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UNIVERSITY OF CALIFORNIA, LOS ANGELES


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Table of Contents 2 Research & Planning

12 Campaign Execution

24 Additionals


SIMON SAY S You’re the leader. You’re in control of your own actions-actions that change the world around you.

We’ve all played the game before. Back then it was about being in control of others. Now it’s not just a game. It’s about being in control of yourself and your drinking choices. Students are frequently pressured by today’s college drinking culture to drink more than necessary, to the point of causing them to make regretful and risky choices. The Simon Says campaign seeks to address college drinking without patronizing students. Our goal is to speak to students on a more accessible, down-to-earth level by emphasizing personal control instead of concentrating on the negative consequences of binge drinking. Taking this positive, innovative approach to address the problem of irresponsible college drinking will get through to students who have become desensitized to more traditional, guilt and feardriven campaigns. By focusing on the positive approach towards drinking and the individual, students are more likely to embrace control and healthy limitations.

I am Simon. You are Simon. We are Simon.


& H C R A E S E R

G N I N PLAN


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The Challenge: The Century Council challenged us with a heavily researched-based campaign that will help combat the dangerous overconsumption of alcohol by college students. We hit the ground running and conducted research until we understood every detail of our target audience in order to create a campaign with branding and positioning that would resonate clearly and effectively to our audience.

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Understanding our Audience We knew we had to advertise to college students, but first we had to understand their experiences with alcohol and to what extent it was a part of their lives. To start, we conducted an online survey that was open from late fall until early January. In the survey we asked questions regarding students’ perception, experience with, and consumption habits of alcohol during college. We received more than 2,000 results from 156 universities across the nation.

Regarding their perception of drinking, here is what we found: •

Students are definitely well-informed about alcohol and its effects, but still participate in behaviors characteristic of binge drinking.

The students who consumed alcohol at rates indicative of binge drinking do not consider themselves binge drinkers.

None of the students surveyed define the dangerous overconsumption of alcohol in numerical values—they find this system inaccurate, unreliable, and most importantly, unrealistic.

S I M O N S AY S

We will not measure drinking by numerical standards.

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////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Drinking polocies on campuses

Planning

Additional Survey Findings Professionals define binge drinking as the consumption of more than five drinks for men and more than four drinks for women within a span of two hours. Students know this. 59% of them have taken alcohol education programs and most of them know the technical definitions of binge drinking. College students clearly know the facts—they just aren’t using them. So neither will we. Our campaign needs to address them another way.

Most of our target audience began drinking between the ages of 15-18.

These people drink a few times a week to a few times a month, and their social groups have similar drinking habits.

More often than not, they are pressured to drink more than they normally would.

They drink most heavily at pre-parties, apartment parties, and fraternity parties.

Most colleges are relatively lenient about alcohol consumption.

Most students do realize that alcohol abuse is a problem.

The key points:

Perception of underage drinking as a problem

Location where heaviest drinking takes place

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An Inside Perspective Now that we had a general snapshot of the college drinking culture across the nation, it was time to get more specific. We wanted to discover more specifically how college students viewed alcohol consumption within their personal social circles. So we went there. We became part of the circle. On ten different occasions and at five different schools, two members of our research team inconspicuously observed groups of around twenty students in the situation where they drink most heavily—apartment parties. We didn’t inform the students that we were observing them because they might alter their natural behaviors. To make the setting as natural as possible, the two observers participated in all of the social aspects of the party and even held drinks in their hand, but never actually drank.

After ten nights of pretend partying, here’s what we observed:

S I M O N S AY S

We need to empower students to take control of their own social interactions instead OF giving up control to alcohol.

Alcohol is served as the central point for all social activity. +Students literally congregated around the alcohol in the kitchen, and rarely left this location until the alcohol was gone. +Once the alcohol was gone, students dispersed and reformed into smaller social circles.

In all ten of the parties, the alcohol itself facilitated students’ social interactions. Even if they had reached their limit, students continued to consume alcohol until it was completely gone—not because it was a better choice, but because they didn’t want to miss out on the moment. This is a key factor that our campaign needs to address.

