Table Of Contents. Table Of Contents..1. Survey Analysis..2. Situation Analysis.3. Copy Platform.4

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2 Table Of Contents Table Of Contents..1 Survey Analysis..2 Situation Analysis.3 Copy Platform.4 Advertising Copy Scripts 5-9 I. Print II. Outdoor III. Radio IV. Television Billboard Ad..9 Print Ad 10 Public Relations Idea..11 Social Media Idea I. Facebook II. Twitter III. Radio

3 Survey Analysis In the fall of 2012 our agency JVN conducted a survey at Fresno State University. Our survey consisted of 12 questions and our goal was to determine what candy bar most students preferred. Out of 585 survey participants 92% enjoyed chocolate candy bars. 72% said that they eat chocolate candy bars occasionally, with 21% saying they eat candy bars 2-3 times a week and 5% saying they eat candy on a daily basis. When asked what their favorite candy bar was Snickers came in first with 76%. 23% enjoy Reese s peanut butter cup, and 11% went to Butterfinger. 50% agreed and the most important part of the chocolate candy bar to the students was the chocolate covering. Next to the covering 39% enjoyed the caramel. When asked if people ate Snickers to curb hunger 50% said yes. When asked what Snickers products do people enjoy, 38% said they prefer the candy bar while 22% favorite Snickers ice cream and 20% preferred Snickers fun size. 72% agreed that they would be willing to try the new Snickers peanut butter squared. 57% said they normally eat a chocolate candy bar as an afternoon snack. 41% said they eat it as an evening snack. 29% said they eat it during a study break. When we inquired about the season of year people eat Snickers 44% said they eat it during winter. 49% relate Snickers as a special treat for a rough day. 33% relate it as a dessert following a good meal and 28% use a Snickers bar as a pick me up between meals. 45% of our demographic we targeted were females. Males were 40% and 71% of our age demographic we reached were ages and 17% were ages %

4 said the media they prefer to use is television, and 54% prefer social media with 24% for radio. Using this data, our agency JVN will create a campaign geared to reach our demographic of male and females reaffirming their brand loyalty to Snickers as a treat after a rough day.

5 Company/Product: Snickers Candy Bar Situation Analysis Target: Young adults and college students years old. Current advertising slogan: Rough Day? Unwrap a Snickers Non-traditional consumer contact points: Eating it in between class, maybe pointing out how important it is to eat anything to keep your brain going. Try getting it out by showing guys while waiting for your date to get ready they can eat a candy bar so they won t starve of hunger. Doing consumption, and Life Stage research. Surveys will also help in not only retrieving needed data, but will also make the consumer involved. Competition: Twix, Dove M&M s Unique Product Selling Point: Snickers, the chocolate candy bar, is very unique from the packaging, to how it s a solid chocolate bar. Even the name Snickers is something unique and rarely heard. With the name alone, we are ahead of our competitors because most people know what is being talked about when you mention the name Snickers.

6 Copy Platform Advertising Objective: Show snickers as a treat Target Market: Male and females ages Key Selling Benefit: Something for everybody Other Supporting Benefits: Reward after a rough day Tone or Personality: Fun, imaginative Creative Strategy/Theme Line or Slogan: Rough day? Unwrap a Snickers

7 Company: Mars Product: Snickers Agency: JVN Medium: Magazine Unit: 1 page (Full) Headline: Illustration: Body copy: Logo/signature: ROUGH DAY? UNWRAP A SNICKERS The background image of the print ad is of a dog tearing up a single persons couch and a women who is stress free over the incident of the dog enjoying a snickers. The couch is a checker with different shades of blue and the dog is light brown. The couch is ripped in many areas with pieces of fabric all around. The dog has a piece of the couch fabric in the mouth. The woman is light completed, short hair, and is wearing a color teal blue shirt. The woman has her eyes close and about to take a snickers bite with a smile in her face. N/A Product logo is in the visual

8 Client: Mars Product: Snickers Agency: JVN Medium: outdoor Unit: Billboard, 14 x48 Headline: Illustration: Body copy: ROUGH DAY? UNWRAP A SNICKERS The billboard background image is of a black truck crashed into the side of a white wooded house. The truck is more than half way in the house. A gentleman is in a red shirt right beside the accident and holding a snicker s with the right hand already had taken a bite, and enjoying his snickers not caring of what had just happen. N/A

9 Radio Script Mike s voice: Hey it s Mike. Sorry I missed your call. Leave your name and number and I ll get back to you. Sound Effects: Beep Jeff: (In a burly, gruff voice) Hey bud its Jeff your boss. Listen our Blockbuster is going out of business and we have to let some people go early. You re no longer needed. Don t feel to bad bud, there is always something else. Great knowing ya. Sound Effects: Beep Tiffany: (In a high-pitched polite voice) Hey babe it s Tiffany. Listen this you and me isn t working out. The truth is you re not my type anymore.

