5. BUMP TECHNOLOGIES
Problem
People that download and use the application quickly lose interest once they find that not everyone
has Bump. Therefore, we want to increase the number of people actively using Bump.
“Let’s Bump!” “I don’t know what that is...”
Brand Truth Getting to know the Target Market
Bump is a physical gesture that helps develop relationships outside of People want to be in the know, because we live in a culture that wants the
social media platforms. latest and the greatest.
Insight
People don’t want to miss out.
Strategy
Demonstrate the opportunity cost of not Bumping.
Creative Idea
Educate consumers how Bump is an efficient modern face to face networking tool
that is easy and fun. Play up that Bump is the next BIG thing!
Are you ready to get Bumped?
“OMG! Totally ready!!”
eduardomhan
6. BUMP TECHNOLOGIES
Tactics
- Upload your custom Contact card to Bump. Promote Bumping photographs to develop faster relationship
- Develop user management of Contact cards and notes - Partner charity events to reveal the potential of Bump Pay.
eduardomhan
9. RED BULL
Problem
Competitors are mimicking Red Bull’s marketing, which is all about winning—the ultimate destination.
Therefore, Red Bull needs to differentiate itself because its in danger of losing its relevance.
Brand truth Getting to know the Target Market
As a pioneer in experiential marketing in the energy drink category, Red Bull Millennials not only believe that athletic success is about hard work, but
is about powering hard work. also have a low tolerance for marketing that focuses on winning.
Insight
Sports aren’t just about the destination, they are about the hard work and
dedication that goes into the journey.
Strategy
Reframe Red Bull as fuel for the journey.
Creative Idea
Take consumers through a virtual journey that teaches them its importance and
how the journey is their reward.
eduardomhan
10. RED BULL
Creative Work
Television Mobile
TV spots jump start and amplify campaign in the Consumers upload journey photographs onto
US by focus on the journey of people. Instragram to be displayed in a live feed at the
Microsite. Shareable via Facebook and Twitter.
Installation
An outdoor exhibition in Times Square in New
York City will display a giant Red Bull can a live
feed of journey photographs and a billboard that
reads “The journey is your reward.”
Release “The Journey“ Special Edition Cans
Microsite Contest
The Microsite will host the journeys of people The top 10 most liked and talked about journeys will
Red Bull endorses and engage people to upload be displayed on Red Bull cans across the country.
their own journeys.
eduardomhan
13. FEBREZE FABRIC REFRESHER
Problem
Regular Febreze users, who use 2-3 bottles per year, use it reactively to eliminate odor.
Brand Truth Getting to know the target market
The Febreze Fabric Refresher was created to eliminate odors and Women have worked hard over the years to create an inviting home for themselves.
leave the treated area smelling fresh and clean. They also work hard to be unique and beautiful.
What do you do to beautify yourself?
“I always wear the same three rings“
“I wear a fancy bra even if no one will see it.”
What makes your house a home?
“Photos of friends and family“
“warm colors on the walls.”
Insight
Her home is an expression of herself.
Strategy
Re-frame Febreze Fabric Refresher from reactive consumption that kills bad odors to beautify
and personalize the scent of her home.
Creative Idea
“Perfume for your Home.” Show her how Febreze can give her home the same confidence
she gets when she beautifies herself.
eduardomhan
