RIVIAN
The challenge
Rivian’s current model, R1T, was nearing the end of its production cycle, with a new model coming out in less than year. Their “Adventurous Inside and Out” campaign had been running for a while and probably wasn’t going to move too more trucks. We knew that the solution wasn’t to look for a new angle — it was to look for a new audience.
Product strategy
Destination reached
Our research indicated that there was an untapped market out there. One that was likely to purchase an electric truck, but less likely to respond to an “adventure” narrative. Specifically, older, affluent female drivers: and their primary concern was range and reliability. So, we made a spot that ditched the talk of specs and machinery, and focused our narrative on a more personal story, of what can be accomplished with a healthy dose of determination and the world's most reliable electric vehicle.
