UK marketplace.

The global warming controversy questioning whether or not global warming is a man made problem is an issue that only time will tell; measuring it’s causes are nearly impossible. Mark Lynas states ‘Don’t be fooled: man-made global warming does exist.’ [Lynas, M, 2013: Online] Some scientists however, believe the opposite: that it is a naturally inevitable course of events. Geologist Professor Ian Plimer suggests in his book How to Get Expelled from School that ‘Global warming is a fad.’ [2011: p35] He states that ‘Climate change has been with us for the 4,500 million year history of planet Earth. This is what the climate does. It always changes.’

Keeping this in mind, air and water pollution, depleting non-renewable energy source levels and inherently dangerous sources of power such as Nuclear power, are posing a threat to our environment and humans can be held directly accountable for it. The first week in February saw the worst smog China’s capital, Beijing has ever seen. [Marshall, M, Coghlan, A and Slezak, M, 2013: Online] Moving forward from our gas guzzling vehicles, thoughtless consumption and reckless wastage is essential.

oF CURRent FUel eMiSSionS ARe

CReAted by the weight oF

the vehiCle

31 , 000, 000

22% oF Co2 eMiSSionS CoMe FRoM CARS And

tRUCkS

75 %

‘Over 31 , 000, 000 cars On the rOad, in the UK‘

2.8 billion gallons of wasted fuel each year

due to congestion

2.8 b

Fig. 1

9

This liability, pollution and increased exhaustion of non-renewable resources outlined above have urged widespread demand for a revolution in the energy world. Renewable energy sources are advancing at tremendous rates and more people are becoming more environmentally aware with the term ‘capitalism with a conscience’ being a term many brands are keeping in mind. [Horovitz, B, 2013: Online] Despite the advances, C02 emissions are still so high, particularly as a by-product of transport. How can it advance? Finite fossil fuels are predicted to run out by 2052 as the population keeps growing [Ecotricity, 2013: Online] and up until that point, burning fossil fuels contributes to co2 emissions being released into the atmosphere. Figure 1 shows the excess of cars influencing a very large percentage of CO2 emissions and 2.8 Billion gallons of wasted fuel each year due to congestion. This has influenced the increase of taxes, congestion and other charges.

Recycling, DIY, ‘make do and mend’ and vintage products are other ways of maintaining a more environmentally conscious lifestyle, on a more individual scale. These trends count for more affordable clothing, shows individuality as a reaction to mass production and it also gives people a sense of control over their lives. In Handmade Nation: the rise of DIY, art, craft, and design, it is outlined that ‘In a time of over-ease and overuse and overspending, I can take back the control over where my money goes, over what my outfit is, and over how my life is lived” [Levine, F., & Heimerl, C., 2008: p90]

This trend also, outlined by Faythe Levine and Cortney Heimerl, [Levine, F., & Heimerl, C., 2008: p26] collectively reacts to increasingly depleting resources, hyper-fast and digital culture. The nostalgia and romanticised connotations of past eras can be quite sentimental to consumers. The past is the present. Touré at Time Magazine says, ‘If we don’t feel comfortable in the present and we’re nervous about the future then we must take refuge in a romanticized past, finding solace in its relative innocence.’

Although living in such changeable and hostile times because of the social, economical and environmental pressures that have been highlighted, a climate has been set which can be controlled and directed. ‘Mirroring changes in society is a way for brands to really tap into their consumers’ lifestyles.’ [Mo-hyun, C, 2012: Online] Honda has the power to not propel environmental trends forward, but also, looking back to the past and using that as a remedy to these unstable times.

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the

PoweR

oF dReAMS

eveRybody

knowS

SoMebody

who lo

veS A

hondA

dURAbility

vAlUe FoR

Money

ReSPeCt FoR the

individUAl

PeRFoRMAnCe

ReliAbility

Fig. 2

11

Honda are market leaders in technology, innovation and environmental transport and have a huge influence within the automotive world. The previous section highlights that it is the big brands that have the ability to make an impact with environmental products and lifestyles in this time of such economic austerity. The recommendations will explore the areas looked at in preparation for Honda to launch the EV Cub as a successful, innovative and eco-friendly product with a promotional campaign.The project will cover these key themes:

Look at the current eco-world and how certain projects can inspire the success of the Honda EV Cub

Look at Honda EV Cub’s competitors and learn from their mistakes/successes

Expand Honda’s existing consumer through branding and marketing that will appeal to a wider, more fashion conscious consumer, promoting environmental and transport themes.

Look into trend analysis over the next 3 years in order to outline suitable trends.

‘Renewable energy resources and many other innovative projects and ideas will shape the future of energy resources.’ Honda, already an innovator within eco-transport, could make a greater impact with their current expertise and prestige.

hondA

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MethodologyScooter and Bike TrendsPrimary: Scooter Post-its. Aasha Bondhani and James Hayes from E&T magazine.Evaluation: Due to the nature of this project and the fact scooters have never truly taken off in the UK, a small activ-ity was put together whereby millennials (17-30 year olds) were asked whether they would consider buying or using an electric scooter in the future. Asked to write their responses on a post-it note, this method was very quick and gave useful information. Emails were sent to both Aasha and James, both technology editors of E&T Magazine having had contact with bikes and scooters. These contacts gave feedback from Hannover Masse, the worlds leading trade fair for industrial technology and provided potential issues and stated competitor’s actions. These ideas influenced the direction that was taken with this project.Secondary: Looking at competitor bikes, Mintel Motorcylce Trend Report and other online sources.Evaluation: Mintel gave insight into current consumers and highlighted issues and ideas to consider within the report. These methods ensured an understanding of both competitors and the consumer.

Consumer research MethodsPrimary: A Day in the Life of… and Interview with Alice More (Facebook Messages). Interview with Craig Watson (Facebook Messages) Evaluation: The respondents had time to think over their answers and gave insightful information. Understanding their influences and how they go about their daily lives gave crucial information on the types of branding/marketing that this consumer group is attracted to. As both consumers live as student in London, their lifestyles helped shape and under-stand the consumer profiles.

Secondary: WGSN Consumer trends, Popular Lookbook, Mintel Consumer TrendsEvaluation: Drew a visual understanding of the consumer and were used in order to understand trends, movements and influences of this consumer group. This research was done in order to target the most accurate consumer for the product.

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Branding, Marketing and Graphics Trends: Primary: Tribe, M360, Strive Design, Motif Creative, Joe Joiner, Maeve Hosea and Dandy Collective

Evaluation: Emails were sent in order to understand the methods that are used in the industry and also to understand the industry’s influences. Joe Joiner, a young graphic designer and Steve Seamark CEO of Dandy Collective were the only replies however, the responses they gave were very useful. Asking for their influences, the methods used in pursuing a similar project to this and inspirational projects they have come across; answers were insightful and allowed this project to be assembled in a professional manner. Once the particular trends and themes had been outlined within the report, Maeve Hosea was contacted, writer of the Art of Catering to the New Intelligentsia. She gave greater insight into Con-sumer and marketing trends and this was applied within the report. Email interviews are effective and quick methods of contact. Respondents can reply within their own time, allowing a more accurate response.

Secondary: WGSN, Designspiration, Pinterest, other design sites and books, and looking at the cultural calendar.

