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Final Pitch RESEARCH
E- Takers WIP CDM301A Major Project
Afraid of the dark?
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E- Takers WIP CDM301A Major Project
The Stalemate
97%
thrown in the trash
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E- Takers WIP CDM301A Major Project
The Stalemate
97%
thrown in the trash
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E- Takers WIP CDM301A Major Project
90% thrown in the trash
The Stalemate
97%
thrown in the trash
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E- Takers WIP CDM301A Major Project
90% thrown in the trash
98%
of all fluorenscent lights are crushed into landfill
The Stalemate
95%
of all HHW are thrown in the trash
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E- Takers WIP CDM301A Major Project
Gold Digger
Zinc Lead Nickel Lithium Mercury Cadmium Antimony Maganese Heavy metals Alkaline Chemicals
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E- Takers WIP CDM301A Major Project
The Afterlife
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E- Takers WIP CDM301A Major Project
The Afterlife
Gold Silver Copper
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E- Takers WIP CDM301A Major Project
The Afterlife
Gold Silver Copper
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E- Takers WIP CDM301A Major Project
Glass wool
Target Market
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E- Takers WIP CDM301A Major Project
The Haunting
= Old
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E- Takers WIP CDM301A Major Project
=?
The Exorcism
Old Old
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E- Takers WIP CDM301A Major Project
=
=!
Stayin’ alive
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E- Takers WIP CDM301A Major Project
stop the SPOOKing
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E- Takers WIP CDM301A Major Project
Tone of voice
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E- Takers WIP CDM301A Major Project
Tone of voice
WHO? CoS Residents Aged 20-40
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E- Takers WIP CDM301A Major Project
Tone of voice
WHO?
WHAT?
CoS Residents
Humor meets Horror
Aged 20-40
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E- Takers WIP CDM301A Major Project
Tone of voice
WHO?
WHAT?
HOW?
CoS Residents
Humor meets Horror
Analogy
Aged 20-40
Metaphor Personification Simile Alliteration Iambic pentameter Hyperbole Symbolism
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E- Takers WIP CDM301A Major Project
Typography Knockout HTF48 All Caps
Headline!
Knockout HTF48 All Caps
Sub heading
Gotham Rounded Book
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E- Takers WIP CDM301A Major Project
Nescidus quat. Itas dia voluptum reptur, omnihim ommolora iscim quosseque excerundis magnis imo molorrore re quidest, quibusae non nesediam quamet que volendebit ini accus dolupti istem. Haritem haribus necaessuntem reicil ilit evel idus dolla volecus volupitatiur sum vel ilicientiis re lab ius simaxim uscipit quatur, omnihite ea seque in nis perum asped et voiuntibusa doles nobitatatem consedi quis as aut ut volupti comnis sam.
Colour
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Pantone 1807 C
Pantone 2757 C
Pantone 2757 C
C 24
C 100
C 100
M 92
M 93
M 93
Y 78
Y 31
Y 31
K 15
K 31
K 31
Pantone Black
Pantone 195 C
C0
C 36
M0
M 87
Y0
Y 61
K 100
K 34
E- Takers WIP CDM301A Major Project
They Won’t Stay Dead, Don’t Throw Them Away, Recycle them Instead!
