An Advertising Campaign for
by Kelsey Martin & Chau Nguyen Advertising Copy & Art Direction
situation alynasis 1. Background on the brand/historical context
Risk is a board game that was originally based on a French board game called La Conquete du Monde, or “The Conquest of the World�. The idea was sold to Parker Brothers in the late 1950s and the first version of the game was released in the United States in 1959. Since then, Risk has been adapted to represent historical conquests, like the Ottoman Empire, and futuristic battlegrounds in Risk 2210 AD. In the early 2000’s, versions of the game have also been created to represent the worlds of popular movies including Lord of the Rings and Star Wars. These versions feature unique maps that players can conquer. Most recently, Hasbro has released a new version of the traditional game of Risk.
2. SWOT Analysis Strengths - challenging strategic game - refreshing: no two games are ever the same - players have control over how they want to proceed Weakness - takes a long time to play - needs multiple players - game pieces can get lost - complicated rules are hard to explain to new players - takes a long time to set up Opportunity - targets people who already know how to play the game - parents teach their children to play a game that will challenge their critical thinking Threat - not seen as a party game, other games will be pick when guests come over to play - availability of similar games online for free - hard to find people who will be committed to finishing the game - users have a lot of options for things that can take their attention away from playing
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3. Industry information/environmental analysis
4. Competitive analysis
As a whole, the board game industry has been experiencing a decline recently as customers are more likely to play a game online than in person with their friends. It is also difficult to play games that require a lot of time because people are very busy and are constantly interrupted by their cell phones and other technology. The challenge for the board game industry is demonstrating to the consumer why they should sit down specifically to play a game with their friends and family. The direct benefit to the consumer of playing a game would be spending time with family and gaining critical thinking skills in addition to the thrill of winning.
Risk iPad App Strengths - Sets up for you - Makes sure you follow the rules or you won’t be able to proceed - You can play any time against the computer Weaknesses - Harder to play with other people - Can be confusing what is going on at times - Application can quit unexpectedly Settlers of Catan Strengths - Unique concept and game play experience - Able to trade with other players for needed resources - Available as an iPad App Weaknesses - Looks very complicated and can be hard to understand - Requires 4 people to play Chess Strengths - Rules are widely known - Many versions of chess to fit the interests of the players - Challenges players to think one step ahead of their competitor Weaknesses - Can only be played by two people at a time - May be seen as boring to younger players
5. Goal/Objective of this campaign - Remind people who enjoy playing Risk about the game and
encourage them to dig it out of their closet or buy theboard game if they don’t have one. - Encourage people who are not familiar with Risk to learn how they can play the game on the hasbro.com website - Communicate the selling points of the game through the print and banner advertisements
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1. Objectives
Research methods
2. Primary Process: To gather information about our target market, we conducted an - Find out about people’s awareness of Risk as a board game online survey, made with Survey Monkey, and send out to both men and and the frequency in which they play the game; also find out women, mostly college students. The survey first collected basic demotheir general perception of the game through quantitative graphic information from the participants. It continued to inquire about methods. their general perception about the game, and the frequency of playing it. - Establish what elements to include in the advertisements that will attract people’s attention and/or entice people to buy Risk Results: 47% are male, 53% are female and play it. 76.47% have played Risk before - Understand the target audience profile 78.6% rarely play Risk and 21.4% occasionally play Risk 3. Secondary 14.29% rate Risk as easy, 42.86% rate it as medium, and 42.86% rate We researched different blogs and forums where people dis- is as difficult cuss about the game Risk, to get a better understanding of Majority of the female respondents never played the game before or rarely their perception of the game. This research showed that peo- play the game, whereas majority of the male respondents have played the ple who really enjoy playing Risk are mostly men of the younger game before and play it more frequently. Most of the respondents share demographic (age 18-30). It also showed that the factors that that the captivating elements of Risk are the strategic compliance of the draw people to playing the game is the strategy, the power game, the competition, and the power achieved by being the winner or of conquering the world and direct competition with friends. “world conqueror”. When asked to share the factors that make them not Player interaction is also the main reason why people choose like to play Risk, most agree on the length and the complex rule. Finally, we to play the board game version over the electronic version of ask them to share what would make them choose the board game version Risk. Some of the downfalls of playing Risk are the complicated over the electronic version of Risk, and a majority said “human interaction” rules, how luck plays a factor in winning the game, and the to be the key reason why people buy Risk board game, as it adds to the length of a typical game. competitive aspect and brings thrills to the players.
