The Solowheel Campaign was chosen as the product for an annual advertising challenge for college students in the UNC J-school class "Advertising Campaigns." As a team, we designed a fully integrated campaign to expose an extremely niche target audience to our luxury product known as an alternative option for transportation.

2. EXECUTIVE SUMMARY
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Research Overview
Research Components
Target Audience
Audience Lifestyle
Competitive Report
Situation Analysis
Owned Channels
Conversation & Sentiment
Strategy
Insight
Positioning
The Big Idea
Creative Execution
Challenge Accepted
The Launch
The Event
Media Coverage
Awareness
Shock Value
Social Engagement
Media Selection & Budget
Media Plan & Evaluation
Sales & Post Campaign
Credits
Works Cited
We have discovered that Solowheel has ample opportunities to mature in the market. Solowheel’s unique product attributes led us in many directions that ultimately landed us in front of an ideal target audience that acts as a catalyst for growing the brand name and image.
We began by analyzing the segments of the technology adoption lifecycle. Pinpointed the target consumer purchase behavior and developed an extensive psychographic profile of that consumer, going as far to name him. You’ll get to meet him later.
We chose strategic media placements to reach our target at the most optimal times. Our campaign consists of two major phases exposing the brand through the use of experiential marketing, out of home placement, and branded content. These three techniques will enable product trial-use, generate brand awareness, and facilitate brand interaction.
INDEX

3. The Target
The Value
The ExperienceTHE CHALLENGEWHERE WE STARTED
The Solowheel is a one-wheeled, high-tech transportation device. It is comprised of state of the art technology and is equipped with 3-axis gyrosensors and accelerometers, fine-tuned balancing, energy-saving technologies, and built- in blue-tooth capabilities. It has an advanced motor that is quiet and energy efficient and a high-end battery that is safe and stable.
Inventist founder Shane Chen created and launched the Solowheel in 2011. Over the past three years, about 1,700 Solowheels have been sold at approximately $1,800 each, bringing Inventist revenues of $3 million. For now, the Solowheel can only be purchased on e-commerce sites and is not currently available on the actual product site.
Aspiring local SoloWheel distributor, Luke Wallace, has requested that our campaign drive awareness and engagement. His suggestions have included: product demonstrations, paid media options, and a strictly defined target audience. Initially, Mr. Wallace considered the SoloWheel as a potential substitute for automobiles in distinguished markets as well as a supplement to popular ridesharing services, such as UBER and LYFT.
We knew that reaching members of our target audience would require more than simply linking their interests and commute practices; we needed to find a more compelling unifying factor. Once we found the objective that resonates with the group, we could expose the product to the right people who would consider purchasing a Solowheel.
A number of copycats in the product category have entered the market and offer similar products for much lower price points. Over the past three years, Inventist has taken legal action to protect its copyrights related to the Solowheel technology, but remains threatened by new entrants, particularly in foreign markets like China.
Those outside of the target audience would find the pricetag unjustifiable. But, those within have the discretionary income and lifestyle that provokes and justifies more outlandish purchases.
Our primary challenge was to introduce the Solowheel to the niche target audience through the development of a low-budget campaign designed to create awareness, consumer engagement and subsequent purchase. 3
S
RESEARCH OVERVIEW

4. We spoke with the inventor, a salesman, and a customer of a competitor, each for an extended period of time. From our conversation with the inventor, we learned that innovation and improvement drive are at the core of the brand. From our conversations with a salesman and a customer of a competitor we learned the barriers that Solowheel faces in the marketplace: price
and differentiation.
We looked into any reviews and commentary on the product that we could find. This taught us that there is significant frustration among consumers surrounding the price of Solowheel, when there are a number of knock of versions available for much lower prices. This convinced us that differentiation must be at the core of our campaign and drive all of our communications efforts.
We conducted a mass survey, from which we deduced that the primary goal of our campaign needed to be awareness and differentiation. We were also able to outline our target audience through analysis of over 200 participant responses.
We surveyed the existing body of secondary research articles, which allowed us to better define the marketplace within which the Solowheel must operate. It confirmed our belief that there is a very real opportunity for products that provide a green and efficient mode of transportation. CONSUMERAUDIENCE SURVEY4OBJECTIVESIN-DEPTHINTERVIEWSCONSUMERCONSUMPTIONANALYSISSECONDARYRESEARCHARTICLES
RESEARCH COMPONENTS

