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