College is RADD - Advertising Campaign

advertising & creative

CLIENT hero of the night campaign

Account Planner Lauren Heflin

Copywriter

Art Director

Brigitte Braun Zac Oransky

overview

background executive summary Objectives Research situational analysis target market

strategy creative strategy creative executions radd campus reps media plan budget breakdown timeline evaluation

EXECUTIVE SUMMARY

01

he路ro \' hir-o \ noun

Someone who remains calm in the eye of danger and adversity; one who exhibits great strength in the plague of vulnerability. A hero is one who uses their unique powers to protect the innocent and stand for the general good.

What really defines a hero?

• Yields powers and abilities far beyond those of his drunken college peers.

• Stands up and takes charge, planning the outcome of the night.

• Holds the keys to the car.

‘He is the hero of tonight, your DD.’

Reduce the number of deaths related to drunk-driving accidents worldwide

#1

#2

#3

Give students incentive to plan ahead

Applaud the position of the designated driver

We have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night • Parents will now have the ability to get involved and rewarded for it • Preload cab fare • RADD Campus Reps

We have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night • Parents will now have the ability to get involved and rewarded for it • Preload cab fare • RADD Campus Reps

We have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night • Parents will now have the ability to get involved and rewarded for it • Preload cab fare • RADD Campus Reps

We have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night • Parents will now have the ability to get involved and rewarded for it • Preload cab fare • RADD Campus Reps

objectives

02

2

influence

1

Create + MAINTAIN a positive reputation of the designated driver

habits that allow college students to have fun but be safe

3

Encourage planning ahead

5 6

educate + Train partnering bars and restaurants

SUstain a presence on partnering campuses

4

promote volunteering + taking turns

research 03 Those who volunteer

often

sometimes

never

the dd's reputation

58%

38%

8%

22% Being the DD is terrible

34% No Opinion

52% The DD saves the night

04

situational analysis

Strengths Strong celebrity endorsements and partnerships with businesses The established outreach to college campuses and restaurants Set apart from other similar nonprofits through their attitude towards the cause

weaknesses Little social media presence Awareness of company, program and brand Brand and theme elements are not cohesive Established partnerships with restaurants and college campuses have not reached full potential because of a lack of education of the program Branded language is not cohesive

04

situational analysis

opportunities Creation of a strong college campus presence Rebranding to match philosophy Development of a must-have app Creating awareness of program

Threats Being unaware of the rewards program and what it entails Partnerships that do not have the proper education of the program Reaching and appealing to a difficult demographic

05

target market Primary Target Audience

• College students 17-20, males and females

Primary

Secondary

Tertiary

California College Students

• College students/ grad students 21-26, males and females

Restaurants and College Campuses

Parents

Secondary Target Audience

• Restaurants and College Campuses Tertiary Target Audience

• Parents of college students

Danny s.

courtney m.

Danny is highly involved in greek life and religiously

Courtney is very involved in school and campus events.

attends house parties every weekend. He is also a

She occasionally parties on the weekend. Her parents

habitual drinker. He attends college on an athletic

are very considered to be relaxed and laid-back.

scholarship. His parents were relatively strict in high

Courtney was given freedom in high school. She loves

school so college is his freedom. He comes from a

the outdoors and going out to dinner. Courtney does

middle class family and owns his own car.

not have a car in college.

Age 18

Age 20

MAtt T.

charlotte l.

Matt enjoys drinking at the local bars with his friends

Charlotte is a grad student, who also serves as an advisor

and attending parties at his friends' houses. He is a law

for her sorority. She enjoys going to happy hour with

student who drives a motorcycle. He is originally from the

girl friends and going to nightclubs.She seldom goes to

Midwest, but moved to San Francisco for grad school and

house parties somce she doesn't have a car, but does go to

is now working at a nearby restaurant part time.

parties on Greek row occasionally. She enjoys doing yoga

Age 23

Age 22

and exercising and health is very important to her.

mr. & Mrs. rosenburg Age 50 & 53

The Rosenburgs have two kids: one is a sophomore in college and the other is a college graduate. Their post grad lives in Newport Beach and their other kid attends UC Berkeley. They are both aware their kids drink and go to parties but they want to know that their kids are being safe and smart with their party choices.

06

creative strategy BIG IDEA • Need for an incentive to be the designated driver • Evoking fear and sadness doesn’t get the point across • Have fun, be safe • Plan ahead, get rewarded

CREATIVE VISION • Encourages a respect and idolization of the character’s persona • Glorification of the designated driver

TAG LINE

The hero of tonight, your DD.

07

creative execution

Establishing an identity • Need for a strong sense of branding • New identity conveys a sense of professionalism • Users identify with the images we've created • Draws from the original RADD logo • Modern & clean characteristics • Musicians being the original supporters • New color palette • Draws from original, allows for versatility

07

creative execution

completing the brand • Need for a strong platform for new and existing users to navigate • Current site confuses the user • Repetitive navigations and numerous links on one page • Utilizes our created palette and branding • Presents the clean and professional image that CIR deserves

college is radd commercial All videos are narrated by a young male with a relatively deep voice. His tempo is slow and constant, as if he were telling a story. The commercials are meant to develop the idea of the DD being the hero of tonight by showcasing their ‘superhero’ qualities at a college house-party.

SAM Our commercial's character is a direct representative of our demographic, a young college student who decided to step up to the plate and be the designated driver for tonight's party.

