Campaign Pitch
DISCLAIMER THIS IS A CATALOGUE FOR HAPPY HAUS DONUTS CAMPAIGN. THE FOLLOWING CONTENT IS SOLELY FOR IDEA GENERATION AND IS NOT FOR COMMERCIAL USE UNLESS STATED OTHERWISE BY THE OWNER OF THE BUSINESS. HAPPY HAUS DONUTS “IBA ANG DONUT SAYA!” advertising camapign is a major requirement in Visual Communications 101-Advertising prepared by third year students under Professor Rico Lascano. All stock images used are copyright of Happy Haus Donuts and their respective owners. The Campaign collateral are copyright of Pencil Design Studios composed of Kester Orbiso, Nukie Timtiman, Katrina Francisco, Marielle Espinosa, and Mitzi Bajet, 2015.
Design Mitzi Bajet mitzibajet@gmail.com Layout Marielle Espinosa marielle.espinosa@gmail.com Web Kester Orbiso kester.orbiso@gmail.com Photograph Katrina Francisco katfrancisco@ymail.com Video Nukie Timtiman nukietimtiman@gmail.com
Content TV COMMERCIAL “Put a donut in your life” :60 SFX: Music up and under Sugar Town by Zoey Deschannel (B/W Establishing shots, girl raises a Happy Haus strawberry ringbow donut in the air. She peeks at the hole and takes a bite at the donut froming a smile . The B/W scene getes colored. She finds a sad person and she raises the halfbitten donut and again the B/W transformed to color. She then waves the donut around as if coloring the B/W world. Establishing shot of the setting. Product placement of the package for the final scene. “Iba ang donut saya!”
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BACKGROUND
PROPOSAL
4 The Company Brief History & Mission
8 Our Stand Target market, marketing strategy, and core brand insight
6 The Marketing Issue Industry players and the marketing problem
10 The Campaign Execution of collateral
“IBA ANG DONUT SAYA!” Summer Donut Saya Opening
The Company
“Put a Donut in Your Life” Photo Contest
BRIEF BACKGROUND
MISSION
The company was established in 2005 by seasoned individuals in the donut industry. The company’s aim is to create quality donut products at affordable prices. This was realized with the birth of Happy Haus Donuts, a franchising business, giving not only quality products at affordable price but also formulating a superb business opportunity to Filipino families.
The company believes that luscious mouth watering donuts should be available to all Filipino families and not just to those who can afford expensively priced donuts. At happy-haus Donuts, total quality is assured through ingredients and equipments sourced both from the United States and locally following strict quality control standards. The company’s mission reflects the ultimate reason for our existence. One of them is to provide a superb business opportunity to Filipino entrepreneurs. Another is to provide high quality affordable donuts to the Filipino market. And lastly, the company is dedicated to consistent improvements.
Do-Nut Frown and Just Smile & Donut Face Swap Photobooth Wacky Donut Donut Decorating
The company’s principle is to provide a low-cost and effective franchising system to interested new and seasoned entrepreneurs.
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Summer Donut Saya! BRAND LAUNCH For the highlight of the campaign, a brand launch will take place in the Sunken Garden at UP Diliman wherein the objective is to make more people be aware of the new and improved look of Happy Haus Donuts and be a able to experience the thrill of “Iba ang donut saya!” The event will hold a program and fun activities and freebies for grab so they could have taste samples of the product. There will also be donut designed bean bags for people to sit on and relax during the event. There will be the awarding of the best photoshoped photo for the contest “Put a Donut in Your Life” and photobooths for the people to have something to remember the incredible experience.
THE DONUTS Happy Haus Donuts are generally larger in size and have this more “siksik” feel and cheeper by 1-2 pesos in comparison to the other competing brands. They have proved to be “sulit” among economical students and young workers leaving them satisfied.
All media impressions will follow a “#summerdonutsaya #happyhausdonts #ibaanddonutsya” all through out the duration of the campaign. And will be uploaded in the social media pages such as Twitter and Instagram 16
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SOCIAL MEDIA HYPE
The Marketing Issue THE PROBLEM
INDUSTRY PLAYERS
WEAK BRAND IDENTITY. Since Happy Haus Donuts was only been founded in 2005, they still remain to be one of the underdogs in the line of donut brands. The primary concern of the target audience is the brand’s overall look of their collateral, mainly these are: the logo, the packaging, the print ads, and the website. The problem is the absence of brand impact towards its market. They need to develop an impression by creating brand experience and awareness that would appeal greatly to the youth. Through active participation and product sales in a multimedia campaign, Happy Haus Donuts will be able to reach their brand goal of being “sulit”.
