brand signature (1-1)
(1-2) Shaped around you Shaped around you
We are Kaleidoscope Creative, a creative advertising agency specializing in unique business opportunities and companies looking to break through the clutter and have their message heard. We gather research and insight to fuel our production and thought. We produce all forms of advertising and creative pieces, to best deliver on the brand and its message, providing a noticeable multi-faceted, colorful display of thought.
Executive Summary Kaleidoscope’s campaign will connect with users on the premise that Zestar’s audience wants more; thus we will deliver on the message that Zestar delivers a unique weight loss experience crafted around you and your habits. It’s a lifestyle that rewards you with continuous engagement.
Phase III Conclusion
This campaign goes beyond what has been achieved by other brands and aims to set Zestar at the top of the App Store market in terms of healthy living and living well.
The creative execution will feature a carefully thought out integrated marketing campaign that spans across the print and digital landscape, and allows for cloud-based access to online communities.
Kaleidoscope found Zestar’s current demographic is reliant on new media, technology, and entertainment as their means for incentive and engagement. Furthermore, this demographic enjoys when things are suited to their preferences. With that in mind, the Kaleidoscope team sought out to find a solution that not only answers the need for an incentive, but serves Zestar’s audience in a way that other competitors have not. It is necessary that the campaign draws on the research gathered, speaking to the disconnect users have with their diet plans.
Through the help and guidance offered by Kaleidoscope, Zestar will become a brand and image of community and incentive, which propelling users into a lifestyle that is healthy, long-term, and fulfilling.
Zestar is a new diet and weight loss app that prides itself on being scientifically backed and true to individuals’ needs to boost their metabolic rates. This technology is in competition with an already saturated weight loss market, requiring a differentiated and unique strategy to break through the clutter and be disruptive.
Objectives Reach a 10,000 user subscription flashpoint for the the app.
Increase subscription to download ratio from 10:100 to 20:100 Increase Zestarâ€™s rank on the App Store to the top 25 under the Health & Fitness category
Kaleidoscope Creative researched numerous secondary sources and conducted extensive primary research in order to gain further knowledge about Zestar and the health and wellness mobile app industry.
Develop an integrated marketing campaign redefining the Zestar Diet Coach app as a lifestyle choice that is appeals to adults who need a new approach to weight loss and overall health. The goal is to differentiate Zestar from the simple “Calorie Counting” and “Quick Diet” options offered by its competitors
Furthermore, the detailed and varied primary research allowed for rich feedback from a large sample group of the target audience.
Through a detailed survey distributed to 200+ people as well as in-depth interviews conducted amongst smartphone users and professionals, Kaleidoscope gained insight into the problems that plague the diet, health, and fitness industry and found solutions for how to combat those issues for the Zestar app.
Initial research was conducted by researching the University of Minnesota library database for existing research regarding weight loss mobile apps. Kaleidoscope uncovered two key studies from the IBM Institute for Business Value and Translational Behavioral Medicine highlighting the smartphone community’s favored functionalities of weight loss apps. Additional research led to articles from Time and Shape magazines, and PRWeb that provide similar insight on the features of the top weight loss apps in the market. Other secondary sources such as Business Insurance emphasize the benefit to insurance companies on providing a health and wellness mobile app to their employees.
Detailed secondary research was conducted that analyzed the behavior of the technology generation and the research that has been done on weight loss and the health industry. With this we were able to uncover the true beahviors and trends in the current competitive marketplace.
Findings Twelve in-‐depth interviews with six male and six female peers
Smartphone u;liza;on Fitness and diet habits Thoughts on weight loss apps
Survey of 200 mobile phone owners
Ways to improve weight loss app
Basic understanding of app development Interview with soAware developer
Financial understanding of mobile app Implemen;ng mobile app updates
Do not own a smartphone 27%
Key findings from our primary research found that the top used Smartphones in the market were the iPhone and Android, while the least used were the HTC and Samsung. Our studies found that there is also a large population that still currently does not own a smartphone.
