YourTurnCampaignKit

Creative Strategy....................................... 3 Magazine Ads............................................. 4-9 Billboard Ads............................................... 10-11 Direct Mail................................................... 12-15 Online Promotions...................................... 16-17 Guerilla Advertising................................... 18-19

BRAND: Your Turn CATEGORY: Toy Game Store PROJECT SUMMARY: The Your Turn brand is the new way to buy games, by providing a experimental environment for the demographic to try before the parents buy, Your Turn creates a unique relationship between the brand and customer. To extend the concept and idea of the Your Turn store, our ads illustrate the being in the game experience as does the actual store. We hope to grab the children’s attention on such a level that they want to jump in the game and have a memorable awareness for years to come.

OBJECTIVE: 1.

Position Your Turn as a unique experience playground and not just a store 2.

Gain recognition as a location to play, not just shop.

3.

Improve the children’s attitude on classic games redesigned to modern times.

TARGET AUDIENCE: DEMOGRAPHIC: Age: 5-12 Gender: Male Household Income: 50K-85K Parental Marital Status: Married Education: Elementary School Presence of Children n the household: 2-3 Geographic Region: Primary: Southwest and Northwest States Subsidiary: Northeast PSYCHOGRAPHIC: The Your Turn target is the regular young boy always looking to have fun with his friends. He plays pewee football among other sports but is still too young to impress the girls. The Your Turns target’s regular week day consist or going to elementary school where recess is the main event, after school he’s picked up by mom or dad who then takes him home to get a snack.

The evenings are either filled with peewee practice, homework, and television or bike riding with the neighborhood friends. Saturday mornings are spent with cartoons and the afternoons are saved for family game night.

PROMISE: Providing a unique and exciting experience with classic and modern games SUPPORT: Your Turns provides a shopping experience like non-other by letting kids try before they buy.

For a toy store Your Turn could be a regular playground with the store being a maze itself while also providing try-it games of all kinds. At the store the kids will be able to play both classic and modern day games with one another, assuring parents the game purchased will be well loved and played at home.

TONE: Exciting Fantasy/ Fun COMPETITION: 1.Toy’s R Us 2.Game Stop 3.Build a Bear 4.Discovery Toys

3

Print Rationale: This illustration is a life like version of the classic game chutes and ladders, Since the tag and theme is for our targets to “get in the game,“ a sequence of illustrations that would represent a visual as if the viewer was actually in the game.

4

Print Rationale: This illustration is a life like version of the classic game Clue, like the chutes in ladders version, this illustration shows a visual as if the viewer was in the game and witnessing the mystery crime at hand.

6

Print Rationale: This illustration is a life like version of the classic game Candyland, like the chutes in ladders version, this illustration shows a visual as if the viewer was in the game and on his or her was to the castle.

8

Billboard Rationale: This illustration is a life like version of the classic game Sorry, like the chutes in ladders version, this illustration shows a visual as if the viewer was in the game and right there racing to get to the home place with like the other tokens.

10

Direct Mail Rationale: This direct mail piece would be sent out every other month threw the months June and December to provide former and potential consumers with a more fun and unique coupon.

The DM piece also has a code that consumers can use online when playing a online version of all favorite games mixed. The code presents a bonus gift when they finish.

Another characteristic about this visual is the fact that consumers are actually paying with what they would play with when playing the well known game monopoly, which goes along well will the theme of getting in the game.

12

13

Direct Mail Rationale: This direct mail piece would be sent out every other month the Monopoly DM wont be sent on threw the months June and December. Like the monopoly DM this DM represents a popular game. The card presents a reminder of the current store event promoting products at that time.

14

15

Online Rationale: This is the online promotional game that can be accessed from any consumer. The targets will be informed about the game through the direct mail pieces, which have promotional codes, or they will here about it through instore advertising . When consumers play they will be registered into a points system which will keep up with there wins and times they play, when earning enough they will receiver discount, store money, or even free games. If individuals have a promotions code they will have a chance to enter it in the end and get bonus surprises.

16

17

Guerilla Advertising Rationale: This is a Your Turn guerilla advertisement. Advertisements will be set up in larger metropolis in heavy trafficked areas. Shown are 3d real life replicas of chutes and ladders which will be hung from trees and building about sidewalks that will be painted with the chutes and ladder board image.

18

19