Trend prediction for 2013, 2014 and 2015 researched through these sources influenced and assisted in forming the designs of which the branding and other aspects of the research project was based on. The variety of sources helped un-derstand the right trends for the consumer group, which were then outlined and implemented.

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Join the Revolt with

CubEV

Fig. 3

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his is the launch the Honda EV Cub under the campaign Join the Revolt. The Honda Cub was the single most successful motorcycle in history selling its 60 millionth in the 1980s when the bike was called the Passport. Forever changing the face of motorcycling, every motorcycle now owes something to it. However when speaking to Honda, in the Cub’s 50th Birthday, Hell for Leather Magazine found out that Honda “never wants to see another Super Cub.’ [Siler, W, 2009: Online] Why? ‘Because we’ve never made a better product than Super Cub.”

Not managing to have produced anything quite as chart topping as the Cub, Honda claim, ‘We’re trying to make Super Cub disappear from the world…by making something better. That is our aim.’Boasting so much success from this motorcycle, why bring out something else, when they can do it all again with a Honda EV Cub? Currently the EV Cub is just a concept electric scooter but, launched with this desirable and innovative branding and marketing, Join the Revolt could bring the same success to Honda as with their beloved Cub. This once very successful, classic scooter reinvented with an eco-friendly image has the expertise to rise to its successes once again.

The EV Cub is fully customisable, allowing users to personalise their Cub down to every last detail. This versatility of design will attract a wide range of consumers. Limited edition designs from the current collection will also be an option in composing their Cub.

The Cub can be unlocked via the users smartphone. Plug the smartphone into the scooter via a snap-in-adaptor and open the Cub App. The App unlocks the scooter so users don’t need to carry around a traditional set of keys and once plugged in, the phone becomes a dashboard that provides maps, a speedometer, and a battery gauge. The rest of the details are outlined in the App section.

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indePendenCe

eSCAPe

AlteRing PAthS

AMbition

ShAPing the FUtURe

Reinvent the PASt

RevolUtioniSe tRAnSPoRt

eCo-FRiendly

SUStAinAble

Reinventing the PASt,

Unite in Revolt

AllUde ChAnge

deFy Convention

ShAPing the FUtURe

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keyJoin the Revolt meanings:

· Playing on the Mod/cult groups of the 1970’s as an exclusive organisation rebelling against a certain thing and joining together to celebrate their ideologies.· Reinventing the past, shaping the future:- Portraying a future revolution in transport. · Popularising eco friendly products through desirability and accessibility.· Putting the fun and ambition back into life, creating an escape from the rat race.

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hondA ev CUb

Fig. 4

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Cub

Cub

Cub

CubCubCub

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1. 2. 3.

doCk yoUR SMARtPhoneWhen you find a Scoot near you, just dock your phone in the Scoot to

start it.

SMARtPhone = dAShboARdYour phone is your key, dashboard, and payment method. Cub works with smartphones. [once filled

out membership form and paid £10 sign up fee]

PUt on yoUR helMet

All scoots come with helmets in multiple sizes.

The EV Cub will be available to buy or, on a sharing scheme allowing consumers with less disposable income or people that don’t frequent the city to have their experience with the EV Cub. The SSS [Scooter Sharing Stations] will be situated around affluent areas in London with large amounts of footfall. The app will also be used to track each user’s location, so Honda knows where their vehicles are at any given time. The models that will be used for the SSS will be reduced cost models in order to bring it into affordability to the mass market. In comparison to the cycling competitors outlined in the Competitor section, the SSS scooters would cost a lot more to hire. This decision was made in order to make the scooters more affordable to a wider consumer and to ensure consumers don’t alternatively hire a bike. The Curve of Innovation diagram (figure 5) shows the process consumers when using the SSS.

There will initially be 200 scooters available to rent from 20 different stations in the centre of London in order to attract the proposed consumers and a wider consumer including tourists. The SSS will be implemented proportionally in line with costings and ideas of the initial release of Barclays Bikes and the current ‘Scoot’ scooter sharing system in San Francisco.

Here’s how simple the process is:

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4. 5. 6.

leARn to SCoot

On your first ride, a Cub Coach will teach you how to scoot easily and safely.

UnPlUg And go!

Cubs run on electricity from regular outlets, so unplug before you ride, and plug back in when

you get back.

no MotoRCyCle

liCenSe ReqUiRed

If you have a regular UK drivers license, are

over 17, and have a clean driving record, you are

good to go.

Fig. 5

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innovators

early Adopters

Majority

tiMe

100

80

60

40

20

% oF AdoPtionFig. 6

lAUnCh

The ‘Innovators’, outlined in the Bright Young Things section will be the tastemakers and trendsetters of the Cub. They will portray the fashionable, youthful and fun consumer that Honda intends to represent with the EV Cub. Retailing at around £3400 the Cub sits in a similar position to BMW’s in quality and design whist being more affordable than it’s competitors. (See Appendix 5, p121.) As electric scooters increase in popularity, economies of scale can be achieved as batteries and technology advances and scooter parts will become cheaper. This allows the cost of the EV Cub to decrease or for the speck of the SSS scooters to be upgraded and/or reach a larger return on production. Due to the increase in use – production costs will become cheaper.

Join the Revolt!here's what you need to do to get on the road: 1. Fill out the membership form below. 2. Pay the £10 sign up fee 3. Pick a place/time for your first ride

First name...

last name...

email...

Password...

Postcode...

i have a web enabled smart-phone i have a valid Uk driver's license keep me in the loop about ev Cub i am over the age of 17

go!Fig. 7

Fill out the membership form on the HONDA EV Cub website or App.

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look oUt FoR theSe!

Consumers will be able to look out for these signs around London to direct them to the nearest SSS [Scooter Sharing Station]. The initial cost to rent a EV Cub are outlined in Figure 7 (p25). As popularity increases and consumers have fully grasped the idea of using the scooters, the prices can be increased, increasing returns on the Honda EV Cub SSS.

There will be Honda ‘Reps’ working on each SSS for the first few months, offering help for new users, making sure that riders have the correct credentials and that they understand how to use the App with the Scooter. This customer service provides a better customer experience.

Fig. 8

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FoRget theSe!

Fig. 9

AFteR 1St hoUR:£2/hour in the day or £1/hour at night

CUbbeR£29 Per Month

RideS UndeR 1 hoUR:Free!

CASUAl£5 Per Month

RideS UndeR 1 hoUR:£1!

S S S R e n ta l C o StS

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the ARt oF Reinvention The branding plays on reinventing the past, shaping the future. People look back to the 1920’s kitsch glamour of modern art, the home-centred domestic goddess housewife of the 1950s and the drug-induced surrealism of psychedelic art and political expressions of the 1970s with an idealistic but distorted admiration.

The 1950s housewife is, in particular, looked at as a paragon of the home-made, the crafted and make-do-and-mend. In reality, this post-war environment forced women to remain in the home and rather than a choice, had no other option than to make do and mend. Using their skills and desire to break out of this lifestyle, energy was put into creating a beautiful home and products such as Tupperware emerged. The same genuine need is not present in todays make do and mend culture however looking back at those times can come as a source of comfort knowing that it was in the past.

From the reinvention of the Cub itself, to the Design trends and marketing, each part of this launch plays of reinventing the past, shaping the future.

