jawbone presentation

ALEXIS MELLONS DENA JACKSON BECCA RONKETTY DAVID WITT

WEAR YOUR BRACELET

P R O U D L Y

Client: Jawbone UP24 System

Key Fact or Basis for Opportunity Jawbone UP24 has the best and most innovative software on the market, differing from other fitness bands by connecting with other specialized mobile device applications.

Principal Competition KeycompetitorsincludeJawbone’sUPandtheFitbitFlex,whichhavemanyfeaturessimilartoUP24ata lower cost but lack features such as Bluetooth capability and mobile app connectivity, respectively. The Nike+ Fuelband also shares many features, but is used more so by athletes than any other audience. Other Weight Tracker Apps such as MyFinessPal compete with the UP24 system because of the large audiencesimplylookingtotrackcaloriesandcardio.Consumersmayalsoseekouttheexpertiseofpersonaltrainers if they respond more successfully to human interaction. Lastly, UP24 competes with using no product at allbecausesomeconsumersfeeltheydon’tneedatrackingdevicetoassistintheirgoals.

Target Consumer/Prospect Profile Men ages 30-49 who are interested in health and fitness, but also have a strong connection to technology. They are smart and innovative personalities who lead active lives, both in the fitness world and in the business world. Theseconsumersareexpectedbytheirsocialgroupstoownthelatestandgreatestinmanytypesoftechnological devices. Their social value is gained through products such as these. When these consumers look tobuythesedevices,theyconsultfriends,expertsandonlineinformationtomakethemostinformeddecision.They wear their devices like badges of honor.

Consumer Benefit ByowningJawbone’sUP24system,theconsumerholdsthemarket’sbestinfitnesstrackingsoftware.This is especially stimulating for the target market. The system also allows the user to easily combine all of his or her fitness applications.

Advertising Problem or Consumer Barrier Much of the information found by this $129 band can be found by the free apps that connect to the band.

Advertising/Creative Objective Statement Advertisingwillportraytomenages30-49thatJawbone’sUP24systemcontainssuperiorsoftware.Byconnectingwithotherapplications,UP24istheonlybandthatofferseffortlessnessandlogictotheconsumer’sactive lifestyle, in comparison to other bands, which require added consumer effort.

Support Statement SupportwillbethatJawbone’snewestandbestsoftware,UP24,providesthemostaccurateinformationbyconnectingeasilytotheuser’sfavoriteapplications.

Mandatories Wear your bracelets proudly.

Creative Brief

Forourclient,wehavechosentoplaceafull-pageadvertisementinMen’sHealthmagazine.Withmorethan1.8millionreaders,Men’sHealthisamagazinededicatedservingtheneedsofmenandactsasaguidetomen’shealth,fitness,nutrition,style,sexandwomen.Accordingtothemagazine’smediakit,itstargetaudienceis men with a median age of 39.9 who are interested health and fitness.

Advertisingwillportraytomenages30-49thatJawbone’sUP24systemcontainssuperiorsoftware.Byconnectingwithotherapplications,UP24istheonlybandthatofferseffortlessnessandlogictotheconsumer’sactive lifestyle, in comparison to other bands, which require added consumer effort.

These three advertisements achieve the objective stated above because they are meant to portray the target audience, which includes men 30-49 who are physically and professionally active. The man in the advertisements is wearing either a suit or workout gear in order to portray this. The objective statement is supportedinthethreeadvertisementswithdifferentadvertisingcopy.Thisisexplainedbelow.

The copy in the first advertisement specifically achieves this objective because it speaks to an active businessman with phrases such as “climbing the stairs.” It also highlights the superior software in the UP24 system.

The copy in the second advertisement specifically achieves this objective because it emphasizes the ability of the UP24 to connect with other applications, a feature that sets the band apart from its competitors. It also speaks on success and achievement, a feature coveted by the target audience.

The copy in the third advertisement specifically achieves this objective because it specifically speaks on superiority of the technology. It also has a recognition factor, which is important in the campaign.

Magazine Advertisements

Pick up where you left off.Theroadtofitnessdoesn’talwaysendatthe

gym. Activity comes in all shapes and sizes, like climbing the stairs to work. Tracking

this and everything in between, the superior software in UP24 is with you

every step of the way.