5. TARGET AUDIENCE SUMMARY
In his time out of the 50+ hours a week he spends at the office he is active and likes to be in-the- know of the latest technological developments. He buys the latest and greatest items once they’re on shelves. He strives to be one of the first to purchase and enjoys showing it off to his peers.
He’s the kind of guy who rises to the occassion when the spotlight is on him. He knows that he performs better when others expect something of him. He loves to try things that other people will want to copy, and knows that he can get them excited to join in to the group.
Meet Nate. He’s had a successful first 10 years out of college and is working his way up the ranks as an accountant. Since his latest promotion he’s making well over $70K per year and has plenty of disposable income. But Nate didn’t get to where he is without pushing the limits. Luckily, he isn’t afraid to be the center of attention and speak his mind if he knows his boss would appreciate the opinion. 5
TARGET AUDIENCE

6. PURCHASE BEHAVIORDAILY HABITS
The target lives in a mid- to large-size city that is relatively dense, but not overly congested. This location lacks significant crowding on the sidewalks and has a relatively flat surface for commute. The target will live downtown and routinely travel short distances for work and other activities in the area. This creates the opportunity for frequent Solowheel use as a substitute for his current chosen method of transport. The Solowheel will not only fit with his current location and travel habits, but will also represent his desire for an active lifestyle and willingness to meet new people. It will demonstrate his nature as a go- getter to peers and passerbys.
Nate is a member of the early adopter segment of the technology adoption profile. Or, as Geoffrey A. Moore refers to this segment, a visionary. Visionaries base their purchase decisions on nothing more than intuition and gut. They strive to discover technology that makes them a leader in the category and in their industry. They seek ways to integrate technology into their daily lives. Visionaries are the least price-sensitive segment of the technology adoption profile because they are able to see the potential for innovation that the product holds, and this potential outweighs dollar amounts.
Visionaries base purchase decisions on their own intuition and lack the need for well-established references from others. They hold the charisma and enthusiasm to share their technological “discovery” with peers. The
Solowheel is a product that needs someone who is willing to take a risk with their
purchase without need for product recommendations. This criteria makes Nate
the visionary - the early adopters - the perfect segment to target in our campaign. 6
LIFESTYLE

7. The most direct competitors for Solowheel are alternative transportation products designed for distances too long to walk and too short to drive. These are entertaining and innovative products that have helped make that awkward distance interesting. All have a substantial learning curve and require time to get to know the technology. One example is the AirWheel, which is widely regarded as a copycat of the Solowheel, but still generates significant sales due to its lower price point ($500, compared with the $1,800 Solowheel). Another example is the Segway, which entered the market earlier than the Solowheel and holds higher product awareness than any other product in this niche category; it is sold at a price of $1,099-$2,099. Still other examples include the Zboard,SpnKix, and ElfBike.
Beyond the products in this niche category, Solowheel is also competing with more traditional forms of transportation, particularly those that are available for short commutes in mid- to large-sized cities. Examples of competitors in this category include buses, subways, bicycles, taxis, private driving services (i.e., Uber and Lyft), and ride-sharing services (i.e. ZipCar).
In order for our target audience to purchase and adopt the Solowheel, they must be convinced that it offers more value than these competing modes of transport (and is worth the $1,800 price tag). 7
COMPETITIVE REPORT

8. STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
First to market in product category
Inventist holds patents or proprietary technology
Positioned as premium brand in product category
Earned marketing on television and social media
Supplemental product lines to engage brand enthusiasts
Highest price point in product category
Minimal awareness for Solowheel
Extremely niche target audience
Short range for longer distances
Product needs to be operated to ensure quality performance in a region that is relatively flat
Seasonality factor that prefers dry temperate climates
Copycat products with lower price points
Short distance alternate transportation
Niche audience
Limited budget to make impact
Limited number of brand advocates due to low number of current customers
Alternative transportation culture on the rise with cities implementing options such as shared bikes, subways or bus systems
Popularity for green technology
Developing supplemental product lines to increase revenues
Ability to upgrade or improve on prdouct features
B2B or B2C campaign strategies
Unpaid marketing opportunities for brands that fit the mold
Independent distribution networks to drive sales8
SITUATION ANALYSIS

