Automotive Campaign
ART DIRECTION / UX & UI
Isuzu comes from a long legacy of truck making. Experts when its comes to a truck's engine, they have dominated the efficiency category in truck engine for many years. It has been tried and tested through a long distance drive initiated by the brand from Johor to Thailand with a single full tank. It made it to Thailand, with some petrol left in its tank. Even with a outstanding legacy, they are never first in mind despite winning awards for its petrol saving engine and technology.
THE BRIEF
DEEP DIVING INTO THE BRAND
The client was aware that as a brand they lacked presence. They were in need of an entire brand refresh.
They task the agency to create a 360 campaign by focusing on a digital-first approach. Starting with creating a website and mobile site that demonstrate the essence of Isuzu and its gaming changing technology.
MY ROLE
WEARING MULTIPLE HATS
Visual Design | Sketching | Wireframing | Screen Flows | Interaction Design | UX Research
THE CHALLENGE
DEFINING THE KEY PAIN POINTS
Client's view of having a web and mobile site was quite archaic. In the beginning, they merely wanted a quick and dirty website where it's loaded with just information and function as a digital directory online. There were also issues between stakeholders which product should take the lead in the entire campaign. Each dealerships around Malaysia were not owned by Isuzu but franchised to private owners whose support is very much needed in order for the brand to sustain itself.
THE APPROACH
FINDING THE COMMON GROUND
We first had to establish a viable starting point. We conducted a 3 day workshop session with the client at their office while concurrently running an online and on ground survey to gather consumers sentiment towards the brand as well as understanding
further their process of purchasing a vehicle. Plus side to this we get to start on an entire clean slate and including crucial stakeholders into the design thinking sessions. Through this sessions we were able to demonstrate to client the value of having sprint and scrum sessions.
THE SOLUTION
An integrated web and mobile platform to streamline communication between dealerships and potential buyers.
Both web and mobile platform will also indicate the nearest dealership that offers a test drive. Pontential buyers are also able to compare specifications between other Isuzu products as well as their competitors. They can also share any of their Isuzu on the social platforms after playing with the customization tool we built onto the site, where they can select colour as well as body kit for the SUV and 4 x 4 trucks.
METRIC OF SUCCESS
2 weeks after launching the web and mobile platform, we were told Isuzu dealerships around the region had uptake
of 28% for test drive bookings and the number grew at the campaign went along for another 3 months.
