100 Days Of...
Positive Social Campaign
OUGD 601 Context of Practice
100 days of... Campaign and essay synthesis. The aim for the, ‘100 days of...’ campaign, is to connect with consumers on an positive emotional level. The campaign is to create/do one thing a day (of the consumers choice) for 100 days. Doing this gives the consumer a sense of achievement, drive and makes them more focused which overall evokes the emotion of happiness. This is why Monster Energy is an appropriate brand to use, as their products also strive to achieve more focus and drive in the consumer. ‘100 days of...’ does not advertise any product in particular, it simply used the positive social campaign to make a stronger positive connection between Monster Energy and the consumer. This is creating awareness for Monster Energy, also eliciting happier emotions in the consumer making them more motivated.
Daisy Sunshine Conway
1/6
100 Days Of...
Positive Social Campaign
OUGD 601 Context of Practice
Daisy Sunshine Conway
100 Days Of... Campaign. The campaign is using a challenge for the consumers to create/do one thing a day for 100 days. This will help them to have more determination and drive. It also offers them an incentive to complete the challenge by receiving a publication of their personal journey 100 days and a poster of the 100 days. Also they will be entered into a competition to win a chance to receive a ten day wish list so that the winner can tick their experiences off their bucket list. The campaign consists of A3 posters, A5 flyers, A6 leaflets, and many different various sized posters found in different places. The campaign has comes from the brand Monster Energy, as both the campaign and the brand has the same values and hope to achieve drive, ambition and more focus in the consumer.
The promotional material used for the campaign does not suggest any products sold by Monster Energy, as this is a positive social campaign hoping to evoke happiness in the consumer, rather than selling any products. Although the campaign may lead to more consumers purchasing Monster Energy, as they will have a stronger relationship with the brand. Monster Energy also aims to widen their target audience as it is currently 18-32 year old men who enjoy video games. This campaign hopes to broaden the target audience and create positive awareness for the brand, whilst softening the Monster Energy brand, making it more approachable.
2/6
100 Days Of...
Positive Social Campaign
Screen Printing Process. Screen printing is an important process in this campaign as it is used for both the promotional material, and the reward that the consumer gets after completing the campaign. It creates a more personal feel to the posters and it also the only way that is accessible to print glow in the dark. Glow in the dark ink has been used for most of the screen printed posters. Also screen prints over digital printed monsters. This is so that in the dark the green part of all the monsters will glow, this will create the effect of monsters coming out in the dark. This will stand out more on a night when the posters are in dark places, and creates the idea that Monster Energy and the ‘100 days off...’ campaign stands out amongst the rest.
OUGD 601 Context of Practice
Daisy Sunshine Conway
3/6
100 Days Of...
Positive Social Campaign
Campaign Promotion. The campaign is used across lots of different mediums and on many different sizes. This is to advertise the social campaign in various places and scales. There will be billboards and bus stop signs and glow in the dark posters found on walls. The leaflets and flyers will be available to consumers in locations appropriate to Monster Energy’s current target audience such as large DVD/video game shops. Also in other places to try and widen the target audience and create more awareness such as the gym, as people at the gym are motivated by goals and the sense of achievement, therefore it is appropriate to them. Having a variety of different locations for promotion will create more awareness and aims to broaden the target audience for Monster Energy.
OUGD 601 Context of Practice
Daisy Sunshine Conway
4/6
100 Days Of...
Positive Social Campaign
Online Campaign. The promotional campaign will lead consumers to the website for more details as the printed material is quite vague, which may entice consumers more as they are intrigued. The Monster Energy website will have a section on it focused on the ‘100 days of...’ campaign. It will show what it is in more detail and what needs to be done. It then takes the consumer to the start where they log in or register. Doing this allows the progress to be logged as they go through the process. At the end showing that they have been entered into the end competition, showing their journey through the 100 days and sending through the publication and poster of their 100 days.
OUGD 601 Context of Practice
Daisy Sunshine Conway
5/6
100 Days Of...
Positive Social Campaign
Campaign Reward. At the end of the campaign the consumer will receive a printed A2 poster of their 100 day journey, and a publication with the ‘100 days of...’ logo on the front and the rest of the publication consisting of each day, and each thing produced on that day. The campaign will evoke positive emotions in the consumer as they will feel a sense of achievement whilst doing the challenge and ticking each day off. They will also receive this pack for the memory of the ‘100 days of...’ challenge. The campaign will also increase awareness of the brand, Monster Energy, and give them a positive association to their relationship with the consumer.
OUGD 601 Context of Practice
Daisy Sunshine Conway
6/6