RAT CITY ROLLERGIRLS Tough as Nails Campaign
Sarah Parillo, Laura Aguilera, Emily Runde Advertising
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Table of Contents Introduction…………………………………………………………………………..2 Target Market……………………………………………………………...................3 Creative Brief……………………………………………………………...................4 Print Advertisement……………………………………………………………….5-12 Television Advertisement………………………………………………………..13-16 Radio Advertisement……………………………………………………………..17-22 Mail Advertisement………………………………………………………………23-24 Social Media Advertisement……………………………………………………..25-26 Comic Book Draft………………………………………………………………..27-28 MWR Banner Pitch………………………………………………………………….29 Run Schedule and Cost Analysis…………………………………………………30-34
August 10, 2012 Page 1
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Tough As Nails Campaign The purpose of our campaign is to attract a broader target market to come to the Rat City Rollergirls events. Our goal is to increase sales of individual tickets and season tickets by promoting the perks that come with the season tickets and the empowerment and fun atmosphere at the Rat City Rollergirl bouts. Our creative is innovative, unique, and fits the target market for the Rat City Rollergirls fans. Our campaign focuses on letting the fans know that RCRG are serious about roller derby and know how to have fun too. Our campaign is focused on a “Tough as Nails” theme. The nails relate to the roller derby girls because both are tough, strong, and unique. This will catch the target market’s attention. It also carries relevance so the creative is not so abstract that it will mislead or confuse the viewer. We believe our creative portrays the RCRG as a fun event as well as develops an image of what to expect at a roller derby bout. This will lead to an increase in sales and create more attention and traffic on the website to get the public aware of what roller derby is all about.
August 10, 2012 Page 2
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
TARGET MARKET INFORMATION The RCRG target market consists of men and women covering all age groups. There is a larger female group following than male, but only by a small percentage. Consumers from 30 to 49 years have the highest rate, but RCRG is appropriate and meant to appeal to all age groups. The RCRG target market also draws a large percentage of educated individuals.
GENDER MALE 45%
FEMALE 55%
UNDER 30
AGE
14%
30-39
40-49
50+
19%
34%
33%
*MEDIAN AGE IS 40.6 YEARS OLD
EDUCATION
4 Yr College/Graduate School Degree 2 Yr College/Trade School Degree No Degree
22% 12%
66%
August 10, 2012 Page 3
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Account: Rat City Rollergirls
Date: 08/10/2012
Job #: 0001
Contact: Jessica Ivey A.K.A. Scarlet Leather marketing@ratcityrollergirls.com
ELEMENTS OF JOB: (X) Concept/Campaign
( ) Direct Marketing
( ) P.R.
WHAT ARE WE TRYNG TO SOLVE? How can RCRG attract more customers and increase season ticket sales.
WHAT ARE OUR GOALS? Marketing Objective: (Sales, S.O.M., Distribution, Profit, Etc.) Create innovative marketing techniques for RCRG. Promote RCRG image and season tickets.
WHAT MESSAGE ARE WE TRYING TO CONVEY? RCRG care about their community and their fans. RCRG provides a unique experience that the whole family will love.
WHO IS THE COMPETITION? (Direct & Indirect) Seattle Storm and other Seattle-based sports teams. WHO ARE WE TRYING TO REACH? Current and potential clients.
WHAT DO WE WANT THEM TO THINK/BELIEVE OR DO? RCRG cares. They are serious about Roller Derby. RCRG appreciates fan support. Fans need to buy season tickets.
MEDIA INFORMATION: Media Mix: ______________________________
Budget: ____________________________________
Media Start: ____________ End: ____________ Purchase Cycle: ___________________________ Closings: ______________ Markets: _________________________________ BUDGET AVAILABLE:
_____________________________________________________________________
IMPORTANT GUIDELINES/MANDATORIES/LEGALS: ___________________________________________________________________________________________
August 10, 2012 Page 4
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Tough as Nails Print Advertisement Publications of Choice: Capitol Hill Times or the Stranger Appeal: Danger Approach: Symbolic Format: Hard Sell Headline: Indirect
The main purpose of the advertisement is to convey Rat City Rollergirls are tough. The headline captures the attention because it unique and memorable. Our goal is to convey the message that roller derby is edgy and dangerous, which will attract our target market perfectly.