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Fig. 10 + 11

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neU deCo

tRend AnAlySiS

2013

geometric Swirls

60s Modernist

geometry

Crosses

triangles

Monochromatic

Chevron Placement

Folk inspired geometry

Fig. 12

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32

33

Micro-geometrics

ecclesiastical

kaleidoscope

Mirrored image

Customise

laser Cut

tRend AnAlySiS

2014Fig. 13

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tRend AnAlySiS

2015

heraldic Sport

geometry

Cosmic Symbol

digital Print Repeat

Future baraque

Mirroring

Fig. 14

35

From 2013, 2014 and 2015 - This trend analysis journey shows the reoccurrence of geometry, shapes and Art Deco influences. The name ‘Nue Deco’ was developed to define the trend. This represents the modern reinvention of art deco. 1920’s culture was rich with dance, design, art, music and society. These aspects can be reiterated within the branding; the same attitudes, designs and culture can be reinvented to suit in today’s modern society, with a touch of nostalgia. Future longevity of the campaign can be ensured through using other eras as the backbone of future campaigns. This timeline was created in order to understand future trends that will influence the target consumer group.

The mass intelligence trend (further outlined in the Amitivate section, p104-109) outlines consumers’ demand of knowledgeable and cultural campaigns. The branding designs, referring back to other cultures, tap into this trend.

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Rolls Royce is just one of the brands that have already grasped the Art Deco trend within their marketing. The modernised art deco posters advertise a special paint style and exclusive interior trimmings. This

gives a personalised distinction to the cars and reflects current trends within design.

Fig. 15

37

Is there a demand for the Honda EV Cub? This next section will look at the current market and demand for this product.

why now?

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SteReotyPeSBikes and scooters are quite often posed with particular stereotypes; the ‘hells angels’ dressed head to toe in leather chap, recklessly driven mopeds or the pizza delivery boy. Bike and scooter brands are increasingly pushing their products into an ‘inescapable corner’ [Siler, W, 2009: Online] deterring the more fashion-conscious consumers from buying into the concept. This results in ‘less riders, less motorcycles, less motorcycle companies, less land access, less rights, more laws and more cars.’. [Siler, W, 2009: Online]

Launching the Honda EV Cub with this new branding will attract a wider, younger consumer to rejuvenate the industry to become a more successful one. (See The Bright Young Things p54-69) for more details on the consumer) Similar to the mod subculture of the 1970’s, the desirability and individuality will make this a must have accessory to the young, elite and fashionable.

Fig. 16 + 17

39

eleCtRo-FRenzyThis moodboard shows how environmentally friendly methods in areas such as architecture are rich with innovation, design and desirability. The transport sector on the other hand, is somewhat neglected in style. (See Competitor chapter) Consumers are demanding more eco friendly companies [Shread, P, 2013: Online] and more businesses are seeing profits in becoming green.

Fig. 18

40

AveRAge AnnUAl RoAd tAx CoSt

£0

£0£155

AveRAge AnnUAl inSURAnCe

CoSt

£1000£455

£150

AveRAge SAle PRiCe

£28,973

£35,000

£5,500

£1.42 £0.1439£0.7

AveRAge CoSt

PeR kwhPeR litRe

Fig. 19

41

The introduction outlines the importance of businesses having an attractive ‘green policy’. 40% of consumers are willing to purchase green products but only 4% of consumers actually do when given the choice. With the image of being expensive, desirability and accessibility of eco products will increase demand, even from the most ‘eco-sceptic’ of consumers.

Whilst the environmental benefits of owning a scooter are considerable, the financial savings consumers will make are also substantial. These benefits are outlined, in figure 19 in comparison to electric and petrol cars. Despite the benefits to consumers, the UK stands behind the likes of the USA and the rest of Europe in EV sales as shown in figure 21. The wide implementation of electric scooters and vehicles would also mean that the Government wouldn’t make a penny, loosing out on the current multi million pound industry. But what is more important, preserving the environment, or making the government money?

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dOn‘t pay cOngestiOn ChARgeS

+SAve 50% oFF All

C02 eMiSSionS

bUt, iF All CARS weRe eleCtRiC, the

gOvernment wOUldn‘'t MAke A Penny.

downingStReet Sw1

City oF weStMinSteR

if every car was electric‘

295,050,000,028 gAllonS oF PetRol

CoUld be SAved PeR yeAR.Fig. 20

43

18,000USA

eleCtRiC CAR SAleS 2011

1,000UK

2,038Norway

2,154Germany

7,822Others

2,630France

0Greece

Fig. 21

44

RiSing FUel PRiCeS

2006 2007 2008 2009 2010 2011 2012 2013

150

140

130

120

110

100

90

Price [pence/litre}

date

Fig. 22

45

In addition, fuel prices are gradually growing as its demand continues to rise and sources become increasingly scarce. Figure 22 shows the increase in its price over the last 7 years. On a smaller scale, the increasing cost of owning a car and the on going recession has meant that people are using public transport more. Although public transport links are more accessible, The Age outlines how government taxes are again increasing in cost. [The Age, 2012: Online]

The research carried out shows the future need for electric vehicles and they have great potential to become a sustainable household item. The sense of freedom and independence has been removed from travelling, but with this urgency for a new method of transport, there lies a huge gap in the market. The transition from a petrol car to an electric car is a big step for anyone. Electric vehicles are not currently marketed as stylish and desirable purchases and consumers do not have a compelling reason to move to the EV Market. Honda can fill the gap in the market for a leading Electric scooter brand.

With the wider implementation of renewable energy sources in the near future (for example the new off the coast power station, Kent) and more accessible electric power stations and pumps, the electric vehicle is the perfect new venture for ‘travel-sick’ consumers of the UK and is a ‘middle-man’ bridge between the transition from the petrol car to the electric car.

46

ACCeSSoRieSKey rings and Helmets are just some of the accessories that will be available to buy alongside the Cub. Similar to the scooters themselves, the accessories will also be customisable and will coincide with the collection at the time of purchase. Consumers will also have the option to add built-in speakers or, the collaboration with Memoto Lifelogging Cameras will add extra appeal to buying a Cub Helmet. The Memoto helmet that syncs with the App is a concept that the Memoto Team aims to release, ‘eventually!’ [Riddington, H (a), 2013: Email] ‘The image analysis and organization is made out of the images’ metadata, such as time, place and light. This enables you to not only browse your life the way you remember it, but to search for specific events of your life: who was it that you met at that party or what did the sunset looked like in Lapland in June?’ The images will also be available in a stop-motion like video and in a route map allowing consumer’s to be in full control of their lives, viewed on the account online and on the app. (see The Bright Young Things for more information on the consumer trend, the quantified self. p54-69)

Referring to life-logging, Maude Standish at Metropolis Magazine said, ‘In five years’ time its integration into society will be ubiquitous.’ [Standish, M. 2013: Online] The innovation and futuristic offering of this concept will appeal to the target consumer groups. ‘As we’ve entered a co-dependency with technology, we’ve grown more open to applying it internally and externally to our own bodies. Responding to this new market, a growing crop of wearable technologies have popped up, each with its own compelling promise on how they can modify our lives positively.’ While Mini are using the iPhone as the start key for their concept scooters, [Reid, R.,2010: Online] the collaboration with Memoto offers an on trend, consumer tailored experience.

