copywriter   marketer   creative   media	  planner   creative
The	  Client	  |	  The	  Products                +	  Founded	  in	  Germany	  in	  1966                +	  Specializes	  i...
What’s	  The	  Deal?	  There’s	  a	  common	  preference	  among	  people	  that	  drives	  them	  to	  drink	  bottled	  ...
BUT	  WHY?	  
Emotional   Safe   Convenient   Socially-acceptedRational   Lack	  of	  information   PriceBehaviorial   Habitual
WHAT	  TO	  DO	  What	  we	  will	  do	  is	  an	  integrated	  marketing	  “project”	  that	  will	  aim	  at	  engaging	...
WHAT	  TO	  DO	  Water	  filtration	  and	  bottled	  water...is	  a	  very	  dull	  topic	  to	  advertise	  about.	  So	...
GET	  RID	  OF	  THE	  BOTTLE
We	  are	  going	  to	  have	  a	  set	  of	  consumer-generated	  videos	  by	  which	  consumers	  aim	  at	  getting	  ...
TAP	  IT            web
print	  &	  outdoorPrint	  ads	  and	  billboards	  are	  going	  to	  be	  produced	  to	  complement	  the	  videos.	  T...
public	  relationsMass	  collection	  of	  water	  bottles	  from	  consumers	  Empty	  the	  water	  into	  a	  container...
Held	  at	  Dubai	  MallHow	  to	  promote	  the	  event?Give	  out	  leaflets	  3	  days	  before	  the	  eventSocial	  m...
Press	  Release	  that	  goes	  in	  magazines	  (OK!,	  H2O),	  pictures	  on	  all	  online	  vehiclesCertificate	  for	...
video
Media	  Plan+	  Focus	  on	  product	  awareness+	  Trigger	  action+	  Reach	  dominates	  frequency+	  Boost	  frequency...
Media	  Strategy+	  Adopt	  offensive	  approach
thank	  you
Lynx Academy 2011 - Presentation Group3
Lynx Academy 2011 - Presentation Group3
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Lynx Academy 2011 - Presentation Group3

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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.

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Lynx Academy 2011 - Presentation Group3

  1. 1. copywriter marketer creative media  planner creative
  2. 2. 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
  3. 3. What’s  The  Deal?  There’s  a  common  preference  among  people  that  drives  them  to  drink  bottled  water...  instead  of  tap  water.  
  4. 4. BUT  WHY?  
  5. 5. Emotional Safe Convenient Socially-acceptedRational Lack  of  information PriceBehaviorial Habitual
  6. 6. 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.  
  7. 7. 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.  
  8. 8. GET  RID  OF  THE  BOTTLE
  9. 9. 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.
  10. 10. TAP  IT web
  11. 11. print  &  outdoorPrint  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.  
  12. 12. public  relationsMass  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
  13. 13. Held  at  Dubai  MallHow  to  promote  the  event?Give  out  leaflets  3  days  before  the  eventSocial  media  (Facebook,  Twitter)Radio  ads  (Star  FM,  Virgin  FM,  Radio  One)“Biggest  BRITA-branded  Glass  Water  Container”  for  “The  Bigger  Cause”
  14. 14. Press  Release  that  goes  in  magazines  (OK!,  H2O),  pictures  on  all  online  vehiclesCertificate  for  those  who  empty  their  bottlesIntroduce  the  tap  (faucet)  into  EVERYTHINGBottle  cap  --> wheelchairs  --> double  CSRIntroduce  Brita  water  dispenser  into  businesses    
  15. 15. video
  16. 16. Media  Plan+  Focus  on  product  awareness+  Trigger  action+  Reach  dominates  frequency+  Boost  frequency  later  on
  17. 17. Media  Strategy+  Adopt  offensive  approach
  18. 18. thank  you

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