Our intention is to use a symbolic metaphor, relating nails to a roller derby girl, in order to grab the public’s attention. The unusual use on nails in our images will gain viewer’s curiosity to find out more about the Rat City Rollergirls league.
The primary goal is to encourage sales of tickets to the Rat City Rollergirls bouts and to increase traffic. Another point is to create awareness of the Rat City Rollergirls league and to increase attention from the public of roller derby as a competitive sport.
By using this advertisement for the Stranger or the Capitol Hill Times newspaper it will grab the viewer’s attention with the image and the headline right away. The concept of the advertisement can be understood in only a flash of a second, which will encourage this target market to want to experience the event themselves.
August 10, 2012 Page 5
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Print Advertisement Publications of Choice: Seattle Magazine, The Stranger, or The Seattle Times Appeal: Individuality
Approach: Suggestion
Format: Symbolic
Headline: Indirect
The main purpose of the advertisement is to convey the message that The Rat City Rollergirls are one of a kind. The headline highlights the originality of the sport by targeting consumers looking for something new and different than average sporting events. In doing so, our advertisement plans to attract fans and new supporters of the Rat City Rollergirls. By having one screw sticking out of a pile of screws individuality is represented, which appeals to RCRG.’s target market. The screws symbolize the toughness and strength of RCRG. The advertisement encourages the viewer to embrace the originality of roller derby. It persuades the viewer to want to be strong and empowered, just like the roller derby skater herself. The main selling point is to spread the word about Rat City Rollergirls and gain attention, which will lead to an increase in traffic and sales. The Quick Response Scanner code, will appeal to a younger target market because it is convenient and fast access to extra information. It will grab the attention of those who own a mobile device because they will perceive the scanner as bonus information just for them, making the experience personal. By scanning the QR code, the viewer will be directed straight to the Rat City Rollergirls website section on how to obtain tickets. The perks of having this advertisement in Seattle Magazine, the Stranger, or the Seattle Times is the broad target market and the high amount of readers that can lead to the awareness of roller derby, specifically Rat City Rollergirls. The purpose is to show that roller girls are tough and athletic, but mostly individualistic compared to all other types of sports.
August 10, 2012 Page 6
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Alternative Print Advertisement Publications of Choice: Capitol Hill Times or King County Metro Bus Appeal: Entertainment Approach: Direct Humor Format: Suggestion Headline: Indirect
The main purpose of the advertisement is to convey Rat City Roller Girls events as fun, crowd pleasing, and entertaining. The headline captures the attention of the viewer because it is catchy and memorable. Our goal is to convey the message that roller derby is competitive, but also fun to watch because of the environment and atmosphere. Our intention is to attract a younger client by using aggressive humor to grab the public’s attention. The action shot of the roller girls not only suggests what to expect at a bout, but also demonstrates how tough and powerful the roller girls are by supporting that “bruises make them stronger.” The main selling point is to encourage sales of tickets to the Rat City Roller Girls bouts and to increase traffic. Another point is to create awareness of the Rat City Roller Girls league and to increase attention from the public of roller derby as a sport. By using this advertisement for the exterior of the King County Metro bus or the Capitol Hill Times newspaper it will grab the viewer’s attention with the image right away. By being able to understand the concept of the advertisement when it may only be seen in a flash of a second, it will leave the viewer curious and wanting to find out more about roller derby and the Rat City Roller Girls league.
