BOLD STATEMENT: WE HAVE SOME BIG PLANS FOR ENERGIZER.
ANTIPERSPIRANT + DEODORANT
We are a group of six who wear Buzz Lightyear backpacks, write shows for children’s TV, dress like we’re ready for the catwalk, make hamburger cupcakes, travel the world and watch WWE. We are odd individuals who have creative sides, as well as a few hidden talents that have helped us diversify ourselves from our peers. We are advertising buffs who look forward to make an impact in the advertising industry. Together, we make up an advertising agency. We are Agent-C.
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TABLE OF CONTENTS: TO HELP PAVE THE WAY.
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EXECUTIVE SUMMARY RESEARCH CREATIVE PROMOTIONS PUBLIC RELATIONS MEDIA BUDGET EVALUATION
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EXECUTIVE SUMMARY: A SNAPSHOT OF WHAT WE’RE ALL ABOUT.
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We took a look at your portfolio and learned about your rich history as a company of powerful and innovative brands. After looking at what you’ve done, along with some research of our own, we realized that entering the deodorant market is a profitable move for Energizer to capitalize on.
After seeing the success of perception campaigns in the male market, Agent-C decided to take hold of this idea for Energizer in the female market. This campaign will focus on selling a perception, allowing for trial and word-of-mouth to sell the attributes of our brand.
To develop the best product possible, we evaluated the current deodorant market and current advertising strategies. We found that many brands are missing out on an opportune transition period between teen and adult segmented products. While companies target both individually, no brand creates a bridge between the two.
We found a unique and profitable niche for you in the market of transitional females. Using a perception-based campaign, we can advocate authenticity and celebrate boldness for these women who don’t fit the current female deodorant mold of glitter and sparkles. With our campaign, we will further the relationship between you and your consumer.
We also found that most brands’ products are either hyper-feminine and hyper-masculine, and most use one of two positioning strategies: perception or product attribute. Highly successful male brands, like Axe, focus on selling a brand perception where boys are at the epicenter of every woman’s desires. Opposite to this, female brands highlight a specific product attribute like clear application, the feature of Degree’s “Little black dress approved” campaign.
Energizer already excels at building long-lasting, quality products. With this brand platform, you can continue to make a difference, but in a new market.
RESEARCH & OBJECTIVES: SETTING GOALS AND LOOKING FORWARD.
Our first priority was to understand how Energizer could create a niche in the marketplace. In order to do this, we did in-depth research and analysis with the following objectives in mind. 1. Evaluate current product demographics to develop Energizer’s own niche 2. Research current ad campaigns for each to create a point of differentiation 3. Survey the marketplace to learn what attributes are most important to them 4. Create a profitable strategy that will reach your market 5. Use post-testing to make sure your product and campaign effectively communicate the message
In order to reach these objectives, we drew insights from industry publications, consumer ratings, and products that already existed in the marketplace. We also spoke directly to your audience, collecting over 200 surveys on product preferences and lifestyle, and used pre- and post-testing focus groups to ensure that your product aligned with consumer desires.
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SITUATION ANALYSIS: WHAT ELSE IS OUT THERE.
Our research revealed that the deodorant products were targeted to either teen or adults, but no campaign was directed at those who were transitioning from one to the other. Also, major male brands like Axe and Old Spice sold the perception that their product would make boys the center of every woman’s desires. The majority of female brands pushed specific product attributes, like clear application, specific scents, or strength. They also used imagery that was pastel in color and feminine.
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POSITIONING: DEVELOPING A POINT OF DIFFERENCE.
A deeper look into the market helped us identify specific positioning for the product among female consumers. We want to celebrate her new independence as she starts making major life choices, on her own, for the first time. This brand will help them share their unique decisions that define bold character.
PERCEPTION
ATTRIBUTE
CLEAR APPLICATION STRONG WOMEN
FRESH SCENTS
ATHLETES
STRENGTH
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TARGET MARKET: THE “TRANSITIONALS.”
