This is speculative work developed while I was completing a Graduate Certificate in Advertising at the Queensland University of Technology.
The Problem
Personalised Plates Queensland, the largest purveyor of personalized license plates in Queensland, Australia, have released a new product, the Prestige Plate, that gives consumers the greatest flexibility to express themselves by allowing a longer combination of letters and numbers (6 characters). Prestige Plates are the most expensive product offered, and as a result one of the toughest products to sell.
The Idea
Research shows that the key reason consumers purchase a personalized plate is to express themselves. The tone of the advertisement should appeal to outgoing, prestigious consumers. It should be fun, exciting, and energetic.
The Execution
A 30-second TVC that uses “PL8 Speak” (e.g. MENT2B) to showcase the power of the personalized plate: a product that tells the world who you are in just six characters: