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Table Contents Business Description New Strategy Magazine Ads TV Commercial + Storyboard
Radio Commercial Scripts Guerilla Ads Billboard Nontraditional/Out of Home Ads Multicultural/International Ad Interactive/Social Media
Dr.Martens
The Dr.Martens brand has been around since the 1960s. It has been associated with numerous subcultures and social movements that have change the course of history. The shoe was originally worn by working class factory workers. It was then adopted by working class teenager as a rebellion against the Hippy movement. It has made it’s way across the pond from the UK to the US and become a symbol of teenage rebellion. Through all of these changes and movements something was forgotten. Dr. Martens air-cusioned bouncing soles were originally designed for injured feet. They are comfortable and provide the perfect support for the arch and heel of the foot.
CurrentTargetMarket Dr. Martens current target market can be described as Young Adults age 18-28 both male and female. They are very aware of fashion and new trends. They are free-thinkers who listen to alternative music and prefer 90s fashion over the more modern trends. They are sometimes described as “Hipsters” and are college educated, white collar workers. This particular group are very fashion conscious, but they do not have a lot of buying power.
CurrentAdvertising The present Dr. Martens advertising is very focused on alternative subculture. They have adopted the image of being revolutionary, anti-establishment and pro-free thinking. It also targets classic rock n’ roll lovers. These types of ads have created a subculture around Dr.Martens. People who relate to these ads are more likely to buy Dr. Martens because they feel like they are apart of something, but these ads exclude a large group of consumers.
NewStrategy With this new strategy I am proposing that Dr. Martens change the focus of their branding. Instead of continueing to build this subculture, I propose that Dr. Martens focus its branding on the the greatest feature of the shoe. The air-cushioned sole. This type of advertising will open up the target market and attract a more diverse group of consumers.
TargetMarket The new target market will include men and women ages 25-40. This particular group of people are professionals. They are making their way through adulthood responsibly and conciously. They have more life experience and shop smart. They will see Dr.Martens shoes as an investment. They are very concious of their image and are very mindful of their actions. They are more health concious and plan ahead for retirement. The benefits of Dr.Martens will attract them and once they experience the true comfort of the air-cushioned sole they will where Dr.Martens shoes exclusively.
AdvertisingPlan The plan is to create a unified ad campaign that highlights the air-cushioned sole feature of the shoe by using a very simple visual metaphor of clouds in the base of Dr.Martens shoes. This simple visual metaphor can be translated into a lot of different types of ads including, TV, radio, magazine, guerilla, and out-of-home ads. With the simple tagline, Walk On Air, Dr.Martens is transformed.
THE DOCTOR
IS
IN
TVCommercial Client: Dr. Martens Product: Footwear Title: Air Wear Length: Writer: Kabrina Shamburger VIDEO
AUDIO
1. OPEN WITH AND POSTGRAD WHITE MALE AGE 2526 WAKING UP TO AN ALARM ON HIS CELL PHONE THAT READS “BIG INTERVIEW”.
ANNCR: For the more important things in
2. HE JUMPS OUT OF BED AND STARTS GETTING DRESSED IN HIS BEST SUIT.
SOUND: MUSIC (SOMETHING FAST-PACED)
life.
3. HE WALKS INTO THE KITCHEN. HE POURS A CUP OF COFFEE. TIES HIS TIE. SIPS COFFEE. RUNS BACK INTO HIS BEDROOM.
SOUND: Music gets faster.
4. HE PUTS ON SOCKS. HIS DR.MARTENS SHOES COME INTO VIEW.
ANNCR: You want the best support.
5. HE SLIDES ON HIS DR.MARTENS AND GRABS HIS BRIEFCASE AND COFFEE AND WALKS OUT OF HIS FRONT DOOR. 6. AS HE WALKS DOWN THE STEPS OF HIS STOOP, CLOUDS FORM UNDER HIS FEET AS HE MAKES HIS WAY DOWN THE STREET.
SOUND: Music quiets down ANNCR: Walk on air with Dr. Martens incredible bouncing air-cushioned soles.
TVCommercial Client: Dr. Martens Footwear Product: Footwear Title: An Apple a Day, Keeps the Doctor away Length: Writer: Kabrina Shamburger VIDEO 1. OPENS IN A DOCTORS OFFICE. MAN LOOKS DOWN AND REALIZES HE IS RESTRAINED. HE STARTS TO PANIC. 2. HE SUDDENLY STIFFENS IN FEAR AS THE CREEPY PODIATRIST ENTERS THE ROOM AND LOOKS AT HIM.