9. At the moment, Inventist maintains social media accounts on three platforms: Facebook, Twitter, and Instagram. In order to measure the success of our campaign in generating social media engagement with the brand, we have compiled the following information on Inventist’s current social media structure.
facebook.com/inventistinc
May 2009
3,360
October 28, 2014
202
186
92%
Low
(3.01 posts/month)
@InventistInc
June 2009
631
September 21, 2014
694
97
14%
Medium
(10.5 tweets/month)
@InventistInc
September 2012
63
April 2013
7
7
100%
Inactive
(.27 posts/month)
00
Handle
Account Start Date
Likes/Followers
Most Recent Post
Total Posts
# of Photos/Videos (Visual)
# of Visual Posts as % of All
Activity Level
Inventist is clearly more focused on maintaining its Facebook and Twitter accounts than its Instagram page. Its Facebook page has the largest following, with Twitter a distant second. Our campaign will necessarily incorporate all three social media platforms as a means to increase brand awareness. The goals for post-campaign social media engagement are delineated on the “Metrics” page. 9
OWNED CHANNELS

10. HOW HAS THE KEYWORD “SOLOWHEEL” BEEN USED?
61,605 total mentions, at an average of 43 per day (or one every 33 minutes)
39% of content mentioning “Solowheel” was sentimental
Of the sentimental content, 77% was positive, 14% was negative, and 9% was mixed
Sentiment is down 10% since 1/1/2011
72% of total mentions were made by men, with just 28% being made by women
Average household income of those mentioning “Solowheel” was $48,047
Average household size of those mentioning “Solowheel” was 2.6 people
RELATIVE DAILY VOLUME
CONVERSATION SENTIMENT 10CONVERSATION FORMATLANGUAGE DISTRIBUTION
CONVERSATIONS & SENTIMENT

11. The Solowheel is no more environmentally friendly than a bike. It doesn’t really save you time. The high price point isn’t saving you much money. It’s pretty heavy and needs regular charge. Marketing this from a practicality standpoint just isn’t sensible, it needed to have an emotional connection. The product is not practical. Users are passionate & engaged. Trial use is crucial. Ultimately, our strategy can be summed up with just one line.
We may not have an overwhelming amount of awareness, but the people already using Solowheels are passionate and eager to share their experiences and thoughts in a digital space.
People love the shock value of seeing the Solowheel in action, but for our target, experiencing the product is the missing link between awareness and purchase consideration. We need to give people opportunity to try to product, and compel current Solowheel users to bring the product to the community to create more opportunities for first hand product experiences. 11
STRATEGY

12. THE SOLOWHEEL IS NOT A WHEEL, IT’S A STAGE.

13. The Solowheel is not a wheel, it’s a stage.
It provides the user, who seeks the spotlight, with a platform to perform on. It is a product that, when used, attracts attention from the audience to the user. It attracts users who do not fear all eyes on them for reasons of being different. In this case, the use of the SoloWheel. Solowheel can be used daily to embody a lifestyle and attitude. As a luxury item it will demonstrate the target’s peers that he is technologically savvy, affluent and socially confident.
The Solowheel enriches the commute.
While the Solowheel performs a function, the function that it performs is absolutely secondary to the way that it performs it. It provides alternative transportation to the busy, young professional who is used to taking busses and cabs to get around town when walking won’t cut it. It is eco-friendly and easily transportable. It is great for a physically-fit and active person who enjoys a bit of a challenge each day.
The Solowheel provides high quality technology.
It is the highest quality in its product category. Inventist provides top-notch manufactured goods and provides innovative and ground-breaking technology.
SECONDARY
We’ve learned that we’ve got a small audience, but this audience would love a product like the Solowheel and would have no trouble purchasing it for the price it is sold on the market today. The problem is, the audience doesn’t know about it and in order to ensure purchase intent we have to get them on a Solowheel. How can we bridge the gap between the niche target audience and limited awareness for this product category? This leads us to our big idea.
There are hundreds of different ways to get from point A to point B, but none of them are like the Solowheel. Strategies that tote the Solowheel as green, or practical fail to see what is truly special about the product, which is the fact that it allows you to immediately identify yourself as an individual and to communicate who you are to the people around you. 13
POSITIONING
PRIMARY

