METHOD LAUNDRY DETERGENT “LESS WORK, MORE PLAY” Lindsay Classen Merideth Hagerty Davionne Jackson Tillman-Curtis Liggins Alexandre Moura-Busquets
TARGET AUDIENCE: COLLEGE STUDENTS Demographics
Psychographics
Age: 18-24 Gender: Fe/Male Location: Small Apts. & College Dorms Income:$0-40,000
Amy is a 19-year-old freshman at Columbia College Chicago, living in the University Center dorms. She is a fashion merchandising major and works at Nordstrom as a sales attendant on the weekends. She walks to her classes and rides her bike to work to conserve energy. Amy spends most of her free time shopping on Michigan Avenue and State Street.
CREATIVE STRATEGY BRIEF Objective
Real Problem
Increase awareness in the community Reposition the product
New brand Not well known
CREATIVE STRATEGY BRIEF Target audience
young adults between 18 and 29
Tagline
“Less Work, More Play” College students and young professionals all want to continue having fun, even if it’s just doing laundry
CREATIVE STRATEGY BRIEF Approach Highlight unique, easy to use squirt top Concentrated formula
Unifying idea Making laundry fun, easy, and less of a chore
AD CAMPAIGN •
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Traditional •
Print Ads
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Bus Shelters
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TV Commercial
Non-Traditional •
Foam Parties
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Free Detergent Tours – Laundry tutorials
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Care package - Invites
PRINT ADS NYLON COSMO LUCKY SCHOOL BASED MAGAZINES/ NEWS PAPERS It will show the outside of a trashed house on a college campus (probably a frat house) red solo cups scattered throughout the lawn and toilet paper hanging from the trees sleeping students are lying on grass Guy walking towards house with six-pack of method Under the tagline the subtext will read, “The fun doesn’t have to end when the party does.”
The fun doesn’t have to end when the party does.
TV COMMERCIALS Traditional & Non-Traditional E Channel MTV BET ESPN CW Hulu Facebook Youtube
Times Night/ Prime time during weekdays Afternoons on weekends
TV COMMERCIALS •
Focuses on the college students/young adults fulfilling the idea of “Less work, more play”
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People of all ages will be able to connect with comedy, and reality with in commercial
TV COMMERCIALS •
A backyard battle in a muddy area using squirt guns filled with Method Laundry Detergent instead of water
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After battle sequence a person whistles for attention; upon receiving it they spray the fighters with a hose
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Where there was detergent is now clean clothing
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End scene is a washing machine on the battle field with Method products on top of it
FREE DETERGENT TOURS
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Promote college dorm laundry parties
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Students would be able to use free samples of method laundry detergent in their college dorm laundry rooms or one of the Method Laundry trucks
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allow students first hand free experience with the product
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way for Method to generate user testimonials as well as receive publicity from the different colleges
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Company would provide free samples of the detergent, and employees to travel to the schools
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Events would occur throughout the entire school year, reaching many schools at least twice a year
FREE DETERGENT TOURS
CARE PACKAGE CAMPAIGN
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Introduce our product and brand to our target audience of college students, but to also invite them to a Method sponsored Campus Foam Party near them
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Sent to a college campus to preferably college sophomores
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The care packages will be filled with a 25 load Method laundry detergent bottle, Method hand soap and Method shower cleaner--items necessary for all college students.
FOAM PARTIES •
Students dance to music on a dance floor covered in several feet of suds or bubbles dispensed from a foam machine
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Way to bring college students out
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Way to get name out to public
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Give out free samples at the parties
BUS SHELTERS/ SUBWAYS •
Use print ad graphics
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QR Code •
Off-campus bus shelter and Subways: Directs to commercial and Facebook page for contest
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On campus bus shelters: Directs to an invitation for foam party or laundry tour
MEDIA TACTICS Bus Depot/Stops
Subway Trains/Stops
College Students Groups of people/friends All ethnicities, ages and genders High traffic area
College students Working class Forced viewing
MEDIA TACTICS Commercials
High reach potential Diverse demographics Intrusive & impactful Entertaining
Internet Ads
High reach potential for target audience
SOCIAL MEDIA/IMC TACTICS •
Host your own party and post it on Facebook and Youtube
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Do something crazy to get dirty then go wash your laundry using method!
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Was it fun? Did you fulfill the motto: “less work, more play”?
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Vote for the best video! Winner gets a year supply of Method Laundry Detergent.