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E- Takers WIP CDM301A Major Project
Timeline of releases
1/9/2014 • First phase of posters • Video 1 released • Promontional bins erected • Facebook page live • Radio advertisement hits the air and is played twice daily for the month of September
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E- Takers WIP CDM301A Major Project
Timeline of releases
1/9/2014
2/9/2014
• First phase of posters
• Video 2 released
• Video 1 released • Promontional bins erected • Facebook page live • Radio advertisement hits the air and is played twice daily for the month of September
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E- Takers WIP CDM301A Major Project
Timeline of releases
1/9/2014
2/9/2014
3/9/2014
• First phase of posters
• Video 2 released
• Video 3 released
• Video 1 released • Promontional bins erected • Facebook page live • Radio advertisement hits the air and is played twice daily for the month of September
Final Pitch
E- Takers WIP CDM301A Major Project
Timeline of releases
1/9/2014
2/9/2014
3/9/2014
7/9/2014
• First phase of posters
• Video 2 released
• Video 3 released
• 2nd phase of posters released in key areas
• Video 1 released • Promontional bins erected • Facebook page live • Radio advertisement hits the air and is played twice daily for the month of September
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E- Takers WIP CDM301A Major Project
• response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded
Timeline of releases
30/9/2014 • Response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded
Final Pitch
E- Takers WIP CDM301A Major Project
Timeline of releases
30/9/2014
1/10/2014
• Response to videos • Weight and number measured in ‘views’, of drop offs at the ‘shares’ and ‘reach’, bins is recorded and recorded • Response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded • Radio advertisement ceases to play • Promotional bins dismantled and replaced with branded bins
Final Pitch
E- Takers WIP CDM301A Major Project
Timeline of releases
30/9/2014
1/10/2014
• Response to videos • Weight and number measured in ‘views’, of drop offs at the ‘shares’ and ‘reach’, bins is recorded and recorded • Response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded • Radio advertisement ceases to play • Promotional bins dismantled and replaced with branded bins
Final Pitch
E- Takers WIP CDM301A Major Project
1/11/2014 • Weight and number of drop offs at the bins is recorded • Response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded • Phase one of posters dismantled • Open air movie screening event held
Timeline of releases
30/9/2014
1/10/2014
• Response to videos • Weight and number measured in ‘views’, of drop offs at the ‘shares’ and ‘reach’, bins is recorded and recorded • Response to videos measured in ‘views’, ‘shares’ and ‘reach’, and recorded • Radio advertisement ceases to play • Promotional bins dismantled and replaced with branded bins
Final Pitch
E- Takers WIP CDM301A Major Project
1/11/2014
1/12/2014
• Weight and number • Weight and number of drop offs at the of drop offs at the bins is recorded bins is recorded • Response to videos • Response to videos measured in ‘views’, measured in ‘views’, ‘shares’ and ‘reach’, ‘shares’ and ‘reach’, and recorded and recorded • Phase one of posters dismantled • Open air movie screening event held
• Phase two of posters dismantled
First released posters
WHAT? Teaser Posters
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E- Takers WIP CDM301A Major Project
First released posters
WHAT?
WHy?
Teaser Posters
To encourage respondents to watch the video
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E- Takers WIP CDM301A Major Project
First released posters
WHAT?
WHy?
HOW?
Teaser Posters
To encourage respondents to watch the video
Released on the 1st day of campaign
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E- Takers WIP CDM301A Major Project
Printed on 3x6 sized paper using recylced stock at eco digital, a green printing house
First released posters
WHAT?
WHy?
HOW?
Where?
Teaser Posters
To encourage respondents to watch the video
Released on the 1st day of campaign
Metrolites at:
Printed on 3x6 sized paper using recylced stock at eco digital, a green printing house
• Central • Kings cross • Newtown • Erskineville • Town Hall station
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E- Takers WIP CDM301A Major Project
First released posters
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E- Takers WIP CDM301A Major Project
First released posters
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E- Takers WIP CDM301A Major Project
IN SITU
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E- Takers WIP CDM301A Major Project
Videos
WHy? Drive home key message that hazardous waste won’t stay dead and speak to specific groups within the target audience. They encourage respondents to drop off their toxic items at their local recycling bins.
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E- Takers WIP CDM301A Major Project
Videos
WHy?
HOW?
Drive home key message that hazardous waste won’t stay dead and speak to specific groups within the target audience. They encourage respondents to drop off their toxic items at their local recycling bins.
Viral youtube videos propelled by socal media platforms featuring local talent
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Released over 3 days
E- Takers WIP CDM301A Major Project
Video 1
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www.youtube.com/thefableoftheflickeringlights
Video 2
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Video 3
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E- Takers WIP CDM301A Major Project
Youtube
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E- Takers WIP CDM301A Major Project
Radio Broadcast
WHAT? A 30 second radio broadcast told in the voice of a ghost directing listeners to the recycling stations to receive their spooky surprise
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E- Takers WIP CDM301A Major Project
Radio Broadcast
WHAT?
