6. Awards INTRO Cannes 2008 Digital Lions Grand Prix CLIO Awards 2010 Print Media Division Grand CLIO Cannes 2004 PR Lions Gold Lions
7. Your Team INTRO Media Director Creative Director Strategy Director Accounts Director
8. Creative Brief Objective Make Google+ the number one social networking tool of choice Target Audience Primary Existing Google+ users ∙ Male students ∙ Residing in Australia ∙ 18-35 years of age Secondary Existing Google+ users∙ Male professionals ∙ Residingin Australia ∙ 22-35 years of age Tone of Voice Politically Correct Confident Uncomplicated Idea WORTH THE EFFORT
Good afternoon ladies and gentlemen,I am Adelaide, I am the Accounts Director for Intersection Advertising.Thank you once again for inviting us today for the creative pitch.
Our presentation today is divided in 4 main parts:We would first give you a little idea of what we do at Intersections.The creative team that had worked on the brief would then bring you through the Big Idea that they are proposing, and show you how that can be translated into 4 different mediums, before we end off with a short Q & A.
First off, a little bit about our company.Intersection is founded in year 2000 by four advertising professionals who came together because they worked really well as a team. Since then the company grew to a size of about 50 staff.
This is our Sydney office and where we brainstorm and come up with creative ideas. One of the key strengths of Intersection Advertising is in Integrated Media Advertising.We specialise in using different media to tell a story, because stories are the way to reach people.
Some of our clients include:Multi-international companies such as MotorolaAustralian companies such as Carlton Dry…..and Tech companies such as IBM
Over the years, we have won several awards including…
Allow me to now introduce the team to you…..CEO - LeonardoStrategy Director - KimCreative Director - ClaudiaI’ll now hand over to Kim, on the Creative Director who would tell us about the creative idea
Thank you Addy,Allow me to recap some of the main points that we agreed on the Creative Brief:The objective of the campaign is to make Google+ the number one social networking tool of choice. To do that, we have to start by giving people a reason to start using Google+.We are looking at targeting Current Google Plus users in Australia, specificallymale students between the age of 18 and 35and male professionals between 22 and 35Now, the tone of voice is to be politically correctconfident uncomplicatedMost importantly, the campaign should give the idea that it is Worth the Effort to use Google+.
So, the first question the team asked was WHAT makes using Google+ worth the effort?Functionally, Google+ is just a little better than the other social networking sites. Yes – it has Circles, but Facebook has recently rolled out a similar featureYes – it has a real name policy, but that has stirred up quite a bit of controversy among usersAnd the promise of more to come is just not tangible enough to make it worth the effort for users to move to Google+And so we looked beyond functional benefits and ask in what circumstances would one appreciate moving to a totally new social network? A new environment?When you are not enjoying your current social network?When you feel that you need to move for whatever reason?When you feel that it’s time to try out something new and exciting?In other ways, reasons why people would move from one state to another.What do all these situations have in common? The desire to Start Fresh.And so, the big idea that it is worth the effort to use Google+ provides you the opportunity to start fresh was born.To convey this big idea to the target audience, we identified one situation that both male students and professionals in Australia have in common, that would require them to start fresh?That is a break-up. And we thought what better ways to show all these than to demonstrate it real life on Google+ what goes on after a break? To tell a Start Fresh Reality Story on Google+.
