Brittany Beatty, Claudia Alpert, Monique Montagnese, Tyler BoyĂŠr and Denise Eiserman Tuesday, May 1, 2012
Creative Brief Tuesday, May 1, 2012
Creative Brief •
Real Problem? Known as a candy you should not pay for -> No one buys
» Overcoming Problem – To get targets attention -> social media, online webisode – Keep short, sweet which is proven to be more effective – Keep the conversation going by “Share” option on social media •
What will inspire/impact audience? Appreciate value and variety. – Dum Dum’s can offer value 10 pack with variety of flavors – Convience is also important, Value packs sold at gas stations, major retailers
Tuesday, May 1, 2012
Positioning Statement A shared flavor experience
Big Unifying Idea Because of their variety of flavors and small size they are convenient to share
Tuesday, May 1, 2012
Media OOH
Online Social Media: Twitter Facebook Interactive Online Banners: YouTube (Behavioral Targeting
Bus Shelter Quiz Instalations CTA Transit Ads Restroom Ads
Print Publications Print Ads
based off previously watched clips)
Webisode Teasers
Why? Our target frequents the internet, spending 8 hours on average a day
Tuesday, May 1, 2012
Why? Our target is “on the go” + OOH offers 24/7 repeated message
Why?
Print publications in urban areas offer quick pick up for train/bus reading again “on the go”
Seattle, WA
Geography
San Francisco, LA Los Angeles, LA Phoenix, AZ
National Highly populated urban cities Strong college student population
Denver, CO Dallas, TX Atlanta, GA Miami, FL Washington D.C., WA New York City, NY Chicago, IL
Tuesday, May 1, 2012
Webisodes Concept: Reality series 5 completely different “characters” Showcasing 5 different “types” of characteristics that the specific dum dum flavors embody Why? This would be a good way to welcome ourselves into the lives of our target audience They are use to being advertised to, so we will try a unique aproach unlike others (Research shows target are less likely to respond to obvious ads) In hope sharing from one friend to another Humorous aspect would resonate in the minds of our audience
Tuesday, May 1, 2012
Personalities Chad Cherry Sasha Sour Apple Sally Sweet Tea Betty Bubble Gum Michael Mystery Flavor
Tuesday, May 1, 2012
Character Teaser Storyboard Character teaser: Every character will have their own commercial, where they are the main focus. These ad will show their personality and introduce them to the viewers. In this example, we will see Sally Sweet Tea, the mellow, nice southern belle, sitting on the porch, enjoying a Sweet tea dum dum. Then there will be a cut to black, along with a "bang" sound. It will cut to a scene of Sally in the Dum Dums house (scene from the show), juxtaposing her mellow personality with the chaos and drama she will face in the house.
Tuesday, May 1, 2012
Show Teaser Storyboard Show teaser: There will only be one teaser that introduces the show as a whole. It starts of with text and a voice over stating "this spring". Then a montage of shots from the show will be seen. They will each introduce a character and their specific traits. For example Betty Bubblegum on a treadmill in heels, or Sasha Sourapple tripping someone. This will introduce the viewer to the overall idea of this "reality show" and it's characters. It will end with the show's tagline "unwrap the chaos".
Tuesday, May 1, 2012
Bio’s Sweet Tea “The southern belle” Name: Sally Age: 21 Hometown: Cornsfield, Alabama Relationship status: I’m looking for true love Occupation: Student & Future Kindergarten Teacher Interests: Volunteer work, Baking cupcakes Quote: “I just want us all to get along! After all, sharing is caring!” Bubble Gum “The dumb girl” Name: Betty Age: 22 Hometown: My home is like in a town Relationship Status: Is this like my Facebook status? Occupation: Full-time shopper Interests: Shopping, Searching for rich guys on sugardaddy.com and tanning Quote: “I’m confused I don’t make quotes thats for like Oprah.”
Mike Mystery “The mysterious one” Name: Mike Age: 23 Hometown Chicago Relationship status: I don't want to be tied down Occupation: Bartender Interests : Playing guitar, sports, mani & pedi Quote: The man. The mystery.
Sour Apple “The bitch” Name: Sasha Age: 23 Hometown: New York, NY Relationship Status: I don’t need anyone. Occupation: Bad-Ass Bitch Interests: Boxing, breaking hearts, making friends ha just kidding Quote: “If you cross me, I might just punch you in the face.”
Tuesday, May 1, 2012
Out of Home Out of Home: Building Banners near college campuses in all 10 cities besides Chicago. Chicago place building banners in: South Loop, Wrigleyville, and Boystown - - Create buzz on the streets, attract groups of people - - Immediate impact hand out Dum Dums Rest Room advertising - - Target audience is on the go, trying to stop them and see ads at any time possible CTA Portals on Redline Train Station platform and inside - - Target audience is on the go using public transit, most likely to stop in see while waiting Bus Shelters in South Loop/ Interactive Bus Shelter Quiz - - Again, on the go/most likely to stop in see while on their way to school, work, or to a club
Tuesday, May 1, 2012
Out of Home Installations Michael Mystery: State and Washington Romantic Table Dinner Setting Passerby's on street asked to sit down Presented with a covered silver platter Inside is full of Mystery Dum Dums Sally Sweet Tea: Grant Park Wooden Porch Swings Set Up Around Park Pitchers of Sweet Tea being served with new flavor Dum Dums Use of heat lamps to simulate warm, intimate southern night Chad Cherry: Belmont and Halstead Street Stand handing out Dum Dums attached to condoms Pop up mock bar area use of bright colors to coincide with rainbow neighborhood imagery
Tuesday, May 1, 2012
Interactive Bus Shelter
YOU ARE
MIKE MYSTERY So mysterious! Everyones curious about who you are, but youll never tell! Even though you dont say much, your striking good looks are all anyone needs to see.
Tuesday, May 1, 2012
Online Social Media Target utilizes Twitter/Facebook to communicate with friends/loved ones. Encourages sharing activities, favorite product Integrating Dum Dum characters with Twitter/Facebook gives target way to integrate campaign with their real life
Tuesday, May 1, 2012
Tuesday, May 1, 2012
Print San Francisco, LA: San Francisco Chronicle
Los Angeles, LA: Mercury News
New York City, NY: Daily News
Chicago, IL: Red Eye, Reader
The following cities will also be included in the integrated marketing campaign
Denver, CO
Seattle, WA
Dallas, TX
Atlanta, GA
Miami, FL
Washington D.C., WA
Tuesday, May 1, 2012
Seasonality
June
April
May
Introduce Print Ads in local readers/magazines Teasers begin
Teaser continue Webesoide Airs middle of May; Dum Dum Unwrapped; Unwrap the Chaos
June ctd Webisode continues more plot development YouTube banners; Dum Dum Unwrapped; Unwrap the Chaos
Tuesday, May 1, 2012
Top of mind in summer & for Halloween candy
July Outdoor Installations (during weekends) Interactive Bus Shelters
Transit Ads roll out Restroom ads roll out
August Outdoor Installations during weekends Interactive Bus Shelters
ROI *Buzz on Social Media* Sales after campaign ran Trending Topic - Twitter feeds Google analytic more traffic to webpage
Tuesday, May 1, 2012