phase ii presentation yuban. yuban phase ii 8.7.2007 amanda elaine jeff lauren lily
TRANSCRIPT
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PHASE II PRESENTATION
YUBAN
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YUBAN PHASE II
8.7.2007
amanda
elaine
jeff
lauren
lily
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AGENDA
WHAT’S THE BIG IDEA
WHO WE ARE
HOW WE WORK
WHY YB
Strategy Recap
Brand & Packaging Considerations
Conclusion & Future Insights
OnlineCollegeCity In-store
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What’s the big idea?Strategy Recap
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It’s e a s i e r
to be g r e e nthan you
t h i n k.
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TARGET ANALYSIS
WHAT IS NEEDED?
THE BIG IDEA
CREATIVE STRATEGY
Ground Coffee for Gen-Y I Inexpensive AND Green
Value in Certifications I Visible & Tangible Impact
simplicity
SUSTAINABILITY OVERVIEW
WHAT IS MISSING?
US COFFEE MARKET ANALYSIS
WHAT IS MISSING?
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manifest.
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introducing
the yb campaign.
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OBJECTIVE
Our objective is to generate Yuban awareness.
ACTIONABLE
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YUBAN SALESINNER-DIALOGUE EXTERNAL DISCUSSION CONSUMPTION HABITSGENERATE AWARENESS
MARKETING & COMMUNICATION GOAL
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OBJECTIVECampaign Description Drive Awareness Short-Term Sales Brand AdvocacyANNOYING
CATCHY
CLEVER
COMPLEX
CREATIVE
EXTREME
FLASHY
FUNNY
GLAMOROUS
HAPPY
HONEST
INSPIRATIONAL
MEANINGFUL
ORDINARY
OVERWHELMING
RELAXING
TRITE
Think Dove Real Beauty Campaign
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YB Campaign
Product & Brand Online College Tour City Tour In-Store
-Packaging Redesign-Brand Partnerships
-Website Redesign-Search Optimization-Banner Ads
-Newspaper Packages-YB Coffee Station-Free Coffee-Mug Give-Away-Green Screen
-Public Transit Advertising
-Aisle Takeovers-Thought Bubbles
yb campaign
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Who we are.Brand & Packaging Considerations
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PACKAGING
BROWN LIME GREEN
CAN BAG Our Parents
Old
Industrial
Modern
Recyclable
Fun
Bland
Just Coffee
Ordinary
Youthful
Fun
Energy
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PACKAGING
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PARTNERSHIPS
BRAND ASSOCIATIONS
DRIVE CONSUMERS TO STORE
TOOL FOR BREWING COFFEE
PROMOTION OF PRODUCTS
SIMPLE & MODERN
BOTH PRODUCTS SOLD AT TARGET
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How we work.Online Presence
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WEBSITE
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WEBSITE
YUBAN- ORDER YUBAN PRODUCT AND MR. COFFEE BREWERS
- CHOOSE WHERE YOU WANT YOUR PROCEEDS TO GO
- HOW-TO-BREW
- ABOUT US (360 BRIEF TONE)
SIMPLICITY- TIP OF THE DAY
GREEN- INTERACTIVE CALCULATOR (COST SAVINGS & DAILY IMPACT)
- DOWNLOADABLE CHECKLISTS (ROOM, DAILY LIFE, FOOD, TRANSPORTATION)
THOUGHT- VIEW COLLEGE TOUR VIDEOS THROUGH YOUTUBE
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ONLINE
YOUTUBE FRONTPAGE TAKEOVER
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we bought this ad so you could think about something else. yuban.
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we bought this ad so other advertisers won’t pester you. yuban.
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don’t worry about clicking this. yuban.
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ONLINE
Budget Travel: East Coast & Midwest: Entertainment/Gossip: Social Networks:
CONTEXTUAL TARGETING
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ONLINE CONTEXTUAL TARGETING
Nightlife: Apartment & Job Search: Environmentalism: Sports:
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ONLINE
we bought this ad space so that you could think about something else. yuban.
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How we work.College Tour
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COLLEGE TOUR YB COLLEGE TOUR: 1 week at 8 US colleges
UC Berkeley
U. of Colorado
U. of Texas
U. of Georgia
U. of Michigan
Penn State
U. of Maryland
U. Mass
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COLLEGE TOUR
YB COLLEGE TOUR: Tactics
- School newspaper mystery package
- Facebook Flyers
- Thought Bubbles
- Yuban Stand
- Free coffee all week (no cups)
- Yuban insulated mug give away
- “Overwhelming” green screen
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COLLEGE TOUR
NEWSPAPER KIT
yb overwhelmed?
Yuban is a well established coffee brand which has been
a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years.