Fig. 23

47

Industries and consumers are welcoming technologies to track anything from employees’ hand washing attentiveness with IntelligentM, tracking your health and wellbeing with a FitBit, Jawbone Up or Nike’s FuelBand, to the Prius Bike which comes with a helmet that uses your brain to let you shift gears.

+ =

Fig. 24

49

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50Fig. 25

51

CoMPetitoRSVespa, Harley Davidson and Lambretta have cornered segments of the Motorcycle market, however Honda could similarly become the leader in the Electric Scooter market. With car brands responding to consumers desires for personalised products for example, Opel’s car ‘Adam and You’ and Fiat has turned their reputation around from being as stylish and desirable as a Mini commencing their Fiat 500 ‘Express yourself ’ marketing. The Toyota iRoad, BMW C Evolution and the Smart eScooter are electric vehicles that either can’t be taken seriously or distinctively lack in style. Mini’s eScooter is the Honda EV Cub’s only direct eScooter competitor, rivalling style and innovation however, still doesn’t create the same desire as the Cub. The Cub also falls cheaper than it’s competitors, for example Mini eScooter’ is estimated to be around £4000 to £5000 [Massey, R. [2010: Online] and the BMW C evolution is rumoured to cost well into six figures. [Cope, B., 2012: Online]

The ownerless trend, outlined by Trendwatching, [Trendwatching, 2011: Online] shows the emergence of fractional ownership. The convenience, spontaneity and maximised number and variety of experiences gained from sharing schemes is also inexpensive and sustainable. The sharing scheme also gives sceptical consumers an opportunity to try the scooters for themselves, potentially widening the consumer base to attract people that wouldn’t normally be a consumer.

52

Fig. 26

53

bike ShARingLondon’s Barclays Bikes, Copenhagen, known as the ‘bikers utopia’ and Portland, Oregon with its extensive bike paths, on street lanes and lock up options are the types of cities and schemes that the Honda EV Cub Scooter sharing scheme will be compared to. Scoot, a scooter rental service in San Francisco is the first of its’ kind, following in the footsteps of Zipcar car sharing, an alternative to car rental and car ownership was also looked at in order to outline what is currently available and being done by the Cub’s competitors.

These popular ways of getting about and the increasing amount of cycle schemes popping up in different cities around the world shows that both consumers and the cities themselves are moving away from cars, buses and trains. The nifty, flexible and traffic beating transport will be on its way up with increasing rental shops, bike racks, exciting trails and dedicated bike lanes. Nicole Freedman, [Huffington Post, 2012: Online] director of Bicycling Programs for the city of Boston also promotes cycling’s ‘local’ benefits, ‘because when you bike you can stop wherever you want, you can talk to people.’.

Although the popularity of cycling has increased, people may prefer to ride a scooter with its’ ability to get around quicker than on a bike, whilst being nifty enough to cut through traffic. Neil Mason outlines that consider their cost effectiveness over a car as important (59%) as is their versatility around traffic (56%) and for parking (52%). [Mason, N, 2012: Report]

54

55

the bRight yoUng thingSthe bright young things is a nickname given by the tabloid press to a group

of young aristocrats and socialites in 1920s london.

Fig. 27

56

Fig. 28

57

iMogen de SoUzA 17 year old bright young A level Student

*+*+*+*

‘Dedicated fashionista’, ‘chocolate consumer’ and ‘Arctophile’ living in the suburbs of London with her parents and younger brother. Doing A Levels at College, Imogen takes Geography, German, Textiles and English literature. Although she would prefer to spend her time socialising, shopping and blogging, she is very motivated at school with an aim to go to London College of Fashion. Imogen’s dad is often nicknamed ‘the taxi’ and Imogen frequently uses buses/tubes to get into the city plus, still has to get on a bus to school at 6.30am and every evening. Working in an independent coffee shop near home provides Imogen enough money (alongside Birthday and Christmas money) to buy from her favourite brands, Topshop, ASOS, & Other Stories and H&M. Imogen is an aspirational purchaser, experimenting with new beauty products and is a regular visitor of Boots and other beauty stores.

58

CubCubCub

59

SCooteR File Imogen loves her independence and the Cub would give her this freedom whilst saving her parents from taxiing her around. Renting scooters from the sharing scheme on weekends will be Imogen’s initial contact with the Cub however, she may be able to persuade her parents to invest in a scooter for her 18th birthday. Kept up to date with current affairs at school, Imogen is well aware of environmental problems and is always explaining the importance of recycling to her parents. ‘Younger people purposely reduce their driving in an effort to curb environmental impact. ‘16% of 18-34 year olds agreeing with the statement ‘I want to protect the environment, so I drive less.’ Only 9% of older generations said the same.’ [Political Fiber, 2013: Online] The EV Cub will appeal to this eco-conscious,

fashionable and independence-craving consumer.

Fig. 29

60

iAn RiChARdSon 22 year old bright young graphic design Student

*+*+*+*

Fig. 30

61

Ian is a sociable and highly active second year graphic design

student at Westminster University. Living in shared accommodation in a

converted house in Islington, London, he enjoys a wide range of live music, planning

summer road trips with friends, finding the latest ‘cool’ blog and reading independent magazines.

Alex has high aspirations for his life but doesn’t like to be too serious. Although his degree is important to him, a lot more time goes into socialising and is very computer

literate. Drinking, eating out and shopping are high on Alex’s to do list, even if it is rapidly eating away at

his student loan. Having a job at the Shackwell Arms provides a small but a crucial source to

his hectic, expensive life in the city. Daily transport an dthe expense of living costs

linked to living in central London eats away at his weekly budget.

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SCooteR File Owning a Honda EV Cub would save Ian time and money spent on public transport, of which the fares are ever increasing. Tom Edwards, BBC’s London transport correspondent reports that ‘London bus and Tube fares went up 4.2% in January 2013.’ [Edwards, T, 2012, Online] A Cub would be the ideal solution to the lack of parking space and the expense of owning a car. Outlined in a survey on 1968 Internet users aged 17+, 80% of consumers say that they have no intention of ever owning a scooter or bike. [Mason, N, 2012: Report] Baring this in mind, research found that the biggest factor for consumers in considering buying an e-scooter was if their friends had one and if the scooters were fashionable. When asked in an anonymous survey, participants that were open to the idea of riding an electric scooter said that the scooters would have to be fashionable, and would be more likely to purchase one if their friends did too. Neil Mason at Mintel predicts a rise in both existing owners and new owners to more luxury machines due to competitive prices and improvements in quality. [Mason, N, 2012] With such a busy social life, ‘scooting around’ on a Cub would perfectly suit his personality and the customisable designs will allow his personality to shine through.

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Cub

Fig. 31

64

JenniFeR gRACe 26 year old bright young events Manager

*+*+*+*

Fig. 32

65

Jennifer is the epitome of a cool, laid-back 26 year old that styles herself with an extra kick of glam. Landing herself the dream job after trawling through years of unpaid work experience, Jennifer is living the independent life she always dreamed of. Newly residing in a small flat in the centre of London, the petite size doesn’t faze her as she sees it as a base, a place to sleep which enables her to afford a more luxurious lifestyle; eating out, going out and shopping. A large friend group and devotion to her job finds her closest friends losing out on Jennifer’s company from time to time. Mixing luxury statement pieces with high street clothing brands, Jennifer is proud of her collection of beauty products, paying attention to the smaller details such as her nails and always wears a statement piece of jewellery or a unique bag.