14. Instigating by nature, “I Dare You”, speaks directly to “Nate” challenging him to do things he naturally thrives
upon. When dared to do something, one is put in the spotlight, aggregates an audience, and is forced to
perform. The adrenaline rush from completing a dare is identical to the feeling of being on a stage.
To Solo (v) : to ride a Solowheel. A verb describing the action of using our product is imperative given our
intentions to marginalize the thought of competing brands in the mind of the consumer. When the brand
becomes synonymous with the product use, we have become thought leaders in the product category. We
don’t want users “riding around on their Solowheels,” we want them “Soloing.”
We use pronouns like “I” and “You” to speak directly to Nate. We know who he is and what makes him tick. We
want him to know that. Our message dictates it and allows him to respond to our request. This forms a strong
relationship between our consumer and brand and encourages both brand engagement and loyalty.
I DARE YOU
TO SOLO.
14

15. 15
phase one
phase two
CREATIVE EXECUTION

16. I DARE YOU, AUSTIN.
We know that Nate, our ideal target audience member, is a successful young professional with a confident persona and a flair for trying new things. He makes the most of his free time, attending music festivals, trade shows, and other cultural events. He knows that the things he does – both at work and outside it – are what define him as a person, and he strives to make these things unique and memorable.
In recent years, Austin has also been ranked as the #1
fastest-growing city, the #1 greenest city, the #1 city for young adults, the #1 city for best jobs, the #2 most innovative city, and the #3 best music city. Austin is also ripe for the adoption of alternative transportation methods; a recent study by the City of Austin found that 55% of residents would be willing to use bicycles for transportation after road conditions are improved.
We chose to launch the “I Dare You” campaign in Austin, Texas, for several reasons, but primarily because it is the exact environment that Nate would thrive in professionally and personally. The local motto, “Keep Austin Weird,” perfectly encapsulates what the city is: a hub for innovation
and fun where great ideas are brought to life by
enthusiastic residents. Austinites are highly engaged,
reading and contributing more to blogs than the
residents of any other U.S. city. 16
900,000 Population Increase
over the next 15 years
46% Demand Increase
over the next 15 years
300+ Sunny Days a Year
Sixth most energy efficient
city in the US
Eleventh fittest city in the US
CHALLENGE ACCEPTED

17. AGE
<$1,000 = 29%
$1k-9,999 = 19%
$10,000 - 49,999 = 15%
$50,000 - 99,999 = 4%
$100k+ = 33% AUDIENCE BREAKDOWN
100
90
80
70
60
50
40
30
20
10
0
GENDER
COMBINED
HH INCOME
PURCHASING
POWER
MALE
= 59%
25-34 Y.O.
= 43%
$150K+
= 33%
$100-149K
= 22%
$75-99K
= 22%
PURCHASING
POWERSOUTH BY SOUTHWEST EVENT
The I Dare You campaign revolves around the SXSW festivals and the SXSW Create event in Austin, TX. The SXSW Create event is March 13th-15th and is designed to showcase the disruptive innovations that are shaping our future to approximately 20,000 visitors per year. Not only does this environment cultivate an appreciation for creativity in technology, but it will also draw in exactly the type of people we are trying to reach because SXSW guests skew towards our desired target demographic. .
Our target will respond to a dare, because it provides them an opportunity to seize the spotlight and stand out from the crowd. They will feel compelled to complete the challenge as a testament to their social confidence.
SXSW 2014 17
THE LAUNCH