We will focus on the transitional females who have graduated high school or college, and now are starting their first careers. They represent a constantly moving, technologically savvy group of women who are 17–30 years old. As they enter the world on their own, they are forming their own ideas and opinions. These transitionals have yet to establish brand loyalty among personal care products as they have recently switched from teen to adult brands, providing Energizer an opportunity to take market share form other brands.
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TARGET MARKET PROFILE: MEET AUDRA.
To provide you with a more specific vision of this market, meet Audra. She is 24 and 6 months into an entry-level position as a sales manager at a large company with a 42,000 dollar salary. After rent and bills, she spends her money going out with friends, seeing concerts, and traveling. She is likely single, renting, and transitioning from hourly wages to a salary, giving her additional disposable income.
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ANTIPERSPIRANT + DEODORANT
This is Scape. Scape speaks to the thousands of women that don’t feel best represented by the current market dominated by pastels and glitter. It is a brand for women who make little decisions everyday that represent a boldness within them. For these women we created a brand that exudes authenticity.
PRODUCT ATTRIBUTES: STANDING OUT FROM OUR COMPETITORS.
The packaging reflects the unique qualities of the women who would buy it. Our use of black and bright colors is inspired by the U by Kotex brand as well as other brands like Mac makeup. We chose not to segment or emphasize the scents in order to let the user choose for themselves; a focus on scents would detract from the emphasis on perception. In a post-testing focus group, all women responded positively to the packaging and one woman was quoted as saying that she “would definitely be drawn to it on the shelves.”
SCENTS • Pomegranate (red), Mango (yellow) Blackberry (purple) PRODUCT • Invisible Solid Deodorant Antiperspirant. • Regular strength - 17% Aluminum Zirconium PRICE • Priced competitively at $3.99 PLACE • Convenience retail stores (i.e. Target, Walgreen’s, CVS) • Grocery Stores PROMOTION • Use of free samples placed in stores as well as partnerships and events to further the messaging.
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PLACEMENT: BOLD SHELVING FOR BOLD USERS.
Scape will be available at all major grocery and retail convenience stores nationwide. End-cap displays will be utilized to draw exclusive attention to the product, and prime shelf space will encourage buying. Scape’s placement helps it to stand out on the shelves, the same way the consumer stands out in her life. Its high contrast and differentiation make a bold statement and embraces the women that are drawn to it, in design and attitude.
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EMBRACE YOU
BIG IDEA: EMBRACE YOU Embrace You is about authenticity. It shows that there’s more to women than glitter and flowers, it’s an expression of thousands of varied voices, inviting women to be bold and embrace their individuality.
CREATIVE VISION: BOLD STATEMENT Your market is entering adulthood and we want them to embrace their individuality in making new decisions. Every execution carries this vision, depicting a woman living her Bold Statement and cutting to reality to encourage women to be themselves.
TONE: CONFIDENT, AUTHENTIC, HUMOROUS Our ads will convey confidence, authenticity and elements of humor that will help us connect to your audience.
TAGLINE: BOLD DEODORANT FOR BOLD WOMEN Our tagline solidifies Scape as the bold deodorant antiperspirant brand for women.
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MEDIA USAGE: IT’S EASY AS ONE, TWO, THREE.
For our media strategy, we aim to attain a reach of at least 70% of the market and have split our strategy into three phases.
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INTRODUCTORY
SUSTAINING
The first surrounds the launch with the sponsorship of the LA marathon. We will build awareness for the event using online and outdoor mediums. In the following month, all media categories will be used to better establish Scape in the market place.
The second phase will sustain the product after the launch. We will use a pulsing strategy to determine which mediums will best reach the market during promotional events. Online and television will remain strong because they are highly consumed by the market and will increase reach.
SPECIAL EVENTS
The third phase will have increased media placements to create awareness for the second promotion, the Scape Boldness Tour with Ingrid Michaelson. Social media will act as further support during this phase.
GEOGRAPHIC TARGETING: FINDING OUR SWEET SPOT IN MAJOR CITIES.