10 Anyways it was great while it lasted but it s gone now. Ok thanks, bye! Sound Effects: Beep Dr. Squared: (Professional calm voice) Hey Mike it s your professor, Dr. Squared. Listen, I reviewed your grades as requested, and I m sorry but there s NO way you re passing Calculus this semester. Have a good break and see you next semester! Sound Effects: Beep. Rustling, then Mike unwraps Snickers and sighs. Announcer: Had a rough day like Mike? Unwrap A Snickers. Also don t forget to check out our rough day challenge. Visit Facebook for more details

11 Television Script Format Client: Mars Agency: JVN Product: Snickers Medium: Television Unit: 30 seconds Video Directions Audio Directions (1) WS: PARENTS ABOUT (1) MOTHER: Thanks a lot Amy for TO LEAVE THE HOUSE, GIVING LAST MINUTE INSTRUCTIONS TO THE BABYSITTER AND BABY IS IN THE FLOOR. babysitting our little one. (2) WS: A BIG MESS IN THE BACK- (2) AMY (SWEET VOICE): come on GROUND AND BABYSITTER IS TRYING TO FEED SPAGHATTI TO THE BABY. baby open wide (AHHHH). (3) MS: THE LIVING ROOM IS A BIG MESS (3) AMY (STRESSED VOICE /LITTLE AND BABYSITTER LOOKS STRESSED. (4) CU: BABYSITTER IS OUTSIDE OF THE (4) MUSIC: IN HOUSE. THE BABY IS LOOKING AT THE BABYSITTER THROUGH THE WINDOW. BABYSITTER S DAY IS OVER AND IS ABOUT TO EAT A SNICKERS BAR. DISGUSTED): Look at this mess! Oh My Goodness! I want to go home!!! (5) CU: THE SLOGAN AND THE IMAGE OF (5) VO: ROUGH DAY? UNWRAP A THE SNICKER S BAR. SNICKERS

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14 Public Relations Idea Our agency came up with the idea of having an interactive PR plan, so our target audience could feel involved and part of the action. We called our campaign the Rough Day challenge. Contestants would attach an 8x11 poster, or picture they created on the horrible day they had. They would then create a 2-minute video on YouTube and explain the roughest day they had, and tell us why they should win. After we chose the top five who would enter the final round, we would leave it up to the audience. We would let the viewers decide, and the voting would take place, on Twitter, Facebook, and using YouTube polling. After a certain time, we would close the polling and announce the winner. The winner would then be announced on all social media outlets, and radio and they would win $10, nd place would win $5,000 and 3 rd place would win $1,000. We also thought to advertise this contest, on social media sites, including YouTube and also the radio. By including everyone who is on these sites, we are able to drive traffic to our campaign and also make people think about the type of candy they eat. Facebook

15 In our survey analysis, when asked what media preference they prefer, 54% choose to use social media. The other 50% prefer to use television. Knowing this information our agency, JVN decided to create a campaign where we could reach our target audience in a fun and easy way. For the social media aspect we decided to create a Face Book page where people could like and comment on what they liked about Snickers. We also agreed that we would do a campaign and our catch would be; "Rough Day? Tell us about it! Post your "rough day" story along with a photo on Snickers' Facebook page for a change to unwrap $10,000 from Snickers! This would drive traffic not only to Snickers, but it would also bring in the demographic that receives all their information online. Twitter Our agency, JVN decided to put together a campaign in which we would also create a Twitter page. Our goal was to every other day try and post recipes and fun foods you can eat along with Snickers. This would intrigue young adults to try new things to eat and create with Snickers candy. Along with the recipes we would also post quotes about people responding to candy, or what people most enjoy about Snickers. With these posts we would talk about our Rough Day challenge and how they

16 can participate. This will help to reinforce our campaign about Snickers candy. Radio Our agency, JVN decided that we also had to also reach our other demographic that chooses to go without social media. Because of radio like Pandora, or satellite XM where they can skip and fast forward commercials, we knew that in order to reach our audience we had to do it in a swiftly manner. Our agency created a 60-second commercial. In our commercial, we have an average 22-year-old undergraduate student who has a steady job and girlfriend. We hear his generic voic and after the beep, his boss calls to tell him that he s fired. After that message his girlfriend calls to tell him that she is dumping him, because it just isn t working anymore. He gets another call in which his professor tells him that he is not going to pass Calculus like he thought, and that he will see him again next semester. He s obviously had a bad day so he decides to sit on the couch and unwrap a Snickers, which will help ease some of the pain. At the end of the commercial we would also briefly mention to join the Snickers rough day challenge.

17 Creating a commercial such as this reaches our demographic but in a funny, kind of situational way. We believe this commercial will be successful and draw more people to our Snickers contest.