Other 6% Android 23% Samsung Galaxy 5%
160 140 120 100
60 40 20
60 50 40
Weight loss apps are in a market that is filled with skeptics. Many believe that weight loss apps are a gimmick and do not work. Some concerns arise when it comes to ones’ decision on which weight loss app to purchase. Some of the key concerns that were stated by study participants were the amount of time that it takes one to engage with a weight loss app, the accuracy of the data within the app itself, and the overarching fact that weight loss apps lack an entertainment factor.
nt er Ex er cis e lo g Fo od lo g Gr oc e Re ry sta lis Nu t u tri ra nt >o m na en l v u al ue o f f oo Pe rs d on al co Ga ac h m e el em en t Pe rs Re on cip al es i> es /c oa ch es Ot he r
The most desired functionalities of a weight loss app varied among individuals. Many of the functionalities that Zestar currently employs were not mentioned by study participants, as they are unkown to the average weight loss app user. Some of the top functionalities that are preferred include calorie counters, exercise logs, food logs, recipes, and the nutritional value of various foods.
30 20 10
Research Summary • •
Amongst the demographic sample, we found iPhone and Android to be the most popular smartphones. HTC and Samsung were the least. A large percentage of mobile users do not own smartphones.
Desired Health App Features:
29.3 % of our sample target demographic think diet apps can be time consuming when inputting data
of the sample think that diet apps need to be more fun
44% of the sample had other comments ranging from “Too complicated to use” to “Doubt its accuracy” to “It seems unnatural and more of a chore”
Major Health App Concerns: Time Consuming
Little entertainment value Accuracy
Limited in range of options
Developing a revamped iPhone application alongside a new iPad application is Similar coding architecture and financially viable shared operating system allows for one to repurpose much of the same code
Only phone app to suggest meals based off of its nutritional value to increase metabolic rate and fend off hunger
Created by the inventor of WebMD, providing assurance to all users that the app is accurate
Numerous options of meals suggested along with a list of foods you can substitute for Zestar’s recommendations
Allows users to eat at restaurants by recommending meals from over 200 restaurant chains to meet your nutritional needs
Instills a healthy lifestyle in the user so that the food decisions that they make become second nature
Charts and graphs to track meals, activity, and weight loss progress
Fighting against the perception that diets don’t work
New app with relatively low recognition within the smartphone community
Limited to the iPhone
Requires a high level of input and engagement from user, typically reserved for those who have a strong motivation to lose weight
Incentives are not strong enough to encourage continued use of product
Current navigation is slightly difficult to use and requires a high level of participation from the user
Weaknesses Phase I
Brand Status Traditional diet competitors
Brand Loyalty has yet to be developed Diet Coaching is a market that has not thoroughly been tapped
Most people are unaware of the science involved in losing weight. Solidified science and explanation is a nice USP
Such an integrated concept can be translated across mul-
Health & Wellness phone app competitors (Phone apps already established as trustworthy are being utilized by customers who are not necessarily looking to find another mobile app to use):
Traditional diets adapted into an app format (e.g. Weight Watchers)
ike a l — l ra natu aranoid n u m p ] see people th apps” y s p p es al ta rve “[Die This mak ss and heoscope Su e. o id chor weight l -Kale t abou
Zestar is a one of a kind weight loss app that utilizes scientific research to curb hunger and amp up your metabolic rate. The current weight loss market is highly competitive and many consumers are skeptical about the accuracy of weight loss apps. Zestar is one of the few weight loss apps in the market that produces results backed by science, however there are areas in which the current application can improve upon.
My unders tan calculators ding is that it’s a lot of scales, , and math , but I’d ass been doin ume once g it for a w you’ve hile and yo it you can u’re seriou make sma s about rter choice charts and s w it c o h d o u ic t a lot of es about p oint value s . -Kaleidosc o
unnatural Not amusing g rin
and diet market. We believe Zestar will fall outside of these, thus acting on its Explorer brand nature and blazing new trails. New Year’s Resolutioners... Good weight loss and health intentions Only lasts a few weeks
Beach Bod Mods(els)...
Do whatever it takes to achieve external, perceived fitness and health Unhealthy, inconsistent routines to achieve exhibitionism
Spike in activity and healthy habits when convenient or nice out Short term goals that lead to further unhealthy habits
Hitters & Quitters...
