CRAVE crave |krāv verb [ trans. ] feel a powerful desire for (something) : a program to give the infants the human touch they crave. ･ dated beg for (something) : I must crave your indulgence.

crave |krāv

verb [ trans. ]

feel a powerful desire for (something) : a program to give the infants the human touch they crave.

･ dated beg for (something) : I must crave your indulgence.

CRAVE Non Smoking is Cool Campaign T. Adam Ball/Justin Guglielmello/Cole Menassa-Rafla

Agenda Statement of Problem Background Target Assessment - Whose our focus? Positioning Statement Advertising Objective Advertising Strategy IMC Objective IMC Strategy The BIG Idea Conclusion

Statement of Problem

Background

Target Assessment - Whose our focus?

Positioning Statement

Advertising Objective

Advertising Strategy

IMC Objective

IMC Strategy

The BIG Idea

Conclusion

Statement of Problem Smoking looks cool! Young teenagers are affected by peer pressure and are enabled by friends and family to smoke at a young age.

Smoking looks cool! Young teenagers are affected by peer pressure and are enabled by friends and family to smoke at a young age.

Background Statistics Each day, between 82,000 and 99,000 young people around the world start smoking. Smoking rates for youth climbed in the early 1990s, but have been slowly declining. Almost 20% of Canadian teens (aged 12-19) currently smoke (daily or occasionally). Youth smokers make more attempts to quit smoking than adult smokers. 90% of smokers start before the age of 21

Statistics

Each day, between 82,000 and 99,000 young people around the world start smoking.

Smoking rates for youth climbed in the early 1990s, but have been slowly declining.

Almost 20% of Canadian teens (aged 12-19) currently smoke (daily or occasionally).

Youth smokers make more attempts to quit smoking than adult smokers.

90% of smokers start before the age of 21

Background Trends The sharpest declines were among youth aged 12 to 17, with the rate declining from 14% in 2000/01 to 10% in 2003, and to 8% in 2005. Teenage smoking is enabled by friends, family, and retail establishment For every 12 teenage smokers, there is 1 retail establishment/vendor that sells tobacco products Teens give many reasons for why they start smoking: "My friends smoke.” "I just wanted to try it.” "I thought it was cool.” "My parents smoke."

Trends

The sharpest declines were among youth aged 12 to 17, with the rate declining from 14% in 2000/01 to 10% in 2003, and to 8% in 2005.

Teenage smoking is enabled by friends, family, and retail establishment

For every 12 teenage smokers, there is 1 retail establishment/vendor that sells tobacco products

Teens give many reasons for why they start smoking:

"My friends smoke.”

"I just wanted to try it.”

"I thought it was cool.”

"My parents smoke."

Target Assessment Demographics Ages 12 to 17 Mainly Ontario & Quebec Large Communities 100,000+ Live at home Households 3+

Demographics

Ages 12 to 17

Mainly Ontario & Quebec

Large Communities 100,000+

Live at home

Households 3+

Target Assessment Psychographics Fashion conscious - modern/trendy Branded lifestyles In sync with popular culture Enjoy outdoor activities Social pastime - concerts and time with friends Friends and family are highly important

Psychographics

Fashion conscious - modern/trendy

Branded lifestyles

In sync with popular culture

Enjoy outdoor activities

Social pastime - concerts and time with friends

Friends and family are highly important

Communication Problem How to effectively communicate to teenagers 12-17, that non-smoking is cool.

How to effectively communicate to teenagers 12-17, that non-smoking is cool.

Positioning Statement How do we want to be want to be perceived by the target? Crave wants to be the cutting edge resource to 12-17 year olds that promotes non smoking and provides advice to smokers to help them quit.

How do we want to be want to be perceived by the target?

Crave wants to be the cutting edge resource to 12-17 year olds that promotes non smoking and provides advice to smokers to help them quit.

Advertising Objective To educate 65% of 12-17 year olds that non-smoking is cool over a 1 year campaign.

To educate 65% of 12-17 year olds that

non-smoking is cool over a 1 year campaign.

Advertising Strategy Key Benefit Statement The Crave Campaign, offers teens ages 12-17 the opportunity to become informed and to participate in a community of peers , giving them the chance to win prizes and participate in contests based around a healthy lifestyle. Non-smokers provide interactive stories so that smokers are driven to begin a healthy lifestyle.

Key Benefit Statement

The Crave Campaign, offers teens ages 12-17 the opportunity to become informed and to participate in a community of peers , giving them the chance to win prizes and participate in contests based around a healthy lifestyle. Non-smokers provide interactive stories so that smokers are driven to begin a healthy lifestyle.