18. At a core level, our branded event at SXSW will center on product demonstration. Our booth will provide the perfect exhibition space for a small stage and a large projector screen. We will have an MC call out members of the audience and “dare” guests in attendance to volunteer and master the Solowheel on stage (with necessary safety protocols like guardrails and event workers).
Volunteers will wear helmet-mounted cameras as they participate, and their first-person view of the product trial will be streamed onto a large screen above the stage. Each volunteer will be given 20 minutes to hone his skills on the Solowheel, before having a ten-minute opportunity to complete as many dares as possible (i.e. throw a football pass while riding, drink a cup of water while riding, ride 10 yards backwards in a straight line, etc.).
At the end of each day, competitors who complete the most dares and have mastered the Solowheel will be entered into a drawing to bring the product home with them. Therefore, we will distribute three products in total. In addition, we will have a handout at the booth to give to members of our audience that will have our call to action and provide them the information they need to get directly linked to the Solowheel website. From this, Solowheel will be top of mind and provide those with sparked interest the route to learn more. 18
PRODUCT TRIAL

19. 19
MEDIA COVERAGE FREQUENCY & REACH
In 2014, over eight thousand media and press reps were in attendance at SXSW. SXSW gets a lot of media coverage. Major news bodies with various backgrounds cover the event. There are some notable technology publications such as Tech Crunch or Wired. There are also many entertainment publications such as Buzzfeed or Mashable. Finally, there are many traditional outlets such as CNN, ABC, and the Associated Press.
In total, the value of all of this media coverage amounts to over $78 million in print, online and broadcast mediums.
Due to this high amount of coverage, we would like to leverage this paid media and the earned media opportunities it produces. In 2014, 78 percent of all posts were domestic. Which means 22% was international. Of the domestic posts, 90 percent were from outside of Austin. This goes to show that although SXSW is a local event to Austin, the media spread reaches far out of the boundaries of the city and spreads not only nationally, but around the globe.

20. BUS WRAP AND PRODUCT USAGE
What is the SoloBus? The SoloBus is yet another stage for our potential consumers to perform on. We know the metros are crowded and people are forced to stand. Instead of the standing on the floor, this is the perfect opportunity to get them on the SoloWheel. A track will run down the center of the metro and there will be 4 fixed solowheels ready for trial-use. The Solowheel requires the understating of a very specific back and forth motion before mastering the product. The fixed Solowheel’s will offer a chance to let first time testers experience this motion. Handle bars will be in tact for those more injury prone. In addition, the interior of the bus will have daring copy encouraging those to try our product and driving traffic to our: website, social media platforms, and app.
In addition to the earned media strategies we will be implementing on social media platforms, we have one major media buy. We call it the SoloBus. We plan on wrapping one of Austin’s city buses for a three-month flight beginning on March 7th when the SXSW festival begins. The bus wrap will read, “I DARE YOU TO SOLO (AUSTIN),” accompanied by our hashtag #ShareTheDare (see mock-up). 20
AWARENESS

21. This media buy will achieve two key objectives. First, the buses will serve to increase widespread awareness of the brand with Solowheel users and nonusers alike. Roughly 110,000 riders use the metro daily in Austin. During SXSW that number skyrockets, and the reach from this buy is unrivaled. Second, brand interaction and trial- use. Those who are willing to change up their otherwise mundane bus ride, will be daring enough to hop on our product and try it out.
We predict this installation to have enough shock-value to the audience that a substantial amount of PR credibility will be generated. The strength in having one bus is that Austin will hear about it and by word of mouth those who use the metro daily will be seeking out the Solobus
to get a unique experience during an otherwise
forgettable commute.
The one bus wrap will cost $4,812/mnth, (which includes the standard rate, installation fee, and printing/production costs). When we factor in the 4 SoloWheels and installation costs for the interior execution the entire media buy ends up averaging $43,100.21
SHOCK VALUE EXPERIENCE

