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
Key competitors include Jawbone’s UP and the Fitbit Flex, which have many features similar to UP24 at
a 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
audience simply looking to track calories and cardio. Consumers may also seek out the expertise of personal
trainers if they respond more successfully to human interaction. Lastly, UP24 competes with using no product at
all because some consumers feel they don’t need a tracking device to assist in their goals.
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.
These consumers are expected by their social groups to own the latest and greatest in many types of
technological devices. Their social value is gained through products such as these. When these consumers look
to buy these devices, they consult friends, experts and online information to make the most informed decision.
They wear their devices like badges of honor.
Consumer Benefit
By owning Jawbone’s UP24 system, the consumer holds the market’s best in fitness tracking software.
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
Advertising will portray to men ages 30-49 that Jawbone’s UP24 system contains superior software. By
connecting with other applications, UP24 is the only band that offers effortlessness and logic to the consumer’s
active lifestyle, in comparison to other bands, which require added consumer effort.
Support Statement
Support will be that Jawbone’s newest and best software, UP24, provides the most accurate information
by connecting easily to the user’s favorite applications.
Mandatories
Wear your bracelets proudly.
Creative Brief

For our client, we have chosen to place a full-page advertisement in Men’s Health magazine. With more
than 1.8 million readers, Men’s Health is a magazine dedicated serving the needs of men and acts as a guide to
men’s health, fitness, nutrition, style, sex and women. According to the magazine’s media kit, its target audience
is men with a median age of 39.9 who are interested health and fitness.
active 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
supported in the three advertisements with different advertising copy. This is explained below.
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.
The road to fitness doesn’t always end at the
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 Statement
active lifestyle, in comparison to other bands that require added consumer effort.
Support Statement
Support will be that Jawbone’s newest and best software UP24, provides the most accurate information by
connecting easily to the user’s favorite applications.
Radio Advertisement One: “The Pitch: Businessman’s Typical Day,” featuring Chris Traeger from Parks and
Recreation.
Radio Station: Mike & Mike in the Morning
Justification: 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
pieces and predictions for sports events. The show runs from six to 10 in the morning, prime time for
commuters. 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: “The Situation: A New Man,” featuring comedian Kevin Hart and actor Boris Kodjoe.
Radio Station: CBS Radio
Justification: 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: Jawbone
PRODUCT: UP24 System
TIME: :60
TITLE: “The Pitch: Businessman’s Typical Day”
COPYWRITERS: Alexis Mellons, Dena Jackson, Becca Ronketty, David Witt
SFX:
CHRIS TRAEGER FROM
PARKS & RECREATION:
SFX:
CHRIS:
SFX:
CHRIS:
SFX:
CHRIS:
SFX:
CHRIS:
SFX:
CHRIS:
SFX:
CHRIS:
SFX:
ANNCR:
BUZZ OF SMART ALARM (2 SECONDS)
My day starts with Jawbone UP24. (3 SECONDS)
IN BACKGROUND: RINGS ON SHOWER CURTAIN CLING TOGETHER. WATER
COMES ON IN SHOWER
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
So even when I’m here, I can keep up with my activity. (6 SECONDS).
IN BACKGROUND: OFFICE PHONES RINGING AND COPY MACHINES. IDLE
ALARM 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 help
accomplish my daily goal of 10 miles. (11 SECONDS)
IN BACKGROUND: RUNNING FADES TO SILENCE
Jawbone’s UP24 fitness tracking system contains superior technology and
gives the most accurate information available. Get yours online or at a local
retailer today, and wear your bracelet proudly. (14 SECONDS)

CLIENT: Jawbone
PRODUCT: UP24 System
TIME: :60
TITLE: “The Situation: A New Man”
COPYWRITERS: Alexis Mellons, Dena Jackson, Becca Ronketty, David Witt
SFX:
BORIS:
KEVIN HART:
BORIS:
KEVIN:
BORIS:
KEVIN:
BORIS:
KEVIN:
BORIS:
ANNCR:
KEVIN:
TELEPHONE RINGS (2 SECONDS)
Hey, what’s up Kev? (2 SECONDS)
Not much. What’s goin’ on? (3 SECONDS)
Thinking about going to the gym. Wanna go? (3 SECONDS)
I don’t need to go to the gym. I’ve got this cool bracelet. (7 SECONDS)
A bracelet? What are you doing wearing a bracelet? (5 SECONDS)
Bro. No. It’s not just any bracelet. It’s a Jawbone UP24. It tracks my activity,
sleep and diet. And it connects to all my fitness apps. (12 SECONDS)
I don’t know, man. You can’t be . . . (4 SECONDS)
Stop. UP24’s really innovative. I’m turning heads all day with its sleek de-
sign. (6 SECONDS)
So . . . what did you say it was called? (4 seconds)
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: Alexis Mellons, Dena Jackson, Becca Ronketty and David Witt
Objective Statement
Support Statement
“The Man”: This commercial features Aloe Blacc’s “The Man,” while showing a comparison between two lives,
one with the Jawbone UP24 and one without.
Television Channel: ESPN
ESPN 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: THE MAN 1 X :30
DATE: DECEMBER 2, 2014
AIR DATE: APRIL 1, 2014
PRODUCERS: ALEXIS MELLONS, DENA JACKSON, BECCA RONKETTY, DAVID WITT
VIDEO
[1] MS: Woman 1 puts on bracelet while looking in
mirror, looks drowsy.
[2] MS: Man stands in mirror, looks spritely. He
adjusts 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
lunch at separate tables. He eats a healthy meal
and 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: Man and Woman 1 are at the gym. She’s
walking on a treadmill and he runs on a treadmill.
AUDIO
[1] SFX: ALOE BLACC’S “THE MAN” PLAYS
THROUGHOUT THE COMMERCIAL
[2]
[3]
[4]
[5]
[6] SFX: DRAMATIC BUZZING NOISE
[7]
[8]
[9]
-MORE-

