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created by Brigitte Braun, Lauren Heflin and Zac Oransky.
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hero of the night campaign
cLient
advertising & creative
account pLanner Lauren Heflin
copywriter Brigit te Braun
art Director Zac Oransky
overview backgrounD
executive summary
Objectives
research
situatiOnal analysis
target market
strategy
creative strategy
creative executiOns
radd campus reps
media plan
budget breakdOwn
timeline
evaluatiOn
eXecutive summary 01
he·ro \'hir-o \noun
Someone who remains calm in the eye of danger and adversity;
one who exhibits great strength in the plague of vulnerability. A
hero is one who uses their unique powers to protect the innocent
and stand for the general good.
what reaLLy Defines a hero?
• Yields powers and abilities far beyond those of his drunken college peers.
• Stands up and takes charge, planning the outcome of the night.
• Holds the keys to the car.
‘He is the hero of tonight, your DD.’
Reduce the number of deaths related
to drunk-driving accidents worldwide
Give students incentive to plan ahead
Applaud the position of the designated driver
#1
#2
#3
we have developed a campaign that both gives incentives and glorifies the position of the designated driver.
• Makes people want to be designated driver for the night
• Parents will now have the ability to get involved and rewarded for it
• Preload cab fare
• RADD Campus Reps
we have developed a campaign that both gives incentives and glorifies the position of the designated driver.
• Makes people want to be designated driver for the night
• Parents will now have the ability to get involved and rewarded for it
• Preload cab fare
• RADD Campus Reps
we have developed a campaign that both gives incentives and glorifies the position of the designated driver.
• Makes people want to be designated driver for the night
• Parents will now have the ability to get involved and rewarded for it
• Preload cab fare
• RADD Campus Reps
we have developed a campaign that both gives incentives and glorifies the position of the designated driver.
• Makes people want to be designated driver for the night
• Parents will now have the ability to get involved and rewarded for it
• Preload cab fare
• RADD Campus Reps
objectives 02
create + maintaina positive reputation of
the designated driver
infLuencehabits that allow
college students to
have fun but be safe
encourage planning ahead
promote volunteering
+ taking turns
sustaina presence on partnering campuses
eDucate + trainpartnering bars and restaurants
1
2
3
4
5
6
research 03
those who voLunteer
ofte
n
som
etim
es
neve
r
58% 38% 8%
the DD's reputation
34% No Opinion
22% Being the DD is terrible
52% The DD saves the night
situationaL anaLysis04
strengthsStrong celebrity endorsements and partnerships with businesses
The established outreach to college campuses and restaurants
Set apart from other similar nonprofits through their attitude towards the cause
weaknessesLittle social media presence
Awareness of company, program and brand
Brand and theme elements are not cohesive
Established partnerships with restaurants and college campuses have not reached full potential because of a lack of education of the program
Branded language is not cohesive
situationaL anaLysis04
threatsBeing unaware of the rewards program and what it entails
Partnerships that do not have the proper education of the program
Reaching and appealing to a difficult demographic
opportunitiesCreation of a strong college campus presence
Rebranding to match philosophy
Development of a must-have app
Creating awareness of program
primary California College Students
seconDary Restaurants and College Campuses
tertiary Parents Secondary TargeT audience
• Restaurants and College Campuses
TerTiary TargeT audience
• Parents of college students
target market05
Primary TargeT audience
• College students 17-20, males and females
• College students/ grad students 21-26, males and females
Danny s.AGE 18
Danny is highly involved in greek life and religiously
attends house parties every weekend. He is also a
habitual drinker. He attends college on an athletic
scholarship. His parents were relatively strict in high
school so college is his freedom. He comes from a
middle class family and owns his own car.
courtney m.AGE 20
Courtney is very involved in school and campus events.
She occasionally parties on the weekend. Her parents
are very considered to be relaxed and laid-back.
