Nederhoff_Miir Campaign

For the go-getters.

Target Consumer: Miir Bottle’s target consumer is active, socially conscious, young, educated, independent and trendy. We are targeting the 18-24 year old age demographic. These consumers enjoy physical activities, such as hiking, biking, running, and other sports. They are socially conscious and environmentally conscious. With Miir’s pricing, they are in the middle to upper class economically.

Tone of campaign: outdoorsy, fun, young, hip, brightly colored, individuality, upbeat, empowering

Hey, go-getter. Show your true colors.

They call you a

go-getter for a reason.

We know you’re a go-getter. Own it. You’re a self-starter and a high acheiver, a busy bee and a ball of fire. Miir Bottles knows go-getters. Our bottles provide portable hydration, so you can keep on going. So get Miir and get going.

NEDERHOFF CORPORATION

Date: 4/26/2012

Client: Miir Bottles Product: Miir water bottles Title: Go-getters here, go-getters there Length: :30 Writer: Jocelyn Nederhoff VIDEO 1. BLACK SCREEN WITH WHITE TEXT “HEY THERE GO-GETTER. WE KNOW WHO YOU ARE.”

AUDIO SOUND: NO SOUND DURING THIS FIRST SCENE ANNCR: (VO) [said in a matter-of-fact, strong tone] Hey there go-getter. We know who you are.

2. SHOW PHOTOS THAT COINCIDE WITH THE COPY AND INCORPORATE DRINKING WATER. I.E. TEACHER TEACHING IN A CLASSROOM WITH WATER BOTTLE ON HER DESK AT “WORLD-CHANGER,” MAN BIKING UP A MOUNTAIN AND TAKES A DRINK OF WATER AT “ALL-STAR,” AND LADIES LAUGHING AND RUNNING TOGETHER WITH THEIR WATER BOTTLES AT “SPARK PLUG.” THE SHOTS WILL BE QUICK, COLORFUL, ACTION PACKED, AND DISCRETELY INCLUDE THE PRODUCT IN ALL OF THEM. 3. BLACK SCREEN AGAIN WITH WHITE TEXT “YOU’RE A GOGETTER…AND SO ARE THEY.”

MUSIC: INSPIRATIONAL, UPBEAT MUSIC BEGINS ANNCR: (VO) The world-changer and the allstar. The spark plug and the hot shot. The busy bee and ball of fire. You’re a go-getter…

SOUND: MUSIC STOPS. SILENCE AGAIN DURING BLACK SCREEN. ANNCR: (VO)… and so are they.

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NEDERHOFF CORPORATION

4. SAME IDEA OF HIGHENERGY FILM THAT CONNECTS WITH THE WORD DESCRIPTIONS AND INVOLVE DRINKING WATER. I.E. AN AFRICAN FARMER WATERING FIELDS AT “RURAL FARMER” AND AN AFRICAN MOM GIVING HER KIDS GLASSES OF WATER AT “SINGLE MOM.”

5. SPLIT SCREEN: 1 SIDE OF SCREEN WILL HAVE ACTION FILM FROM THE “AMERICAN” SIDE AND THE OTHER SIDE WILL HAVE FILM FROM THE “AFRICAN” SIDE.

Date: 4/26/2012

MUSIC: A DIFFERENT UPBEAT, INSPIRATIONAL SONG PLAYS. MAKE A DIFFERENT SONG THAN FIRST HALF FOR THE DISTINCTION. ANNCR: (VO) The rural farmer and the single mother. The ox-cart driver and the basket maker.

The drum player and the rabble-rouser.

ANNCR: (VO) Miir Water Bottles know gogetters, both here and far away. Every Miir Bottle purchased raises money for clean drinking water in Africa. So now you and your go-getter counterparts abroad can both stay hydrated and in action.

6. BLACK SCREEN WITH THE PRODUCT AND WHITE TEXT “MIIR BOTTLES: FOR THE GO-GETTERS.”

ANNCR: (VO) For the world-changers here and the all-stars there. Miir Bottles.