3. THE EVIL DOCTOR STARTS TO REACH FOR HIM. HE FIGHTS AGAINST THE RESTRAINTS. 4. MAN WAKES WITH A START REALIZING THAT HE WAS DREAMING. 5. HE JUMPS OUT OF BED AND STARTS RUMMAGING THROUGH HIS CLOSET. 6. HE THEN PICKS UP A DR. MARTENS SHOE BOX AND OPENS IT. A BRIGHT LIGHT GLOWS OUT OF THE BOX.
AUDIO MUSIC: Silence.
EVIL DOCTOR: “I’ve heard you’ve been experiencing some foot pain?” MAN: (screams) NOOOO MUSIC: LOUD RUSHED MUSIC FADES MAN: Nooo. My feet don’t hurt! I feel fine! EVIL DOCTOR: [laugh devilishly] MAN: (sighs.)
ANNCR: Doctors are scary.
MAN: (sighs in relief) ANNCR: Keep your doctor away and prevent foot pain with Dr. Marten’s incredible bouncing air-cushioned soles.
TVStoryboard TV STORYBOARD Advertiser: Kabrina Shamburger Agency: Product: Dr. Martens Footwear
Opens in a doctor’s office. man looks down an realizes he is restrained. he starts to panic.
Man wakes with a start, slowly realizing that he was dreaming. MAN: (sighs)
Title: An Apple a Day Format: TV Length:
He suddenly stiffens in fear as the creepy podiatrist enters the room and looks at him. DR: “I’ve heard you’ve been experiencing some foot pain?” Man: (screams) “Noooo”
He jumps out of bed and starts rummaging through his closet. ANNCR: Doctors are scary.
The evil doctor starts to reach for him. he fights against the restraints. MAN: Nooo. My feet don’t hurt! I feel fine! EVIL DOCTOR: [laugh devilishly]
He then picks up a Dr. Martens shoe box and opens it. A bright light glows out of the box. ANNCR: Keep your doctor away and prevent foot pain with Dr. Marten’s incredible bouncing aircushioned soles.
TVCommercial
Client: Dr. Martens Product: Footwear Title: What are you made for? Length: Writer: Kabrina Shamburger VIDEO
1. OPENS WITH A MAN IN SHINY BLACK LOAFERS WALKING DOWN AN OFFICE HALLWAY.
AUDIO ANNCR: (British Gentleman) Some shoes are made for business. SOUND: STEADY FOOTSTEPS WALKING DOWN A HALLWAY.
2. SWITCH TO WOMEN IN HIGH HEELED SHOES WALKING INTO A NIGHTCLUB.
ANNCR: Some for pleasure. SOUND: HEELS CLICKING. LOUD MUSIC. PEOPLE TALKING AND LAUGHING.
3. SWITCHES TO GIRL IN PLAIN BLACK FLATS QUIETLY READING IN A LIBRARY.
ANNCR: Some are made to blend in.
4. SWITCHES TO GIRL WEARING COLORFUL DR.MARTENS COMBAT BOOTS WHILE GRAFFITING A WALL.
ANNCR: And others to stand out.
5. FLIPS THROUGH A VARIETY OF DR. MARTENS SHOES SLOWLY AND THEN FASTER AND FASTER UNTIL IT IS A BLUR.
SOUND: LIBRARY AMBIANCE. LADY SHUSHING SOMEONE.
ANNCR: Everybody wants something that fits them perfectly. Dr.Martens has the shoe for you whether you’re looking for business, pleasure, or just the pure comfort of the incredible aircushioned soles. Walk On Air with Dr. Martens.
RadioCommercial Client: Dr. Martens Brand Product: Footwear Title: Tweet Readings w/ a Brit Length: Writer: Kabrina Shamburger Medium: Radio MUSIC: CLASSICAL/SYMPHONY PLAYS. ANNCR: [British Gentleman] Tweets about Dr. Martens incredible bouncing Air-cushioned soles. @YoMomma says “It’s like having your own personal magic carpet or like a hoverboard or like those things in the airport that just like carry you. You’re basically flying . . . sort of.” This has been Tweets about Dr. Martens incredible bouncing aircushioned soles. Walk On Air with Dr.Martens. MUSIC: MUSIC FADES.
The idea behind this is to spraypaint sky filled footprints on the sidewalk. This would draw attention from people who are walking down the sidewalk.
GUERILLAAD
GuerillaAd
The idea behind this ad is to create an ad that people can interact with. The ad is actually a mirror with a pair of Dr.Martens at that bottom that allows the viewer to “try on� a pair of Dr.Martens. It also has a hashtag across the top so that people will take pictures and post them to twitter or instagram using the hashtag. This increases the exposure of the ad.
a ing On l k
A i r
drmartens.com
Literally.
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Billboard
OutofHomeAd
OutofHomeAd