Advertising Strategy Support Claims The Crave Campaign incorporates celebrities and other popular figures, as well as “buzz words” to connect with 12-17 target market. Campaign focuses on the use of modern multimedia such as Television, Mobile and Online to effectively match where our target spends their time. The advertising message will support a call to action referring smokers and non-smokers to participate in a community of healthy, non-smoking lifestyles. Able to participate in various contest, and video challenges.

Support Claims

The Crave Campaign incorporates celebrities and other popular figures, as well as “buzz words” to connect with 12-17 target market.

Campaign focuses on the use of modern multimedia such as Television, Mobile and Online to effectively match where our target spends their time.

The advertising message will support a call to action referring smokers and non-smokers to participate in a community of healthy, non-smoking lifestyles.

Able to participate in various contest, and video challenges.

Advertising Strategy Tone & Personality Inspirational Up Beat Celebrities & Popular Figures Modern Pop Culture

Tone & Personality

Inspirational

Up Beat

Celebrities & Popular Figures

Modern

Pop Culture

Advertising Strategy Appeal Strategy Emotional Appeal Advertising is used to associate success with non-smoking. Life events such as personal, emotional, and social success are directly related to a healthy lifestyle and promoting non-smoking. Focusing on aspirations to promote healthy lifestyles.

Appeal Strategy

Emotional Appeal

Advertising is used to associate success with

non-smoking.

Life events such as personal, emotional, and social success are directly related to a healthy lifestyle and promoting non-smoking.

Focusing on aspirations to promote healthy lifestyles.

IMC Objectives Brand Awareness The Crave Campaign will create 75% awareness that “ non-smoking is cool” among teenagers 12-17 in the market within one year .

Brand Awareness

The Crave Campaign will create 75% awareness that

“ non-smoking is cool” among teenagers 12-17 in the market within one year .

IMC Strategy Brand Awareness Advertising Television Advertising ( 63.61% ML to H users) Interactive ( 86.43% used the net – past 7 days) Mobile (52% of Canadian youth use cell phones) Event Sponsorship School events (Red Feather Weekend/Activity Days) Concerts

Brand Awareness

Advertising

Television Advertising ( 63.61% ML to H users)

Interactive ( 86.43% used the net – past 7 days)

Mobile (52% of Canadian youth use cell phones)

Event Sponsorship

School events (Red Feather Weekend/Activity Days)

Concerts

The BIG Idea Slogan What do you CRAVE ? Slogan connect with the target by asking a question. This question prompts a response from the target to think about their future and to become passionate about who they want to be.

Slogan

What do you CRAVE ?

Slogan connect with the target by asking a question.

This question prompts a response from the target to think about their future and to become passionate about who they want to be.

TELEVISION 1. 2. 3. 4. 5.

INTERACTIVE Create Account - Link to Mobile Device Popular & Relevant Videos Health Canada Logo Campaign Logo Navigation - Upload Videos, Information. Downloads, Prizes & Contests Interactive Post - Blog experience & submit information www.crave.on.ca

MOBILE Access to Website Website Updates

EVENT SPONSORSHIP School Events Concerts CRAVE CRAVE

The Connection How do we connect? Incorporate relative and understandable information Teenagers, 12-17 are very impressionable and show admiration for others, role model Use celebrities and popular figures and how they are successful and love life without smoking Use effective media - television, interactive and mobile

How do we connect?

Incorporate relative and understandable information

Teenagers, 12-17 are very impressionable and show admiration for others, role model

Use celebrities and popular figures and how they are successful and love life without smoking

Use effective media - television, interactive and mobile

Media Outline Market Coverage Concentrated Marketing - focusing on both interactive and television stations that target 12-17 year olds Timing Advertising timing based primarily around summer months with secondary focus on the remainder of the year. Advertisements are set on a bi-weekly based in secondary months, while primary months have weekly coverage Reach/Frequency Effective reach to desired target market Frequency of advertising in primary summer months, lighter frequency around secondary months

Market Coverage

Concentrated Marketing - focusing on both interactive and television stations that target 12-17 year olds

Timing

Advertising timing based primarily around summer months with secondary focus on the remainder of the year.

Advertisements are set on a bi-weekly based in secondary months, while primary months have weekly coverage

Reach/Frequency

Effective reach to desired target market

Frequency of advertising in primary summer months, lighter frequency around secondary months

CRAVE crave |krāv verb [ trans. ] feel a powerful desire for (something) : a program to give the infants the human touch they crave. ･ dated beg for (something) : I must crave your indulgence.

crave |krāv

verb [ trans. ]

feel a powerful desire for (something) : a program to give the infants the human touch they crave.

･ dated beg for (something) : I must crave your indulgence.