Samantha Sutherland February 20, 2011 Ad Create and Copy Engaging Advertising
Product: Go Girl energy drinks Audience: This campaign targets active, younger women with overloaded schedules. They are the kind of women that keep late nights and need a boost in the middle of a long day. Description: To encourage engagement with Go Girl drinks, a campaign will be launched called “Gauge Your Boost” that focuses on the Peach Tea drink. Many wonder about the capacity that an energy drink actually has in increasing the consumer’s energy level. This campaign will put energy drinks to the test. The campaign’s center will be the Go Girl website. Customers will be encouraged to post stories on the website about how noticeably different their day was after consuming a Go Girls Peach Tea drink. They will enter events or happenings of their day that are negative in the “Pre-Peach” side and will note the positive change after drinking one by highlighting on the “Post-Peach” section what they ended up doing the rest of their day after they received a boost of energy to keep them going. Users can comment, like and share each other’s stories via Pinterest. There will also be a “Gauge Your Energy” test users can take. One section of the test will be taken before consuming the Peach Tea drink and will be comprised of a mental test to see how quickly their minds are functioning. A physical energy test will accompany the mental test with a few simple exercises for the user to try out. The customer will then drink the energy drink, wait a while, and finish the second portion of the test, comparing results with the first section and seeing how their energy and mental functioning improved. Tests are likely to improve with the second taking, which will convince customers of the effectiveness of their energy drinks and will build up their appreciation for the drink. The goal is to increase customer loyalty and to encourage increased consumption of drinks as a way to keep customers awake and energized. It is also promoting highenergy and productive lifestyles.