Wear your bracelet proudly.

jawbone.com

Get UP and get connected.Using your favorite applications, UP24 makes it easy to log your daily meals. Simply search and click, and watch your healthy decisions stack up. Stay connected to your favorite apps, and never let your hard work go to waste.


jawbone.com

Turn more than numbers on a pedometer.Whether clean or unkempt, fresh or rancid, when you wear

your Jawbone UP24 fitness-tracking band, you always look and feel your best. Using the band that stays as active as you,

turn heads, and


jawbone.com

Copywriters:

Objective StatementAdvertising will portray to men ages 30-49 that Jawbone’s UP24 system contains superior software. Byconnectingwithotherapplications,UP24istheonlybandthatofferseffortlessnessandlogictotheconsumer’sactive lifestyle, in comparison to other bands that require added consumer effort.

Support StatementSupportwillbe that Jawbone’snewestandbest softwareUP24,provides themostaccurate informationbyconnectingeasilytotheuser’sfavoriteapplications.

Radio Advertisement One: “The Pitch: Businessman’s Typical Day,” featuring Chris Traeger from Parks andRecreation.

Radio Station: Mike & Mike in the MorningJustification: Mike & Mike is a sports-oriented morning talk show. It is produced by ESPN and features segments that appeal to the target audience, which is men ages 30-49 who are interested in sports and business. These segments include those featuring top news stories, informative question and answer piecesandpredictions for sportsevents. The show runs fromsix to10 in themorning,prime time forcommuters. As this show has been running for over 15 years, it is relatively well-known station, especially by those who watch ESPN.

Radio Advertisement Two:“TheSituation:ANewMan,”featuringcomedianKevinHartandactorBorisKodjoe.Radio Station: CBS RadioJustification: In addition to a sports-oriented radio show, the group wanted to include a radio station more focused on news and business. The target audience is composed mainly of businessmen who would also be interested in the latest news stories. CBS radio has more than one hundred local stations around the country and is heard by 72 million people. It is sponsored by a trusted source and is broadcast to a diverse range of listeners.

Radio Advertisements

CLIENT: JawbonePRODUCT: UP24 SystemTIME: :60TITLE: “ThePitch:Businessman’sTypicalDay”COPYWRITERS: AlexisMellons,DenaJackson,BeccaRonketty,DavidWitt

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CHRISTRAEGERFROMPARKS & RECREATION:

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ANNCR:

BUZZ OF SMART ALARM (2 SECONDS)

My day starts with Jawbone UP24. (3 SECONDS)

INBACKGROUND:RINGSONSHOWERCURTAINCLINGTOGETHER.WATERCOMESONINSHOWER

I take it literally everywhere. (2 SECONDS)

IN BACKGROUND: TRAFFIC ON A BUSY CITY STREET

It comes here, too, as I walk to work, turning heads. (7 SECONDS)

IN BACKGROUND: FEET RUNNING UP STAIRS

The smart technology tracks my steps and continuously relays my progress to my phone. (7 SECONDS)

IN BACKGROUND: TYPING ON A COMPUTER KEYBOARD

SoevenwhenI’mhere,Icankeepupwithmyactivity.(6SECONDS).

IN BACKGROUND: OFFICE PHONES RINGING AND COPYMACHINES. IDLEALARM BUZZES (1 SECOND).

Oh! The idle alarm is literally telling me to get moving. (6 SECONDS)

METAL DOOR CLOSES (1 SECOND). IN BACKGROUND: RUNNING ON PAVEMENT

In the evening, my Jawbone runs with me. It’s literally up 24/7 to helpaccomplish my daily goal of 10 miles. (11 SECONDS)

IN BACKGROUND: RUNNING FADES TO SILENCE

Jawbone’sUP24fitnesstrackingsystemcontainssuperiortechnologyandgives the most accurate information available. Get yours online or at a local retailer today, and wear your bracelet proudly. (14 SECONDS)

