GrolschAnd

Adler Planetarium Mid Term Project

Jill Bichner

IMC 447

Creative Campaigns

June 22, 2009

Creative Brief

Overview:

• Max Adler was a Sears stockholder who wanted to donate money in order to create richer and more meaningful lives for Chicago’s citizens. At the time thoughts were that the planets and stars were too far removed from general knowledge. With Mr. Adler’s help the Adler Planetarium opened on May 12, 1930.

• The Adler Planetarium holds one of the world’s best collections of astronomical artifacts, including the world’s oldest window sundail.

Creative Brief

Who:

• Men and women between the ages of 23 and 40 both single and with families who at a younger age, were fascinated by the solar system. These consumers are looking to rekindle that fascination and or to pass it on to their children. These men and women are of middle to upper class, are well educated and enjoy the learning experience of museums like the Adler Planetarium.

Creative Brief

What:

• There is currently a disconnect between the knowledge the consumers have about the solar system. (Pluto was still a planet when these consumers were of school age.)

What:

• We want these men and women to realize how their lifestyle has changed since the days when they were awed by the solar system. We want to inspire them to discover the changes in our solar system throughout the years as well as to rediscover their fascination for the universe.

Creative Brief

Why:

• Rational reason: New discoveries are constantly being found and consumers knowledge is out of date.

• Emotional Reason: We want consumers to remember their fascination with the solar system, by visiting the Adler Planetarium consumers will go beyond their ordinary every day lives to explore the extraordinary.

Creative Brief

Tone:

• Advertising will use a slightly humorous, yet rational appeal in order to gently remind consumers that their knowledge of the solar system may be outdated.

Spend some time under our stars this holiday.

Spend time with the family and warm up your

imagination this holiday at the Adler Planetarium.

www.adlerplanetarium.org 1300 S. Lake Shore Drive Chicago, IL Hours: Monday-Friday 10:00AM-4:00PM Saturday-Sunday 10:00AM-4:30PM

Hollywood isn’t the only place to be star-struck.

We have more stars than Hollywood Boulevard and they’ll inspire just as much awe. Come discover the vast, ever changing universe at the Alder Planetarium.

www.adlerplanetarium.org - 1300 S. Lake Shore Drive Chicago, IL Hours: Monday-Friday 10:00 AM-4:00PM Saturday and Sunday 10:00AM-4:30PM

Our stars awaken you in a whole new way.

Discover a new start to your day at the Adler Planetarium and awaken yourself to all the universe has to offer. www.adlerplanetarium.org - 1300 S. Lake Shore Drive Chicago, IL

Hours: Monday-Friday 10:00 AM-4:00PM Saturday and Sunday 10:00AM- 4:30PM

Creative Brief

Who:

• “John” is in his late twenties, lives in the city, works in sales. A sociable guy, John loves going out. Often he’ll have a couple beers at the corner bar or at home, after work. He’ll order the beer he drank in college, the one most of his buddies drink-Bud lite.

Creative Brief

What:

• Saturday night is a big night for John. He joins friends for a drink before heading out to a stylish club or bar. Here, he might switch to imported bottled beers- probably Stella or Heineken- to impress others and set himself apart from the crowd.

• We want John to recognize that ordering Grolsch is better than ordering any other beer. We want him to believe that by ordering Grolsch at a stylish bar or club, he’ll feel cool, daring and individual.

Creative Brief

Why:

• Rational reason: Grolsch is a unique, full-bodied but not heavy Dutch beer. It comes in a stylish, impressive bottle.

• Emotional reason: Grolsch is different, a beer that really stands apart. This is a beer that says, “I’m a sophisticated guy who is not afraid to try something new.”

Creative Brief

Tone:

• Bold, slightly irreverent, youthful but worldly.

For the import in you.For further information-www.grolsch.com Please drink responsibly.

Your Italian leather shoes, your Dutch beer

For further information-www.grolsch.com Please drink responsibly. For the import in you.

Your Cuban cigar, your Dutch beer.

For the import in you.

Your British sports car, your Dutch beer.

For further information-www.grolsch.com Please drink responsibly