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SCooteR File Getting out of the main city on a weekend will give Imogen quality time with friends, a chance to see a bit more of the city and of course, her Cub. The ostentatious option of having a car lift that takes you up to your apartment is something that only dreams are made of for many people, but it makes sense. With an electric scooter this aspiration could become a reality and will be ideal for city dwellers like Jennifer who struggle with limited car parking. These infographics illustrate the stress levels amongst today’s millennial generation. The pressures, competitiveness and high expectations of millennials may call for the need to lighten up, ‘they simply take themselves too seriously.’ [Dixon, S, 2013: Online] With such a demanding job and as perceptions of time weaken, ‘Society today finds itself with a shortage of time.’ [Coleman, P., 2006: p54] owning a scooter could be the perfect way of removing stress from Jennifer’s daily commute and would add more excitement and enjoyment to her every day life.

Cub

67

Fig. 33 + 34

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ConSUMeR ReSeARChThe Bright Young Things are in the ‘Millennial Generation’, what used to be described as Generation Y. [Merkel, J, 2013: Online] Political Fiber [2013: Online] stated that young people choose to replace driving with alternative transportation. ‘45% of 18-34 year olds said they had made an effort to replace driving with alternatives, compared with 32% of all older populations.’ and the share of young people without a driver’s licence decreased by 5% over the last 10 years. Reduced driving amongst young people is likely to continue due to changes in technology, increasing driving costs, the recession, and more driving legal barriers. (Infographic young people transport)

This generation of 17-30 year olds are very open to new technologies being the first generation to grow up with technology at their disposal. ‘Instant knowledge, instant answers, and instant entertainment have been at their fingertips since they were able to first use a computer.’ The Honda EV Cub will rely heavily on social media and include cutting edge technology (Memoto Helmet, Electric Transport Technology outlined in Competitor section (p50 )and see Consumer Touchpoints (p54) for social media) in order to keep up to date with current consumer demands. In addition to our growing need for self-knowledge, people are also engaging in new ways to educate themselves about the world. “We’re moving towards a time when the ability to track and understand data is deeply woven into our daily lives,” says Ernesto Ramirez [WGSN, 2013: Report] More information on the quantified self in ‘The App’ section. (p92-93)

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wAlked to deSinAtion 16% MoRe

FReqUently

withoUt A dRiveRS liCenCe inCReASed FRoM

21% to 26%

PUbliC tRAnSPoRt USe inCReASed 40%

24% MoRe bike tRiPS

14-34 yeAR oldS tRAnSPoRt USe FRoM 2002-2012

Fig. 35

70

71

ChAPteR

72

lAUnCh StRAtegy

the StARting line500 bloggers receive press packs, 6 weeks before the launch. The Press day, 5 weeks before the launch. (more info in Press Pack p76-77)

the JoURneyInitial teaser ads (See Teaser ads p 78-79) and signs showing the Honda EV Cub SSS are coming soon. (More info p26-27)

Fig 36

6 weekS

73

deStinAtionLaunch night Friday 12th July 2013. (More info in The Prohibition p98-103) Attendees will write/blog about the event, product and location. The ‘Innovator’ consumers will be the tastemakers using Instagram, Facebook, twitter etc. Expressing their excitement of the Honda EV Cub to their friends. Features will appear in magazines, blogs, websites etc. (more info in the Press Pack p76-77) Still and motion adverts. (more info in Adverts) Consumers can download the app and go to the website for more information. The App will prompt consumers to share their experiences on the scooters and to get inspiration from other #scootagram images.

#

74

ConSUMeR JoURneyThis consumer journey outlines a ‘Bright Young Thing’ consumer’s journey. Fig 37

75

Purchased a EV Cub!

Love

d the

expe

rienc

e and

goes

back

to w

ebsit

e to c

ustom

ise

Writes about customising the Cub and have put it on their ‘W

ant list’

Sees Teaser advert, takes a photo and Instagram’s #cantwait

Goes on website and customises a Cub

Friend prompts th

em to watch Honda E

V Cub Teaser

Rea

d re

view

in d

esig

n bo

om

Talk

s to

frien

ds an

d ar

rang

es to

use

the S

SS C

ubs t

o try

it o

ut.

Share

s rev

iew on

Twi

tter a

ccou

nt an

d Fac

eboo

k

Fig 38

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Fig 38

the PReSS PACkThe Press pack will be sent out to the 500 most influential magazines, blogs, websites and journalists within the technology, fashion and style world, 6 weeks before launch. These touchpoints will not only be the regular sources of inspiration and knowledge for the Cub’s initial target consumers but, it will also be sent to the most innovative and influential sources in the industry, covering a greater audience than just the ‘Innovators’. This mix will gain the prestige of a well marketed, produced and credited product that will appeal to a large range of consumers.

The press pack will contain a press release, an SSS (Scooter Sharing Station] getting started guide, an invite to the Prohibition launch party and finally a product catalogue. The press pack will be sent as a print version to each of the contacts, rather than print. This decision was made in order to prevent the information from becoming ‘scam’ email and to keep in line with the secret and more personal theme of the launch event. Cambridge Satchel Company are a successful example of this method as when sent a product in the post, bloggers, journalists etc. instantly wrote a story or blog entry about it.

Contacts can then go and see the products for themselves on the Press Day, 5 weeks before launch. Bloggers, journalists and influential people will write reviews and talk about the products, allowing press and in turn, consumers the first contact with the Honda EV Cub.

77

keySites from Forbes’ Top 10 sites for Millennial women [Casserly, M., 2012: Online], The 100 Best, Most Interesting Blogs and Websites of 2013 [DailyTekk, 2013: Online] and though promary research. A mix between tech, gadgets, environmental, fashion, design, men’s and women’s and ‘cool’ sources.

Fig 39

78

teASeR AdveRtSThe very first adverts that will be released before the launch will be consumers first interaction with the brand. The adverts will not show any part of the scooters themselves in order to build anticipation and add an element of surprise for the launch. The advert will prompt viewers to go to the Honda EV Cub website at the end. Consumers who chose to go on the website will already be able to customise their own Honda EV Cub, before the launch. Getting consumers onto the website an involving them with the design elements which will then them to download the app will mean consumer will have already had several touchpoints and interaction with the brand, familiarising them with the idea before the launch. This is the pre-production material for the advert.

Fig 40Working title: Join the Revolt

Advertisement Preproduction MaterialProduced by Kieran Jones.

Step OutlineScene 1: Intertwining of famous protest footage from across modern history and kaleidoscope animation set to Bart&Baker Vs. KeX – Communication.Scene 2: Revealing of tag line ‘Join the Revolt’ followed by Honda EV Cub Logo.

Outline Scene 1: Fade in reveals blank screen. Camera zooms forward to collide with incoming image and invades the screen. In black and white, merging montage footage of multiple forms of famous protests throughout history evolves into kaleidoscope animation. As the timeline of the montage increases, fluorescent colours slowly are introduced, surrounded by an electric current. As the soundtrack and kaleidoscope get out of control, electric currents take over, causing the kaleidoscope to explode, leaving a black screen. Set to Bart&Baker Vs. KeX – Communication, fade in from beginning and cut out after climax.Scene 2: After 2 beats of silence, an electric current crackles across the screen, lighting up and revealing ‘Join the Revolt’ and crackles out. Honda EV Cub appears. End.