Everyone was attracted to the sensation of belonging, being connected and feeling accepted by their peers. +No one wanted to miss out on the excitement and memories. Since most of the interaction involved alcohol, students continued to drink, even when they felt they had enough. +Drinking leads to social bonding, and no one wanted to feel left out of the moment. when I’ve had enough, “I’llEven take that extra shot to make sure I’ll be in the Facebook picture. – Kim, University of Illinois

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Defining our Target Market After months of research, we finally understood our audience on both a local and national level. We were ready for a formal introduction.

Meet our Target Audience:

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18-24 year olds whose social lives revolve around the college setting and are very visible on campus—they have the power of influence.

Outgoing social leaders who are involved in student groups such as athletics, Greek Life, and student government.

Active participants in college life, who live on or near campus, and are prideful of their school and traditions.

In tune with pop culture and live a fast-paced lifestyle. They have a “work hard, play harder” mentality.

Drink a few times a week to a few times a month. Their social groups have similar drinking habits.

Well-informed about the dangerous effects of alcohol, yet still engage in risky behavior.

Jessica is a UCLA student who is very involved in campus life and holds many leadership positions. She is a 21 year-old in her last year of college. Not a heavy drinker, she doesn’t feel the need to drink but does so on occasion:

Frank is a 22-year-old community college student from New York who waits at an upscale sushi restaurant. He drinks with his friends from work and his old high school friends, some of which go to college:

fun when I’m with my friends, “butDrinking’s I never drink till I’m bleary ‘cuz I want to remember everything the next day. ”

I really like to start off a night with a few “beers with my friends. ”

Although we have a very specific target market, we do realize the importance in creating a campaign that will appeal to the masses. That’s exactly why we chose to focus on the influencers. They have the power to change the habits of those around them—if we get them on our side, the rest of the university will follow.

Kristina is a 22-year-old college student at Tulane Univerisity, in New Orleans. She is in Pi Beta Phi, is a heavy drinker, and has many friends that are heavy drinkers. Her social life revolves around Greek life and she works at a bar near campus: I got completely wasted last weekend. “Everyone was taking shots. ”


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Campaign Positioning We discovered in our early research that using numbers to define binge drinking would be ineffective. Students see no rationale in these numbers and reject or forget campaigns that use such oversimplified guidelines. Number-based campaigns therefore hinder the open and honest discussion of alcohol in a college setting.

S YA S N O M I S

Our target has made it very clear that they define binge drinking in terms of behavior, not in terms of numerical values. We mentioned that students do partake in dangerous drinking, but this does not mean that they never set limits--they just do not set numerical limits. Based on our survey, 64% of students said they never set a limit to how many drinks they will have on a given night. This is because they know that a shot or two may get one student drunk when three or four barely fazes their best friend. And to them, BAC is nothing but a number—there’s no way for them to gauge it while they are at a club or party. Instead, we learned that students knew when to stop drinking by analyzing their behavior. They did set limits on their drinking—behavioral limits. 97% of students surveyed mentioned behavior as one of the key signals for realizing they have had enough to drink. They even elaborated on certain behaviors that signal when they drank too much—double vision, sickness, uncharacteristic or unsavory actions, and making bad impressions were all behaviors students tried to avoid on every occasion.

A truly good gauge is when I’m considering “hooking up with someone I KNOW I would not want to hook up with when sober. ” –Karla, Hampton University I drank too much when my nose “getsI know numb and I start making a severe ass of myself. ” –Charles, Stanford University I don’t think before I talk I offend people “andWhen look like a punk. I always try to avoid getting to that point. ” –Kyle, MIT

Our campaign is going to follow our demographics’ lead and define binge drinking in the same way they do. No numerical limits, no BAC references, no numbers at all. Behavior is the key to reaching our audience.

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////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Planning

The Key Message Now that we knew how to reach our target audience, we took one final look at all of our research and figured out exactly what aspect of behavior stopped students from binge drinking. What specific behavior were students avoiding? What behavior were they trying to maintain and enhance by drinking? One quote from a Lawrence University student in Appleton, Wisconsin encapsulates the overwhelming consensus of college students across the nation.