August 10, 2012 Page 7
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
:30 Television Advertisement Advertisement Opportunities: JBLM Theater, LCD Screens, & Bowling Alley Appeal: Excitement, Entertainment
Approach: Hard Sell, Suggestion
Format: Suggestion
Headline: Blank Screen, SFX, VFX
www.AudioSparx.com Sound Effects>Multimedia Sound Effects> Bass Sound Effects> Bass Drum Single 1, Catalogue ID 267148 $4.00
Using JBLM resources for advertising is an affordable way to broaden area coverage and bring in a new target market. This advertisement will consist of quick screen shots, mainly focusing on dramatic sound effects and attention-getting action videos. Each shot will last no more than 5 seconds. There will be a total of seven shots and the total run time will be 29 seconds. Blank Screen
Silence
Action Shot:
SFX Fade up:
Derby girls rolling by,
Cheering fans,
camera focused on
screeching skates
:02
N/A
:04
N/A
:04
Announcer:
knee down. Black Background, Green Lettering.
SFX Bass Drum Single
“REAL
1 (ABOVE)
Sport”
INTERNATIONAL SPORT” Action Shot:
“Real International
SFX Fade up: August 10, 2012 Page 8
Footage from an
Cheering fans, referee
RCRG bout.
blowing whistle
:05
N/A
:04
Announcer:
Black Background, Green Lettering.
SFX Bass Drum Single
“REAL TOUGH
1 (ABOVE)
“Real Touch Chicks”
CHICKS” Action Shot:
SFX Fade up:
Close-up of player
Player hitting the floor
crashing to the floor
and whistle blowing.
:05 N/A
and quickly getting back up.
Black Background, Green Lettering.
Announcer:
Rat City Rollergirls
SFX Bass Drum Single
Tough As Nails
1 (ABOVE)
:05
“Rat City Rollergirls Tough As Nails
Campaign
Campaign
Season Ticket sales
Season Ticket sales
start November 1st,
start November 1st,
2012
2012
www.ticketmaster.com
www.ticketmaster.com
and Key Arena Box
and Key Arena Box
Office
Office”
Logos for Key Arena, Ticketmaster, and RCRG will be visible
The ad will begin with silence and a blank screen. Then a quick shot of the RCRG rolling by, the lens will be zoomed in from the knees down, showing their colorful socks, skates, and/or tights. Background noise will be cheering teammates, fans, and braking skate wheels.
August 10, 2012 Page 9
Second screen will show a black background, green lettering, and bold font stating “REAL INTERNATIONAL SPORT.” The introduction to this section will be the sound effect noted above. The RCRG logo will be visible at the bottom right. Third screen will show the RCRG during a bout. It will consist of the girls on the track, taken from footage of an actual bout. Background noises will include cheering fans, and whistle-blowing from referees. Fourth screen will show a black background, green lettering, and bold font stating ”REAL TOUGH CHICKS.” The introduction to this section will be the sound effect noted above. The RCRG logo will be visible at the bottom right. Fifth screen will be a close-up of a player crashing to the floor and quickly getting back up. Background noise will be the sound of hitting the floor and whistle-blowing. Final Screen will be a black background, green lettering, and bold font stating “RAT CITY ROLLERGIRLS, TOUGH AS NAILS CAMPAIGN, SEASON TICKET SALES START NOVEMBER 1ST, 2012 www.ticketmaster.com and Key Arena Box Office” The introduction to this section will be the sound effect noted above. The RCRG logo will be visible at the bottom right.
August 10, 2012 Page 10
August 10, 2012 Page 11
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Radio Segment: Appeal: Entertainment
Approach: Hard-sell
Format: Spokesperson
Headline: Indirect
Rat City Rollergirls Season Tickets Tough as Nails 20 second Radio 90.3 KEXP
Music bed with no words: Lady Gaga Bad Romance
:01
SINGING:
Same Music bed: V.O Female Announcer singing
:03
“I want Rat City, The Key Arena”
:03
“I want your fishnet roller-girls in the stands”
:03
“I want your love” DEEP LOUD VOICE:
Music bed: record skipping V.O: Male announce with a
:03
“Rat City Rollergirls at the Key Arena”
scruffy voice
:03
“Season tickets on sale Nov. 21st”
:03
“Don’t get caught without them”
August 10, 2012 Page 12
The radio commercial will be on 90.3 KEXP: The purpose of this ad is to grab the audience attention through music and a contrast with a burly spokesperson. The jingle at the beginning will bring the entertainment of the celebrity with the new lyrics as a twist. The jolt will come in with the deep voice of the second announcer. And then this ad will have the audience attention and inform them of the season tickets. By using 90.3 it will appeal to the target audience being innovative, influential cultural force in the Seattle community and beyond. 90.3 is a service of UW. This will attract a target audience that is younger and up and coming. When a younger crowd is involved it allows for the idea or entertainment to be carried into the new segment of their life. Radio segments at KEXP 90.3 are maximum 20 seconds long. Rat City Rollergirls competitors have advertisements through KEXP and it is suggested that they use the advertisement to stand out from their competitors. This advertisement will cost $3,000 for a two week push. This will allow about 40 spots and divided out to 20 per week. There are three different time slots, Prime time-6am-7pm. Eveningsanything after 7pm. Weekends-Saturday and Sunday.