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COLLEGE TOUR
SCHOOL SPECIFIC FACEBOOK BANNER
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COLLEGE TOUR
CAMPUS THOUGHT BUBBLES
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y boverwhelmed?
u n p l u g*
yb.com
y boverwhelmed?
t u r n o f f*
yb.com
y b overwhelmed?
d r i v e l e s s*
yb.com
y boverwhelmed?
w a l k*
yb.com
y boverwhelmed?
r e u s e*
yb.com
y boverwhelmed?
t h i n k*
yb.com
THOUGHT BUBBLES
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COLLEGE TOUR
BOOTH DESIGN
y b overwhelmed?
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COLLEGE TOURINSULATED MUG GIVE AWAY
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COLLEGE TOUR
GREEN SCREEN
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COLLEGE TOUR
GREEN SCREEN
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COLLEGE TOUR
GREEN SCREEN
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y bintermission
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How we work.City Tour
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CITY TOUR
YB CITY TOUR Denver
San Francisco
Atlanta
New York
Boston
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CITY TOURPUBLIC TRANSIT ADVERTISING
we bought this ad so you could think about something else. yuban.
RATIONALE
- Our generation will go home and find out what Yuban is
- Our generation is curious and will ask others what it is
- Success demonstrated with Windorphins campaign
- Can be used as billboard advertising
- It is simple, refreshing, and breaks the clutter
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CITY TOUR
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CITY TOUR
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CITY TOUR
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How we work.In-Store Tactics
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IN STORE
y boverwhelmed?
walk more*
*it’s easier to be green than you think.find out more. www.yb.com
go natural*
use less water*
drive less*
unplug*
OTHER MESSAGING
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IN STORE
y boverwhelmed?use less water*
*it’s easier to be green than you think.
find out more.www.yb.com
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I dare you to trysomething
d i f f e r e n t.
y b reckless?consume
responsibly.
y bpredictable?
try somethingn e w.
It’s my favorite brand,but is it
g r e e n?
What doess u s t a i n a b i l i t y
mean to me?
What I buy doesn’teffect the Earth,
d o e s i t?
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Why yb.Conclusions & Future Insights
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BUDGET
PACKAGINGInitial Outlay and Production of Sample Size
$205K
ONLINEWebsite Build $300KYou Tube Homepage and Search
$200KGoogle Paid SearchContextual Targeting (MySpace)Facebook $250K
COLLEGESStand $150KTransportation Costs $50KStaffing ($3,000 each, 8 people)
$20KGreen Screen Capabilities and Booth $10K Insulated Mugs Giveaways
$10KThought balloons
$5K
CITIESPrinting Costs $100KPublic Transportation Takeovers
$600K
INSTOREAisle Buys (including production costs)
$1,000KPrint Messaging
$100K
TOTAL $3 million
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future insights.
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y b just a campaign?
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WHAT IS OUR TASK? Generate awareness of Yuban.
HOW WILL WE ACCOMPLISH THIS? Tap into the “dual consciousness” of the target audience by providing them with an appealing product (inexpensive, tasty, caffeine fix) that is also good for the environment. Simplify information relating to sustainability to allow consumers to make a small difference every day.
WHAT ARE THE CHALLENGES? Communicate the benefits of brewing coffee Combat “Starbucks Syndrome” ( image-conscious, convenient consumption) Establish brand image
WHO ARE WE TALKING TO?18-24 year olds who have a dual consciousness: they live for today but are worrisome about the future. Price, convenience, taste, and trends are key in their food choices. They love to treat themselves in every aspect. They are consumed with technology, gathering information, multitasking, and pop culture. Largely image-conscious and self-centered, with a rat-pack mentality, they want to fit in. Despite this, they are searching for a change and for a sense of integrity. Although their actions are not always sensible, these consumers are smarter than what they do. They believe in themselves and their capabilities, but until now being active in the green movement seems too overwhelming.
IF WE COULD CONVINCE THEM OF ONE THING, WHAT WOULD IT BE?It’s easier to be green than you think.
This big idea incorporates: simplicity, sustainability, and thought. It speaks to our primary goal: generating internal and external dialogue surrounding how generation y consumes.
WHAT IS OUR TONE?“Start to change the world every morning”
We are an honest, simple, and refreshing voice in an overwhelmed world. We are a call to consumers to question their actions. We are about simple language, not buzz words. We are not the firefighter who saves the child from the burning building, but rather, we are the stranger who holds the door for a couple of extra seconds. We are that kid in class that raises a question that nobody wants to ask. We are the arm that brings you from indecision to action in the form of responsible consumption.
WHY SHOULD THEY BELIEVE US?We lead by example. Yuban has a strong history of sustainable actions and is certified under Rainforest Alliance and Organic standards.
WHAT IS THE DESIRED BEHAVIORAL RESPONSE?Generate consumer awareness and an internal dialogue regarding how they consume, in turn seeking to establish a positive association with the Yuban brand.
360 TASK BRIEF