This insight is the basis and foundation for our entire campaign. Control is the one behavior that students want to maintain at all times and in all situations. They fear losing control and realize that they have power when they maintain control, especially while drinking.

When you aren’t binge drinking, you’re in control.

“ I stop drinking when I start to feel out of control.”

This is the ultimate benefit of not binge drinking and the key insight to influencing our target demographic to change their drinking habits.

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Branding Control Now that we realized control was the key issue to address, we had to make sure we executed our campaign in a way that would also make sense to them. We needed to approach our audience without patronizing them. We found that most anti-drinking campaigns have been ineffective to our audience because the ads condemn and stigmatize drinking. Many campaigns incorporate guilt and fear into their campaign, but those concepts don’t resonate with college students. Drinking can and should be fun. Alcohol is an integrated social aspect of college life—this will never change. Thus, a campaign telling students about the negative consequences of drinking would not be effective. Instead, we will only focus on the positive aspects of not binge drinking— specifically, being in control of your drinking. This is the better, more desirable choice of behavior. By emphasizing this, we don’t need to mention the negative aspects of drinking.

WaMu’s WooHoo advertising was particularly effective for our demographic. In their campaign, they never mentioned anything about their specific products or services, nor did they claim that they were better than any other banks. They simply sold the benefit that banking at WaMu is fun.

Apple’s iPod has dominated digital music player sales in the United States with over 90% of the market for hard drive-based players. In their advertising, Apple never mentions one shortcoming of any other MP3 player on the market. Instead, they focused on the main benefit of the iPod—it’s fashionable. Apple’s advertising turned the iPod into more than just an mp3 player, but a fashion trend and statement that appealed to the masses. Technically, the iPod is not the “best” mp3 player—this is true in terms of cost, memory, and function. But people still buy the iPod because they successfully connected with their audience and sold their brand’s benefit.

Our inspiration behind adopting this position came from other successful customer benefit campaigns. Most notably, Apple’s iPod and WaMu’s Whoo Hoo campaigns used this advertising technique to influence the behavior of our target demographic. Both of these companies run innovative ad campaigns that sell their product without pointing out their competition’s shortcomings.

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Planning

The Big Idea The positive aspect of our campaign is control. We decided that the best approach would be to sell control as the main benefit of our brand. We want our audience to realize that not only is choosing not to binge drink a self-empowering choice, but it is the best choice they can make. By choosing our brand, you are in control—in control of your decisions, of your relationships, of your self-image, and your responsibilities. By taking this stance, we allow students to decide for themselves exactly how much they want to be in control of their own behaviors. It is not up to us to pass judgment, or tell them how to behave. We’ll leave that up to them. Our message to college students is one of control and responsibility—being in control while drinking is the best choice you can make for yourself. Controlled drinking is our brand, and it is the best brand.


G I A P M CA

N O I T U C N EXE


Campaign Executions

WHO IS SIMON.

Simon Says Commercial

The commercial features a Simon Says video chain where college students take turns assuming the role of Simon.

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To start the campaign off with a bang, we’re creating a commercial that alludes to a Simon character without revealing too much information. The commercial will be composed of actors who appear to be college students looking directly into the camera and saying, “I am Simon. Simon says [command].” The subsequent actors will follow the previous actor’s command and give one of their own, creating a chain of behaviors that will link back to the control component of our campaign. The last actor in the commercial will look directly at the camera and say, “I am Simon. Simon says visit this website,” and our URL will pop up on the screen. Once at the website, visitors will discover that the Simon campaign addresses binge drinking. People are interested in interacting with product advertisements--HBO’s “Big Love”, Doritos, and Nokia are examples of companies that have run successful ad campaigns based on consumer participation. For our campaign, interaction is more important than ever to establish the connections between Simon, students, and the idea of self-control. The Simon Says commercial will be aired on channels that specifically target our demographic—MTVU, VH1, CW, Bravo, ESPN and campus specific university channels. The commercial will direct viewers to our website, where they can film and upload their own Simon Says command via webcam with the possibility of having their video appear in future commercials. Students, many of whom watch online videos and communicate through webcams, will want to record themselves and their friends embodying the role of Simon.

