ad workshop

Brittany Beatty, Claudia Alpert, Monique Montagnese, Tyler Boyér and Denise Eiserman

Tuesday, May 1, 2012

Creative Brief


• Real Problem? Known as a candy you should not pay for -> No one buys

»Overcoming Problem– To get targets attention -> social media, online webisode – Keep short, sweet which is proven to be more effective – Keep the conversation going by “Share” option on social media

• What will inspire/impact audience? Appreciate value and variety. – Dum Dum’s can offer value 10 pack with variety of flavors– Convience is also important, Value packs sold at gas stations,

major retailers

Creative Brief


Positioning Statement

A shared flavor experience

Big Unifying Idea

Because of their variety of flavors and small size they are convenient to share


MediaOOHOnline Print Publications

Bus Shelter QuizInstalations CTA Transit AdsRestroom Ads

Social Media: Twitter FacebookInteractive Online Banners: YouTube (Behavioral Targeting based off previously watched clips) WebisodeTeasers

Print Ads

Why? Why? Why?

Our target is“on the go” + OOH offers 24/7 repeated message

Our target frequents the internet, spending 8

hours on average a day

Print publications in urban areas offer quick pick up for train/bus

reading again “on the go”


Geography

National

Seattle, WA

San Francisco, LA

Los Angeles, LA

Phoenix, AZ

Denver, CO

Dallas, TX

Atlanta, GA

Miami, FL

Washington D.C., WA

New York City, NY

Chicago, IL

Highly populated urban cities

Strong college student population


Webisodes

Concept: Reality series 5 completely different “characters” Showcasing 5 different “types” of characteristics that the specific dum dum flavors embody Why? This would be a good way to welcome ourselves into the lives of our target audience

They are use to being advertised to, so we will try a unique aproach unlike others(Research shows target are less likely to respond to obvious ads)

In hope sharing from one friend to another

Humorous aspect would resonate in the minds of our audience


Personalities

Chad Cherry Sasha Sour Apple Sally Sweet Tea

Betty Bubble Gum Michael Mystery Flavor


Character Teaser Storyboard

Character teaser:Every character will have their own commercial, where they are the main focus. These ad will show their personality and introduce them to the viewers. In this example, we will see Sally Sweet Tea, the mellow, nice southern belle, sitting on the porch, enjoying a Sweet tea dum dum. Then there will be a cut to black, along with a "bang" sound. It will cut to a scene of Sally in the Dum Dums house (scene from the show), juxtaposing her mellow personality with the chaos and drama she will face in the house.


Show Teaser Storyboard

Show teaser:There will only be one teaser that introduces the show as a whole. It starts of with text and a voice over stating "this spring". Then a montage of shots from the show will be seen. They will each introduce a character and their specific traits. For example Betty Bubblegum on a treadmill in heels, or Sasha Sourapple tripping someone. This will introduce the viewer to the overall idea of this "reality show" and it's characters. It will end with the show's tagline "unwrap the chaos".


Bio’s Sweet Tea “The southern belle” Name: SallyAge: 21Hometown: Cornsfield, AlabamaRelationship status: I’m looking for true loveOccupation: Student & Future Kindergarten TeacherInterests: Volunteer work, Baking cupcakesQuote: “I just want us all to get along! After all, sharing is caring!”

Sour Apple “The bitch”Name: SashaAge: 23Hometown: New York, NY Relationship Status: I don’t need anyone.Occupation: Bad-Ass BitchInterests: Boxing, breaking hearts, making friends ha just kiddingQuote: “If you cross me, I might just punch you in the face.”

Bubble Gum “The dumb girl”Name: BettyAge: 22Hometown: My home is like in a townRelationship Status: Is this like my Facebook status?Occupation: Full-time shopperInterests: Shopping, Searching for rich guys on sugardaddy.com and tanningQuote: “I’m confused I don’t make quotes thats for like Oprah.”

Mike Mystery “The mysterious one” Name: Mike Age: 23Hometown ChicagoRelationship status: I don't want to be tied downOccupation: BartenderInterests : Playing guitar, sports, mani & pediQuote: The man. The mystery.


Out of Home

Out of Home: Building Banners near college campuses in all 10 cities besides Chicago.Chicago place building banners in: South Loop, Wrigleyville, and Boystown - - Create buzz on the streets, attract groups of people - - Immediate impact hand out Dum Dums

Rest Room advertising - - Target audience is on the go, trying to stop them and see ads at any time possible

CTA Portals on Redline Train Station platform and inside - - Target audience is on the go using public transit, most likely to stop in see while waiting

Bus Shelters in South Loop/ Interactive Bus Shelter Quiz - - Again, on the go/most likely to stop in see while on their way to school, work, or to a club


Out of Home Installations Michael Mystery:State and WashingtonRomantic Table Dinner SettingPasserby's on street asked to sit downPresented with a covered silver platterInside is full of Mystery Dum Dums

Sally Sweet Tea:Grant ParkWooden Porch Swings Set Up Around ParkPitchers of Sweet Tea being served with new flavor Dum DumsUse of heat lamps to simulate warm, intimate southern night

Chad Cherry:Belmont and HalsteadStreet Stand handing out Dum Dums attached to condomsPop up mock bar area use of bright colors to coincide with rainbowneighborhood imagery


Interactive Bus Shelter

YOU ARE

MIKE

MYSTERY

So mysterious!

Everyones curi-

ous about who

you are, but

youll never

tell!

Even though

you dont say

much, your

striking good

looks are all

anyone needs to

see.


Online Social MediaTarget utilizes Twitter/Facebook to communicate with friends/loved ones.

Encourages sharing activities, favorite product

Integrating Dum Dum characters with Twitter/Facebook gives target way to integrate campaign with their real life


PrintSan Francisco, LA: San Francisco Chronicle

Los Angeles, LA: Mercury News

New York City, NY: Daily News

Chicago, IL: Red Eye, Reader

The following cities will also be included in the integrated marketing campaign

Denver, CO

Seattle, WA

Dallas, TX

Atlanta, GA

Miami, FL

Washington D.C., WA


Seasonality

April May June

July August

Introduce Print Ads in local readers/magazines

Teasers begin

Teaser continueWebesoide Airs middle of May;

Dum Dum Unwrapped; Unwrap the Chaos

Outdoor Installations during weekends Interactive Bus Shelters

Transit Ads roll outRestroom ads roll out

Outdoor Installations (during weekends)

Interactive Bus Shelters

Top of mind in summer& for Halloween candy

Webisode continues more plot developmentYouTube banners;

Dum Dum Unwrapped; Unwrap the Chaos

June ctd


ROI

*Buzz on Social Media* Sales after campaign ran

Trending Topic - Twitter feedsGoogle analytic more traffic to webpage


ad workshop

Documents

sweet tea dum dum

specific dum dum flavors

teaser storyboardshow

dum dums house scene

target audience

scene of sally

target ison

variety of flavors convience