The Client

Overview of FrogBox

FrogBox is a company which provides durable, eco-friendly, and convenient plastic boxes at a reasonable price to customers. The boxes are dropped off at the customer's location by FrogBox staff, and picked up upon request.

The Brand

The FrogBox brand is represented by an unnamed mascot who is a frog. The brand has a reputation of being ecologically friendly, convenient, and enlightened. The Brand has a few assets, including it's logo, mascot, and various advertisements and banner ads.

The Market and Competitive Environment

UHual is a competitor to FrogBox. They are a moving supply service, however there are a few key differences between it, and FrogBox. Firstly, they only distribute cardboard boxes, which are significantly less durable and eco-friendly than the boxes used by FrogBox. They also charge for the delivery of the boxes, while they do not include box pick-up. They also have a higher cost for the boxesalone. A standard “Bedroom Bundle”, as offered by most services of this nature is 60$ more expensive than FrogBox, while the services provided give less than FrogBox.

The Box Guys are another competitor. They are a supply and storage company that again, only distribute cardboard materials. Their selection of boxes is very limited, unlike FrogBox and Uhual, but their average price is as well. They however, like Uhaul charge for delivery of boxes, and do not do pick-ups, while not offering any services like FrogBox that ensure a less stressful move.

Green Box Rental is the final competitor to FrogBox. They only have locations in Toronto and Barrie, and use boxes very similar to FrogBox. However, they charge for delivery and pick-up of boxes, and have additional fees for stair and elevator use. The boxes provided also, while a lot like FrogBox, do not have the same selection of convenient boxes like FrogBox, and offer a very small moving range.

The Target

For the Target Audience, there is no restriction on the demographic. Generally, the average customer will be upper to middle class adults who have moved before. They work a standard 9-5 job and most likely live in the city or suburbs. These people have moved a few times in the past and are looking for away to make the move a little less stressful. They care for the environment as well.

A stereotypical customer, such as “Billie” is eco-friendly, showing this by driving a Prius. They enjoy watching house renovation shows and are passionate about the way their home looks and they spend a lot of time flipping through Real Estate catalogues because they are looking for the home of their dreams. They have passed the party stage in their lives and are looking to stay settled or settle down. Asmentioned before, this customer has already gone through a bad move, and this time, they want to do it right. After researching all the options, they find that the most convenient, practical, and easy method which would solve almost all their problems is FrogBox.

Message Strategy

FrogBox provides consumers with the answer to messy, unorganized, expensive, slow, and ecologicallydamaging moves. FrogBox lets the consumer start their move quickly and efficiently, provides convenient storage for all their possessions, and a secure container for each that will ensure the safety of the things being moved, without the increased cost, both financial and ecological. This is the basis ofthe message strategy. Since FrogBox is going to be targeting people who are not first time movers, theymessage should be centered around fixing problems the customers have already experienced. Organization, expense, the structural integrity of the boxes, and how to obtain and get rid of the boxes are all things the customer is interested in. An ecologically friendly company is just going to be an added bonus which will make the customer think they are caring and intelligent, associating more positive feelings with FrogBox.

Creative Strategy

In the various video advertisements, we will show 3 different people undergoing a move. The screen will be split in half throughout the ad, showing a condensed moving process, comparing a stereotypical,unnamed moving company, and FrogBox. The standard moving company scenario will show a variety of different mishaps concerned with the procedure most moving companies take. The FrogBox scenariowill showcase how positive, easy, and effective moves are with FrogBox, and how the unique aspects of FrogBox will impress the consumer. At the end of the ad, the non-Frogbox (left) scenario will end in the misery of the consumer, and the FrogBox (right) scenario will show a content and happy customer, just moved into their clean, new pad.

This creative strategy is designed after the Message Strategy, reminding customers of how bad that firstmove can be, and how FrogBox will make it better. Through these ads having so much contrast, the target audience will become curious, and if they are about to go through a move, will at the very least research FrogBox, since all the inconveniences shown in the ad are things they are already imagining, and looking for solutions to.

Creative Executions

TV Commercial Storyboards

The concept for this campaign is showing two parallel events happening in which one person decides touse FrogBox, and not to use FrogBox. The consequences are shown, with the person on the left being the scenario where the character doesn't use FrogBox, and all the troubles and misfortunes which befallthem. The same character on the right, in a different set of events which chose FrogBox experiences nothing but convenience in relation to price, interaction with staff, organization, conscience (in relation to ecology), durability of the boxes, and with the entire move. The various TV ads will feature differenttroubles and misfortunes happening to the version of events on the right, and the benefits of FrogBox will be highlighted on the left. Being a smart consumer will be emphasized near the end. The same instrumental music will play in the TV ads, and the same narrator. For print and out-of-home ads, clips of the TV ads will be used, with titles written on them such as “It doesn’t have to be like this” On the left side which will make the target audience see that the smart choice is to go with FrogBox. Each ad will be 30 seconds long.

Print Ads

These advertisements, posters, magazine ads, and banners will all be the final scene from the TV commercials. The text “It doesn’t have to be like this” will appear on the ad, as well as the FrogBox logo, and their slogan; “From one pad to another”.

Out-of-Home Executions

As Billboard ads will be used, they will follow the same idea as the Print Ads. The final scene from the TV commercials will be used, with the text “It doesn’t have to be like this” appearing on the ad, as wellas the FrogBox logo, and their slogan; “From one pad to another”.

KANZA NEEDS TO GIMMIE INFORMATION ON HER PLANS!

Online

Explain your online strategy and programs here. Remember you’re planning for the year. If you are doing banner ads, or other forms of online advertising, show the creative here.

Media Plan

Your media plan goes here. You have to explain your media strategy in words, justify your choices, then show the spreadsheet with the details.