Simon on Celebrity Blogs Our target demographic is drawn to the allure of celebrities and ubiquity of pop culture. They keep tabs on celebrity blogs and social networking sites such as PerezHilton.com, PeopleMagazine.com, and TMZ. com. By strategically partnering with the socialites that appear often on these sites, and contrasting their usually outrageous behavior with pictures of them exhibiting control at parties and events, we can show Simon’s positive influence on even irresponsible extremes. Of course, the celebrities will be seen at

Simon Says makes perfect shocking material for celebrity gossip by showing prototype celebrity partiers exhibiting unexpected control on their nights out with a mysterious Simon identity.

parties and events wearing the iconic Simon Says nametag. Since this execution occurs during the initial stages of the national campaign, it will create a significant buzz around our brand. Why was Paris Hilton wearing a nametag that says “Hello, my name is: Simon?” In time, the demographic will find out for themselves as they realize that they too are Simon.


Guerilla Advertising College students are aware of the fact that advertisers are constantly targeting them. By focusing on new forms of advertising we can reach this demographic that may not always view advertising in the best light. In the initial phases of the campaign, we want to pique interest about Simon Says without overloading them with information. With unique, highly visible guerilla ads that are difficult to ignore we will effectively grab student’s attention.

The Holographic Print Ad will warrant much more than a typical glance from passers-by.

Simon Says Draw:

The Simon Says Draw sticker will be placed on classroom and lecture hall desks.

To advertise to college students in an unexpected place, we will target them where they spend a lot of time--the classroom. We will place dry erase markers and statically charged whiteboard sheets onto the surfaces of desks within classrooms. The whiteboard sheet will ask them to draw a representation of an ideal party or their favorite drink, indirectly prompting them to think about alcohol. This allows students to communicate their individual perspectives on alcohol and binge drinking in the context of college parties, which we found to be the most popular drinking environment for students. The website will be clearly displayed so curious participants can learn more about our cause.

Simon Says 3D Art: Three-dimensional art is a rare concept that will undoubtedly grab the attention of any passerby. By combining already existing lampposts with a threedimensional light switch that is switched to the “on” position highlights the importance of light, clarity, and control on any given night. Thus, our Simon Says 3D Art will not only deliver our message, but also capture student’s attention and give them a unique public display of art to interact with. Because of its distinctive style, students will undoubtedly take photos with this creative masterpiece and post it on social networking sites--yet another key avenue to further our campaign’s message.

The 3-D sidewalk art follows the up and coming trend of unusually interesting street art, while conveying the message of control.

Simon Says Holographic Print Ad: At bus stops and other high traffic areas on campus, students will see this modern twist on the traditional print advertisement. Depending on the angle from which students see the poster, the image transitions from one student to another, underscoring the point that Simon can be anyone. The identity of Simon is still vague in the initial phases of the campaign, so this print ad will direct the viewer to the website to further investigate what the hype is all about.

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Simon Says Interactive Stadium

Campaign Executions [ FILL

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This interactive game will allow students to directly see the results of their decisions. During time-outs at major college sporting events, participants will be prompted to send Simon Says commands via SMS text message. Some of these commands will be broadcasted on the JumboTron during the next time-out, whereby the school mascot will follow and act out the commands sent in by students. This resembles the traditional Simon Says game, but is designed for the masses. The game will conclude with the message, “SIMON SAYS STAY IN CONTROL.” Visit www.SimonSays.com for more information.” This execution invites students to explore the central themes of the Simon Says campaign without being blatantly told to stop binge drinking. It promotes the cause through a personalized and interactive manner.

Simon Says Photo Booth

The Simon Says photo booth attracts students with its Simon Says picture themes, and is free for students and their friends to use.

In this appearance-conscious age of Facebook, MySpace and Apple’s Photo Booth, college students love to document their lives on camera. The Simon Says Photo Booth will therefore be an entertaining, interactive, and cost-free way for students to become familiar with the concept of our campaign. The photo booths will be set up on college campuses, each offering 5-10 photo templates that feature the Simon Says name tag and a pose command for students to follow (e.g. Simon Says Make a Funny Face). Students

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will be able to keep prints of three pictures; the rest of them will be made accessible only through the Simon Says website, where students will learn about other aspects of the campaign. On the back of each printed photo, there will also be a short reminder encouraging students to continue exhibiting control in future drinking situations. Students will walk out of the booth with memories in their hands, and the Simon Says mentality in their minds.