CLIENT: JawbonePRODUCT: UP24 SystemTIME: :60TITLE: “The Situation: A New Man”COPYWRITERS: AlexisMellons,DenaJackson,BeccaRonketty,DavidWitt

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ANNCR:

KEVIN:

TELEPHONERINGS(2SECONDS)

Hey,what’supKev?(2SECONDS)

Notmuch.What’sgoin’on?(3SECONDS)

Thinkingaboutgoingtothegym.Wannago?(3SECONDS)

Idon’tneedtogotothegym.I’vegotthiscoolbracelet.(7SECONDS)

Abracelet?Whatareyoudoingwearingabracelet?(5SECONDS)

Bro.No.It’snotjustanybracelet.It’saJawboneUP24.Ittracksmyactivity,sleep and diet. And it connects to all my fitness apps. (12 SECONDS)

Idon’tknow,man.Youcan’tbe...(4SECONDS)

Stop.UP24’sreallyinnovative.I’mturningheadsalldaywithitssleekde-sign. (6 SECONDS)

So...whatdidyousayitwascalled?(4seconds)

Using superior technology and connecting to your favorite apps, Jawbone UP24 is the best in fitness tracking. (8 SECONDS)

Get yours, and wear your bracelet proudly. (4 SECONDS)

Find recordings of these advertisements at:

Copywriters: AlexisMellons,DenaJackson,BeccaRonkettyandDavidWitt



“The Man”: ThiscommercialfeaturesAloeBlacc’s“TheMan,”whileshowingacomparisonbetweentwolives,one with the Jawbone UP24 and one without.

Television Channel: ESPNESPN is the most well known sports network on TV right now. Anyone who is interested in watching fitness-related shows will find them on ESPN. The network has more than 115 million viewers every month, giving Jawbone a huge audience.

Television Script and Storyboard

CLIENT: JAWBONE (UP24)TITLE: THEMAN 1X:30DATE: DECEMBER 2, 2014AIR DATE: APRIL 1, 2014PRODUCERS: ALEXIS MELLONS, DENA JACKSON, BECCA RONKETTY, DAVID WITT

VIDEO

[1] MS: Woman 1 puts on bracelet while looking in mirror, looks drowsy.

[2]MS:Manstandsinmirror,looksspritely.Headjusts his Jawbone.

[3] MS: A door is pulled closed from outside.

[4] Est. LS: Man walks on street, is looking at his phone. Woman 2 checks man out. Woman 1 is in the background, also walking, while digging through her purse.

[5] O/S: UP24 app counts his steps.SUPER: “Bluetooth Connection / Automatic updates with UP24”

[6] CU: Man sits at office desk. Woman 1 brings him a piece of mail and hands it to him with the arm with the bracelet. Man retrieves the mail with the arm with the Jawbone. It buzzes. SUPER: “Idle Alarm / To keep you moving.”

[7] LS: Man and Woman 1 are in break room eating lunchatseparatetables.Heeatsahealthymealand she eats an unhealthy meal.

[8] O/S: Phone- food entered in MyFitnessPal app, and then sees the meal on the UP24 app.SUPER: “App Connectivity/ Your apps sync with UP24.”

[9]LS:ManandWoman1areatthegym.She’swalking on a treadmill and he runs on a treadmill.

AUDIO

[1]SFX:ALOEBLACC’S“THEMAN”PLAYSTHROUGHOUTTHECOMMERCIAL

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[6] SFX: DRAMATIC BUZZING NOISE

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-MORE-

VIDEO

[10]O/S:Helooksathisphonetocheckhisgoal.SUPER: “Goal Settings/Stay Motivated.”

[11] CU: gym bag drop on living room floor.

[12]MS:Woman1sleeps.Shetosses,andshe’swearing an eye mask.

[13] MS: Man sleeps soundly. The moon shape on the band glows. SUPER: “Sleep Tracking/Better rest over time.”FADE

[14] SUPER: Jawbone logo.“Wear your bracelet proudly.”“Find yours online”FADE

AUDIO

[10]

[11]

[12]

[13]

[14]

Page 2 of 2

CLIENT: JAWBONE (UP24)TITLE: THEMAN 1X:30DATE: DECEMBER 2, 2014AIR DATE: APRIL 1, 2014PRODUCERS: ALEXIS MELLONS, DENA JACKSON, BECCA RONKETTY, DAVID WITT

Client: JawboneSpot Name: More than a bracelet

Producers:AlexisMellons,DenaJackson,Becca Ronketty and David Witt

[1]SFX:ALOEBLACC’S“THEMAN”PLAYSTHROUGHOUTENTIRECOMMERCIAL.