Influenced by others, but realize it isn’t an enjoyable hobby Workout or eat healthy in small doses for instant gratification
The [diet] app s should be more fun and interactive (i.e . suggestions fo r improved nutritional alte rnatives, etc.) -Kaleidoscope
Only concerned with caloric intake Don’t necessarily care what type of calories, as long as it meets DV
Not Bo unappealing cred Existing Segments: ible After reseaching the market and exploring all the offerings, Kaleidoscope determined there are five key categories that already exist in the health
The market reflects similar issues in terms of connecting with the audience and having enough incentive to encourage continued use. The diet and wellness market often requires much steadfast motivation and continued efforts to keep up with a plan or program, often times presenting cumbersome input menus and difficulties and sustained users.
Understanding Our Target We recommend targeting a male and female demographic, ages 25-30, while touching on the psychographics of the fit, health conscious and wellness-oriented population. This audience is most disciplined and eager, thus tapping them to further become a part of a health community is a logical next step.
It is crucial to focus on those who have concern for their health, or whom are beginning to have a concern as this population is Zestarâ€™s primary audience. We want to focus on how this is a lifestyle commitment that is permanent. Zestarâ€™s secondary audience will be that of females who are driven and determined to lose that extra fifteen pounds.
Creative Phase I Phase II Phase III
Zestar is categorized as an Explorer brand as it is not only symbolizing the power of choice each individual user can exercise with regard to their diet and lifestyle, but it is also results driven. It will cater to you and your needs, focusing on transforming your weight, eating habits, and overall lifestyle.
Many other brands in the weight loss category have various features and USPs. They vary in their offeringsâ€” calorie counters to eating and exercise programsâ€”but they all aim to offer the user a better, and more balanced life.
Traditional Diet Competitors
Tech App Competitors
Phase I Phase II
The Original Problem:
Foster community and incentive programs Implement into iPhone Translate across platforms--iPad, Android, etc. Make use of cloud based information
Utilize Z-cloud as an all-access place Brand and Product Proliferation Inetegrate WebMD and the health industry
Zestar is challenged to integrate its strategy with this new generationâ€™s demographic and psychgraphic minds. Zestar must create a strong digital presence and an overall sense of community and accomplishment that offers continual support and guidance to train the user to live healthier and happier.
The Reevalutated Problem:
To differentiate Zestar from Calorie Counters and everyday weight loss apps, Zestar challenged to provide a more comprehensive approach, in particular one that has never been done. It also is faced with connecting with the most tech savvy demographic, the Millenials and Generation Y population.
Brand Vision It’s all about you and science. Zestar is a health and wellness app geared to curb your appetite with healthful, better meal choices to keep you on track and in line with your true self-image and goals.
om s d view e r e e t n ” e. st e In “I ju s for mdoscop k i wor -Kale
e to have ic n e b ld u o “It w capable s a w t a h t g somethin rkouts and o w g in iz m of custo ased on b s e in t u o r eating n doing or e e b e ’v u o y what eating.” pe Interview
Positioning Statement Zestar delivers a unique diet and exercise experience crafted around you and your habits. It’s a lifestyle.
Campaign Strategy Zestar (1) is customizable, (2) a lifestyle plan, (3) keeps you trim and fit based off of scientific data
3 Overarching Messages
Zestar is a customizable lifestyle plan shaped around you and backed by science, to trim the weight and keep you fit
Creative Solution To speak directly to our target and respond to their concerns, Kaleidoscope has created a campaign that leverages the user and their needs. We not only want them to be entertained and provide a hassle free user experience, but we want them to feel a sense of pride and community because this is their plan and no one else’s. Zestar works and fits for anyone’s lifestyles, not the other way around. This means that the user doesn’t have to work to be a part of the health plan. These regiments should be able to adjust and cater to each individual. With that concern of not being engaging enough and to cumbersome to deal with, Kaleidoscope created “Shaped for You” to allow for an immersive, comprehensive approach to attracting users and maintaining them throughout their lifestyle improvement. We plan to use this marketing technique coupled with the lifestyle approach to augment the idea of scientifically backed Zestar. Through our self-stated problem, we have realized that although Zestar is credible and actually works based on empirical scientific research, no one will believe that statement as there is too much clutter and competition. Thus, with our three phase creative strategy augmenting the concept, as well as the sense of community and increased social media traffic, we will create a sense of belonging. This will in turn hold users in because the app works, hence allowing word of mouth and user interaction to act as a catalyst.