Now the story is really simple, an attractive university student, we shall call him just Matt for this exercise, had just broken up with his long term girlfriend.He wants to start fresh by migrating to Google+, away from the common friends that he shared with his ex,….. to meet new people and form new bunch of mates whom he can hang out with to get over the break-up. And to help him along, we will organise a contest on Google+. Whoever can help him get over the break-up wins a 7 day trip for 5 people to Las Vegas.Why Las Vegas – because according to our research, it is one of the most popular destinations among Australian male students.So, what happens is that Matt would invite Google+ members to post suggestions on how to get over a break-up on his Google+ homepage. Each week, he would go out and try the top two most voted suggestions with the new mates he found on Google+. We incorporated a voting system so that participants would get more of their friends on board Google+ to experience using Google+.At the end of the 4 week campaign, Matt would pick out the winner among the 8 methods of getting over a break-up that he had tried.He would pick the mates whom he would go to Las Vegas for the next Valentine’s Day.Now, how are we going to reach out to our target audience to tell them about this contest?I will now hand you over to Claudia.===========================Frame 1 Matt breaks up with girlfriend(YouTube)Frame 2 Girlfriend left Matt’s stuff in box on campus(Promotion & Outdoor)Frame 3 Heart broken Matt tries to get over break-up(YouTube)Frame 4 Matt makes new friends on Google+(Google+)Frame 5 Matt hangs out with new friends he made on Google+(Google+)Frame 6 Matt goes to Las Vegas with new friends to spend Valentine’s Day(Google+)
Why?Integrated Multi-Channel CampaignDirects people to Google+ and give them the option of exploring multiple methods of interacting with Google+. (Altstiel & Grow, p. 141)
Aim: To arouse interest and develop awarenessLocation: Education Institutions with male students 18 years and above (Target audience)Item: Break up boxes to be placed in various parts of campus, with items like Valentine’s card, photos, diary, a guy’s jacket, sports equipment and etcRationale: Why Promotion?We want to do something that is engaging and experiential and that people can actively participate and interact. One of the most important hints to our breakup story is the break up box, so we thought that by putting break up boxes around campus, our target audience will be curious when they physically see the items inside the box, and by allowing them to do whatever they want to with the items, they can take part in our campaign actively and they can even engage their friends. Other types of advertising like putting posters and giving out brochures will not be efficient, because there are so many posters around campus that students tend to ignore them and they will just throw away the brochures they receive. . Why Break up boxes?Taps on people’s natural curiosity over unattended boxes lying on the floorItems in the boxes provide hints to a possible break up – eg. Cards, photos and diary, which would get people talking about the character involved (Matt)Creates a mystery to be solved like CluedoPeople can take the items as gifts as wellWhy education institutions?Reaches our target audience directly because they spent most of their time during the day at the education institutions
Aim: To arouse interest and develop awarenessLocation: Major transport interchanges and bus stops near educational institutions and at the CBDExplanation of the Ad: The bus stop will be transformed into a cardboard box; inside the bus stop, there will be photos or actual items like Valentine’s card, photos, diary, a guy’s jacket, sports equipment and etc all over the bus stop (Same items that can be found on campus) Rationale:Why Outdoor? We want to have something physical and eye-catching and that people can actively participate and interact A good follow up to the previous medium, because it serves to remind the target audience of the break-up boxes they have already seen. For people who have not seen the boxes on campus, the outdoor advertising could arouse curiosity among them as wellWhy major transport interchanges and bus stops near educational institutions and at the CBD?These places are close to our target audience (both primary and secondary). These places are where you can captivate audience who are more likely to check out the YouTube video and have the time to look at the items inside the bus stop while waiting for the bus
Aim: To develop comprehensionLocation: YouTubeExplanation of the 6-fram storyboardRationale: Why YouTube?Australians are enthusiastic consumers of online video content (Wells et al, pg. 306) YouTube is Australia’s second top social media siteIt is owned by GoogleReaches out to a large audienceIt allows users to share the content easily Video content creates more impact with sights and soundsIt creates an emotional response – We want audience to feel for MattEntertainment value enhanced by interactive elements at the end of the clipThe message calls for action, which is to check out Google+To explain the story behind the break up boxTo direct people to their Google+ account
Aim: To create the desire to participate and take actionLocation: Google+ websiteOn Google+, people can interact with Matt and give suggestions to him on what he should be do, so as to win a free trip to Las Vegas. Rationale: To meet the objective of driving traffic to Google+To make our target audience use their Google+ account and be active on Google+ (People have to sign in to their Google+ account and know more about the campaign and the contest)Promote more participation through a voting system for the top two suggestions each week
The campaign achieves the objective by:Using Google+ directly as a medium for the contestEncouraging people to use Google+ to take part in the contestEncouraging participants to get their friends on board Google+ through the use of a voting system as wellIn the process, learn more about the features of Google+ and personally experience the benefits of using it and feel that it is worth itFor those who participated in the contest and won, they also get a free trip to Las Vegas.Thank you.We would now take questions.
The campaign achieves the objective by:Using Google+ directly as a medium for the contestEncouraging people to use Google+ to take part in the contestEncouraging participants to get their friends on board Google+ through the use of a voting systemKeeping