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Hey there gogetter. We know who you are.

Audio: ANNCR: (VO) [said in a matter‐of‐ fact, strong tone] Hey there go‐getter. We know who you are.

Video: Black screen with white text “Hey there go‐getter. We know who you are.”

Audio: inspirational, upbeat music begins.

ANNCR: The world-changer and the all-star.

Audio: ANNC: The spark plug and the hot shot. The busy bee and the ball of fire.

Video: corresponding high-action, colorful images that go with the words “all-star,” “sparck plug”,” etc.

Video: more corresponding “empowering” images of people in action, also including drinking water and water bottles

Audio: A different inspirational, upbeat, instrumental song plays. ANNC: The rural farmer and the single mother.

Audio: ANNC: The ox-cart driver and the basket maker. The drum player and the rabble-rouser.

You’re a go-getter… and so are they.

Audio: Music stops. Silence. ANNC: “You’re a go-getter.. and so are they” Video: Black screen with white text “You’re a go-getter and so are they.”

Video: Corresponding, action-packed images of African people doing those actions.

Video: More corresponding film of Africans doing those actions.

Audio: ANNCR: (VO) Miir Water Bottles know go‐getters, both here and far away.

Every Miir Bottle purchased raises money for clean drinking water in Africa. So now you and your go‐getter counterparts abroad can both stay hydrated and in action.

Video: split screen: 1 side of screen will have action film from the “american” side and the other side will have film from the “African” side.

Audio: ANNCR: (VO) For the world-changers here and the all-stars there. Miir Bottles.

Video: black screen with product and white text “Miir Bottles: For the go-getters.”

You’re a go-getter. And so are they.

For the go-getters.

From the runners and skiiers here to the farmers and fishers there, go-getters are everywhere. For every bottle purchased, Miir donates clean drinking water to your go-getter counterparts in Africa. So you can empower yourself and those abroad. Mirr Bottles: for the go-getters here, and the go-getters there.

Miir Bottles: Hydration Stations New Media Concept You are in a public area (park, zoo, baseball stadium, amusement park, etc.), it is the middle of summer, you are hot and thirsty, and you have no water. The new Miir Bottles “Hydration Station” promotion is here to help.

This new media campaign will have two parts: 1) the hydration stations and 2) the website providing hydration station locations and more information on Miir Bottles.

The first part of this campaign will be the hydration stations themselves. Miir water bottle users will have access to water fill stations in public places such as parks, amusement parks, concert venues, baseball statiums, zoos, aquariums, museums, etc. The “hydration stations” will be activated by pushing in your Miir water bottle top (either the Wedge or the Wingnut) into a plug and placing your water bottle beneath the spout to get water. This will allow only Miir Bottle users would have exclusive access to the station. By plugging in your bottle top, you will be given cool, purified water. While you are filling up, you can also play on the touch screens that give information on Miir Bottles.

The hydration station concept will be done in large cities, with the potential to grow after success in large areas. Los Angeles, New York City, Boston, Chicago, Miami, and DFW would be among the targeted cities. The concept would be done during the summer also, when people are most likely to be hot and thirsty.

The hydration stations will not only quench the thirst of Miir Bottle customers, but also peek the interest of potential customers. Non-Miir Bottle owners can still use the interactive screen on the stations to learn more about Miir and find out where to buy a bottle from. The stations act as a perk for customers and an advertisement in public places.

The website, which may be accesse online or on the touch screen on the hydration station, will provide information on the Miir Bottles. It will explain that, by purchasing a Miir Bottle, you will gain access to the hydration stations and are providing clean drinking water for those abroad. By being a Miir “go-getter,” you will be empowering go-getters in Africa through clean water. The website will list where Miir water fill stations are located and have product/ordering information as well.

Hydration Station Go-getters, fill up here

Hey go-getter, your lid goes here.