Objective
Increase awareness of harmful food additives
Strategy
There is an additives war happening. Are you going to be on the good side or the bad side?
Target
Bull's eye: 20 yr. old college female
Broad: 15-29 male/female
Executional Direction
Create a sense of war/battle using guerrilla marketing techniques.
Bring the war out into the public domain.
Create fun and memorable characters.
Attract target audience to facebook page/youtube page to learn more.
DSI
The Additive Wars doesn't wait for you to come to it.
Touchpoints
Stickers in public places.
Large cutouts to attract attention.
Flash mob battle on campus.
Youtube (viral?) videos.
Facebook Page.
Artwork
Artwork
Is this DSI Superlative, Important, Believable?
ReplyDelete1. The Preemptive Attribute DSI (announce exclusive ownership, i.e the "tallest" ski mountain)
2. The Magic Ingredient DSI (aka "fairy dust", a magic-sounding coined name like "Vapor Action", which is really just menthol)
3. The Sleeping Beauty DSI (you claim a feature that all your competitors can claim, but haven't, for example, Sprite - 'the sugar-sweetened soda')
4. The Golden Metaphor DSI ("Museum Quality Storage" for a product that is so dull there can be no superlative claim)
5. The "2 Mints in 1" DSI (Certs is not a candy mint, or a breath mint, it's "2 mints in 1!")
6. The Transplant DSI (You borrow a well established specialty. Easy to Use Home Banking Software is too hard to say or know what they mean, "Home ATM" uses a well known thing - ATM - and attaches it to their product)
7. The Spin DSI (It's not called "Diet Beer", because it doesn't sound manly. Miller is "Light Beer", that doesn't fill you up so you can drink even more, very manly)
8. The Pure Original DSI (create something entirely new, this tends to be product driven the DVD, or a Swiffer. The Swiffer is not a vacuum, broom or mop, it's a Swiffer)