Treatment After fade in we enter a pristine white screen as the camera slowly zooms into the blank arena. We notice a small 1950’s vintage black and white television set in the distance with static raging out from its screen accompanied by the soundtrack of Bart&Baker Vs. KeX – Communication. The set travels towards us as we travel towards it. We feel an impending collision on the horizon. As the television becomes larger and closer to the screen, we start to see vintage black and white footage of the partying twenties intertwined with prohibition era protests. As the soundtrack becomes increasingly louder, slowly in bass and volume we collide and enter the television set to the booming and unforgettable sound of the roaring twenties. As the party scenes and ‘We want beer’ rebellious marches continue, the images slowly distort into

79

mesmerizing yet still black and white kaleidoscopes surrounded by a small current of white lighting and electricity. The kaleidoscope morphs into magnificent news footage of the marches of the Russian Revolution. As the image evolves into a kaleidoscope, once again in black and white but this time, depicting the suffragette movements, an increased electric current revolves around the image. It then transforms once again with the footage and evolving kaleidoscope format with various movements such as Martin Luther King’s ‘I have a dream speech’, to the Vietnam War protests. Then as the years and footage and kaleidoscope progresses, a colour palette starts to evolve and swarms the screen, occurring with increased electric surges. As the kaleidoscope and footage evolution and devolution continues, the modern footage continues, ending with student riots in France. As the electricity and the colour reaches pandemonium, the scene explodes as the camera rapidly zooms out, visualising the exploded screen of the television. Darkness engorges the screen and silence is found. After two beats of silence, we see a flicker of electricity playfully dart across the screen and illuminate the tagline ‘Join the Revolt’. The Honda sign flashes on the screen below with website address.

Critical analysis.1. This mirrors the introduction of colour television and the drugs and human right hippie movements of the seventies2. The website address prompts viewers to go and find out more information about the Honda EV Cub as this will be the first form of contact with the Cub for many viewers.3. The kaleidoscopes representing the ‘Nue Deco’ trend.4. The kaleidoscopes will then tie in with the second advert (after the launch) in, allowing viewers to make the connections between the adverts and creating a story and conversation about the Honda EV Cub. 5. The music will also be the same in both teaser and launch adverts, creating an instant recognition and association of the Honda EV Cub with the advert’s song. The catchy jingle will be talked about and viewers will not be able to get the song out of their heads!6. The electric surges represent the fact the EV Cub is electric 7. The transformation from black and white to colour and electric illustrates the growing excitement and enjoyment that comes with the Honda EV Cub.8. The scenes illustrate how society has moved on from revolts against women’s rights, Wars etc., and will now start a new revolt; in transport, with the Honda EV Cub.

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the PUMP

Fig 41

81

loCAtionThe heart of the Honda EV Cub, serving as a focal point for Cub riders to meet, socialise and lap up a well-earned cultural experience will be named ‘The Pump’. The Pump will initiate the attraction of being a part of the Cub ‘scene’ and will build an aspirational community. Balancing relaxation, socialising and culture, the Pump will be a rendezvous for fashionable, like-minded ‘Bright Young Things’. The Pump will be situated in the newly renovated Carlton Cinema in Islington, London. (Figure 42, p 82) The Pump will open on the 12th July 2013 with the ‘Prohibition’ launch night. (See The Prohibition, p98-103) Research found that 53% of 17+ scooter owners mainly use their motorcycles/scooters during the summer months. In order for the Honda EV Cub to gain its’ full potential, it was essential that the Cub’s launch was in the summer months.

The venue, large enough to serve as a ‘filling station’, a Café, theatre, and a lounge will offer refreshments and inspiration for scooter riders. The theatre will alternate between showcasing old/independent and foreign films, lectures and debates, and music and dance events. Each activity will be based on the idea of reinventing past movements with a means to escape the pressures of the city. Similar to the Filling Station in London, events and lectures will collaborate with a range of industries, offering a wide knowledge base, appealing to every consumer in some way. Ranging from Secret Sensory Suppers in the light of people’s ‘desire for experimental events that stimulate and tantalise the senses.’, [Banks, T., 2011: Online] to debates and events held by international movers and shakers such as the Economist and Monocle, to exhibitions from emerging artists and independent films, the activities are based on the popularity of the knowledge trend, which has been named ‘Amitivation’. (See Amitivation p104-109) Electronic ‘Chart boards’ of the most popular documented map and stop-motion videos will inspire Pump visitors to go on a new adventure.

The Pump will be open 7 days a week, 12noon-11pm on Monday. Tuesday, Wednesday, Thursday and Sunday and 12noon – 1am on Friday and Saturday.

The EV Cub will be available to buy in the Pump during the first 2 weeks of its launch. These scooters will have exclusive discount and attendants will experience the first events at The Pump. Dependent on its success, more Pump venues will be available in cities across the UK ranging from renovated petrol stations, cinemas, theatres and swimming baths.

82

the CARlton CineMA

Fig 42

83

The Filling Station and Cinereleum in London are renovated petrol stations offering cultural experiences. Converting aged and derelict buildings for use as an alternative function implementing the ‘Make Do and Mend’ trend, (as outlined in the art of reinvention section, p28-29) reinvents past movements saving time, money and is more sustainable to the environment.

Fig 43

Fig 44

84

CASe StUdy‘Look Mum, No Hands’ a cycle café in London influenced the decision to create a ‘stop off point’ for EV Cub consumers. Creating a ‘hip’ place to fix your bike, hang-out, snack and use the wifi, the desire created to be a part of this lifestyle is a great way to make a product more than just a product, but a lifestyle. [Time Out London (2010: Online]

‘Lock 7’ is also a cycle cafe in London. While you are served your coffee and food, your bike gets fixed. It also offers a cycle community ‘based findings on a trip to Copenhagen’.

These case studies influenced the decisions made when creating ‘The Pump’.

85Fig 45

86

the APPThe Honda EV Cub comes with an App for any smartphone and the user will create their own unique account to save their data. Accessed online and through the app, when adapted to the scooter, the rider will be able to:

This diagram (figure 46) visualises each option within the app and what you can do within each section. Figure is a compilation of screen shots from the app. [An animated mock up of the app is on the disk.]

87Fig 46

charge their phone

navigate and map journeys via gPS navigators and built in Memoto camera which will then be visualised in a stop-

motion like video or in a map

find suggested routes

view journeys that the bike has done (previous riders or your own stats)

view environmental savings such as emissions saved per mile

sync smartphone music with their helmet speakers

88

These maps show an example of a users mapped journey and each of the Scooter Sharing Stations in that area.

Fig. 47

89

#SCootAgRAM

Riders can document their journey maps and photos with the hashtag #scootagram and suggested journeys will be collated from the top liked photos of that day. Sharable on the App’s Scootagram, Twitter, Facebook, Instagram and other social media sites, EV Cub’s will be visible to consumers on a wide range of platforms that they interact with on a day-to-day basis. The Millennial consumer group will look for ways of sharing their actions with their friends and for self-knowledge. “If it’s not on your phone, it’s not important. We’re approaching a point in life that if something matters to your life, it’s on your smartphone.” [Fastcodesign. 2011: Online] Find the App by searching EV Cub.