Targeting major cities will better reach the demographic. These placements will be emphasized in the following locations with a five-mile-radius surrounding them: New York City, Los Angeles, Chicago, Houston, Washington D.C., Philadelphia, Seattle, San Francisco, Boston and Denver.
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TELEVISION: EXTENDING OUR REACH.
BUDGET: 58.5% | $46.8 MILLION CABLE NETWORKS • • •
Style Network TLC Oxygen
CABLE PROGRAMS • • •
Kate Plus Eight Say Yes to the Dress How Do I Look?
MAJOR NETWORKS • • •
NBC ABC FOX
NETWORK PROGRAMS • • •
Glee 30 Rock Grey’s Anatomy
Television spots will be split between primetime television and cable networks relevant to your market. Your target females are light consumers of television, and on average are higher consumers of primetime TV than anything else. Using networks such as NBC, ABC and FOX on shows like GLEE, 30 Rock and Grey’s Anatomy will help reach the target market of young women who have full-time careers.
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The other portion of your television budget will go to cable networks including; Style Network, TLC and Oxygen, the three highest consumed cable networks among your demographic. We will target programs such as Kate Plus Eight, Say Yes to the Dress, and How Do I Look? These cable programs will build frequency and reinforce media seen on larger networks and in magazine publications. It is also highly segmented among viewers which will increase the Target Rating Point, reaching more of your niche of viewers.
STORYBOARD: USING MOVEMENT TO MAKE A STATEMENT.
Clinking of places and murmuring of conversation can be heard as the spot
The camera moves through an upscale restaurant.
Couples sit at tables for two with couples eating, reading menus or holding hands.
The camera zooms in on one of the tables.
It angles on the woman’s hands, which are covered in paint.
Bold Statement fades up as the hands flip through a menu.
A bold statement fades up underneath.
A picture of the product comes up.
The tagline fades up next to it.
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MAGAZINES: BOLD IMAGES FOR OUR BOLD STATEMENTS.
BUDGET: 18.6% | $14.9 MILLION PLACEMENTS • • • •
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Shape Marie Claire Glamour Lucky
• • •
Allure Vogue Cosmopolitan
The print ads will be placed in the highest rated publications for the demographic. Magazines are beneficial because they are highly segmented to reach the target market, and also have a long shelf life, increasing your impressions.
PRINT EXECUTIONS: CONNECTING VISUALLY TO TRANSLATE THE MESSAGE.
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ONLINE: TAILORING THE MESSAGE TO EACH SITE.
BUDGET: 3.6% | $2.9 MILLION
To reach the market who watches online streaming video, :30 second spots will play as a lead-in on Hulu, as well as network TV sites like MTV and NBC. Ads will also be placed on the websites for Lucky, Allure, Cosmopolitan, Vogue, Facebook, Ticketmaster, YouTube and Gmail. These ads will consist of Bold Statements that relate to the content of the site.
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WEBSITE: A HUB FOR ALL OF OUR INFORMATION.
All online placements will lead back to the Scape website, where more bold statements will be featured as well as sponsorships, links to branded Facebook and Twitter pages, videos from the viral launch promotion and information on promotions and the product line.
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OUTDOOR & GUERILLA: INTEGRATING OURSELVES INTO THEIR LIVES.
BUDGET: 1% | $7.9 MILLION Outdoor placements will include subway ads, bus shelter takeovers and guerrilla. These placements are non-intrusive and lend to creating word of mouth buzz necessary for the introductory phase.
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GUERILLA: TAKING BOLDNESS TO THE STREETS.
For guerrilla, chalk boards will be installed in bathrooms and taxi cabs for females to interact and share their own bold statements. Other guerrilla bold statements will be placed in outdoor concert restrooms, on the sidewalk and in active locations like tennis courts.
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LAUNCH: SPONSORING AN EVENT THAT MAKES A STATEMENT.
