Final Presentation
709 Creative Strategy
THANK YOU, MELT & WINGSTOP!
WINGSTOP BRIEF We were asked to build brand affinity with young Millennials and Generation Z for Wingstop. This includes a 360 campaign: • print • digital
• social media • out of home experience
We plan to create two experiential events, in either:
• entertainment • music • sports
BRAND ANALYSIS
We’re not in the wing business, we’re in the flavor business. -Wingstop
WINGSTOP’S BRAND PERSONA ● ● ● ● ●
Diverse Playful Hip Youthful Up-beat
● ● ● ● ●
Accessible Friendly Bold Progressive Fresh
COMPETITIVE ANALYSIS
Winsgtop Brand Overview Guide
Food with Integrity.
Wings, Beer, Sports
Wings, Burgers, Flavor
Pizza Hut does Pizza. WingStreet does Wings. Together, They do Flavor.
Feed the Dream
CONSUMER ANALYSIS: GEN Z & YOUNG MILLENNIALS
INSIGHTS
INSIGHTS
OPPORTUNITY
Millennials and Gen Z want to be WOWed
Offer them unique and exciting experiences and products
They like personalization and want to feel unique
Offer opportunities to stand out and make it feel exclusive
They have a fear of missing out (#FOMO)
Connect through social media and make the brand accessible digitally
They want to interact with brands through experiences
Provide an opportunity for them to form an in-person connection with the brand
They prefer instant gratification
Create opportunities to earn immediate rewards/awards
AUDIENCE
BRAND
CUSTOMER
PURPOSE To serve the world flavor.
BRAND
CUSTOMER
PURPOSE To serve the world flavor.
BRAND
PRODUCT Functional Benefits
Low cost protein, fresh-never faked wings, hand-cut seasoned fries, and sides.
CUSTOMER
PURPOSE
DESIRES Emotional Benefits
To serve the world flavor.
BRAND
PRODUCT Functional Benefits
Low cost protein, fresh-never faked wings, hand-cut seasoned fries, and sides.
Affordability, unique flavor experiences, transparent brand personality.
CUSTOMER
PURPOSE
DESIRES Emotional Benefits
To serve the world flavor.
Affordability, unique flavor experiences, transparent brand personality.
BRAND
CUSTOMER
PRODUCT
NEED
Functional Benefits
Low cost protein, fresh-never faked wings, hand-cut seasoned fries, and sides.
Easy access, convenience, cost, ability to be shared.
THE
ENTERTAINMENT JUNKIE
THE
WEEKDAY WARRIOR
THE
CAVE DWELLER
“I’m super competitive and like to involve myself in as many activities as I can. I live for new experiences.”
THE
WEEKDAY WARRIOR
THE
CAVE DWELLER
THE
ENTERTAINMENT JUNKIE
“As someone who is always on-the-go, I appreciate anything that makes my life more convenient.”
THE
CAVE DWELLER
THE
ENTERTAINMENT JUNKIE
THE
WEEKDAY WARRIOR
“I have a pretty relaxed lifestyle. I like it when I don’t have to leave my place for food.”
PURPOSE
SHARED VALUES
DESIRES Emotional Benefits
Affordability, unique flavor experiences, transparent brand personality.
To serve the world flavor.
BRAND
BE BOLD
PRODUCT
CUSTOMER
NEED
Functional Benefits
Low cost protein, fresh-never faked wings, hand-cut seasoned fries, and sides.
SHARED EXPERIENCE
Easy access, convenience, cost, ability to be shared.
OUR SOLUTIONS
ROSE ANDREWS
POPPY QARDAN
MARY SANDERS
GRACY LIU
NINGYU ZHANG
HANNAH WU
PRAYAG NAIR
CLAIRE CRONIN
SAM CHERY
THE FLAVORS ARE SO GOOD IT’S SHOCKING
THE FLAVORS ARE SO GOOD IT’S SHOCKING
THE FLAVORS ARE SO GOOD IT’S SHOCKING THE OBSESSION WITH WINGSTOP IS SO OUT-OF-CONTROL, IT’S SCANDALOUS
THE FLAVORS ARE SO GOOD IT’S SHOCKING THE OBSESSION WITH WINGSTOP IS SO OUT-OF-CONTROL, IT’S SCANDALOUS
THE FLAVORS ARE SO GOOD IT’S SHOCKING THE OBSESSION WITH WINGSTOP IS SO OUT-OF-CONTROL, IT’S SCANDALOUS EMBRACING THE BRAND’S ESTABLISHED VOICE WITH HUMOR THAT HAS SHOCK VALUE.
THE FLAVORS ARE SO GOOD IT’S SHOCKING THE OBSESSION WITH WINGSTOP IS SO OUT-OF-CONTROL, IT’S SCANDALOUS EMBRACING THE BRAND’S ESTABLISHED VOICE WITH HUMOR THAT HAS SHOCK VALUE.
SOCIAL MEDIA STRATEGY Promote Wingstop’s installation at Mile High Festival, incorporating April 2020 as THE 4/20
Kick off Instagram promotion on April 1 in honor of 4/20
Post exciting content throughout the next 20 days that teases the installation
The installation will be live streamed from Wingstop’s Instagram and YouTube channel
SHOCK THE STREETS: APP
THANK YOU