VIDEO
[10] O/S: He looks at his phone to check his goal.
SUPER: “Goal Settings/Stay Motivated.”
[11] CU: gym bag drop on living room floor.
[12] MS: Woman 1 sleeps. She tosses, and she’s
wearing 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
TITLE: THE MAN 1 X :30

Client: Jawbone
Spot Name: More than a bracelet
Producers: Alexis Mellons, Dena Jackson,
Becca Ronketty and David Witt
[1] SFX: ALOE BLACC’S “THE MAN” PLAYS
THROUGHOUT ENTIRE COMMERCIAL.
[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

Client: Jawbone
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
Client: Jawbone
Page 3 of 3
[14]
Find yours online.

Objective Statement
Support Statement
“The Perfect Companion”: These four billboards contain headlines that feature nouns and adjectives that could
describe a man’s perfect companion. The subheading explains a product benefit of the Jawbone UP24. 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.
SUPERIOR SLEEP-TRACKING TECHNOLOGY
WAKE UP CALL.
SUPERIOR SMART ALARM TECHNOLOGY
LUNCH DATE.
SUPERIOR CALORIE COUNTING TECHNOLOGY
PERSONAL TRAINER.
SUPERIOR ACTIVITY-TRACKING TECHNOLOGY

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.

Objective Statement
Support Statement
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.
Hulu Advertisement: 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
hurdles such as coworkers, meetings, bosses and unhealthy food. He has to stay alive in order to run a certain
amount of steps before the next level starts. In the corner, Jawbone’s goal bar will count the percentage of
steps 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.
In addition to number of steps, the player will have to watch the businessman’s food score, which goes
up 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
fitness apps, this game app connects with the UP24 app, and the player receives extra points for good habits.
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.
Links to this app will be found on Jawbone’s social media platforms, its website and its existing mobile
app. It will be exclusively available to Jawbone customers, and they will only be allowed to play once they sign
in with their existing Jawbone account, which is connected to the customer’s band.
Also through social media, players can view their friends’ scores and band colors, allowing for a bit of
friendly and healthy competition.
This game’s “big kick” is the player will only be allowed to play a certain amount of levels each day.
Once the player has reached his or her allotted play time, the app, which syncs with Jawbone’s existing track-
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.

Banner Advertisement on Men’s Health Magazine
Jawbone’s UP24 banner ad will be found on websites such as Men’s Health magazine (menshealth.
com), Gentlemen’s Quarterly (gq.com) and Facebook (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
about recognition. It will then go on to talk about how UP24’s superior technology tracks movement and
many other aspects of fitness, so the viewer can go out and get other people’s attention. The banner will also
have a call to action, leading viewers to the Jawbone website if they want more information.
Copy: “You caught our attention. / We notice you’ve been here a while. UP24’s superior Idle Alarm
technology tracks your activity (or inactivity) and reminds you to get moving. / Jawbone UP24 / Wear your
bracelet proudly. / Visit Jawbone.com”
UP24
UP24
UP24
We notice you’ve been here a while.
UP24’s superior Idle Alarm technology
tracks your activity (or inactivity) and
reminds you to get moving.
You caught our attention.
Visit Jawbone.com

TITLE: BATTLE OF THE BAND 1 X :30
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’s Idle Alarm flashes
[3] MS: Guy tries to ignore band’s buzzing
[4] CU: Band keeps flashing
[5] MS: Guy tries to ignore band’s buzzing again
[6] CU: Band keeps flashing
[7] MS: Man looks up at computer. He looks
distraught. He decides to turn off the computer.
[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: “When you’re procrastinating, you
watch Hulu. When you’re productive, people watch
you.
Wear your bracelet proudly.”
SUPER: Jawbone’s logo with link to website
AUDIO
[1] SFX: BACKGROUND NOISE FROM “THE FLASH”
T.V. SHOW
[3] SFX: T.V. SHOW BACKGROUND NOISE
CONTINUES
[5] SFX: T.V. SHOW BACKGROUND NOISE
CONTINUES
[7] T.V. SHOW SOUND STOPS
[8] DOOR CLOSES
[9] INSTRUMENTAL MUSIC AND OFFICE SOUNDS
FEET HITTING THE PAVEMENT UNTIL END OF
COMMERCIAL
[10]

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