[2]

[3] [4]

Page 1 of 3

[5] [6] SFX: DRAMATIC BUZZING NOISE

Bluetooth Connection

Automatic updates with UP24

Idle Alarm

To keep you moving



Page 2 of 3

[7]

[9] [10]

[11] [12]

App Connectivity

Your apps sync with UP24

Goal Settings

Stay Motivated

[8]

App Connectivity

Your apps sync with UP24

[13]

Sleep Tracking

Learn more about your sleep



Page 3 of 3

[14]


Find yours online.




“The Perfect Companion”: These four billboards contain headlines that feature nouns and adjectives that could describeaman’sperfectcompanion.ThesubheadingexplainsaproductbenefitoftheJawboneUP24.Lastly,these four billboards feature screens from the UP24 app that complement the benefit.

“Wear Yours Proudly”: Using the campaigns slogan, these billboards provide reasons for buying a Jawbone UP24. The four billboards also feature a businessman running, which speaks to a magazine advertisement cerated earlier in the campaign.

Outdoor Advertisments

OVERNIGHTER.SUPERIORSLEEP-TRACKINGTECHNOLOGY

WAKE UP CALL.SUPERIORSMARTALARMTECHNOLOGY

LUNCHDATE.SUPERIORCALORIECOUNTINGTECHNOLOGY

PERSONAL TRAINER.SUPERIORACTIVITY-TRACKINGTECHNOLOGY

BRACELETS FOR FEARLESS PERSEVERANCE. WEAR YOURS PROUDLY.

BRACELETS FOR COURAGEOUS SPIRIT. WEAR YOURS PROUDLY.

BRACELETS FOR UNLIMITED POSSIBILITIES. WEAR YOURS PROUDLY.

BRACELETS FOR INFINITE DEDICATION. WEAR YOURS PROUDLY.




Mobile Game: UP Your Game is a Mario-esque video game featuring a businessman who runs through “life,” avoiding hurdles such as coworkers, meetings, bosses and unhealthy food.

Website Banner: The basic idea for this banner ad is to get website viewers to think about how long they stay on the Internet. It will mimic the Idle Alarm found on the UP24 band by flashing a moon-shaped icon when the viewer has been on a participating website for more than five minutes.

HuluAdvertisement:This 30 second digital advertisement depicts a struggle between a man and the will to be active.

Digital/Interactive Advertisements

UP Your Game - A mobile game for Jawbone users

UP Your Game is a Mario-esque video game featuring a businessman who runs through “life,” avoiding hurdlessuchascoworkers,meetings,bossesandunhealthyfood.Hehastostayaliveinordertorunacertainamountofstepsbeforethenextlevelstarts.Inthecorner,Jawbone’sgoalbarwillcountthepercentageofsteps the businessman takes. The game will feature 24 worlds, and each world will have 24 levels. As the player makes his or her way through different sets of levels, the color of the UP24 band will change, indicating different levels of superiority in the game. With each new world, the band color will reset. Inadditiontonumberofsteps,theplayerwillhavetowatchthebusinessman’sfoodscore,whichgoesup when he eats healthy food (carrots, fish, etc.) and goes down when he eats unhealthy food (pizza, chips, etc.). Coins will also be used in this game, as they are in Mario. The player will have the opportunity to collect these coins throughout the different levels. These coins will be used to “buy” locked levels and different super powers. This is not the only way players may acquire coins, however. Like the UP24 app connects with other fitnessapps,thisgameappconnectswiththeUP24app,andtheplayerreceivesextrapointsforgoodhabits. As in Mario, some levels will allow the businessman to jump down a Warp Pipe (green pipe) to enter a bonus round, and here he will have the opportunity to eat a lot of healthy food, raising his food score. LinkstothisappwillbefoundonJawbone’ssocialmediaplatforms,itswebsiteanditsexistingmobileapp.ItwillbeexclusivelyavailabletoJawbonecustomers,andtheywillonlybeallowedtoplayoncetheysigninwiththeirexistingJawboneaccount,whichisconnectedtothecustomer’sband. Alsothroughsocialmedia,playerscanviewtheirfriends’scoresandbandcolors,allowingforabitoffriendly and healthy competition. Thisgame’s“bigkick”istheplayerwillonlybeallowedtoplayacertainamountoflevelseachday.Oncetheplayerhasreachedhisorherallottedplaytime,theapp,whichsyncswithJawbone’sexistingtrack-ing app, will encourage the player to get out and be active while also reminding the player where he or she lies in relation to his or her daily goals.