LA MARATHON Scape Deodorant will sponsor the Los Angeles Marathon for its initial product launch. It will also sponsor individual teams who can qualify through our viral promotion. After the event they will be invited to an LA hot-spot to meet the winners, celebrities and other Scape teams. To reinforce Scape’s brand during these events, we will launch with a heavy media concentration.
VIRAL The 200 sponsored runners will be required to submit a video submission of themselves saying their bold statement, or even acting it out. This will create a secondary viral element to the launch and have the target interacting with the brand from day one.
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PROMOTIONS: SENDING SAMPLES TO START CONVERSATIONS.
After your identity is established, it will be expanded upon through promotions that celebrate the activities and life changes of the transitional target. These promotions aim to develop awareness about your product by giving out free samples and encouraging a conversation.
24 HOUR FITNESS
IKEA
The 24 Hour Fitness promotion places samples in gyms across the nation. Women can try Scape for free, use a sample when they forget their own from home, or just stock up on their new favorite deodorant.
Scape will also place free samples in Ikea mock bathrooms across the country, making their bathroom set-ups look more realistic. This will also provide free samples for your shared target market.
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PROMOTIONS: MAKING FITNESS A BOLD ACTIVITY.
WII FIT The Wii promotion places a Scape tile on the Wii home screen. Clicking on the tile downloads a free, Scape exercise move and provides a code to order a free Scape skin for their Wii fit board. This places Scape into the consumer’s home in a helpful way where they willingly invite the brand into their lives.
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PROMOTIONS: CHANNELING OUR INNER INGRID.
SCAPE BOLDNESS TOUR WITH INGRID MICHAELSON The Scape Boldness Tour will feature Ingrid Michaelson, an up and coming artist who embodies Scape’s brand and appeals to your demographic. Scape will partner with radio stations in the locations of each concert to stream her songs live and ask people to make their bold statements on-air between each song. As with the launch, an increase in media placements will be utilized to create better awareness during this event.
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PUBLIC RELATIONS: GAINING PUBLICITY AND MAKING AN IMPACT.
We will pitch to the LA Times, OC Register and LA Daily News for feature stories on the sponsored teams from the launch. Newspaper articles will be supplemented by ads that will run every Sunday in the Los Angeles Times for 8 weeks. The immediacy of the medium will reinforce the visibility of the event. Influential bloggers will be contacted to test the product to generate a conversation online, furthered by Scape Facebook and Twitter pages that give users a platform to share bold statements. During the Scape Boldness Tour in October we will give $1 to the Susan G. Komen foundation for every tweet with the hashtag #pinkisbold until the cap of one million dollars is reached.
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PR PRESS KIT: A TO-GO PACKAGE FOR THE PRESS.
The press kit will be given out to the press during all events associated with Scape. The kit will include Scape deodorant in each scent, a USB drive with sample advertising, contact information and press releases.