At campus sporting events, the JumboTron directs students to text in commands for the school mascot to act upon in the Simon Says Interactive Stadium.


Simonsays.com The website is the central component of the campaign, connecting and clarifying its overall concept. Every execution relates back to the website, whether it’s

The website begins with a Flash animation that prompts the viewer to consider the aspect of control in the context of their drinking. The Flash animation will then

our puzzling print ad that directs the viewer to www. SimonSays.com, the Video Chain that prompts you to continue the chain, or the digital pictures you can retrieve online after being handed a Simon Says nametag from photographers at club events. Our website is the place where people can discover the concept of Simon, how to be Simon, and be inspired to apply control to their drinking habits.

redirect the user to the website’s homepage, which features the question: Who is Simon? Immediately, the viewer can understand that Simon is the figure from the game Simon Says, that he represents control, and that every individual has the power to be Simon. The user learns that Simon represents the benefits of control—an approach we can take in our decisions, relationships, self-image, presentation, actions, responsibilities, and ultimately our drinking.

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AM I SIMON. Every other feature of the website is fully interactive, encouraging our audience to actually become Simon. The first two features in the “Be Simon” section are video-related. The “Testimonials” feature personal accounts of students and how their best nights happen when they are in control. They also represent students from all sub-groups of various universities across the nation. Similar to the national commercial, the Video Chain can be viewed on the website. But instead of just watching, students can continue the Simon Says chain by interacting with others’ commands as well as adding their own commands—it’s a real Simon Says game in digital form and everyone gets to be Simon.

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Also included are event-related components: Photo Booth pictures, Party Pictures, and Get Your Nametag. The Photo Booth pictures include the remaining photos that students were prompted to obtain from the website, while the Party Pictures are photos the campus interns took at prominent university events where drinking occurred. Students can also print the Simon Says Nametag to wear at the Simon Tailgate Parties.

SimonSays.com is the hub of our campaign.

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Students will uncover the significance of the Simon Says campaign pulling back a curtain to reveal our print ad.

Campaign Executions

I AM SIMON. Simon Says “Take a Peek” Print Ad

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Our Simon Says Curtain print ad takes advantage of the simplicity of a poster, but also incorporates an interactive element. The print ad will be covered by a curtain with a sign that reads “Simon Says Take A Peek.” The unusual nature of the command will draw passers-by to pull back the curtain and unveil the print ad. Rather than just passively seeing the ad and forgetting about it soon after, they now become

active participants in the control aspect of the print ad. They aren’t bombarded by the ad, but actually control whether or not they see it.


The print ad itself focuses in on four images that all emphasize control in real-life situations. However, the last image of the red cup--a staple of college parties--leaves the viewer to consider how to apply “control� to drinking. Rather than telling them not to

The print-ad relates Simon Says to situations of control, where people have the choice to make a wiser and more satisfying decision.

binge drink, we hope to emphasize that control is our customer benefit by showing its positive effects in other situations. The viewer determines what goes in the blank regarding their drinking habits.

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Simon Says Elevator Experience Campaign Executions

Elevator rides start to seem pretty routine, no matter

Simon Says Tailgate Party! There are many traditional events that are definitively “college.” Sporting events like March Madness and College Football Bowls attract thousands of spectators every year, a majority of which are college students prideful of their school and team. A key way to reach our target audience is to integrate concepts of the “Simon Says” campaign with these popular events. Nothing fits this opportunity better than a Simon Says Tailgate Party!

pride through “viral partying.” The Simon Says Tailgate Parties will not solely emphasize the consumption of alcohol before a game. We’ll make sure the tailgate is full of exciting games, activities, and prizes so that students will walk away from the event realizing they indeed had a fantastic time while staying in control.