Shaped around you
Creative Phase I Phase II Phase III Conclusion
Our target strategy for reaching our audience and driving our message is one consisting of four aggressive pillars to ensure maximum coverage. This approach will guarantee that no member of our audience will be left behind.
Creative Strategy: Phase I Additions & Functionality Interface Updates Defeat the Eat Wellness Toolbox CalEval Z-cloud
Site Redesign Social Media Expansion PR & B2B: Direct Mailers
Phase III Conclusion
The Defeat the Eat, Wellness Toolbox, CalEval, and Z-cloud categories will all aim to better organize and guide the user to provide comprehensive and useful interaction, ultimately giving them a faster, more intuitive system that will improve their lives and empower their minds to make healthful decisions.
The iPad version of the app will be fully outfitted with the new homescreen welcoming users to the Zestar experience. It will include four key categories to streamline the experience and organize everything neatly and simply.
This initial implementation of the new UI will allow for a new approach to Zestar, thus affecting the overall perception and acceptance of the app in the its initial period. If the interface and style are established in its early iPhone phase, this will allow for easier software and user experience carry over, thus creating more harmony and community across all platforms.
Although Kaleidoscope is mainly targeting the iPad as its platform of choice for the new interface and added functionality, we encourage that the initial implementation of the new interface and design be explored on the iPhone.
Additions and Functionality
Defeat the Eat Houses the log for the recording of the userâ€™s daily consumption.
Food portion recommendations and food counteracting recommendations
Contains the scientific explanantion and reasoning behind the appâ€™s function.
*This is the classic app featured in the current Winter 2012 version
Furthermore, when out and about it will be helpful to have your grocery list on you. Within the Toolbox, the user can edit the list and then upload it to the Z-cloud to view any time, anywhere. If you arenâ€™t shopping, but rather eating at a restaurant, this is where the Restaurant Scale and menus will be housed.
Finally, we have Nutrition 101, which will be a comprehensive crash course in Nutrition. Defeat the Eat will explain some of the science, but this will only take it further and actually tell you what is happening for knowledge purposes. There will be mini lessons and reasoning behind nutrition in general and what is truly at work within your body.
This contains all the tools and motivators to keep the user going throughout the course of time. It contains Motivational Coaches from which you can choose a persona that works best for you. You are also able to plan out your workouts and exercise routines with the Exercise Planner.
Phase II Phase III Conclusion
The Motivational Coaches will contain at least four options, giving the users options ranging from an intense, drill sergeant-type persona, all the way to a sweet, comforting, and enduring mother-like figure.
CalEval The CalEval is the charts and numbers of the operation. This segment will feature comprehensive monitoring of the userâ€™s progress, metabolic charts, input versus output, as well as the a coveted calorie counter to ensure that those who track calories can achieve their daily value. This will also integrate with the Z-cloud for easy sharing and viewing of charts on the go. Ultimately, this will also play a part in competition via the Z-cloud, discussed in Phase III.
Furthermore, the Z-cloud will contain the ever important Zestore, a virtual health and wellness store to take full advantage of the Zestars the users will earn as an incentive.
As stated, much of the app will be Z-Cloud connected, thus making your charts, grocery lists, logs, and progress availble anywhere at any time. Social media and networking is not only a natural part of Zestar’s demographic, but it also plays an integral role in weight loss, and health and fitness as it provides the encouragement from friends and the instant gratification that only fuels diets and personal fitness. That being said, the Z-Cloud will also be integrated into social media to allow for easy sharing via any of the main social networking sites—Twitter, Facebook, Pinterest.
The Z-cloud will be the app’s portal into the virtaul space. It will take full advantage of the digital cloud while providing easy connectivity, ubiquity, and easy expansion into social networks.
Phase III Conclusion
Zestore The Zestore is the virtual health and fitness stop for users who have put in the time and effort. Throughout the Zestar program, users are rewarded for staying on track and keeping true to their personal program. The incentives for staying on track is a virtual monetary system of Zestars. When collected and saved, users can then turn to the Zestore to redeem them. In the Zestore, local businesses and large health and wellness chains alike will have partnerships, allowing for redeemable deals of the day and week. Specifically, this entails grocery deals, co-op deals, organic discounts, and yoga and fitness center memberships that will be available for purchase within the app.
