club car

Brief: Name a novel electric vehicle and craft a campaign to introduce it to the world.

In 2021, I worked on an RFP team at SixSpeed that resulted in the agency winning a big bucket of work with golf cart brand Club Car as they launched an experimental new product. The client needed a lot of help bringing this product to market, and this resulted in months and months of work. 

My TLDR highlights include:
- Being on the team that won the RFP
- Leading the team and the client through a robust product naming process
- Concepting four potential introductory campaigns 
- Writing and planning creative assets inspired by the winning concept
- Happy clients!! These are some of the most pleased and pleasant clients I have worked with in my career. They are thrilled with this work, and as a result, SixSpeed is on track to become Club Car’s AOR.
Naming
After being awarded the business, my team got to work performing an extensive competitive audit and audience segmentation project. On the creative side of things, the first order of business was to beat the product’s nickname at Club Car: the C-Car. Going through the naming process for such a fun object was a delight. Inspired by the family-centric audience and the social aspects of the vehicle, we named the product Cru.

I’m proud to say that I led much of this naming work.  We had a lot of fun brainstorming, vetting, and presenting these names. The clients reported that the decision in the end was a difficult one (in a good way!)
Campaign Work
We had a name, a logo, a refined prototype, and a lot of fresh audience research insights to plunder. It was time to start crafting this product’s story. We knew that the challenge was to strike the right chord between family fun and luxury cool — the two vibes we pursued in the RFP creative. The clients had a favorite idea from the RFP but gave us full range to beat it with all the new inputs. Beat it we did. 
Body copy:

Grab your Cru.
Meet Cru — the all-new neighborhood electric vehicle from Club Car designed to stand out from the cul-de-sac crowd. Escape to your own backyard in style with traffic-stopping looks, flexible seating, a center table, 360-degree views, and most importantly: room for the whole crew.

Take the turn.
Unlike any other driving experience, each trip in your Cru is bursting with possibility. From the wheels up, this ride is designed to steer you off the beaten path and onto something new. It’s not a car. It’s not a golf cart. It’s the cool, connected, carefree future of daily transportation.

Be a Detourist.
Sometimes, the Cru itself is the destination. Sometimes, the world is. Wherever you’re headed, when you’re with your Cru, you’re inspired to take the scenic and spontaneous route every day. It’s not just how you get around. It’s how you live your life.
Agency: SixSpeed
Copy: Me (Shan)
Design: Ryan Johnson
Art Direction: Kari Gundman
Creative Direction: Nick Rudie & Laura Nelli
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