Welcome to my daily creative exercise. On this edition I will develop a campaign using random information I have on a master list that will create a fictional product, client and situation. The concepts are open to the public but if you are interested in using it for your own company please notify or accredit me. Here we go.
Case Study info
Product – Wallet
Brand Archetype – The HERO, he wants to prove himself
Target Audience – Boys 8 – 13
Business Objective – Engagement
Differentiating Factor – Unique
Campaign Name: I can buy what I want
Approach: A one minute ad that can be used to show how the wallets can empower boys to get everything they want. The Ads can be run on YouTube with a target on videos watched by boys in that age category to stimulate interest. It can also be run during programs/ videos that focus on business or money management, as parents are the ones with the purchasing power, and those who look at these programs/ videos will be more likely to want to see their children improve their financial responsibility.
A Nintendo Switch sits on the showcase behind in a store window with a boy’s reflection looking inward. He tugs on his mother’s dress and points to the device. Annoyed, she glances at it before brushing him off. The boy looks disappointed.
Christmas morning the boy sits with his family and sees a rectangular box with his name on it and excitedly opens the gift. His excitement turns to disappointment when he notices that it’s a wallet and not a Nintendo Switch. His father comments that if he knows how to use it, then he can get anything he wants. The boys eyes brighten.
Montage Scene of him collecting money through various activities
He cleans up the yard and receives payment that he places in the wallet.
He saves the change from his snacks in the wallet and even stashes his birthday money in the wallet.
The boy drags mother into the toy store, he grabs the Nintendo Switch and rests it on the counter. The annoyed mother awaits for him to count all the money he has to pay. The cashier smiles as he drops the final dollar. She bags it and gives it to him. He hugs the box and kisses the wallet. His mother rolls her eyes.
What did you think of the campaign concept? Would I be able to meet all the objectives identified? Your productive critique is welcomed 🙂