Digital Expansion Nearing the end of Phase I, Kaleidoscope
allowing room for the new functionalities of the app, and preparing for the release of the advertisng campaign.
The website would maintain its homepage, while having additional tabs explaining the science behind it and the new key features. Furthermore we would then have log in
would conduct a website expansion,
capabilities to access the Z-cloud and the user
Additionally, during this digital expansion, we would start introducing standalone iAds to
Defeat The Eat
which will make way into our fully integrated campaign
raise awareness and drive peopleâ€™s interest,
Public Relations Media Relations Social Media
News: Kare 11 Fox 9 Twin Cities Live
Publications: Fitness Woman’s Day Woman’s Health
Kaleidoscope will target three levels of media branches to ensure that media relations are accounted for and the Zestar message will reach various news sources. Through understanding our target audience and the market, we will rely more heavily on our creative strategy—interfacedesign, print and digital execution, and ambient—to achieve our overall message and sense of community.
News: Good Morning America Today Ellen
Health clubs Lifetime Fitness Fitness 19 Core Power Yoga Your Yoga
Publications: Star Tribune Pioneer Press
Grocery Stores Byerly’s & Lunds Cub Rainbow
Social Media Expansion Expand presence on Social Networks Motivational Coaches Profiles on Facebook and Twitter Pinterest activity Community boards Post photos Community blogging Post stories Encourage others
Phase II Phase III
We feel that with target and goal specific mailings and emails both to the users and businesses, lines of communication will be further stimulated to foster a well connected health and wellness network.
We also believe that with these direct mailers, we can further keep businesses connected to the community and keep them in line with the users of Zestar. We also plan to keep users and customers of Zestar up-to-date on the current businesses and coupons available online and in the app.
Through direct mailers, Zestar can begin to reach its core audience and further target them, with goal specific pieces of mail in mind. The mailers will be in the form of a frozen meal box with an informational direct mailer card explaining the benefits of partnering with Zestar and being a part of the Zestore.
Digital Content Flow Z -Cloud
ahoo! | Y |
Blog Download Press
Other Social Media
| We b C r a
Creative Strategy: Phase II Ad Placement YouTube Pre-roll iAds In-store Advertising
Print Through careful placement of our print ads through health and wellness channels and magazines—both standalone and series—we plan to further Zestar’s image and message to ultimately reach our target audience. The print ads revolve around the idea of community and inlcuding the user’s needs as a priority. They sell the whole concept that this app is here for them, ready to work around each unique individual, not the other way around. This will be achieved through two separate series of three print ads as well as standalone ads.
Print Series 1: “
(Your name here)
Breakfast: H Snack: :Gran am and Peaches ola HLaunnbcuhr:geCr,hicAken FagiBta ar pric S SBDruailannde,r:GMriliexed Groetsetns oup, But esrneults SSqprodutsA, hiBTurnoa, uash iled
Shaped around you
Shaped around you
Shaped around you
Learn more at zestarapp.com
Shaped around you
The __________ Diet
The __________ Diet
The ________ Diet RE Ham Omlette, ME Breakfast: Egg White and 2 Mile MBE Strawberries, Juice 3 Run w R: berries :0 Lunch: Ceaser Salad and Blue ith Ju 0 s e Snack:Greek Yogurt and Berri lie at et Swe , i l akes, Brocco C rab C d, a Sal b b o :C ner n i D
Print Series 1: â€œ
Life Sized Shaped around you
Shaped around you
Shaped around you
Mad Lib Diet (Your name here)
The __________ Diet So, it’s _______ at _________ with your ________. That means there (Occasion)
Don’t worry, you don’t have to say goodbye to all those ________ (Adjective)
times at _________ with your _______. Zestar has you covered. It (Location)
will be plenty of _______ to eat. But you’re trying to live healthier.
has recommendations for the healthiest food options at _________, (Location)
and their latest __________ with your ________. Now you can keep (Something)
up with your social plans while sticking to your health plan.