August 10, 2012 Page 13
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Radio Segment: Appeal: Risky, tempted, and dangerous Format: Problem
Approach: Suggestion Headline: Question
Wonder why you still flinch when you rip off a Band-Aid? Antidote: Rat City Roller Girls Clanking of roller skates on the pavement, Screaming melody of lovely ladies, And the chicks as tough as nails Rat city Roller Girls at the key arena Season Tickets on sale NOW
The radio commercial will be on 90.3 KEXP: When the ad comes on the air and it will have the noise of duct tape ripping off the wall. The ad will proceed with the background music of Rack City Chick. There will be an announcer that dramatically announces the lines above repeating Rat City Roller Girls when it fits. The purpose of this advertisement is to relate the toughness of the Rat City Roller Girls to the consumer. It is to pull the consumer in by explaining that after a night watching the RCRGs you will be tough enough not to flinch when you rip a Band-Aid off. By using 90.3 it will appeal to the target audience being innovative, influential cultural force in the Seattle community and beyond. 90.3 is a service of the University of Washington. This will attract a target audience that is younger and up and coming. When a younger crowd is involved it allows for the idea or entertainment to be carried into the new segment of their life. Radio segments at KEXP 90.3 are maximum 20 seconds long. Rat City Rollergirls competitors have advertisements through KEXP and it is suggested that they use the advertisement to stand out from their competitors. This advertisement will cost $3,000 for a two week push. This will allow about 40 spots August 10, 2012 Page 14
and divided out to 20 per week. There are three different time slots, Prime time-6am-7pm. Eveningsanything after 7pm. Weekends-Saturday and Sunday.
August 10, 2012 Page 15
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Radio Segment: Appeal: To Fit In
Approach: Suggestion
Format: Suggestive
Headline: Reason Why
Female Announcer 1: “Remember last time at Key arena?” Female Announcer 2: “Oh Yeah” PAUSE “With the Rat City Rollergirls” FA 1: “Yeah what was her name?” FA 2” Dawn Solo” FA 1: LAUGHING “And she smashed that other chicks face” FA1 and 2: SIMULTANEOUSLY EXCITEDLY “I love that” FA 1: “I’m there. Are you in?” FA 2: “I’m in. Are you?”
The radio commercial will be on 90.3 KEXP: When the ad comes on the air in the background will be a continuing reel of a voice saying “Rat City Rollergirls at the Key Arena. Season tickets on sale November 21st.” The two female announcers will have a rapport with each other and talk in short sentences but still understand what the other has in mind. The purpose of this advertisement is to allow the consumer to feel like they are a part of this conversation and feel like they want to fit in with the crowd. They will relate to the females conversation and their enthusiasm of the RCRGs and want to be a part of the show as well. By using 90.3 it will appeal to the target audience being innovative, influential cultural force in the Seattle community and beyond. 90.3 is a service of the University of Washington. This will attract a target audience that is younger and up and coming. When a younger crowd is involved it allows for the idea or entertainment to be carried into the new segment of their life. Radio segments at KEXP 90.3 are maximum 20 seconds long. Rat City Rollergirls competitors have advertisements through KEXP and it is suggested that they use the advertisement to stand out from their competitors. This advertisement will cost $3,000 for a two week push. This will allow about 40 spots August 10, 2012 Page 16
and divided out to 20 per week. There are three different time slots, Prime time-6am-7pm. Eveningsanything after 7pm. Weekends-Saturday and Sunday.
