SSarah Kramer s CONCEPTUAL PIECE N Semester AMB318

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Leonard Skinner
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1 SSarah Kramer s CONCEPTUAL PIECE N Semester AMB318

2 Contents Abstract Copy Platform Rationale Target Audience Profile Print Ad Copy Format Mock up Trials / Drafts Reference List

Abstract The Client: Nutcase Nutcase Helmets are all about making helmets fun and safe. Nutcase Helmets take pride in creating a helmet for every personality!

3 Abstract The Client: Nutcase Nutcase Helmets are all about making helmets fun and safe. Nutcase Helmets take pride in creating a helmet for every personality! Product: Helmets (entire range) Objective: To increase brand awareness of Nutcase within the target market by 60% over 3 months. To position the brand as a cool and stylish way to protect your head while biking, boarding, skiing and pursuing any activity that safeguards your most important asset, your brain. Single-minded proposition: Protection for your head that looks good. Feels comfortable and offers a high standard of safety 3

4 Copy Platform Advertising Problem: The target market is unaware that the product (Nutcase Helmets) exists, as it s production, marketing and distribution is conducted online. Advertising Objectives: To increase brand awareness of Nutcase within the target market by 60% over 3 months. To position the brand as a cool and stylish way to protect your head while biking, boarding and skiing. Product: Nutcase Helmets Distinctive feature/usp/smp: Nutcase offers a full range of helmets for the sport enthusiast be it biking, skating, snowboarding or any other activity. Whether your activity takes you to the street, snow or water, Nutcase helmets will heighten your visibility wherever you are. The helmets incorporate leading graphic designs with the right type of creativity to inspire kids of all ages to wear them. This creativity is combined with safety to ensure the wearer not only looks good but also feels good in the knowledge that they are adequately protected. Product description: Nutcase is a full range of helmets that incorporate original and unique graphic design prints that not only look good but serve the purpose of protecting your most important asset, your brain. Product benefits: Safe and Stylish protection for your head. Principal benefit or promise to the consumer: Protection for your head that looks and feels good. Support or reason why this benefit is possible: A team of professional graphic designers has created these unique styles to suit every person s needs and the industry standard safety features will ensure everyone s protection. 4

5 Copy Platform Target audience: The target audience encompasses a wide range of male and female consumers and their families whose priority is to wear a helmet that not only protects them but sets a trend in style and uniqueness as well. With headquarters in Portland, USA and online sales across North America, Europe, Asia and Australia, the target market is truly global. The specific target audience includes parents, families and active bikers, boarders or skaters between 18 to 45. The reason the target audience begins at 18 is due to the fact that the sales, (apart from USA) are online. Therefore, in order for the purchaser to buy these helmets they require a credit card or visa for the purchase. This spread is also due to the fact that the target audience is aimed at wealthier families who are more likely to afford the higher price of these helmets. Target competition: Research of other helmet brands has identified that Nutcase has a pre-emptive claim as their competition have not exploited their graphic designs. Therefore, Nutcase presents as unique in the market place. As the Nutcase website states, the innovation behind these helmets is the lack of printed helmets (apart from copy righted cartoon prints for children), in the market place. Therefore, people who are after stylish, flamboyant and unique headwear have limited options. Nutcase created a niche in the market place and used this shortfall to pioneer a product that was original and innovative. However, since their established in 2005, other helmet brands may well be catching up to their ideas and designs. The main competition lies with retail stores such as Big W and other style inspired helmet companies such as Bike Pretty, another online helmet store. Big W poses the biggest threat as a major competitor as it has actual store space and is, therefore, easily accessible. This is especially pertinent when it comes to size and fit due to its size, Big W is able to produce the helmets at cheaper prices. In contrast, Bike Pretty is an online store which targets females rather than a wider range of both genders and families which restricts its overall target audience. However, it is considered a rival as it may impact Nutcase s female helmet sales

