AD CAMPAIGNS SENIOR PROJECT

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Table Of Contents

The Agency

The Problem

the Consumer

The Platform

The Plan The Fun stuff

Cris Cruz

Brand Manager / Co-Creative Director Jedi pun master. Spoonerism ninja.

Movie reference artist. First words were cool beans.

Aspiring Hunger Games tribute.

Jen Inglis

Account Executive / Account Planner

The Agency

Chocolate enthusiast. Jersey girl.

Account exec on the horizon.

Chris Gibilisco

Account Executive / Account Planner Hamster enthusiast. Leading expert on daytime napping. Future Wawa hall-of-famer.

Frank Giardina Account Planner / Producer I just chill.

E.J. Kenyon

Account Executive / Copywriter Disney lover. Fairy tale addict.

Behind the quiet surface lies a boundless silliness that has a touch of that childhood magic to it.

Brand Manager / Co-Creative Director Tequila aficionado. On-again/off-again relationship with Taco Bell. Often referred to as a cat lady.

I do art & stuff. RIP Tupac.

Kelly Blocker

Account Planner / Producer Doer of stuff. Fashion enthusiast.

Wine drinker and movie connoisseur.

Danielle Klemt Research / Account Planner

Optimistic, open-minded and always looking on the bright side of things.

Rebecca Hamlin Research / Producer

Avid traveler. Expert procrastinator.

World’s oldest child. President of the Flower-Power club.

Kevin Trester Research / Copywriter

Aspiring writer. Pop culture connoisseur.

Afraid of most cheese products. Avid napper.

Destroys your favorite songs. Bacon enthusiast.

Everyday is whacky sock day.

WHO WE ARE

Laura Gomez

While Glidden paint is the country’s

The PROBLEM

most widely distributed paint brand, many potential purchasers are unaware of the option to purchase it at Walmart. Even if our consumer is aware of Walmart as a paint distributer, they feel that they are not getting adequate painting information from store personnel.

“cheap” or old-fashioned. In comparison to other paint brands, Glidden has not created a unique niche that draws consumers to purchase their products. For that reason, Glidden is lagging in sales behind their competitors.

WHY WE’RE HERE

In addition, paint consumers view Glidden as

The folks who are in the process of figuring it all out, Nifty New Agers are recent college graduates who are taking the plunge into the “real world� They are

The CONSUMER

planning on or currently in the process of moving into their own apartment and are eager to make it a place to call their own. They are living on a moderate income of 25k-45k in a second city which means they live by the motto more bang for your buck. And when they are not busy pursuing their dreams, they are out savoring their youth by venturing to bars, restaurants, music festivals, and shopping at vintage stores. Living in the city enables this target group to get from point A to point B by using various forms of public transportation. They can always be seen with a cup of coffee firmly placed in their hand when commuting to and from work. Nifty New Agers have a strong presence on various social media platforms and utilize these applications to keep up with their friends and stay informed about current events. This group has a knack for turning heads on the streets with their stylish appearance and have the ability to keep trends active.

WHO WE WANT

Nifty New Agers

The platform

Versatility + Personality =

Versonality An equation we can all understand

Being resourceful is a skill that we learn when thrown into the “real world�...Making a meal with the remaining contents of your refrigerator, turning bottle caps into a piece of unique jewelry, and a butter knife acts as your mirror while waiting for a date. To keep up with our inspired customers, Glidden paint is here to serve you with all of your needs and embrace your versonality. Whether you want a splash of red in your kitchen, touch up bruised furniture from that recent move, or start that craft project you have been eying on Pinterest, we are here. So raise those brushes, grab a can and paint with versonality.

In order to address our audience, Minerva developed an integrated marketing campaign consisting of television, magazine, internet, outdoor, and guerilla marketing. Our approach will create awareness among paint consumers

advertising will also rebrand Glidden as “new and hip, not your grandfather’s paint.”