WHy?
A 30 second radio broadcast told in the voice of a ghost directing listeners to the recycling stations to receive their spooky surprise
An economical way to reach the target audeince when driving to and from work.
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E- Takers WIP CDM301A Major Project
Radio Broadcast
WHAT?
WHy?
HOW?
A 30 second radio broadcast told in the voice of a ghost directing listeners to the recycling stations to receive their spooky surprise
An economical way to reach the target audeince when driving to and from work.
Released on the 1st day of the campaign produced in the audio room at billy blue with a local voice artist
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E- Takers WIP CDM301A Major Project
Final Pitch
E- Takers WIP CDM301A Major Project
second released posters
WHAT? Typographic posters released on the second week of the campaign containing the key message. they direct respondents to the bins.
Final Pitch
E- Takers WIP CDM301A Major Project
second released posters
WHAT?
WHy?
Typographic posters released on the second week of the campaign containing the key message. they direct respondents to the bins.
Captures the attention of those who havent viewed the youtube video and will not watch it.
Final Pitch
E- Takers WIP CDM301A Major Project
second released posters
WHAT?
WHy?
HOW?
Typographic posters released on the second week of the campaign containing the key message. they direct respondents to the bins.
Captures the attention of those who havent viewed the youtube video and will not watch it.
Printed on ’a’ sized paper and hung in local nooks of the city with a high volume of pedestrian traffic , such as a popular newtown cafe or on a poster wall near a library
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E- Takers WIP CDM301A Major Project
second released posters
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E- Takers WIP CDM301A Major Project
second released posters
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E- Takers WIP CDM301A Major Project
IN SITU
Final Pitch
E- Takers WIP CDM301A Major Project
Spooky Surprise
WHAT? The first 100 people to drop off their hazardous household waste at any bin, can press a button which spits out a reciept containing a code to register for tickets for an exclusive surprise screening of the horror classic, the shining, at Centennial Park
Final Pitch
E- Takers WIP CDM301A Major Project
Spooky Surprise
WHAT?
WHy?
The first 100 people to drop off their hazardous household waste at any bin, can press a button which spits out a reciept containing a code to register for tickets for an exclusive surprise screening of the horror classic, the shining, at Centennial Park
People are kept in suspense about the nature of this surprise just like a good horror film.
Final Pitch
It is a reward for thise who do the right thing
E- Takers WIP CDM301A Major Project
Spooky Surprise
WHAT?
WHy?
HOW?
The first 100 people to drop off their hazardous household waste at any bin, can press a button which spits out a reciept containing a code to register for tickets for an exclusive surprise screening of the horror classic, the shining, at Centennial Park
People are kept in suspense about the nature of this surprise just like a good horror film.
Those who recieve a code register it via a private message while visiting the special facebook page. they are then sent a double pass in the mail
Final Pitch
It is a reward for thise who do the right thing
E- Takers WIP CDM301A Major Project
YOU HAVE STOPPED THE SPOOKING! MESSAGE TO RECEIVE TICKETS TO A PRIVATE SCREENING OF ‘THE SHINNING’ AT CENTENNIAL PARK Go to our facebook page facebook.com/stopthespooking and private message your code and home address to receive two tickets in the mail.
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E- Takers WIP CDM301A Major Project
CODE : 3 96
Spooky Surprise
Spooky Surprise During Ticket campaign
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E- Takers WIP CDM301A Major Project
Spooky Surprise During Ticket campaign
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E- Takers WIP CDM301A Major Project
After ticket campaign
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E- Takers WIP CDM301A Major Project
What is our ’death wish’? To cajole a creature into cracking up when their phone cracks. To lure a listener to laugh when their light-bulb have no life. To beckon dead batteries to the recycling bins.
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E- Takers WIP CDM301A Major Project
THANk you!
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E- Takers WIP CDM301A Major Project