Alpha Sporting Equipment

Advertising campaign Neff Industries

Alpha is…

• Exiting • The new direction• Advanced• One step ahead • Innovative• Revolutionary• The future• Number one

Other sporting brands are…

• Old• Repetitive• Overrated• Unsatisfying• Low quality• Boring• Living in the past• Un Original

Our Advantages

• Ability to create a new identity• Can create “shock value”• Can offer something “new/different”• No bad reputation

Our Dis Advantages

• Unknown• Not trustworthy• No reputation• Risky• Lots of competition

Target audience

Men and women athletes ages 13-50• People under 13 aren’t old enough to make

their own decisions • People over 50 generally do not play sports at

an intense level

What do people look for when buying sports equipment?

• Quality• Safety• Price• Innovation• Visual appeal• Something new• Recommendation

What is a current theme/problem in the world of sports?

Injuries• Recently in the world of sports, injuries has

been an increasingly more serious and talked about issue.

• We will take this and use it to our advantage

“24,800 total days spent on the disabled list in 2011”

“NHL concussions at an all time high”

Announcer: “and Crosby’s down on the ice!”

“There is an x amount of injuries per football game”

“Players are bigger, faster, and stronger”

“sports have evolved and so must we”

“It’s time we take back what’s ours”

Next scene

Shows hockey player with head down, and then putting an Alpha helmet on and looking up at the camera slowly

epically

Next scene

• “introducing Alpha technology” (shows line of different Alpha sporting equipment)

Next scene

Alpha…

Bring back the fight

Themes of the commercial

• New technology• Focus on problem of injuries and relating it to

sports equipment• Sports have evolved and so must sporting

equipment• Intense speaker/music in background• Shots of professionals using other equipment

and failing

Advertising techniques

• Facts and figures• Simple solutions• Card stacking• Glittering generalities• Magic ingredients

Text of Poster

• Intimidating hockey player with green eyes• “Bring back the fight”• “introducing alpha technology”• Alpha sports equipment• Alpha logo• Green and black colors

Campaign purpose

• Show that our product is more safe, durable, and advanced than others.

• Inspire people to believe that Alpha will save the day.

• Convince consumers that Alpha will help them push themselves while being safe

• Demonstrate that other brands are inferior• Make people remember Alpha