ADV 385- Account Planning - Group#4 Creative Brief for Amazon Dash Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Creative Brief Amazon Dash buttons offer simplistic one push product ordering services, however, these products can also be purchased through Amazon ‘one-click’ or even by recurring subscriptions as well as local grocers. This makes the Dash button just another option. The button is however useful for some specific situations. Who are we trying to reach? We will be reaching college students and new parents. These are people who are low on time and low on experience. The convenience of the Amazon Dash will resonate with these people. The product loyalty encouraged by the Amazon Dash will particularly appeal to the new parents, who are likely buying the same brand of diapers every time 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 time. Usually to prevent you from forgetting to purchase it in the future, and to avoid problematic situations. What is the objective 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 validation would be an increase in Amazon Dash units shipped. How does the product compare to competitors’? Competitors 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 communication going to run? Placing realistic Dash button stickers inside/on packaging of products. Placing a red bull dash button on the inside bottom of a Red Bull box. When the box is empty the ad is present. On the bottom side of a Tide bottle, so when the soap is running low and it is turned upside down to drain, the person sees the product sticker. Placing a Charmin dash button sticker on a toilet paper tube, the user sees the sticker once the roll runs out. Insight: The Amazon Dash is a useless product for useful situations What is the message we should convey? You may not be out of that “thing” if you only had a Dash button.