6 Copy Platform Brand character: The Nutcase slogan: I love my brain Positioning: The product advertisment predominantly position the product as a must have safety product for every family member using affective strategy methods. This product will also be positioned as a stylish safety accessory for people who love their brains and are concerned with the way they look. Therefore, the helmet s fashionable appearance will be a unique and major selling point. Creative Strategy Statement: Advertising will increase awareness of Nutcase Helmets, as the stylish option for males and females between the age of 18 to 45 who love their own and their family s brains. Nutcase advertising will highlight both the stylish aspects as well as the safety benefits. This advertising will attract consumers worldwide using the Affective Strategy approach which incorporates shock advertisement methods. These adverts will be print advertisements that include modern technology such as QR codes. This technology will serve as the main support to link viewers to the online store. The tone of the campaign will include an emotion-based theme incorporating reverse benefit methods and word play to lure the target audience. The brand character of the product is I Love My Brain and will be supported throughout the campaign. Execution: The advertising campaign will incorporate print media including posters, billboards and newspaper advertisements that will be targeting the main consumers whilst in transit. It will incorporate an emotional appeal through shock advertisements which will rely on the safety aspects of the product, utilising reverse benefit and word play methods. There will be a variety of posters which will include the same headlines and sub text, however, the imagery will differ slightly in each one. 6

7 Copy Platform Media Placement: The advertisements will be placed in outdoor areas of transit over a three month period during the lead up to and during mid- year school holidays. This will be followed by a short period after the school holidays end. This placement will ensure that families (the main target audience), will notice these adverts during holidays when they are predominantly together and actively pursuing outdoor activities such as bike riding, skating and skateboarding. The advertisements will be repeated by situating them within close proximity of each other to ensure the target market view the advertisements multiple times a day. To ensure that 60% of the target market is reached, these advertisements will be placed in the major cities of each state throughout Australia as well as in other highly populated and urbanised areas which are more likely to undertake active pursuits. Supporting Copy Points: Online stores that ship to USA, North America, Europe, Asia and Australia. Full range of bicycle, snow boarding, skating, skiing and water sports helmets in unique colours and designs. 7

8 Rationale Love your brain the right way don t BE a nutcase..wear one!.. In our contemporary society, identity has become a major factor in how we create meaning in our lives. Self-Image plays a major role in formulating this identity and how we portray ourselves in our world. Furthermore, this image-making combines with character building to help shape who we are and who we want to be. Moreover, we are encircled by neoliberal ideologies, which permeate our social fabric, emphasizing competition and individuality. Families, therefore, are constantly engineering their own identities surrounded by a world of competitive individualism. Branding, through clothes and accessories, becomes a way of demonstrating this identity and individualism. Buying Nutcase Helmets sets the consumer apart and portrays the buyer as an affluent, competitive, individual who is able to afford a product that not only has superior safety standards but is a market leader in captivating designs. The helmet s uniqueness lies in the dual concept of it being superiorly safe yet outrageously fashionable with its bold graphics. These designs are innovative and original and competitors have yet to compete with these outstanding attributes. This lack of competition ensures that Nutcase Helmets have a niche market, which can only be tapped into and extended through superior advertising, which this campaign offers. In addition, we are living in a risk society in which individuals fear for their safety because of the expense of insurance claims and exorbitant medical bills. Should a person have an accident whilst failing to wear a helmet they are liable for damages and insurance companies may refuse to cover their claims. These factors ensure that Nutcase Helmets which meet and exceed Australian safety standards, are a prominent choice for families concerned about their safety and protection. 8