In an email interview with James Hayes, he recalled that when at Hannover Messe, ‘some of the scooters had special ways to attach smartphones to them than can take advantage of emerging apps for bikes/scooters etc. that turn the smartphone into a navigational / energy management aid, for instance. Obviously if the smartphone is GSM-enabled it turns it into a satnav device that might be less expensive than the systems used in other vehicles.’. [Riddington, H, (b), 2013 Online]

The mapping will give users clear infographics, providing them with details on where they’ve been, how long it took them, at what cost it was to the environment and what they have saved in emissions. Anne Kjaer outlines that ‘One of the greatest benefits of digital technology has been the empowerment of individuals.’ This will give the user a sense of control over their lives. ‘Convenience technology provides consumers with a tool that empowers them and gives them a degree of ease in a hectic world. We can now control and juggle our life in a ways unheard of just 15 years ago.’ [Kjaer, A, L, 2011: p4] Whilst moving, the app wont let you access anything else on your phone. This will hopefully eliminate lack of concentration and ensure safe riding.

90

APP ReSeARCh‘44% of us go to bed with our phones within arm’s reach, 65% use them to kill time while travelling to work and 91% are on smartphones during downtime in the workplace’ [Gstatic. 2011: Online] The quantified self movement allows us to keep in constant track of out homes, health and even our cats. In James May’s Man Lab, a neighbourhood watch team was set up entirely of cats and paid off, catching James burgling a house on one of the Cat Cams. In what Forbes calls 2013 the ‘Year of the Quantified Self ’, [Clay, K., 2013: Online] millions of consumers have joined this movement. Automatic Labs are offering an app, Xconomy, that ‘chirps at you when it notices rough braking, aggressive acceleration, or speeding over 70 mph. It also keeps a record of your fuel economy and gives you a gamified ‘driving score’ to encourage more efficient driving habits and fuel savings.’ [Xconomy, 2013: Online] The Honda EV Cub app will use similar techniques, with a more stylish interface. Figure 44 shows each individual command within the app and what each of those do.

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APP

My ACCoUnt

dRiveMUSiC

nAvigAte to...

Motion PiCtUReS

Emissions

Journey Visuals

Mapped Journey

Your map routes of previous journeys

Your stop-motion videos of pervious journeys

Emission saved on previous journeys

Share/upload

GO!Access smartphone music library

Speedometer

Scooter battery

Nearest SSSPrevious destination

New destination

View/like/comment on

friends uploads Search for hastags/people

Most popular uploads

Fig 48

92

the webSiteThe EV Cub will be available to buy on the website and in existing Honda dealerships around the UK. Easing the buying process, unlimited options to personalise your cub are present on the website.

See step through animation of website on CD. Inspiration for the website was collected from the interactive elements in websites such as Only Because We Can and NikeiD, the interactive design of the EV Cub website puts each consumer into the seat of the designer with the ability to fully customise their EV Cub. The interesting and innovative website will appeal to the digital-savvy consumer and will increase the likelihood of them revisiting and sharing the website.

93

Fig 49

94

AdveRtSFollowing the launch of the Honda EV Cub, consumers will be aware of the EV Cub due to press, teaser adverts and SSS signs. Not fully knowing what the Cub looks like, this will be the first chance for consumers to get a glimpse of the scooters for themselves and begin using them. This Animation (on CD) is a short mock up of what the adverts will look like.

95

Fig 50

96

Fig 51

97

Fig 52

Following the release of the press packs, consumers will begin to have their first interactions with the Honda EV Cub. In the build up to the launch, press coverage of the release of the Cub alongside ‘teaser’ adverts will build up anticipation. They will be displayed around London and ‘coming soon’ signs will appear where the SSS will be situated. Never fully exposing the Cub, the element of surprise will be built up ready for the release.

Preceding the Prohibition launch event, the official launch adverts will fully disclose and fully reveal the Honda EV Cub.

The animated advert with the correlating print adverts convey and further promote the Nue Deco trend. The kaleidoscope and geometric visuals were outlined within the trend analysis section. This inspiration moodboard helped aid the designs of the animation.

98

Fig 53

99

the PRohibitionThe Pump will be opened as a speakeasy bar for the launch night. Reconstructing the secret drinking, dancing and jazz nights and guests will be thrown back into 1920s prohibition America. In collaboration with The Great Gatsby, Jack White will make a special appearance; performing Love is Blindness and other songs also featured in the film with Jay-Z. Alcohol hidden in teacups and a retro dress code will allure guests into dancing alongside the professional Charleston dancers to the additional jazz and urban blues bands.

Composing similar scenes to the photographs in figure 56, (p102) the Cub will feature in ‘Picture Palace’ *** photo booth scenes representing rebellion, socialising, adventure and really promotes the personality of the Cub. Guests will be able to choose their backdrop creating their ‘perfect journey’.

Jack White, (Figure 55 p101) having been involved in much collaboration throughout his career, ‘learned his craft listening to the blues legends of the 1920s and 30s’. [Rolling Stones: 2000: Online] Collaborations with bands such as the Dead Weather and Black Belles, Jay-Z and Ruby Amanfu, producing the James Bond theme tune and also working on the Great Gatsby soundtrack, Jack will suit this role perfectly. The collaboration with Jack White and The Great Gatsby will further widen consumer touch points and increase press coverage.

Inspiration for the event was taken from Bec Wonders’ exhibition in 2013. As its name perfectly expresses, viewers were invited to “Step Inside” the artwork itself. [Starr, B., 2013: Online] (see Amitivation moodboard on page 109, Fig 60.)

The nostalgic romantic comedy fantasy directed by Woody Allen, Midnight in Paris, follows Owen Wilson as he finds himself on the expatriate literary scene of 20’s Paris as he travels back in time each night at midnight, also played source to the theme of ‘The Prohibition’.

A similar event will be open to the public after the launch and will be held once every month. Following the events, to discourage drink driving, alcohol will only be served at The Prohibition events. The [secret] drinking will represent the only opportunities for Pump visitors to consume alcohol inside the Pump. These events will ensures exposure and excitement will be created around the Honda EV Cub.

***“Picture Palaces”: large urban theatres that could seat 1-2,000 guests at a time, with full orchestral accompaniment and very decorative designs. These picture palaces were often owned by the studios and used to premier and first-run their major films. [UppCinema, 2013: Online] Used to reinvent the phrase ‘Picture Palace’ into photographed scenes of affluent, rebellious socialites.

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101

102

PiCtURe PAlACe

Previous page Fig 54 + 55. this page: Fig 56

103

In 2013, we bring back the Speakeasy. Experience a night of nostalgia, dancing, jazz, [secret] drinking and the unexpected. You have been cordially invited to step into the shoes of a Bright Young Thing with the launch of the Honda EV Cub. The Pump will be transformed into a 1920s Prohibition America speakeasy bar, celebrating the launch of a revolution in transport. Teacups brimming with gin, suave jazz musicians and the glitzy, retro dress code will take you back in time with a modern twist. In collaboration with The Great Gatsby and an appearance from Jack White, this is one unique soirée not to miss.

