Key Insight:

The frog team conducted a series of interlinked research from desktop market research, onsite qualitative consumer research to quantitative market segmentation research. While addressing the right market and consumer aspirations, frog hosted rounds of participatory workshops with Prinx and concluded decisions together as per understanding on how fact-based data and user insights could be distilled into unique brand position and derived creative directions.

Knowing most tyre brands often invest great budget and time in market communication for awareness and trust, frog came up with a direction of communicating trendy and playful content to tie the brand’s strong emotional and social value with the next generation customers, effectively increasing brand awareness beyond traditional channels.

Approach:

The frog team conducted a series of interlinked research from desktop market research, onsite qualitative consumer research to quantitative market segmentation research. While addressing the right market and consumer aspirations, frog hosted rounds of participatory workshops with Prinx and concluded decisions together as per understanding on how fact-based data and user insights could be distilled into unique brand position and derived creative directions.

Knowing most tyre brands often invest great budget and time in market communication for awareness and trust, frog came up with a direction of communicating trendy and playful content to tie the brand’s strong emotional and social value with the next generation customers, effectively increasing brand awareness beyond traditional channels.

Challenge:

One key challenge started with how to place frog’s strength of consumer insights and design crafting into the entire business decision making process and justify the value of intuitive design thinking outcomes.

As the tyre category received few consumer attention, how brand assets can bring substantial value to the business became another key challenge.

Outcome:

The frog team spot Prinx’s opportunities and defined its precise position in the electric vehicle market and shaped the corresponding brand archetype. Based on the strategic direction, all brand assets and guidelines are developed with the consistent messaging of being digitalized and playful to China’s next generation customers. With a set of playful brand assets, the frog team explored engaging design applications and inspired Prinx marketing team for further steps and future plans for marketing communication.