August 10, 2012 Page 17
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Postcard Mailer Appeal: Rewards
Approach: Straight Forward
Format: Description
Headline: Reasons Why
The purpose of our postcard mailer is to encourage fans to buy season tickets by promoting the benefits that come with the season tickets. These fans are already familiar with the roller derby sport and have been to a couple of bouts, so appealing to them with free goodies and VIP recognition will catch their attention. By promoting the extras that come with the season pass, it influences roller derby fans to want to be part of the inside group that gets bonus products and recognition. By making the fan feel important and rewarded, they will stay loyal to The Rat City Roller Girls league because of the extra effort and great customer experience. As a result, they will continue the word of mouth by telling their friends all the bonus rewards they received for buying season tickets. The Quick Response Scanner code, will appeal to a younger target market because it is convenient and fast access to extra information. It will grab the attention of those who own a mobile device because they will perceive the scanner as bonus information just for them, making the experience personal. By scanning the QR code, the viewer will be directed straight to the Rat City Roller Girls website section on how to obtain season tickets. Our main selling point is to increase sales of season tickets by raising awareness of the perks that are added on top of the season tickets for no additional charge.
August 10, 2012 Page 18
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Ad Layout for Social Media Websites: Ratcityrollergirls.com; Facebook.com; Twitter.com Appeal: Personal Approach: Straightforward Format: Spokesperson
Headline: Reason Why, Indirect
The ad layout created is based on a more intimate approach to the players of RCRG. Individual photographs will be taken of players and displayed on postcards and the RCRG website. For the photographs, each player will display feminine attributes (hair styles/colors, makeup, nails, feminine tattoos, etc.), while having an aggressive, no-nonsense expression on their face. Also included in the ad will be the RCRG logo (top left corner), a SparqCode, and the slogans “Meet enters RCRG nickname and #” in large, bold font, and “Part-time enter profession/hobby/ interests, FULL-TIME ROLLERGIRL”. For example “Meet DAWN SOLO” “Part Time Office Manager, FULL TIME ROLLERGIRL”. The SparqCode, with the label “Get Your Season Tickets, Sales Start Nov. 1st, 2012” will be included in the bottom, left-hand corner that will take consumers to the ticket sales portion of the RCRG website. For the website ad, a link will be included that can either take you to the players segment on the webpage (which gives you a better understanding of who the player really is) or to the players own personal social media page. The postcard can be a fun way to collect photos of your favorite players or get the fan to gain interest in new ones. This will help build relationships between fans and the players in RCRG.
August 10, 2012 Page 19
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Rollergirl Rules! Comic We have provided basic characters and a plot for a RCRG-inspired comic book. The main purpose of the book is to inform fans of the rules of flat track roller derby in a fun, easy way. The characters will include:
1 Roller Girl (Dawn Solo)
Her Sidekick (RCG2) tttttrhhe robotic trashcan.
1 Villain (the Panty Raider)
2 Referees (Whistleblower #1 & #2)
The evil villain will constantly break rules and play horribly, while Dawn Solo will dominate the track and do it with ease. The referees and RCG2 will call out the Panty Raider’s mistakes and inform readers about the rules of a bout.
Whistleblower #1 The PANTY RAIDER!
Whistleblower #2 The PANTY RAIDER!
The PANTY RAIDER!
RCG2 The PANTY RAIDER! August 10, 2012 Page 20
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
On-Site Banner for Joint Base Lewis McChord Appeal: Entertainment, Family Friendly
Approach: Suggestion
Format: Suggestion
Headline: Direct
With an average of 72,000 cars coming through the gates of JBLM every day, there is a great opportunity for RCRG to gain drivers attention about the rollergirl’s upcoming season with a banner. This idea has been chosen because there will be a giant increase in the exposure of RCRG to a market that is within reasonable driving distance to Key Arena, that is saturated with new service members and families, and is a market that has a stable income source. To promote the upcoming season and season ticket sales for three months is an option that would be low cost and could be used as a trial period to test the banner’s effectiveness. It is also a vital time period to take advantage of since season ticket sales are beginning November 1st, 2012. Designs for the banner will be adopted from the Tough as Nails campaign’s print advertisements.
