A D P R 1 4 4 Mini Campaign Created By: Sara Johnson December 6, 2007
Executive Executive Summary Summary 3M is an established brand name, 3M has existed for over a century and has continued to produce trusted, quality products. 3M’s main competitor is the Henkel Corporation that develops and markets a broad array of products including caulks, sealants, tapes, glues, and household and office products. Henkel is the parent company of the Duck brand that offers an array of tapes, packaging supplies, and home products that provide simple, imaginative and helpful solutions for a variety of household tasks. Duck dominates the duct tape category by offering duct tape contests to consumers. The “Stick or Treat” Halloween Costume Contest awards $500 to the creator of the best duct tape Halloween costume. The Duck brand duct tape Stuck at Prom Scholarship asks high school students to created a prom dress and tuxedo to wear to prom. The couple with the best duct tape apparel is awarded a $3,000 scholarship each, and a $3,000 donation to their school to help with prom logistics. Finally the Duck brand also award $5,000 to one lucky person in its Duck brand duct tape Saving the Day and Dishing out Pay contest. Contestants submit their stories of how Duck Duct Tape saved their day. Contestants submit their story of how duct tape came to the rescue in their lives and are entered in a drawing to win the grad money prize. Compared to Duck, 3M’s price position is slightly higher in the market. Duck duct tape prices range from $2.50-$13.00. 3M duct tape prices range from $4.02-$25.00. Price differs based on width of the tape, color, quality, and length of the overall roll. In order to compete with Henkel, 3M needs to establish itself as a trendy fun brand that will attract young consumers. My creative strategy will accomplish this by showing 3M duct tape used in humorous situations that the target market would find themselves in. By showing the variety of ways ducts tape can be used, consumers will want to experiment. 3M’s duct tape website, www.useit.com will allow loyal consumers to share their pictures, videos, and stories about how they use duct tape in creative ways.
Consumer Profile Meet Mallard a 23-year-old recent college graduate from the University of St. Thomas in Minnesota. Mallard is looking for a marketing job with a successful company. He just moved out of his college apartment, leaving his three roommates behind, and is now living in his own one bedroom apartment in downtown Minneapolis. Minneapolis is known for its appreciation of art and active lifestyle. Mallard tends to buy products that are environmentally friendly and promote a healthy lifestyle. He enjoys bicycling, kayaking, ice skating, visiting museums, coffee shops and listening to music. He plays the piano and guitar. Busy paying off college loans, Mallard is stingy with his money and only buys products that are of high quality and worth his precious dollars. Mallard watches TV when he’s getting up in the morning. He typically has a news program on in the background to catch news stories here and there. His favorite TV shows include Survivor Man and The Daily Report. However, TV is not Mallards main form of media consumption. He is constantly on his iPhone and online, and is a devoted Rolling Stone Magazine reader.
Creative Brief Product: 3M Duct Tape What do I want to accomplish?
My main objective of this campaign is it to remind young adult consumers that duct tape is a trusty companion that continues to deliver quick solutions. I want the consumer to think beyond paper when it comes to 3M duct tape. The campaign will highlight extreme uses of duct tape-some probable some not-that will urge consumers to make duct tape a staple in their home. Furthermore, this campaign will increase general brand awareness and consumer loyalty to the 3M brand.
Who am I talking to?
My campaign is targeting young adults ages 18-30 that are living on their own for the first time. While they are aware of duct tape, they are not fully utilizing the product.
What do they think now? Consumers turn to other alternatives to fix their domestic, fashion, and other problems.
What do I want them to think?
Young adults will think 3M duct tape can fix just about anything. No need for a needle and thread, duct tape will work. Want to go play in the snow but don’t have enough extra cash for snow pants? Duct tape can waterproof a pair of jeans. I want consumers to realize 3M duct tape is strong, reliable, and dependable.
Why should they think this?
3M is an established brand name that is known for developing ingenious solutions to meet consumers’ varying needs. For more than 100 years, people around the world have looked to 3M for products and ideas that solve problems and make their lives easier and better. 3M offers several varieties of duct tape that can withstand the outdoor environment, guarantees up to 6 months of clean removal, aggressive adhesive for quick and reliable attachment, high tensile strength, easy to tear straight across and down without curling, writable surface for marking and identification, and it even comes in a variety of colors.
What is my message?
3M duct tape isn’t an ordinary tape. It is a multi-use product with endless possibilities. 3M duct tape can be used in just about any situation, how do you use it?
Print Ads
Outdoor Ad This billboard is the second in a series of two. The first billboard will serve as a tease. The upper right corner of the ad will look as though it is peeling off the billboard. The majority of the ad will be covered up, virtually unreadable to its viewers. After three weeks the billboard displayed below will debut, displaying a miraculous recovery. The right corner appears to be duct taped in place. This tactic will make the billboard memorable.
Television Commercial Client: 3M Product: Duct Tape Title: Apartment Time: 30 seconds VIDEO:
AUDIO:
OPEN TO ROB SLEEPING ON COUCH IN HIS COLLEGE APARTMENT ALL A MESS.
MUSIC: PLAYS THROUGH OUT ENTIRE COMMERCIAL, “JACKINABOX” BY TURIN BRAKES SFX: RINGING ALARM CLOCK
CUT TO ALARM CLOCK IN TABLE NEXT TO HIM GOING OFF. ROB GETS UP AND WALKS TO BATHROOM. PANNING OF ROB’S BATHROOM-DUCT TAPE SHOWER CURTIN, DUCT TAPE BATH MAT, DUCT TAPE TOLIET SEAT. ROB IS BRUSHING HIS TEETH.
SFX: WATER RUNNING IN SINK, BURSHING TEETH
CUT TO ROB IN HIS ROOM GETTING DRESSED. PUT ON DUCT TAPE SHOES. SLIDES DUCT TAPE WALLET INTO BACK POCKET.
SFX: RESTLING CLOTHES
CUT TO ROB IN LIVING ROOM GATHERING HIS BELONGINGS-DUCT TAPE BACK PACK, DUCT TAPE IPOD.
SFX: FUMBLING AROUND
ROB PUTS ON HIS BACK PACK AND HEADS OUT THE DOOR.
SFX: DOOR CLOSING
STANDING IN APARTMENT BUILDING HALL WAY HE TURNS HIS BACK TO THE AUDIENCE TO CLOSE HIS DOOR. PULLS ROLL OF DUCT TAPE OUT OF BACK PACK AND PLACES STRIP ON DOOR AS HIS WAY OF ‘LOCKING UP.’
SFX: DUCT TAPE RIPPING OFF ROLL THEN BEING TORE OFF
HE TUGS ON THE DOOR IT TO MAKE SURE IT’S SECURE.
SFX: TWISTING DOOR KNOB
FADE TO WHITE SCREEN WITH 3M LOGO, TAG LINE AND WEBSITE.
Web Base Promotion
Devoted 3M duct tape users will be able to showcase their creative uses of duct tape on the web. By visiting www.useit.com consumers can upload video, pictures, and stories of how they use 3M duct tape. People will be able to comment on uploaded material. With popular social networking sites taking over the web, it is common sense that people love to expose themselves and share their ideas with just about anyone. This web site gives people who love duct tape the opportunity to do so. Furthermore, this web site ties in with my creative strategy. My ads show creative uses of duct tape, and the tag line encourages consumers to use duct tape how they want. Use it, upload it, share it.