WHY THEY WANT US

focusing specifically upon “DIYers”. Our

Should Be Fresh, Social, shareable, unique, rebrand, conversation starter, self discovery, innovative, create awareness

Define consumer into one category

Shouldn’t

The PLAN plaN

Budget Breakdown

Non-Traditional Budgeting about $1,000,000 per year towards non-traditional expenses

Television Budgeting about $200,000 per month for 5 months; ~ $1,000,000 per year

Internet Budgeting about $300,000 per month for 5 months; ~ $1,500,000 per year

Magazine

Outdoor

Budgeting about $1,000,000 per month for 5 months; ~ $5,000,000 per year

WHEN & WHERE

Budgeting about $500,000 per month for 5 months; ~ $2,500,000 per year

Monthly Breakdown

NAT $8.6 M + SPOT $1.4 M = TOTAL $10M

Television non-traditional MTV USA FX E! Comedy Central VH1

Coffee Sleeves Mobile App Home Make-Over Contest Street Art: “Express Yourself” T-Shirts Sidewalk Shoeprints

Bridal Guide Wired GQ Cosmo Rolling Stone OK!

Public Transit

magazine Outdoor

Banner Ads

Video Commercials

internet

Banner Ads

Video Ads

-Page updated with paint projects.

-Contest updates & awareness.

-Live tweets from street events.

-Daily DIY Tips

-Banner Ads -Glidden Song Playlist -Voice-over Ad between songs -Ad links lead to playlist & app

-DIY projects -Contest Voting

Social media

-Page updated with paint projects.

-Contest updates & awareness.

-Contest voting.

-Daily DIY tips.

The FUN STUFF

Paint Can We developed a more inviting paint can that expresses individuality and creativity. The new paint can incorporates a red fingerprint with the current Glidden logo. Our campaign is focusing on the importance of having a personality and the new design encompasses our fresh ideologies.

coffee Coffee sleeve

Since Nifty New Agers live a busy, fast paced, on the go lifestyle we decided to develop an interactive coffee sleeve that enables brand awareness and exposure to our Glidden mobile app. Consumers can grab a cup of joe when heading into work and scan the QR code that will bring them to our mobile app and expose them to our current contest.

HOW WE’RE DOING IT

print ads

1) Camera fades in and shows a large circle made out of Glidden paint cans in a big parking lot.

2) A girl jogs towards the paint cans and sees one that she likes.

3) When she goes to grab the can, her hand meets another man’s hand.

As they touch, the camera closes in on her face, which holds a mischievous & playful smile.

commercial 4) In slow motion she splashes him with the paint in the can.

5) We now see people from every direction, all of different personalities, running and grabbing a paint color that they identify with.

6) Everyone is painting on the ground, but in different ways that reflect their personality. A rocker type splashing it down, a calm reserved girl paints with even strokes.

7) Camera zooms out and we see a mural painted from multiple personalities, in a Wal-Mart parking.

guerilla marketing Subway Ad Orientation

The Nifty New Agers utilize public transportation on a daily basis.

Whether they are traveling to work in the morning or heading out to meet friends for a drink on the weekend, this form of travel is the norm.

We will utilize available advertising space in the subway carts that will incorporate our magazine advertisements to develop a cohesive campaign. This form of advertising will increase both brand awareness and exposure to our necessary target.

Street Art Events Small street events will occur during “spring cleaning” and “back to school/moving” times. Shoe print stickers will start a block away from the event leading people to a table where Glidden reps will be handing out free painting shirts.

At this table consumers will receive information about the 5k giveaway and can even enter their ideas at the table. Then, they can paint anything they want on a large canvas hanging on a nearby building.

spotify

“Hey Spotify users, sometimes the best part of the movie is the soundtrack, the most finger biting moments in the superbowl occur during the halftime performance, and would a road trip be anything without a sing-a-long to some cheesy pop tune. In shorter terms, music brings us to life and sometimes... the right song can bring your inspiration to life. Grab a brush and check out the Glidden perfect painting playlist here on Spotify.”

“Hey Spotify users, ready to bring your inspiration to life?

Glidden paint at Wal-Mart has a line of affordable products to tackle your next project. Add some charisma to your kitchen, embark on a brighter bathroom, some open mindedness to your office space, show some bravery in the color of your bedroom. Or just doodle a French looking mustache on your face. But more importantly, PAINT WITH PERSONALITY. “

mobile app

To engage with our technologically savvy consumer, we developed an interactive mobile application. Here, users are encouraged to snap a picture of a color and, in 140 characters, share why this color describes them. This photo will be submitted into our contest in which Glidden will reward the winner with a $5,000 home-improvement project. The mobile app also includes scroll down links that will include painting tips and home projects that can be created with Glidden paint products. It will also have links to the rest of our social media apps including Pinterest, Spotify, Facebook, and Twitter.