Client: Miami Vintage LLC
Product: M Garage
Ask: Launch a luxury car club in Miami, FL
The Situation
Miami Vintage LLC is looking to launch a brand new luxury car club in Miami, FL. They noticed that there was an opportunity with no car club current owning the Miami scene, and wanted to bring the love of classic and vintage cars to South Beach.
Through our own research, we found that there’s a clear tension in the landscape: people hate the modern car buying experience, because cars are no longer about feelings, they’re about money. Cars used to be synonymous with exploration, for freedom - now, they’re luxury products with monetary values, used as status symbols. So it’s our job to offer a relief to that tension and make cars about a feeling again.
The Audience
Based on the price of our membership, the average car enthusiast, and the cultural makeup of Miami, FL, we found our target to be Older Millennials (age 30 - 40) with a HHI of $175K+, and have multicultural backgrounds.
As Older Millennials, they’ve learned to be smart with their money - they were entering the work force during and post The Great Recession of 2007, and are now hitting their prime during the current economic collapse. With a HHI of $175K+, they are also considered H.E.N.R.Y.s, and tend to make purchasing decisions with their “ideal” self in mind. And lastly, coming from a huge multicultural city, these consumers likewise will come from various backgrounds, an important aspect as they start to become the leaders both in the community as well as in the workforce.
Overall, these are high powered people with lots of influence over the people in their lives. They’ve worked their ass off and appreciate what they have, because they know how quickly things can become unstable, which means when marketing to them, we need to answer one very important question: Are we worth it? Is our car club worth their time, energy, and money?
The Insight
Despite the focus in recent years to highlight monetary status symbols, with the current economic climate, we’ve begun to see a shift in the culture - people are starting to question the monetary value of products, because they’re finding true value in experiences instead. Why? Because we’re being forced to judge things outside the metric of cost nowadays - value now includes how it makes you feel, it includes longevity of the product, and it include who you can share it with.
It’s the story behind an experience that gives it meaning, and provides us with community
The Strategy
Offer an experience at M Garage that gives members stories they can bond over
Cars you can drive, stories you will share
And so,
We decided to break out campaign up into three different sections: Pre-Launch, Launch and Post-Launch.
For Pre-Launch, we will be utilizing OOH and Influencer Marketing, with OOH including physical cars placed in various locations, signs around the city, and “fake” tickets placed on vintage cars inviting the owners to our club. All of these tactics combined will lead people in to our Launch tactic: a Speakeasy event at the clubhouse that will be held as a kick off for M Garage.
And then for Post-Launch, we will retain & engage our members by hosting monthly “Decades” events in the clubhouse, similar to the Speakeasy launch event. We’ll also offer Cars & Coffee, a guest speaker series, and members only merch.
Pre-Launch
Launch
Post - Launch
