ADV 385- Account Planning - Group#4
Crea�ve Brief for Amazon Dash
Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Crea�ve Brief
Amazon Dash bu�ons offer simplis�c one push product ordering services, however, these products can also be purchased through Amazon 'one-click' or even by recurring subscrip�ons as well as local grocers. This makes the Dash bu�on just another op�on. The bu�on is however useful for some specific situa�ons. Who are we trying to reach? We will be reaching college students and new parents. These are people who are low on �me and low on experience. The convenience of the Amazon Dash will resonate with these people. The product loyalty encouraged by the Amazon Dash will par�cularly appeal to the new parents, who are likely buying the same brand of diapers every �me anyway, they don't want to risk trying a new product. Why do these people buy or use the product? The benefit is the convenience of ordering a product at a useful �me. Usually to prevent you from forge�ng to purchase it in the future, and to avoid problema�c situa�ons. What is the objec�ve of this project? The goal is to drum up interest in the Amazon Dash. By placing reminders in not only useful, but surprising places, the hope is to increase a consumer's engagement with the concept. This will be measured by tracking traffic to the Amazon Dash page as well as search and social media trends. Full valida�on would be an increase in Amazon Dash units shipped. How does the product compare to compe�tors? Compe�tors are where consumers typically buy their household toiletries and groceries: other local grocery stores, and department stores like Walmart. Pros: (1) With Amazon Dash you'll never forget that small but important item. (2) Only Amazon Dash is convenient when the consumers need is most relevant to them. (3) Amazon Dash is an easy way to get your favorite brands. Cons: (1) The consumer can't shop for and make decisions at the point of purchase. (2) The consumer can't change their purchase habit without having to plan, meaning it is less convenient for those who are not brand loyal. Where is the communica�on going to run? Placing realis�c Dash bu�on s�ckers inside/on packaging of products. Placing a red bull dash bu�on on the inside bo�om of a Red Bull box. When the box is empty the ad is present. On the bo�om side of a Tide bo�le, so when the soap is running low and it is turned upside down to drain, the person sees the product s�cker. Placing a Charmin dash bu�on s�cker on a toilet paper tube, the user sees the s�cker once the roll runs out. Insight: The Amazon Dash is a useless product for useful situa�ons. What is the message we should convey? “You may not be out of that ‘thing’ if you only had a Dash bu�on.”