To gain entry to the tailgate, students will receive a Simon Says nametag at the event, or will have the option of downloading it from the Simon Says website beforehand. At the tailgate, students will write a behavior or action on their Simon Says nametags and play out each other’s actions. Webcams and projection screens linking multiple tailgates on a given campus will create a larger sense of community and school

Simon Says Check Yourself

where they’re located. Waiting outside, all there is for people to do is watch the floor numbers change and wait for the doors to open. Standing inside the elevator, people just stare at bare walls and wait to get to their floor. The elevator-riding experience is a perfect time for our campaign to capture interest. The elevator doors and interior will be accessorized with vinyl stickers and a full-length mirror. The stickers on the exterior door of the elevator will arouse curiosity in people waiting for the elevator. The doors will then open to reveal a mirror on the interior wall, so those walking into the elevator will see themselves reflected in it with a Simon Says nametag at chest level on the mirror. The text on the interior doors will be inverted, forcing students to look into the mirror in order to read the text, which includes a link to the website. This encourages people to check themselves in the mirror to make sure they are in control and looking their best.

Our target demographic consists of active college students who rush from class to the gym to the library, then to their club meetings. Since they’re almost always on the go, they constantly need to make sure they look their best no matter what the day calls for. We’ll use this moment of self-awareness to remind them that they are Simon by bringing our campaign to bathroom mirrors on campus and at fraternity parties. They will see their reflection wearing a Simon Says nametag placed at chest level as well as text overhead reading, “Simon Says check yourself.” Thrown by the statement, they’ll realize that they actually are keeping their appearance in check. This execution drives home our message: I am Simon. I am in control.

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[ CHECK

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YOURSE


Simon Says Widget To connect with students who are in tune with contemporary culture, our campaign must integrate current trends in technology. The Simon Says Widget is an effective way to tap into the widespread use of social networking sites; most students have active accounts on websites such as Facebook, Myspace, and Twitter. Each of these sites has personalized event listings. By importing user event information from social networking sites as well as calendar applications such as iCal, the Simon Widget will send event and party reminders to students through their computers and phones. Alongside the event messages will be a casual reminder that in order to make the most of their scheduled event, students should stay in control. These reminders, alongside a useful calendar widget, will clarify that the Simon Says campaign is not rejecting students’ social habits, but encouraging responsibility and self-control in conjunction with helping them keep track of their busy social lives.

Simon Says “Control the Cut” Commercial Contest A Simon Says commercial contest will allow students

The top 30 commercials will run on the Simon Says

to rework the idea of control within the Simon Says campaign. By giving students the opportunity to produce 30-second spots that broadcast their individual interpretation of “Drinking, Behavior and Control,” students will become personally invested in how the Simon Says campaign develops. These commercials will give our demographic the opportunity to exhibit control over this campaign and communicate their perception of binge drinking to the world.

website for viewers to rate and vote on, making the site a more effective social hub centered around pushing the message of control in 30 unique ways. A Simon YouTube channel will co-air the spots to increase publicity. As a prize, the commercial that generates the highest number of votes will air nation-wide as part of our campaign. We know college students have outspoken views and latent creativity--these commercials will showcase them.

Through the commercial contest, students will become invested in the campaign by exerting their own creative input towards our campaigns central message.

Simon Says Give A Free Facebook Gift There are 3.85 million Facebook users, putting 85% of college students within our reach. This far-reaching access makes Facebook essential to our campaign. By utilizing the Free Facebook Gift feature, users can directly interact with the Simon Says campaign in a fun and easy way. The gifts will feature our iconic image - the Simon Says nametag - and allow users to type in a personalized command of their choice. With their command imposed onto the iconic nametag, and the signature Simon Says font, it’s as if the user actually created a custom-made nametag and uploaded it to the web. These unique gifts can then be sent to friends. It is a low-commitment yet effective way to get our target involved in a very direct way. By receiving a gift, users are being exposed. By sending a gift, users are interacting—they are being Simon. And best of all, it’s free for everyone involved-including The Century Council.