9 Rational The advertisements creatively integrate emotion, word play and reverse- benefit features to effectively portray the importance of protection for your head that looks good. The imagery plays on the word Nutcase by representing a mentally unstable nutcase that is eating his brains out of his nut case helmet. The sub-heading that highlights and clarifies this confronting imagery is: don t be a nut case wear one. This explicit nutcase imagery is a powerful representation of what could happen if you don t wear a helmet. The second advertisement follows a similar format but incorporates a startling and different image of a mutated person eating their brains out of a nutcase helmet. In this mutation, the person s face is substituted with a vegetable. Again, there is a play on words with the vegetable image serving as an explicit reminder of what you may turn into if a helmet isn t worn. The QR code incorporated into each poster provides a link to the nutcase website. This link shares letters with prospective customers to emphasize the safety of nutcase helmets. This is achieved by creating a page of testimonials from customers who have survived accidents because they were wearing a Nutcase helmet. Viewers will read this link after viewing the advertisement and, therefore, the link becomes a useful tool in creating a long standing connection with the brand. These constructs will serve the purpose of shocking parents into buying Nutcase helmets. These overt messages reinforce the concept that Nutcase helmets not only safeguard and protect but also provide style and appeal. The posters validate these statements by claiming: Nutcase Helmets provide protection for your head that looks good. This campaign will be effective because the messages contained in the posters are emotive, eye catching and strongly appeal to a person s sense of vanity as well as a parent s role of keeping a family safe and secure. Furthermore, the adverts promote the consumer as an affluent individual who is able to protect the family whilst enhancing the family s self-image and portraying an identity that suits their profile. These subliminal advertising messages place value on safety and image that consumers will wish to attain. 9

10 Example Target Audience Profile pern Accountant Firm About: Married Mother of 3 full time work as an accountant 33 years old Leads a busy lifestyle in Brisbane city, likes to bike ride and take children out roller blading on weekends, all three children are at school and ride to and home from school everyday. Husband is trying to loose weight so he also rides his bike every day to and home from work. Safety is a must for every member of the family. Her husband and her earn a combined total of around $50,000 to $80,000 a year. They own their house yet are paying off a mortgage. 10

11 Example Target Audience Mood Board Play City Family Work Outdoor 11

12 Print Ad Copy Format 12

13 Print Ad Copy Format 13

14 Mock Up Love your Brain the RIGHT way Wear a Nutcase... Don t be one! Protection for your head that looks good Love your brain... Scan the Code to read the Love letters from Nutcase Survivors! Like us on facebook 14

15 Mock Up Love your Brain the RIGHT way Wear a Nutcase... Don t be one! Protection for your head that looks good Love your brain... Scan the Code to read the Love letters from Nutcase Survivors! Like us on facebook 15

Trials/ Drafts Love your Brain the RIGHT way Don t Be A Nutcase.. Wear A Nutcase!

.. http://nutcasehelmets.com Love your brain.

Like us on facebook https://www.facebook.com/nutcaseaustralasia Prevent yourself from being a nutcase.

Instead of being a nut case, wear one! Instead of becoming a nut case, wear one!

love your brain the right way don t be a nutcase wear a nutcase Rev dram erse at b ene Styl

16 Trials/ Drafts Love your Brain the RIGHT way Don t Be A Nutcase.. Wear A Nutcase!! Wear a Nutcase... Don t be one! Protection for your head that looks good Love your brain... Love your brain... Scan the Code to read the Love letters from Nutcase Survivors! Like us on facebook Prevent yourself from being a nutcase. By wearing a nut case! Don t become a nutcase! Wear a nutcase instead! Instead of being a nut case, wear one! Instead of becoming a nut case, wear one! love your brain the right way.. wear a nutcase don t be one! love your brain the right way don t be a nutcase wear a nutcase Rev dram erse at b ene Styl ise it Ten fi ish sion t betw and em. ot een hea ion and! d o o dlin oks g e an word ad that lo e h r u d im play o y n for age Protectio in y bra I love m ideas??!!! protection for your head that looks good Vegatble eating a brain for dinner 16

17 Reference List Creative Commons (2013). Creative Commons Search. Retrieved from Lost&taken. (2008). Textures and the pursuit of happiness. Retrieved from Morrow. M (2013). Nutcase. Retrieved from QUT (2013). QUT Library. Retrieved from 17

MEDIA LITERACY STUDENT GUIDE. Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property.

MEDIA LITERACY STUDENT GUIDE. Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property. MEDIA STUDENT GUIDE Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property. Information is everywhere. We take it in whether we want to or not. Some of the