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Wharton University People that believe
February 2016
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2
WHARTON UNIVERSITY
Team
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
Pere Suana & Simina Florea
Who are we? Creatives Art Directors & Copywriters
Simina Florea / [email protected] Pere Suaña / [email protected]
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WHARTON UNIVERSITY
Debriefing
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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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WHARTON UNIVERSITY
Strategic insights
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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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WHARTON UNIVERSITY
The BIG idea
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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.
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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)
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
The Billboard can be animated, the light of the candle will go on and off.
See an example in visual content / video / Candel
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved16
WHARTON UNIVERSITY
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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WHARTON UNIVERSITY
Creative output
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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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WHARTON UNIVERSITY
Reflection
A MIAMI AD SCHOOL BRIEFING
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WHARTON UNIVERSITY
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.
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