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Campaign Executions

Simon Says “It’s Time to Party” at Freshmen Orientation The pressure to engage in unsafe drinking behavior is especially prevalent at the start of college. By partnering with Freshmen Orientations on college campuses across the nation, our campaign will reduce these pressures. Furthermore, by inspiring an alternative attitude towards drinking before students are consumed by college partying culture, we will ensure our goal of long-term change. The first part of this execution is the “Simon Says: It’s Time to Party” forum. Here, current college students, who have already been familiarized and influenced by our campaign during the previous academic year, will share their personal experiences within their school’s party scene. The selected panelists will discuss their crazy college stories but place the focus on their favorite, most memorable nights—when they were in control and drinking safely.

as a platform to recruit incoming freshmen. They will hand out Simon Says stickers and nametags while associating their organization with control. Ultimately, the participation of popular student groups will be a key method in altering the freshmen perception of accepted college drinking culture. The orientation program will be casual, not intimidating. First impressions are everything. That’s why we want to inform about the benefits of being in control before the freshmen embark on their first day of college. Influencing their behavior and altering their attitude before the problem even begins is the goal, and we will achieve it in a fun and exciting setting to create the ultimate first impression.

Simon Says Interns The Century Council needs to understand the dynamics of specific colleges to maximize the effect of their campaigns. To do this, the Century Council should hire regional and campus Interns to address these variables and answer questions such as: Where do students spend the most time? What are the popular bars in the area? Who are the key contacts needed to execute the campaign?

After the Interns report back, we will be certain that our executions are in touch with specific interests and trends. Interns are also responsible for local press releases and proper execution of our ideas on each campus.

But the Simon Says presence at freshmen orientation doesn’t end there. By integrating the Simon Says nametags and Photo Booths into each campus orientation, freshmen familiarize themselves with the look and feel of the Simon Says campaign. Campus groups such as Greek Life organizations and Student Government will want to use our campaign

Once our campaign is complete, the Century Council Intern will be responsible for evaluating its effectiveness by means of surveys, interviews, and feedback. This information will be key to The Century Council in coordinating the next steps to maintaining the renewed outlook on alcohol consumption.

The Simon Says Orientation introduces incoming freshmen to the alreadyestablished Simon Says campaign.

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The main role of The Century Council Intern will be to research the student culture and their interaction with alcohol at specific schools or regions and report back to The Century Council to help facilitate the execution of the Simon Says campaign. The Interns will figure out where and how to target the largest amount of students, as well as recommend which components of the campaign would be most effective.


S L A N O I T DI

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Not every college campus is the same,

so our advertising shouldn’t be the same for all schools. We created three packages so that Century Council can reach a diverse array of campuses, allowing schools to pick and choose which executions are best for them.

NATIONAL + Simon Says Commerical + Simon on Celebrity Blogs + Simonsays.com + Simon Says Give a Free Facebook Gift + Simon Says Widget + Simon Says Nametags

BASIC

The National Plan consists of the primary aspects that will form the base of our campaign. These executions are crucial in conveying the overarching campaign concept and are appropriate for reaching a diverse audience. They do not require campus facilitation and implementation, but deliver a publicly accessible, national message. This is the face of the campaign, which will be complemented by a campus specific package--Basic, Extended, or Premium. These packages can work independantly to advertise our message locally, as well as work in conjunction with the National Plan.

EXTENDED

PREMIUM

+ Simon Says Draw + Simon Says Holographic Print Ad + Simon Says 3D Art + Simon Says Elavator Experience

+ Simon Says Photobooth + Simon Says Tailgate Party! + Simon Says “Control The Cut” Contest

-Includes Basic Package, Plus: + Simon Says Interactive Stadium + Simon Says “Take a Peek” Print Ad + Simon Says Check Yourself” + Simon Says “It’s Time to Party” at Freshman Orientation

-Includes Basic and Extended Packages, Plus:

The Basic Plan consists of feasible executions for all campuses.

The Extended Plan adds in more complex and abstract executions to further develop the audience’s understanding of Simon.

The Premium Package has it all. The Premium Plan has the energy to reach a large and diverse audience.