22. Additionally, we will launch a branded smartphone application called the “I Dare You” App. The app will be exclusively available to Solowheel owners, and will have two key functions. The first function is to provide a platform where owners can challenge eachother to Solowheel-related dares or show themselves completing said dares (i.e., “I dare you to solo while catching a football pass”). We designed this function as a means to show that Solowheel owners are unique and socially confident, and to create a more connected community of owners.
To supplement the product awareness built by our campaign in Austin, we will promote the hashtag #IDareYouToSolo across our social media accounts. We will post updates regarding the branded event at SXSW Create, and share posts from users who attempt dares off of the list we have created.
The second function is to relay usage data to each owner from the computer chip in his or her Solowheel. Having instant access to this data represents an additional product benefit for Solowheel owners because it will allow them to monitor their travel patterns, speed, battery life, range, and so on. We designed this function with the knowledge that Solowheel’s target audience is tech-savvy and eager to adopt innovations as soon as they are available, and because Solowheel’s high price point demands product features that are unavailable from competing devices. 22
SOCIAL ENGAGEMENT

23. MEDIA BUDGET
$1,000.00
$43,100.00
$15,000.00
$7,500.00
$3,000.00
$25,000.00
$2,000.00
$53,500.00
$1,000.00
$0.00
$0.00
$0.00
$0.00
$0.00
$2,000.00
$3,000.00
MAY
APRIL
MARCH
$2,000.00
$43,100.00
$15,000.00
$7,500.00
$4,000.00
$25,000.00
$6,000.00
$102,600.00
$0.00
$0.00
$0.00
$0.00
$1,000.00
$0.00
$2,000.00
Before/After Survey
Bus Wrap
SXSW Create Booth
Production
Giveaways/Rewards
App
Contingency
TOTALINSIDE OF BUS
Inside of our Solobus we will customize the aisles to fit four Solowheels placed on tracks. These Solowheels will be limited to a range of motion creating the pendelum swinging action for hips. Bus riders will be able to experience and practice this necessary movement for beginner riders. In addition, for those that do not get onto the Solowheel there will be branding on the wheels that will direct them to the website and social media platofrms to learn more about the product. SXSW BOOTHSXSW FLYERBUS WRAPI DARE YOU APP
We will also distribute a branded flyer with a list of 100 dares to build awareness of the campaign. The list will be sent electronically to all existing Solowheel owners, and distributed physically to attendees of the SXSW Create Event.
We are factoring in the cost of one fully wrapped bus that will strike shock value and awareness to the Austin community. The wrap will center on the product, but also promote our tagline (“I Dare You to Solo”) as a call to action for the audience to embrace unique, new experiences with confidence.
Finally, we will develop the “I Dare You” app to improve user experience, to build a more connected community of Solowheel owners, and to showcase Solowheelers as socially confident and adventurous. We are estimating the cost of building the app and maintaining it for use in secondary campaign cities. 23
MEDIA SELECTION
We chose the SXSW Create Festival as the location for our branded event because its mission statement (“showcasing the disruptive innovations that are shaping our future”) is perfectly in line with the Solowheel as a product. We will be factoring in costs to make this event a success. This will take items such as: a booth, guard rails, event workers, helmets with mounted cameras and three giveaway Solowheels.

24. SXSW CREATE EVENT - PRODUCT TRIAL USE
BUS WRAPS - BRAND AWARENESS
BRAND AWARENESSI DARE YOU APP - BRAND ENGAGEMENT
MAY
APRIL
MARCH
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
SOCIAL MEDIA ENGAGEMENT GOALS:
One of the key tasks for this campaign is to stimulate product awareness of the Solowheel by increasing social media engagement. As such, we
have set the following benchmarks as goals for post-campaign engagement on Inventist’s social media platforms, the "I Dare You" app, and in the
overall social media universe. We intend to reach these targets within three months of the conclusion of our campaign (i.e., by September 1st, 2015).
Inventist Facebook page - increase number of page likes by at least 50% (target level: 5,040 likes)
Inventist Twitter account - increase number of followers by at least 50% (target level: 947)
Inventist Instagram account - increase number of followers to at least 500
“I Dare You” App - ensure that at least 50% of all current Solowheel owners download the app (target level: 850 downloads)
Overall social media universe - increase frequency of “Solowheel” mentions by at least 50% (target level: 65 mentions per day)
Total sentimental content mentioning “Solowheel”, increase percentage of positive sentimental content to at least 80% and
reduce percentage of negative sentimental content to no more than 10%
1.
2.
3.
4.
5.
6.
24
MEDIA FLIGHT PLAN & EVALUATION