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target profile According to the results of our research, the majority who know Risk and enjoy playing Risk is male. Our campaign is directed towards a younger demographics who enjoy playing board game with friends. Therefore, we are targeting men age 18-30 who love competition, read political news on a daily basis, challenge group of friends with his dares, and find great interest in intellectually strategic games. On a Friday night, he gathers his close gang to drink some beer and play Risk as a tradition, and because he was dared by one guy in the group to conquer the next game.
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creative brief Background Risk used to be one of the most recognizable games from the past. For many, fond memories of long nights spent conquering continents and breaking alliances remain. For now, Risk is just one board game that has been surged in popularity under the partnership of Hasbro/EA. Competitor’s include: Settlers of Catan, Chess, and Risk electronic versions such as online games, iPad app Target Audience Men 18-30, who enjoy competition, politics, and intellectual challenge Role of Communications Risk is a board game targeted toward very specific group of players who enjoy the strategic compliance and competition of the game. We want to make the target audience aware of Risk, and make it at the forefront of their minds when they want to host an exciting and cutthroat game night with their friends. Promise (Big Idea) Risk is the only board game that let you be the general and command your army to victory and make alliances with your fellow players to conquer the world. Supporting Evidence - Most of the respondents consider strategy, competition, and the winning power as captivating attributes of Risk - Among the factors that keep them from playing Risk are the time consumption and the complex rule - Majority agree “human interaction” to be the key reason why they play Risk board game Tone/ Image To avoid displaying the complex rule of Risk, which is one of the factors that make people not want to play it, we focus on displaying the visual of the game, with the world map and army characters. We want the audience to feel as they are the general leading their army to conquer the world. Deliverables Three print ads and one sequence banner ad as another execution Executional Mandatories - Game’s logo - Include new tag line: Your army is at the ready - Call to Action: Find us in the game aisle or on hasbro.com
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Big Idea/Promise (supported by key insights)
In this campaign we wanted to communicate that Risk is the only board game that let you be the general and command your army to victory. You are able to strategize and make alliances with your fellow players to conquer the world. We believe this is a strong approach to market Risk because survey respondents stated that they liked the high-stakes competition aspect of the game that leads to the player becoming the conqueror of the world. To convey this benefit through our ads we will tell a story with our copy that helps the reader envision themselves as the general of the army that is pictured. Our tagline “Your army is at the ready� helps the reader understand that they are in control of this army and can be victorious after a rewarding struggle for world domination.
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Creative
Gather your troops for the battle of your life. In order to ward off your enemies, you must fearlessly lead your troops to victory. During preparations, you command your army and organize your forces.
Your army is at the ready.
North America, conquered. Next step- Asia. Your troops are on the front lines to expand your empire. In combat, you command your army and declare your next target.
Your army is at the ready.
Find Risk in the board game aisle or on hasbro.com.
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Find Risk in the board game aisle or on hasbro.com.
banner ad
Your army is a force to be reckoned with. During the heat of the battle, you take down country after country to conquer continents. In world domination, you command your army and eliminate your opponents.
Your army is at the ready.
Find Risk in the board game aisle or on hasbro.com.
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Detail out the copy if it is unreadable
Creative
Assemble. Gather your troops for the battle of your life. In order to ward off your enemies, you must fearlessly lead your troops to victory. During preparations, you command your army and organize your forces. Fight. North America, conquered. Next step- Asia. Your troops are on the front lines to expand your empire. In combat, you command your army and declare your next target. Defeat. Your army is a force to be reckoned with. During the heat of the battle, you take down country after country to conquer continents. In world domination, you command your army and eliminate your opponents. Explain your tone/visuals/copy choices Visuals For the visuals of our advertisements, we decided to go with full color photography of pieces on the game board. We chose this visual strategy because we felt that Risk has a strong visual brand already and we wanted to connect our ads with this strength. Our ads feature the Risk game pieces arranged on the game board in scenarios that occur throughout a typical Risk game. These scenarios are further explained in our copy. Copy With the copy, we wanted to emphasize that the player is in control of his or her own army at every stage of the game. The player can decide where to place their armies, where to attack next and how much force they would like to risk on the battlefield. Our copy tells the story of what exactly is happening at that point in the game and what strategic choices the player can make for their army.
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