PRICE: $330,000

PRICE: $1,495,000

PRICE: $2,800,000

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ROLLOUT AUG09 SEP09 OCT09 NOV09 DEC09 JAN10 FEB10 MAR10 APR10 MAY10 JUN10 JUL10 2,500,000.00

SIMON SAYS COMMERCIAL

40,000.00

SIMON SAYS DRAW SIMON SAYS HOLOGRAPHIC ADS

800,000.00

SIMON SAYS 3D CHALK ART

600,000.00

CELEBRITY BLOGS

520,000.00

SIMON SAYS TAILGATE PARTY

180,000.00

SIMON SAYS INTERACTIVE STADIUM

200,000.00

SIMON SAYS PHOTO BOOTH

220,000.00

SIMON SAYS GIVE A FREE FACEBOOK GIFT

250,000.00 5,000.00

SIMON SAYS WIDGET

60,000.00

SIMON SAYS TAKE A PEEK PRINT AD

70,000.00

SIMON SAYS CHECK YOURSELF

55,000.00

SIMON SAYS ELEVATOR EXPERIENCE

2,400,000.00

SIMON SAYS FILM CONTEST

TRADITIONAL

0.00

SIMON SAYS FRESHMAN ORIENTATION

GUERILLA

2,100,000.00

AIR CONTEST COMMERCIALS VIRAL

$10,000,000.00

EVENTS

Phase 1: Who is Simon?

Phase 2: Am I Simon?

Connecting control and Simon Says.

Exploring the idea of being Simon.

Phase 3: I am Simon. I am in control. Simon affects how you drink and socialize.

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Partnerships

Facebook

Celeb Gossip Blogs TV Networks

We will partner with Facebook to provide a limited number of free “Simon Says” Facebook gifts. Since Century Council is a non-profit organization, this is a simple, tax-deductible way for Facebook to promote a good cause and garner positive publicity. This execution requires few resources from The Century Council and Facebook, with potentially enormous benefits for both companies.

Celebrity gossip blogs benefit from extremely high traffic and committed daily readers. We will partner with popular celebrities, getting them to wear the Simon Says nametag in areas known to attract paparazzi. Celebrities’ images – complete with the iconic Simon Says nametag – will win ongoing, positive exposure for the campaign. We will seed the bloggers to guarantee coverage on popular celebrity blogs like TMZ.com, PerezHilton.com, and JustJared.com. Celebrities will be open to partnerships because wearing the nametag is simple and lends itself to free, positive media coverage. We may also choose to focus on celebrities looking to “clean up their image,” who would be eager to associate themselves with a responsible-drinking campaign.

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The price of airing a 30-second commercial is astronomical. We will take advantage of The Century Council’s partnership with TV network Nickelodeon to save money on this expensive - but effective – medium. We believe The Century Council’s social message and non-profit status will make the network willing to offer a reduced rate to air our 30-second commercial. In return, we will place the Nickelodeon logo under our “Sponsors” list on the front page of the Simon Says website. We plan to forge similar partnerships with MTV, mtvU, and VH1 – all subsidiaries of Nickelodeon’s parent conglomerate, Viacom. The target demographic of these networks is similar to that of the Simon Says campaign, and our message will be more salient on these channels. We also recommend that The Century Council consider partnering with CW. Our research shows that this network is one of the most watched by students in our demographic because it airs programs that most accurately depict the lifestyle of our target.


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It’s the last party of the year. You and your friends have aced all of your exams and written all the essays necessary to make the grade. You want to make this a great night—one you will all remember together. The music is loud, everyone is there and the shots are being passed around. You have a few and you’re feeling great. Your friends urge you to have just one more, but you pass. You know the best nights are ones where you can remember the interactions you have with new friends, have enough charm to intrigue that certain someone, make it home safely, and still wake up the next morning to deal with your obligations. You are at your peak and it’s absolutely perfect. You are in control. You are Simon.

We don’t need to judge college students for their actions, nor do we need to tell them binge drinking is wrong. They already know it. Instead, the Simon Says campaign highlights that responsible drinking is the most attractive, smart, and healthy choice. Being Simon is being in control.

I am Simon.

SIMON SAY S

SIMON SAYS 28


C REDITS



The Century Council Plans Book