Courtney was given freedom in high school. She loves
the outdoors and going out to dinner. Courtney does
not have a car in college.
matt t.AGE 23
Matt enjoys drinking at the local bars with his friends
and attending parties at his friends' houses. He is a law
student who drives a motorcycle. He is originally from the
Midwest, but moved to San Francisco for grad school and
is now working at a nearby restaurant part time.
charLotte L.AGE 22
Charlotte is a grad student, who also serves as an advisor
for her sorority. She enjoys going to happy hour with
girl friends and going to nightclubs.She seldom goes to
house parties somce she doesn't have a car, but does go to
parties on Greek row occasionally. She enjoys doing yoga
and exercising and health is very important to her.
mr. & mrs. rosenburgAGE 50 & 53
The Rosenburgs have two kids: one is a sophomore in college and the other is a college graduate. Their post grad lives in Newport
Beach and their other kid attends UC Berkeley. They are both aware their kids drink and go to parties but they want to know that
their kids are being safe and smart with their party choices.
creative strategy06
big iDea• Need for an incentive to be the designated driver
• Evoking fear and sadness doesn’t get the point across
• Have fun, be safe
• Plan ahead, get rewarded
creative vision
• Encourages a respect and idolization of the character’s persona
• Glorification of the designated driver
tag Line
The hero of tonight, your DD.
creative eXecution07
estabLishing an iDentity
• Need for a strong sense of branding
• New identity conveys a sense of professionalism
• Users identify with the images we've created
• Draws from the original RADD logo
• Modern & clean characteristics
• Musicians being the original supporters
• New color palette
• Draws from original, allows for versatility
creative eXecution07
compLeting the branD
• Need for a strong platform for new and existing users to navigate
• Current site confuses the user
• Repetitive navigations and numerous links on one page
• Utilizes our created palette and branding
• Presents the clean and professional image that CIR deserves
coLLege is raDD commerciaL
All videos are narrated by a young male with a relatively deep voice. His tempo
is slow and constant, as if he were telling a story. The commercials are meant
to develop the idea of the DD being the hero of tonight by showcasing their
‘superhero’ qualities at a college house-party.
SAM Our commercial's character is a direct
representative of our demographic, a
young college student who decided to
step up to the plate and be the designated
driver for tonight's party.
“It started with an agreement...from
within he knew, it was HIS time..”“Tonight would be different...
“Women crumbled at his feet..” "..tonight the world was Sam’s oyster
and this party was his pearl..”
“As he swept the lands with
his smooth-talking ways..”(Party Music Plays)
(Party-goers follow him in awe)(She smiles at him. Drunk guy in
background falls attempting to flirt)
(Crowd goes crazy)“No strenuous feat could possibly
slow his roll..”
“Plus the free tacos he will get for
driving, (more casual tone) yeah,
that’s pretty awesome.”
"So here's to Sam..."
"..for he's the hero of tonight..."
(drunk friends stumbling into car)"Your DD."
print aDs
• Utilize the same character from the commercials
• Stills that depict events from commercial
• Creates contingency through both platforms of advertising
• ‘He’s the smoothest talker at the party…’
• Placed in college pamphlets and bulletin boards throughout
An oversized letter in the mailThe perfect opportunity for College is RADD to be introduced
RADD Rewardds card.
Information can be shared on how to have fun while being safe
raDD rewarDDs appThe designated driver’s new best friend
Allows it’s users to locate the nearest RADD partners
Designated driver will be treated with free non-alcoholic drinks & appetizers
why party goer’s wiLL use itIn the spirit of safety, those that choose to drink can access the app to call a cab
and access cab fare through their digital RADD card.
why parents wiLL use itParents have the ability to load cab fare onto their child’s RADD App and receive
rewards for doing so.
RADD will partner with supporting banks so that parents can use their bank’s
credit card that they prefer to receive rewards on.
