To do so I'll rely in three key factors: simplicity or easiness, safety, and reliability.
The model our group chose was the Grand Cherokee:
Our group wanted to sell the Grand Cherokee through the idea of passing it on to their grand children. Whenever I think of elderly people I think of them saving for their grand children and passing things on. We wanted to set up this idea of "not you average grandparents" but then we realized that grand parents won't buy a product to be cool, they want to buy something that will be safe and will last long after them. So we changed our idea to passing their car down and protecting their "grand children".
I personally drive a jeep Liberty and jeep Cherokee and I really don't like the car. So it was a little hard trying to sell a product which I don't like. (trying to be creative)
I think seniors want to buy something safe because at this age, getting into a car accident would probably kill them. That's why we wanted to bring up the idea of how safe the car is and how much it would protect you if you were to get into a car accident. We were going to talk about all it's safety features and how safe it is for everyone.
I think safety is a very big concern for senior but our "X" factor in this is that we wanted the idea of passing something on that will last.
Our commercial would start off with Grand parents picking up their grand children and driving back to their place. To get to their place they would go through many obstacles such as dangerous drivers, bad roads, slippery weather, but no matter what obstacle the jeep would always come through and provide safety for everyone. Then when they get to their house, the grandfather looks at his grandson and say "wanna drive?" and smiles implying that the car will be his soon.
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