“It started with an agreement...from within he knew, it was HIS time..”

“Tonight would be different...

"..tonight the world was Sam’s oyster and this party was his pearl..”

“Women crumbled at his feet..”

(Party Music Plays)

“As he swept the lands with his smooth-talking ways..”

(She smiles at him. Drunk guy in background falls attempting to flirt)

(Party-goers follow him in awe)

“No strenuous feat could possibly slow his roll..”

(Crowd goes crazy)

“Plus the free tacos he will get for driving, (more casual tone) yeah, that’s pretty awesome.”

"So here's to Sam..."

"..for he's the hero of tonight..." (drunk friends stumbling into car)

"Your DD."

print ads • Utilize the same character from the commercials • Stills that depict events from commercial • Creates contingency through both platforms of advertising • ‘He’s the smoothest talker at the party…’

• Placed in college pamphlets and bulletin boards throughout

An oversized letter in the mail The perfect opportunity for College is RADD to be introduced RADD Rewardds card.

Information can be shared on how to have fun while being safe

RADD REWARDDS APP The designated driver’s new best friend Allows it’s users to locate the nearest RADD partners Designated driver will be treated with free non-alcoholic drinks & appetizers

WHY PARTY GOER’S WILL USE IT In the spirit of safety, those that choose to drink can access the app to call a cab and access cab fare through their digital RADD card.

WHY PARENTS WILL USE IT Parents have the ability to load cab fare onto their child’s RADD App and receive rewards for doing so.

RADD will partner with supporting banks so that parents can use their bank’s credit card that they prefer to receive rewards on.

08

Radd campus reps

• College students are among the toughest target audience to reach • Campus representatives among their own peers will be most effective • ‘RADD Campus Rep’ is offered to outgoing students • Receive internship credit or volunteer hours.

• Will attend all major on and off-campus events to promote • In charge of campus-specific social media and social media contests

Examples @ChapmanisRADD @FullertonisRADD

08

Radd campus reps R eac h ed O bj ecti v es Create and maintain a positive reputation of the DD Influence habits that allow college students to have fun but be safe Encourage planning ahead Encourage volunteering and taking turns Maintain a presence on partnering campuses

RESTAURANT AND BAR PARTNERSHIP EDUCATION A recommended training pamphlet will be created to be sent to all partnering bars and restaurants.

This will encourage the education of the employees of partnering restaurants and bars so that the RADD program will increase in promotion and success of rewards.

media plan

09

• Facebook ads will be created • utilize stills and taglines from the commercials

• RADD’s main source of media distribution and marketing • College students are more likely to view & share ads from YouTube rather than TV • The most effective way to ensure circulation is through social video apps such as YouTube and Vine.

• Buy promoted tweets • Have major college Twitter accounts promote us like Total Frat Move (TFM) and Total Sorority Move (TSM)

REACHED OBJECTIVES • Our social media output creates and maintains a positive reputation of the DD by using our 'Hero of tonight' character to illustrate the benefits.

• It influences habits that allow college students to have fun but be safe by planning ahead and designating a sober driver for the night.

• Our social media output encourages planning ahead with the promotion of the RADD app through social media.

• Our social media output encourages volunteering and taking turns being the designated driver.

• Our social media output provides incentives for parents to supply cab fair money for students to use with their rewards card.

10

budget breakdown College is RADD CAMPAIGN BUDGET COMMERCIAL PRODUCTION............................................. $150,000 COMMERCIAL AIRING....................................................... $100,000 FACEBOOK ADS................................................................... $30,000 PROMOTED TWEETS........................................................... $20,000 YOUTUBE/HULU VIDEO ADS............................................. $350,000 AP DEVELOPMENT............................................................. $50,000 AGENCY FEE..................................................................... $150,000 TOTAL............................................................................. $850,000

11

timeline JAN

• Begin production on first video ad • Guerrilla advertising for video • Develope social media presence • Create Instagram accounts for all colleges • Connect with campuses to start the selection of RADD Reps • Partner education pamphlets will be sent to all partnering restaurants and bars

feb mar • Select RADD Reps • Begin introduction of RADD Reps • Spring social media contests begin, orchestrated by RADD Reps • Parent ads will be sent out in college acceptance letters • RADD Reps will start RADD App promotions on campus events

• Release first viral video • Introduce app with first Facebook ad

apr

• Parent ads will continue to be sent • Begin production on video #2 • RADD Reps will organize unique summer promotion

may

out in college acceptance letters • RADD Reps will promote RADD benefits during all on and off campus events

jun

• Video #2 released • Release of more Facebook ads • Promoted tweets • RADD Rep’s summer promo

jul

• Start production on video #3 • Gorilla advertising for video • Release of more Facebook ads • Promoted tweets • RADD Rep’s summer promo

sep

aug

• RADD Reps will

• Fall social media contests begin -

continue to promote

orchestrated by RADD Reps

RADD App • RADD Reps will promote RADD benefits during all on and off

Oct

Video #3 released

campus events

Nov

Continue Facebook ads

dec

• Finish off all contests and promotions • Overall evaluation of campaign

evaluation 12 • Monitoring the views and shares of our videos • Want them to “share” our videos with their • Create a giant chain reaction.

• Monitor sites like Google Analytics • Track searches for subjects like College is RADD, RADD, designated drivers and other key words • Team set in charge or a program created for restaurants and bars