ExAMplES@ChapmanisRADD
@FullertonisRADD
raDD campus reps08
• College students are among the toughest target audience to reach
• Campus representatives among their own peers will be most effective
• ‘RADD Campus Rep’ is offered to outgoing students
• Receive internship credit or volunteer hours.
• Will attend all major on and off-campus events to promote
• In charge of campus-specific social media and social media contests
raDD campus reps08
RESTAURANT AND BAR PARTNERSHIP EDUCATION
A recommended training pamphlet will be created to be sent to all partnering bars and restaurants.
This will encourage the education of the employees of partnering restaurants and bars so that the
RADD program will increase in promotion and success of rewards.
ReACh eD O bj eCTivesCreate and maintain a positive reputation of the DD
Influence habits that allow college students to have
fun but be safe
Encourage planning ahead
Encourage volunteering and taking turns
Maintain a presence on partnering campuses
meDia pLan 09
• RADD’s main source of media distribution
and marketing
• College students are more likely to view &
share ads from YouTube rather than TV
• The most effective way to ensure
circulation is through social video apps
such as YouTube and Vine.
• Facebook ads will be created
• utilize stills and taglines from
the commercials
• Buy promoted tweets
• Have major college Twitter
accounts promote us like
Total Frat Move (TFM) and
Total Sorority Move (TSM)
• Our social media output creates and maintains a positive reputation of the DD by using our 'Hero of tonight' character to illustrate the benefits.
• It influences habits that allow college students to have fun but be safe by planning ahead and designating a sober driver for the night.
• Our social media output encourages planning ahead with the promotion of the RADD app through social media.
• Our social media output encourages volunteering and taking turns being the designated driver.
• Our social media output provides incentives for parents to supply cab fair money for students to use with their rewards card.
reacheD objectives
buDget breakDown10
coLLege is raDD campaign buDget
COMMERCIAL PRODUCTION ............................................ $150,000
COMMERCIAL AIRING ...................................................... $100,000
FACEBOOK ADS .................................................................. $30,000
PROMOTED TWEETS .......................................................... $20,000
YOUTUBE/HULU VIDEO ADS ............................................ $350,000
AP DEVELOPMENT ............................................................ $50,000
AGENCY FEE .................................................................... $150,000
TOTAl ............................................................................ $850,000
timeLine11
JAN• Begin production on first video ad
• Guerrilla advertising for video
• Develope social media presence
• Create Instagram accounts for all colleges
• Connect with campuses to start the
selection of RADD Reps
• Partner education pamphlets will be sent
to all partnering restaurants and bars
feb
• Select RADD Reps
• Begin introduction of RADD Reps
• Release first viral video
• Introduce app with first Facebook ad
mAr
• Spring social media contests begin,
orchestrated by RADD Reps
• Parent ads will be sent out in
college acceptance letters
• RADD Reps will start RADD App
promotions on campus events
Apr
• Parent ads will continue to be sent
out in college acceptance letters
• RADD Reps will promote RADD
benefits during all on and off
campus events
mAy• Begin production on video #2
• RADD Reps will organize
unique summer promotion
JuN• Video #2 released
• Release of more Facebook ads
• Promoted tweets
• RADD Rep’s summer promo
Jul • Start production on video #3
• Gorilla advertising for video
• Release of more Facebook ads
• Promoted tweets
• RADD Rep’s summer promo
Aug
• Fall social media contests begin -
orchestrated by RADD Reps
sep
• RADD Reps will
continue to promote
RADD App
• RADD Reps will
promote RADD benefits
during all on and off
campus eventsOct Video #3 released
NOv Continue Facebook ads
dec
• Finish off all contests and promotions
• Overall evaluation of campaign
evaLuation 12
• Monitoring the views and shares of our videos
• Want them to “share” our videos with their
• Create a giant chain reaction.
• Monitor sites like Google Analytics
• Track searches for subjects like College is RADD,
RADD, designated drivers and other key words
• Team set in charge or a program created for
restaurants and bars
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