August 10, 2012 Page 21
S.E.L. AGENCY 2323 ELLIOTT AVENUE, SEATTLE, WA 98121
Run Schedule and Cost Analysis Print Seattle Magazine Benefits:
50 percent of readers visit a website after seeing an ad in this magazine
Readers make up 72 percent of King County
Four color
1X
4X
8X
12X
2 page spread
$12,080
$11,470
$10,900
$9,260
Full Page
$6,925
$6,580
$5,920
$5,035
2/3
$6,230
$5,920
$5,330
$4,530
1/2
$4,670
$4,440
$3,995
$3,395
1/3
$3,115
$2,995
$2,660
$2,260
1/6
$2,075
$1,970
$1,775
$1,510
Source: http://www.slideshare.net/jkueber/seattle-magazine-2012-media-kit
The Stranger Benefits:
69 percent of readers like to spend money locally
August 10, 2012 Page 22
Source: www.thestranger.com/2012mediakit
The Seattle Times Benefits: 
Zone advertising available Monday, Wednesday, Thursday, and Friday

Runs in Local News Section or Weekend Plus on Friday
Net Annual Dollar Volume Expenditure Open
North
South
East
Metro
$27.25
$52.65
$60.50
$93.80
$1,000
21.35
40.70
44.00
66.90
$2,500
21.20
40.55
43.75
65.90
$5,000
20.65
38.35
41.50
62.50
$7,500
19.95
35.85
38.75
58.50
$10,000
19.60
34.90
37.75
57.45
$15,000
19.15
33.95
36.65
56.30
$25,000
19.05
33.15
35.25
55.05
Source: www.seattletimescompany.com
August 10, 2012 Page 23
Capitol Hill Times
Banner - Top Size: 468x60 pixels An advertisement that runs at the top of every page $10.00 per 1000 impressions
Sidebar Size: 300x250 pixels Advertisements with images, placed in the right-hand column of most pages. $8.00 per 1000 impressions
Homepage Showcase Size: 300x250 pixels Simple and effective. Readers see your ad on the front page of CHS. Rate: FLAT RATE POSITION $150.00 per month
Premium Placement - Center Banner Size: 468x60 pixels Premier site placement, front and center. Rate: FLAT RATE POSITION $300.00 per month
Skyscraper Size: 160x600 pixels 160x600 rectangle at the bottom of most pages $12.00 per 1000 impressions Source: www.capitolhillseattle.com
King County Metro Benefits: o While the advertising spent in television, radio and print continues to decline, outdoor has steadily seen its share of the media pie increase—even after the global financial crisis in 2009. Source: www.titan360.com
Prices: o Bus King – 30X144 $539 per unit for 4 weeks o Queen $407 per unit for 4 weeks o Tails (on back) $407 per unit for 4 weeks Source: Assistant at King County Metro Transit Advertising
August 10, 2012 Page 24
Television JBLM offers a variety of ways to utilize video advertisements. There are 40 LCD screens located throughout the base, offering visual stimulation to areas with heavy foot traffic. McChord Field Theater and the bowling alleys are affordable ways to promote the RCRG image through video and are frequented by service members and families due to their affordability and mass appeal, which is the same target market that RCRG has.
Joint Base Lewis-McChord
August 10, 2012 Page 25
Radio KEXP 90.3 Time Slots 6am-7pm (Prime
Two Week Push Cost
Duration of Segment
# of Spots
$3,000
:20
Approx. 40 (20 per week)
Time) After 7pm (Evenings)
$3,000
:20
Approx. 40 (20 per week)
Saturday & Sunday
$3,000
:20
Approx. 40 (20 per week)
August 10, 2012 Page 26
S.E.L. AGENCY
August 10, 2012 Page 27