Contents A little about me MTV Objective & My role Current Position, Desired Response, Selling Insights & Creative Approach
Objective & My Role Out-of-Home, Alternative, and Mobile Media Media Flowcharts
L’Oréal Brandstorm – DIESEL Objective & My Role SWOT Analysis Insight, For the Enlightened
Objective & My Role Findings, Insights, The Big Idea
A little bit more about me
A little bit about me Education
Brigham Young University Major: Communications: advertising emphasis Minor: Business Management
BYU AdLab Account Planner Helped plan campaign strategy for numerous clients including Tipping Bucket, ORCA and BYU Communications Department
The Church of Jesus Christ of Latter-day Saints Full-time proselytizing missionary â€“ Lisbon, Portugal Taught the Portuguese people in Portuguese, routinely prepared and delivered trainings to over 100 other missionaries, and organized and advertised a missionary training for over 130 church members in Lisbon.
Promote MTVâ€™s first live-action scripted comedy television show.
Account Planner Understand MTVâ€™s role in the lives of its viewers and make an MTV original scripted comedy relevant to them.
Scripted comedy? MTV only does reality shows. “MTV is my reality show headquarters. It provides a place to associate with glamorous, dramatic, and cool people and see how they live solely through reality TV shows.”
It’s on MTV? Hell yeah I’d watch it! “MTV’s making a sitcom? Sweet! They’ve always been the ones to start new trends in TV shows, so this’ll be awesome too!”
We’ve done it before, we’ll do it again.
MTV viewers are loyal to MTV, not just the shows. If MTV makes a TV show, their viewers will watch it. MTV has a history of starting new trends in television. If anyone could pull off an edgy, line-pushing TV show, it’s MTV.
Use MTV’s existing personalities to promote and dominate a new genre of scripted humor. (Three TV spots to the right feature Jersey Shore’s Snooki auditioning for a serious movie role.)
Create a unified media campaign for Butterfinger using half of the budget on alternative media.
Media Planner Come up with ideas for alternative media tactics that effectively reach and resonate with the target market.
Wrap benches in an oversized Butterfinger wrapper to simulate a large Butterfinger bar.
Alternative Stage the crash of a Butterfinger truck and offer the strewn-about Butterfingers to onlookers
Use Google Goggles app to offer discounts and freebies for Butterfinger candy, as well as direct the consumer to the nearest place to buy Butterfinger.
L’Oréal Brandstorm 2010 Competition Objective
Create a new, non-fragrance DIESEL beauty product range for men.
Media Planner Understand the target and brand, create a beauty product range for men, and present all findings and recommendations to L’Oréal.
DIESEL SWOT Analysis
DIESEL men set the fashion trends. They want to manipulate how sexy they look. They know how to control their hair and what they wear, but they donâ€™t know how to control their face.
For The Enlightened
For The Enlightened is a three-step skincare line including a cleanser, toner, and hydrator that delivers knowledge and power to the man craving total control of his environment. It will be designed as three separate bottles that will ultimately fit together like puzzle pieces, showing consumers that without all three steps the product is incomplete, making their DIESEL lifestyle unfulfilled.
Create a campaign that re-brands Sierra-West in the competitive jewelry market in Utah and Salt Lake Counties.
Account Planner Gain insight into the target market through qualitative research and present findings and recommendations to the president of Sierra-West jewelers.
“The most important thing to me is that she is happy with her ring; she is the one that has to wear it forever. Although I have a budget, I would be willing to spend more on that one ring even if it meant waiting until I had enough money for it.” – Richard McDougal, In-depth Interview
An engagement ring is more than an accessory; it is an extension of the girl’s personality. Personality fit is more important than price, even to money-strapped college students.
The Big Idea
“At Sierra-West you find the ring that is as much a part of your identity as your finger print.”
A little bit more about me I balance. Not literally. Well, sometimes literally. Everything about me is balanced. I’m neither right- nor left-winged. I’m used to the cold. I’m used to the heat. I was born in the east, now live in the west. My last name starts at the end of the alphabet. My first name starts near the beginning of the alphabet.
I don’t apologize for being neurotic about the details. (After all, the details are what separate good from great.) I get chills when I figure out what makes someone tick. I am moved by good music and great photography. I’m creatively inclined, I’m strategically talented. I actually do care what other people think. I learn new things as often as I can. I stay up late. Too late. I balance.