BannerAdvertisementonMen’sHealthMagazine

Jawbone’sUP24banneradwillbefoundonwebsitessuchasMen’sHealthmagazine(menshealth.com),Gentlemen’sQuarterly(gq.com)andFacebook(facebook.com). The basic idea for this banner ad is to get website viewers to think about how long they stay on the Internet. It will mimic the Idle Alarm found on the UP24 band by flashing a moon-shaped icon when the viewer has been on a participating website for more than five minutes. When the viewer hovers over this moon-shaped icon, a banner will appear on the screen. The banner will say, “You got our attention,” going off what the rest of the campaign has been saying aboutrecognition.ItwillthengoontotalkabouthowUP24’ssuperiortechnologytracksmovementandmanyotheraspectsoffitness,sotheviewercangooutandgetotherpeople’sattention.Thebannerwillalsohave a call to action, leading viewers to the Jawbone website if they want more information. Copy:“Youcaughtourattention./Wenoticeyou’vebeenhereawhile.UP24’ssuperiorIdleAlarmtechnology tracks your activity (or inactivity) and reminds you to get moving. / Jawbone UP24 / Wear your bracelet proudly. / Visit Jawbone.com”

UP24

UP24

UP24


Wenoticeyou’vebeenhereawhile.UP24’ssuperiorIdleAlarmtechnologytracks your activity (or inactivity) and reminds you to get moving.

You caught our attention.

Visit Jawbone.com

CLIENT: JAWBONE (UP24)TITLE: BATTLEOFTHEBAND 1X:30DATE: DECEMBER 2, 2014AIR DATE: APRIL 1, 2014PRODUCERS: ALEXIS MELLONS, DENA JACKSON, BECCA RONKETTY, DAVID WITT

VIDEO

[1] MS: Guy sits in front of the computer at work. You can see glow of television show on his face.

[2]CU:Band’sIdleAlarmflashes

[3]MS:Guytriestoignoreband’sbuzzing

[4] CU: Band keeps flashing

[5]MS:Guytriestoignoreband’sbuzzingagain

[6] CU: Band keeps flashing

[7]MS:Manlooksupatcomputer.Helooksdistraught.Hedecidestoturnoffthecomputer.

[8] CU: Man walks out of cubicle.

[9] LS: Man walks around getting work done in the office. SUPER: Transparent black overlay covers screen.

[10]SUPER:“Whenyou’reprocrastinating,youwatchHulu.Whenyou’reproductive,peoplewatchyou. Wear your bracelet proudly.”SUPER:Jawbone’slogowithlinktowebsite

AUDIO

[1]SFX:BACKGROUNDNOISEFROM“THEFLASH”T.V.SHOW


[3]SFX:T.V.SHOWBACKGROUNDNOISECONTINUES


[5]SFX:T.V.SHOWBACKGROUNDNOISECONTINUES


[7]T.V.SHOWSOUNDSTOPS

[8] DOOR CLOSES

[9] INSTRUMENTAL MUSIC AND OFFICE SOUNDS FEETHITTINGTHEPAVEMENTUNTILENDOFCOMMERCIAL

[10]

ALEXIS MELLONS DENA JACKSON BECCA RONKETTY DAVID WITT

WEAR YOUR BRACELET

P R O U D L Y

jawbone presentation

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