The Lynx Academy sponsored by Leo Burnett is a chance for students to learn from advertising professionals during the Dubai Lynx Festival. At the end of the programme they are given a brief to present to the agency.

1. copywriter marketer creative media
planner creative

3. The
Client
|
The
Products
+
Founded
in
Germany
in
1966
+
Specializes
in
filters
for
demineralization
of
water
+
Aim
was
to
optimize
tap
water
use
+
“Waterology”
,“tap
water,
transformed”
+
Brita
Filter
+
Brita
Water
Dispenser

4. What’s
The
Deal?
There’s
a
common
preference
among
people
that
drives
them
to
drink
bottled
water...
instead
of
tap
water.

5. BUT
WHY?

6. Emotional
Safe
Convenient
Socially-accepted
Rational
Lack
of
information
Price
Behaviorial
Habitual

7. WHAT
TO
DO
What
we
will
do
is
an
integrated
marketing
“project”
that
will
aim
at
engaging
the
consumer
in
a
new
and
creative
way.
We
want
to
change
the
platform
of
which
water
filters
and
tap
water
are
viewed.

8. WHAT
TO
DO
Water
filtration
and
bottled
water...
is
a
very
dull
topic
to
advertise
about.
So
we
decided
to
create
a
‘project’
that
was
somewhat
humorous
and
that
encouraged
people
to
take
part.

9. GET
RID
OF
THE
BOTTLE

10. We
are
going
to
have
a
set
of
consumer-generated
videos
by
which
consumers
aim
at
getting
rid
of
commercial
water
bottles.
Content
will
be
uploaded
on
a
micro-site
with
the
purpose
of
communicating
the
hazards
of
drinking
bottled
water.

11. TAP
IT
web

12. print
&
outdoor
Print
ads
and
billboards
are
going
to
be
produced
to
complement
the
videos.
They
will
portray
people
“guilty”
of
attacking
a
bottle
of
water
in
attempt
of
getting
rid
of
it.

14. public
relations
Mass
collection
of
water
bottles
from
consumers
Empty
the
water
into
a
container
that
is
shipped
to
a
3rd
world
country,
which
has
minimal
availability
of
clean
water
--->
Make
the
brand
responsible

15. Held
at
Dubai
Mall
How
to
promote
the
event?
Give
out
leaflets
3
days
before
the
event
Social
media
(Facebook,
Twitter)
Radio
ads
(Star
FM,
Virgin
FM,
Radio
One)
“Biggest
BRITA-branded
Glass
Water
Container”
for
“The
Bigger
Cause”

16. Press
Release
that
goes
in
magazines
(OK!,
H2O),
pictures
on
all
online
vehicles
Certificate
for
those
who
empty
their
bottles
Introduce
the
tap
(faucet)
into
EVERYTHING
Bottle
cap
--> wheelchairs
--> double
CSR
Introduce
Brita
water
dispenser
into
businesses

17. video

18. Media
Plan
+
Focus
on
product
awareness
+
Trigger
action
+
Reach
dominates
frequency
+
Boost
frequency
later
on

19. Media
Strategy
+
Adopt
offensive
approach

20. thank
you