The once derelict Carlton Cinema on Essex Road, London will be transformed, coinciding with the launch of the Honda EV Cub, into The Pump.

The Pump: Carlton Cinema, Essex Road, N1

invitAtion

Fig 57

104

AMitivAtion

keyRecognising the connection between cultural experiences and knowledge, socialising and subjective happiness, the name ‘amitivation‘

was created.

Amiable and Amicable - social/happy/friendly

amie - ‘friend‘ in french

Cultivation - culture/nuturing

Fig 58

105

The availability of information is instantaneous as a result of the consumer craving for greater knowledge. This consumer preference has been labelled the ‘Mass Intelligence’ trend. Figure 59 shows how a large percentage of the population of the UK engaged with ‘the arts’, with 80.9% of young adults going to the cinema and 75.2% of them read in 2011/2012. Consumers are seeing knowledge and cultural experiences as a given status symbol.

This trend could be a useful way of firstly engaging with the consumer, creating brand loyalty and it really brings the product to the consumer, rather than more basic marketing and advertising options. Secondly, through cultural events, knowledge and a sense of learning are achieved in a fun environment.

The link between the Cub’s heritage and the need to have the latest accessories will assist in the creation of a new community of charismatic trend focused but environmentally aware consumers. Through this, awareness could be raised on the benefits of using scooters rather than cars, and the bigger environmental picture. Consumers need to be provoked with more reasons and ways of embracing eco-friendly into their lives and it is the brands that consumers engage with every day that can create those touchpoints.

In addition to the knowledge and awareness that would be raised from endorsing this trend, consumer enjoyment and happiness will be amplified. Figure 59 (p106-107) shows how subjective happiness can be increased through cultural engagement. Brands are taking on this approach and capitalising on this ‘Amitivation’ trend. Further outlined in Appendix 1. (p123), figure 60 visualises these brands. The Pump will play an important role as a supporter and disseminator of the arts in today's cash-strapped society. James Hayes from E&T magazine, suggested a marketing approach of scooter clubs as a way to engage with Cub consumers. The popularity of ‘Look Mum, No Hands!’ in London (See p84-85) shows that there is a demand for this social interaction. Acting not only in the good of the consumer, the brand's innovative personality will be further promoted and gain exposure.

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CULTURAL ENGAGEMENT

SUBJECTIVE HAPPINESS

Engagement with a wide range of cultural

activities including heritage, arts and museum and galleries

was also associated with significantly higher levels

of subjective happiness.

=

107

adults in England engaged with the arts three or more times

adults in England engaged with the arts at least once

63.3%78.2%

YOUNG ADULTS ALL ADULTS

57.2% reading 70.2% reading

11.5% gardening

50.5% gardening

60.9% days out or visiting places

68.3% days out or visiting places

80.9% cinema

57.2% cinema

Rank of free time activities 2011/12

Fig 59

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CASe StUdieSThese case studies outline various ways in which brands are integrating culture within their marketing methods and were used as inspiration for generating the EV Cub’s marketing strategy.

Maeve Hosea who wrote the Art of catering to the new Intelligentsia said in an email interview, ‘People want experiences to tell people about: Guerilla Opera, immersive theatre, street photography masterclasses, artisan cooking classes, taxidermy and so forth. Brands such as Diesel with its Diesel Island campaign, Auchentoshan's 'Workshops for the Modern Gentleman' and Nintendo's Street Art Walk are all examples of this.’ [Riddington, H. (c) 2013: Email]

Illustrated in the moodboard, collaborations between Whitechapel Art Gallery and Swarovski, Converse and Dazed & Confused, Andaz Liverpool Street and Secret Sensory Suppers and Hiatt’s ‘Do’ Festival. More information in Appendix 1. (p123)

The Economists books and arts editor Fiammetta Rocco says that “Instead of the greater information ‘noise’ meaning more dumbing down and lowest common denominator-type stuff, it is giving people a hunger for making sense of it all.” [Hosea, 2012: Online]

Research has concluded that the trend may be gaining popularity as “The more digitally connected we are, the keener is the simple human need for conversation, for sitting around a table or on a picnic blanket, or a fire and sharing stories,” says Hay Festival founder Peter Florence. [Hosea, 2012: Online] “Cultural brands should be tapping into the desire for these things.”

From the Tate modern collaborations with BMW Tate Live Performance Room, The Unilever Series with their ‘Turbinegeneration’, Google and their ‘The Exquisite Forest’, to Auchentoshan, the whiskey brand who held a series of creative workshops run by leading innovators from across the creative world. The breadth and variety of brands and companies that are engaging with the ‘Amitivation’ trend is an advisable advancement for brands.

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Fig 60

110

ConClUSionThe Japan Motor Show of 2009 saw the birth of a concept vehicle; the Honda EV Cub. The initial buzz and hype has all but faded into a distant memory of a concept that was not viable. This report has been prepared to show the viability and potential opportunity derived through a successful marketing campaign which could escalate this forgotten concept into a market leading and highly profitable opportunity. Reinventing the once beloved Cub is a route that Honda has considered but not fully executed or interpreted. A revolution in the transport world is paramount and this report communicates viable ways in which to implement such a revolution.

The key marketing strategies that will assist in the implementation of a new global development in transport have been identified. An example of this is to incorporate stylish designs directly aimed at attracting the millennial. Through research it was established that potential consumers have expressed an interest in the personalisation of a potential electric scooter purchase and conveyed how the more personalised and individual the product, the greater the buying and owning experience. 75% of millennials questioned would either consider buying or using an electric scooter if the concept became implemented.

Suggestions explored within this report delve into the importance of consumer touchpoints and how integral they are to the relationships with products. The app and website are platforms for the sharing of journeys and also the interaction between owner and scooter. The increase of an eco conscious society married with the immersion of digital means the EV Cub keeps in line with consumer demands of digital invasion and the quantified self. An element of the scooters experiential qualities is the pump and its renovation to a more social environment, in which consumers can escape and relax. The aim is that Pump will initiate the attraction of being a part of the Cub ‘scene’ and will build an inspirational community. Finally, the visualisations of the scooters have been given a new lease of life through diverse, eclectic and graphic designs. The potential for the future of the Honda EV Cub is vast and as it has both the future and sustainability at its heart, it is a projection with longevity and viability.

Throughout my introduction I touched on how the Implementation is now firmly in Honda’s hands and noted the following thoughts and observations:

The current eco-world and how certain projects can inspire the success of the Honda EV Cub.

Honda EV Cub’s competitors and learned from their mistakes/successes.

The potential expansion of Honda’s existing consumer through branding and marketing that will appeal to a wider, more fashion conscious customer, promoting environmental and transport themes.

The relationship with trend analysis over the next 3 years in order to outline suitable trends.

Honda, already an innovator within eco-transport, could make a greater impact with their current expertise and prestige.

The Honda EV Cub is not only a scooter, helmet and accessories, it is an ‘experience’ that brings friends together, new and old, enhances knowledge, enjoyment and culture. This branding and marketing has the ability to adapt into future campaigns and themes. Through this ‘Amitivation’ trend consumers will become more knowledgeable and interested in cultural, social and environmental issues, increasing the demand for something more radical to be done with implementation of environmentally friendly power.