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MEDIA PLAN: PLACING OUR EXECUTIONS. VEHICLE
CPM Shape Marie Claire Glamour L.A. Times Lucky Allure Vogue Cosmopoliton
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JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
IMPRESSIONS $283,500,000 $84,168,000 $200,001,375 $10,795,385 $17,064,571 $45,544,66 $177,032,154 $163,952,000
$578,460 $100,000 $112,000
Subway Placements Guerilla Bus Shelters
Bravo Style TLC VH1 MTV Oxygen Lifetime NBC Regional Affiliate FOX Regional Affiliate ABC Regional Affiliate
Ticketmaster LuckyMag.com (Banner) Allure.com (Banner) Cosmopolition.com (Banner) Vogue.com (Banner) Facebook.com (Ads) Youtube.com (Expandable) Gmail.com Hulu.com Pandora.com Scape.com (Home Site)
Hulu.com MTV.com NBC.com
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TOTAL $3,402,000 $2,252,040 $3,200,022 $140,340 $836,164 $819,804 $2,301,418 $1,967,304
11 11 11 11 11 11 11 21 21 21
$300,000,000 $300,000,000 $300,000,000 $145,454,545 $145,454,545 $218,181,818 $218,181,818 $457,142,857 $457,142,857 $457,142,857
$3,300,000 $3,300,000 $3,300,000 $1,600,000 $1,700,000 $2,400,000 $2,400,000 $9,600,000 $9,600,000 $9,600,000
8 3.50 3.50 3.50 3.50 2 8 2
$3,900,000 $17,845,714 $87,997,714 $98,622,857 $18,534,857 $232,020,000 $9,382,500 $113,400,000
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$41,856,000
$31,200 $62,460 $307,992 $345,180 $64,872 $464,040 $75,060 $226,800 $366,768 $334,848 $75,060
13 13 13
$16,125,231 $13,253,538 $14,676,461
$209,628 $172,296 $190,794
Kick Off Events Radio Partnership Ingrid Michaelson Tour L.A. Marathon Ikea Partnership 24 Hour Fitness Wii In Game Promo Iphone App Wristbands
$500,000 $2,000,000 $35,000 $550,000 $10,000 $10,000 $100,000 $30,000 $6,000
Breast Cancer Foundation Blog Samples Facebook Fan Page Product Placement
$1,000,000 $1,000 $34,300 $3,100,000
BUDGET BREAKDOWN: BREAKING IT ALL DOWN.
MEDIA PROMOTIONS
86.4% 4%
PUBLIC RELATIONS
5.2%
COMMISSION
4.4%
MEDIA TELEVISION MAGAZINES ONLINE OUTDOOR PRODUCTION
$70,261,174 $46,800,000 $14,919,092 $2,926,998 $790,460 $3,687,150
PROMOTIONS PUBLIC RELATIONS
$3,241,000 $4,135,300
COMMISSION
$3,500,000
TOTAL
$80,000,000
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LONG TERM PLAN: WE DON’T HAVE COMMITMENT ISSUES IF YOU DON’T.
YEAR 1
This is phase one in a 2 to 3 year-long prospective campaign. Our goal in the first year is to establish an image, tone and perception of Scape, so to align with your niche of transitional females.
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YEARS 2-3
Looking forward, we plan to spend years 2 and 3 incorporating product attributes to increase brand value. We will also expand events to more cities after an assessment of Scape’s place in the market. While our year-long campaign is holistic, we hope to turn this into a long-lasting relationship.
EVALUATION: ITS ALL ABOUT RELATIONSHIPS.
After conducting market research and evaluations, pre and post testing, and target demographic interviews, we are confident that Scape will develop a strong connection to your target audience of 17–30 year old females. Energizer will be the brand that encourages transitionals to embrace who they really are. To continually ensure that your relationship with the consumer is maintained, focus groups and monitoring of sales will be used throughout the year, aiming for a 75% positive reception among the target and 18% gain of the market share. This partnership comes down to a relationship between you and the consumer. Our agency and our campaign are the bridge to creating this relationship.
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THE AGENTS:
THE PEOPLE WHO GIVE BOLDNESS A NAME.
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SIMON BLOCKLEY:
VEE BROTHWELL:
ANNA DUFFY:
ART DIRECTOR & EXECUTION STRATEGIST
COPYWRITER & MEDIA STRATEGIST
COPYWRITER & ACCOUNT PLANNER
BFA Graphic Design Advertising Minor
BFA Creative Writing Advertising Minor
BA PR & Advertising
KATE EGLEN:
BOBBY EVERS:
NICOLE SANTO:
ART DIRECTOR & MEDIA STRATEGIST
ART DIRECTOR & OUTDOOR STRATEGIST
ART DIRECTOR & ACCOUNT EXECUTIVE
BFA Graphic Design BA PR & Advertising
BFA Creative Writing Advertising Minor
BFA Graphic Design BA PR & Advertising
THANK YOU: BUILDING THE CONNECTION.
With your history and innovation as a company, and our drive and desire to create, we believe this to be a perfect partnership. We appreciate your time and look forward to working with you.
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