DUNKIN’ DONUTS. They have reached out to numerous markets around the world. They expanded its business from the doughnut industry to the coffee industry as well. Dunkin’Donuts sells 52 varieties of donuts and more than a dozen coffeebeverages as well as bagels, breakfast sandwiches and other baked. MISTER DONUTS. A fast food franchise founded in the United States in 1956, now headquartered in Japan, where it has more than 1,300 stores. The primary offerings include doughnuts, coffee, muffins and pastries.
People can post and share their edited photos in their social media accounts like Twitter and Facebook following the use of hashtags “#IbaAngDonutSaya”, “HappyHausDonuts”, “PutDonutinYourLife” in threads
GAVINO’S JAPANESE DONUTS. A gourmet donut brand specializing in gooey, chewy mochi donuts based in Japan and has extended their market in the Philippines. 6
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WEBSITE This is where the interaction takes place in the campaign. People are led to the website via print ads, tv commercial, and flyers. DONUT FACE SWAP. People can create a hilarious swapped photo of their face and the donut. PUT A DONUT IN YOUR LIFE photo contest. Participants submit a photoshopped picture with a Happy Haus Donut. The funniest will be claimed the winner and shall receive gift checks. Each submited entry, the partcipants will get a coupon availing a free donut.v Kester Orbiso, Webmaster
Creative Brief The ever hard-working youth of today deserves to enjoy and to put a little smile in their spectacular lives! And we’re here to make that happen.
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OUR STAND ADVERTISING OBJECTIVE To grab a market share from the donuts brands like, Dunkin’ Donuts, and Mister Donuts by improving the brand impact and unique selling proposition of Happy Haus Donuts. PROPOSITION. To make Happy Haus Donuts an enjoyable snack time experience for economical youth.
TARGET MARKET University students and young workers, aged 18-25, class B-broad C. They are economical, on-the-go, hardworking youth who relieve their stress by enjoying their time eating snacks during their break time.
OLD PERSPECTIVE They do not appeal much to the target market due to the lack of a classy or modern look. They are not considered as good as the other donut brands because they lack a strong brand identity and visual impact.
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CORE BRAND INSIGHT FLYERS They are given out at the pre-launch as invitation to the brand launch. Katrina Francisco, art director Nukie Timtiman, photographer Marielle Espinosa, design & layout
POSTERS Katrina Francisco, art director Nukie Timtiman, photographer Mitzi Bajet, design & layout
Youth tend to feel like a child’s happiness, simple and pure, everytime they eat donuts. It is because it reminds them of their childhood days when donuts were brought home for pasalubong by their mom, dad, lolo, lola, ninong or ninang.
THE BIG IDEA IBA ANG DONUT SAYA! Happy, fun, makulit, donuts for the youth’s awesome and productive day. We aim to make Happy Haus Donuts as a reason for enjoying their break time despite the stress and sad moments in life. Smile and enjoy the day with Happy Haus Donuts!
REASONS WHY Happy Haus Donuts has proved that they can make their customers satisfied with an affordable price, valuing the “sulit sarap” concept.
EXECUTION To build experience with the market by creating a multimedia campaign that brings happiness and fun in the youth’s lives when having Happy Haus Donuts. 12
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LOGO
PACKAGING
Final redesign
Yellow C=7%, M=0%, Y=92%, K=0% R=244, G=235, B=44 PANTONE Yellow 012 C
Orange C=0%, M=75%, Y=99%, K=0% R=244, G=235, B=44 PANTONE Orange 021 C
Red C=11%, M=91%, Y=100%, K=2% R=213, G=59, B=39 PANTONE Warm Red
Dark Brown C=49%, M=81%, Y=69%, K=72% R=60, G=21, B=24 PANTONE 4625 C
HEADER FONT GoodDog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 10
HEADER FONT Arvo ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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