Shaped around you
Learn more at zestarapp.com
With Zestar you don’t need to give up your life to live a healthier one.
right on your iPhone. You’ll still get to hear all about __________
"Works for Me"
My name’s Taylor.
My name’s Whitney.
My name is Mitch.
Taylor: I start every morning with a jog around the lake.
Taylor: A diet that knows what I like.
Mitch: A diet that I can follow even when I’m not making it.
Taylor: This is the Taylor diet.
Whitney: The Whitney Diet.
Mitch: I canâ€™t get my day started without coffee.
Taylor: I need a diet that adjusts to my body.
Mitch: Works for me.
3 college students give their opinions on healthy lifestyles and their dieting approaches. Each of them needs a unique diet that is shaped around their life. SUPER: Shaped Around You. Zestar.
Learn more at ZestarApp.com.
The advertisement would be featured as a pre-roll ad before Youtube videos relating to health and fitness.
Mitch: The Mitch Diet
Whitney: I just want something
Whitney: For breakfast, every day I have an egg and cheese omelet with a banana.
Creative Strategy: Phase III Z-cloud
Phase I Phase II Phase III Conclusion
Additionally, we see it expanding into a larger marketplace as well, due to the Zestore which we only see growing and ultimately turning into a place not only to exchange your Zestars for coupons, but for groceries and actual organic, health, and fitness related objects. In other words, it will become a secondary currency that will further the community aspect that is already being fostered in Phases I and II.
We want to carry Zestar into the cloud and keep it there. For the future we see Zestar and the Z-Cloud further fostering a community by way of encouraging more interaction with friends and competitors. We see the Z-Cloud becoming a platform for organic and healthy competition, not to mention friendly encouragement amongst peers, family, and neighbors. This will especially be achieved with a specific Z-Cloud microsite.
Brand Proliferation Expansion to Additional Devices The next step for Zestar to take would be to expand its presence onto various devices such as heart monitor bracelets and metabolism montiors. All of the data collected from these devices can be sent via the Z-Cloud to other operating systems such as the usersâ€™ iPad or home computer. This allows users to consistantly track their progress and identify where they are striving and areas that they can improve upon. Not only would this allow for users to gage their progress while they are on the go, it will also drive competition. As our research has shown, competition is an entertainment value that drives motivation and encourages continued use.
B2B Expansion Upon further expansion of relationships with other business ventures, it would be beneficial for Zestar to partner with Health Insurance companies or individual companies who supply health care to their employees through their own funding. This will provide incentive for companies to provide the Zestar app to all employees to keep them healthy in order to reduce the cost of their health care.
Kaleidoscope Media Schedule Budget April
Market Research Total
$2,000 $200,000 $2,000 $200,000 Flashpoint: 10,000 users
0 0 0 0 $100,000 $1,005,000 $100,000 $1,010,000
Marketing Communications Advertising (Print and Digital Direct marketing/B2B Social Media Public relations Marketing Communications Total Total Marketing Budget
0 0 $5,000
Product Development iPhone updates Android Development iPad development Web site
Phase III Conclusion
Conclusion Kaleidoscope Creative was given the task to further enhance the Zestar App and develop an integrated marketing campaign. In order to achieve this, the Kaleidoscope team focused on three key objectives: 1. Achieve a 10,000 subscriber flashpoint 2. Increase subscription to download ratio from 10:100 to 20:100 3. Increase Zestarâ€™s rank on the App store to the top 25 under the Health & Fitness category. With the backing of extensive research conducted by the Kaleidoscope team, it was determined that in order to achieve the three key objectives it would be best to focus promotions on the personalization aspect of the product. Research confirms that many are hesitant to use weight loss apps, as they are seen as untrustworthy and inaccurate. It is also with this research that we gear our recommendations to updating the iPhone application in parallel with the iPad and Android apps. In conclusion, the personalized creative campaign developed by Kaleidoscope accommodates various communication platforms to engage the target audience and generating a sense of community and incentives.
kaleidoscope Kaleidoscope Team
Addison Born | Creative Matthew Cermak | Creative
Ian Kitchen | Creative
Tina Pivec | Account
Zestar is a health and fitness weight loss iPhone app. For our senior Advertising Capstone project, we were to create a fully comprehensive...