25. SITE TRAFFIC & SALES GOALS:
Although increasing social media engagement is a key tactic for building product awareness, our ultimate objective is to drive sales.
To measure our success in accomplishing these goals, we will compare overall site traffic and Solowheel sales during the six months preceding the campaign with overall site traffic and Solowheel sales during the six months following the campaign. The dates for those periods are September 1st, 2014 – February 28th, 2015 (pre-campaign) and June 1st, 2015 – November 30, 2015 (post-campaign).
Once awareness of the Solowheel is stimulated in Austin, it is likely that many of these same residents would be open to trial and purchase. In sum, we expect that the residents of Austin will respond strongly and favorably to our call to action – “I Dare You, Austin.” But, out campaign is easily adaptable to other geographic locations because it is not only flexible, but also extremely dynamic.
Inventist.com site traffic - Increase site traffic by at least 50%
Solowheel sales - ncrease Solowheel sales by at least 25%
1.
2.
Following our initial launch, we believe that the “I Dare You (Austin)” campaign can be expanded to a number of similar cities across the United States. The most obvious, in our opinion are: Chicago, Boston, and Portland.
Chicago is flat, and 24-44 year olds have a median income of $77,000. Chicagoans also spend above average on transportation and 66.4% are White Collar workers.Similarly, Boston’s median age is 30 and a majority of the population is between 25-34 with an average income of $75,000. Finally, Portland boasts 80% flat terrain, and a $65,000 median income. Furthermore, all of these places offer rich cultural events and communities that we can tap into. 25
SALES & POST-CAMPAIGN

26. CONCLUSION
An original army brat, lifelong Irish twin and established Eastern North Carolinian. A curious spirit and thrill for adventure lead her to find her two greatest passions in life: sailing and creative advertising. She aspires to be an Account Planner and seeks to understand (almost) every aspect of the ever-changing digital world. Oh, and her mom can’t watch TV with her anymore because she is quite the critic.
He’s a firm believer in the term dog friendly and a staunch proponent of the power of naps. This Scotch-English New Englander/New Yorker has a passion for strategy and finding out what appeals to people and why. He loves to cook and has seen The Lion King over 100 times.
Twenty-one years young and a thriving advertising student at the University of North Carolina at Chapel Hill. This Boston native prides herself on her obsession with fine cuisine and curiosity to wander the world. She enjoys the psychology and understanding of consumer behavior and its role behind the production of effective creative campaigns.
Thank you for allowing us to work on this project. We thoroughly enjoyed it! 26
We were prompted to drive brand awareness and engagement in tandem with identifying a specific target audience. Our research led us to Nate, our sample target profile, and a three-tiered media campaign that met our awareness and engagement objectives.
The “I Dare You” Campaign will engage all Nate-like beings and smoothly integrate Solowheel in their lives. The brand personality we have created will continue to encourage Nate to push himself as he does naturally.
Our media placements were purchased with enough precision to reach our target audience while simultaneously optimizing all configured marketing strategies. Our defined focus on one geographic area will enable us to gauge the success of our strategies to then expand and adjust current strategies to limit risk.
We thrive on facilitating the marriage between our consumer’s lifestyle and our brand’s personality. As a result, Solowheel will see noticeable market share growth and prominent brand recall and recognition amongst consumers. After all, no one wants to ride a one-wheeled alternative mode of short-distance transportation; they want to Solo. It was our job to tell them they can and should.
CREDITSALEX GRIMMDYLAN MCCUEANGUS ROBERTSONELYSE SCHAEFERJOANNA SANFILIPPO
She’s an eager advertising student best defined by her enthusiasm for Harry Potter, expertise on crime TV and aspirations to be a creative media planner. The common thread in her varied interests? A passion for great storytelling. She loves the process of crafting an innovative media strategy that translates creative executions into efficient, meaningful interactions between the brand and consumer.
A lifelong Tar Heel, born in Texas and raised just down the road from UNC in a town called Saxapahaw. Began studying advertising because he hates the bad ads, but likes the good ones – and he wants to tip the scales toward the latter. Hobbies include fishing, snowboarding, cooking, and creating all sorts of things.

27. WORKS CITED
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