TRANSWEST TTRV
Beyond the Demographics:
How Audience Psychology Influenced Automotive Creative Strategy
Project Type Marketing
Role Creative Director
Tools Adobe Illustrator, Photoshop,
After Effects, Premiere Pro
The Project
By looking beyond demographics and uncovering the aspirations behind luxury RV ownership, I developed a lifestyle-first creative strategy that positioned Transwest as more than a dealership. It became the starting point for the journeys customers envisioned.
THE CHALLENGE
It’s easy to become focused on the basic aspects of a client’s audience. It’s easy to say that Transwest’s audience is 50-60 years old, (pre) retired, high-earning empty nesters. And that’s it. And while those things are all true, there needs to be a deeper understanding of their goals, motivations, wants, etc.
When I took a look at the Transwest audience, one thing stood out to me: no one needs an RV. In fact, a lot of their customers are buying multiple Class A RVs or a Super C complete with all the toys to haul. This is a luxury audience, and when it comes to luxury audiences, they all typically have the same main motivation. They purchase the product because it fits into the idea of who they want to become. By understanding this key motivation, I was able to elevate the brand beyond competitors.
THE STRATEGY
Some customers wanted a quick getaway during hunting season. Some want to a fun, outdoorsy yet comfortable vacation. Some plan to spend months in various RV parks. Regardless of the overall vision, they all had one. I let this lead my strategy. By focusing on lifestyle-based assets and leaving product-focused ones for our retargeting efforts, we were able to separate Transwest from the competitors.
Lifestyle vs. Adventure
The wide variety of products at Transwest are similar but have varying nuances. Just because there are two Class As doesn’t mean they should be marketed the same. This led me to the “Lifestyle & Adventure” programs. The lifestyle program focuses on vehicles that are typically more luxurious and geared towards the customers looking for a “second home.” The adventure program is for vehicles that are for those quick hunting trips or weekend vacation. All of Transwest’s products land within this spectrum and allowed me to market the various products to the different needs and goals of potential customers.
THE CAMPAIGNS
Lifestyle
Adventure
Product
