June 13, 2014 Alicia Bush Miriam Edelkind-Vealey Haley Kellner - - PowerPoint PPT Presentation

June 13, 2014 Alicia Bush Miriam Edelkind-Vealey Haley Kellner Makayla Richards Hannah Rollins

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™ After perusing some of the more innovative products and services on the market today… ™ We decided upon…

Selecting the Product or Service

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™ Zilopop

Selecting the Product or Service

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™ Zilopop

– Shaped like a small lollipop – Takes approximately 2 minutes to eliminate all odors – Lasts a lifetime – Made of chemical-free stainless steel – Small, portable with a case – Easy to wash – Zero calories, no sugar (obviously!)

So What’s Up with Zilopop?

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™ In order to understand the target audience for Zilopop… ™ We took a trip to the mall to interview as many people as possible!

– Our questionnaire asked them about (a) how frequently they chew mints and gum, (b) their spending habits on mints and gum, and (c) what they thought about the pictures we showed them of Zilopop. – Oh, and we got their general demographic info too!

™ e.g., age range, gender, educational level, profession, etc.

Doing a Little Digging

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™ So after comparing notes, what did we find?

– “Seems cool!” – “If it works, cool!” – “It sounds cool!” – “Interesting idea!” – “It’s clever!” – “It’s creative!” – “It’s not very creative!” – “It’s a good idea, but I don’t know if it works on everyone..” – “I think it’s pretty good!”

Looking at the Results

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™ Those who liked Zilopop seemed to skew younger. ™ They tended to be “hipster.” ™ And there seemed to be no discernible difference between male and female. ™ So who was our target audience?

Looking at the Results

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™ “Matilda” and “Chaz!”

The Target Audience

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™ In order to figure out how to reach “Matilda” and “Chaz,” we crafted a creative brief.

– The creative brief is a document ad agencies use to direct the creative folks’ ideas!

Determining the Strategy

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™ What is the product or service?

– Zilopop

™ What are we trying to accomplish?

– Raise awareness of Zilopop. – Create positive image of Zilopop.

™ To whom are we talking?

– Women & Men, 15-30

The Creative Brief – Zilopop

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™ What do we know about them?

– “Matilda”

™ 20 years-old ™ College student, English major ™ Lives the foodie lifestyle. ™ Self-conscious, especially concerning her hygiene. ™ Enjoys an active social life. ™ Dates a lot. ™ Considers herself to be ‘quirky’ and ‘awkward,’ and a bit ‘nerdy’… but likes to stay on top of trends. ™ Loves polka dots. ™ “I’m a total foodie so I always keep Altoids—the curious mints! —in my purse because I never know who I might run into.”

The Creative Brief – Zilopop

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™ What do we know about them?

– “Chaz”

™ 25 years-old ™ Production Assistant on an Indie film set. ™ Knows he’s smarter than the job he’s working on. ™ Frequents comic shops. ™ Doesn’t care about his appearance. ™ True to his own person. ™ Enjoys folk rock. ™ Unfortunately single and awkward at dating. ™ “My friends tell me that I have to try harder if I ever want to find a girlfriend. But it’s hard to care when I’m so used to not caring.”

The Creative Brief – Zilopop

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™ What is the one thought to leave them with?

– “Zilopop is a cool and convenient way to keep your breath

• fresh. ”

™ Why should they believe it is true?

– Takes just 2 minutes to freshen breath – Lasts a lifetime – Made of chemical-free stainless steel – Easy to wash – Comes in a small, convenient case – Has zero calories and no sugar – Can be held like a lollipop

The Creative Brief – Zilopop

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™ What is the tone of the message?

– Humorous, trendy

™ Who else is trying to talk to them, and what are they saying?

– Altoids

™ Classic, outdoor enthusiast, “The original celebrated curiously strong mints.”

– Listerine strips

™ Refreshing, fast dissolving, “putting your best breath forward.”

– Orbit

™ Sugarless, stylish, “For a good clean feeling no matter what.”

The Creative Brief – Zilopop

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™ Mandatory information

– Facebook – Twitter – Website – www.zilopop.com

The Creative Brief – Zilopop

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™ We decided, based on the brief, to do the following:

– Print ad campaign – Outdoor/billboard – Online banner ad – :30 TV spot

The Creative Execution

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Print Ads

– Billboard

– Online Banner Ad

– :30 TV Spot

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Fin.