Competition rationale

Effect Workshop Effect I was tasked with creating an effective campaign for the ‘Effect Brand’ of energy drinks. A campaign specifically targeted at students.

Outreach Opportunities :Poster In reaching out to students. I focused on creating first a unique poster that would be attention grabbing yet still get people thinking. Using the idea of ‘Effect’ the ‘energizing your mind’, a created high-energy poster that shows effect directly feeding energy to a brain. This design will be adapted and spread across the various promotion avenues across campuses.

Drink Vending Machine As part of the campaign to introduce students to ‘effect’ and get them to try it out, vending machines could be installed across campuses in strategic positions.

These machines will be branded with the ‘effect; branding of the ‘energized brain’.

This will draw attention to the brand.

While a lot of drinks in the soda machine will be ‘effect’. It will also contain drinks from other brands which students are already accustomed to. This will help create a sense of association and make students more likely to try it out. I created a design sample of this machine for this project.

Meal Deal As a means of promoting ‘effect’. I would suggest creating meal deals in collaboration with the ‘Student Union’ in the universities. These meal deals will offer saving on drink/snack combinations but the catch here would be that the deal offering.

Effect will offer much more than all other deals. This will make students more willing to try out ‘effect’ since everyone likes a good deal and the feeling of getting more for less.

Advertising Canopies The 3rd aspect of this campaign would be to set up publicity canopies of strategic locations within the campuses of higher institutions, within these canopies would be young representatives of the brand who would be available to answer questions and talk about ‘Effect’.

Also, mini-games could be held inside such canopies. Winners of these mini-games would walk away with effect branded merchandise such as T-shirts, mugs and pens as well as ‘Effect drinks’. This will further cement the brand in the minds of the target audience-students.