People that believe by Simina Florea & Pere Suaña - #BHMASLife16

Wharton University People that believe

February 2016

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Team

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Pere Suana & Simina Florea

Who are we? Creatives Art Directors & Copywriters

Simina Florea / siminaflorea@gmail.com Pere Suaña / pere.suana@gmail.com

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Debriefing

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Debriefing

The Wharton Future of Advertising Program & Beyond Advertising Make people join this new way of thinking trough the book and university course. Inform & Simplify the information.

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Strategic insights

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Strategic insights

Communication Problem

There is too much information very hard to understand without any tangible explanation.

Make the subject of the course and the book easy to understand and appealing to everyone. Simplify the vocabulary.

Make me want to do find out more.

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The BIG idea

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The BIG idea - Rationale

People that believe

Everything arounds us is made by people, all we touch, see and consume. Behind everything you touch there was a person, a believer that created.You can be that person.

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The BIG idea - Creative platform

Executions

Video

Facebook + curiosities campaign (young aspiring professionals, 25-23 C1 social group)Can be spread across many media channels.TV short version(B and A Class 30-50 financial/communication)

Print & Street

(Target-busy people in university/ MBA, studying 20-30 social/communication)In cities ( on the ground, bus stops)Can be spread across many media channels (specialist magazines for prints financial/ communication such as Ad Week, Advertising Age, New York Times )

Radio

(B and A Class 30-50 financial target group)

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The Billboard can be animated, the light of the candle will go on and off.

See an example in visual content / video / Candel

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A MIAMI AD SCHOOL BRIEFING

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A MIAMI AD SCHOOL BRIEFING

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A MIAMI AD SCHOOL BRIEFING

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A MIAMI AD SCHOOL BRIEFING

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Creative output

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Creative output

An inspirational campaign that will motivate people to join the course, read the book in order to achieve your potential.

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Reflection

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What we learned from this case

It is better to keep things simple and undertsandable. The best way to is make people want to learn about something new is to make them curious about it. When you want people to follow you example you need to follow it yourself because you are the image.

Advice Do not advertise the book advertise the idea. Don’t tell people to read the book make them want to read it. Make people relate to the way of thinking in a simple manner. Speak human to human.Don’t be academic, be simple and clear. Leverage on Wharton’s network and brand to spread the word and generate momentum, use the media channels they own (website, journals, instagram etc). Apply your own model to the book, use your own go to market strategy.

identity driven brand building®

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