Apples The Forgotten Story


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A strategic planning exercise.

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Apples The Forgotten Story

  1. 1. APPLES: The Forgotten Story
  2. 2. The Brief
  3. 3. The Brief People Players Objective Product
  4. 4. A Quick Remedy Players People Product The Hot Spot Analyze Target Shoot
  5. 5. The Product Product
  6. 6. Apples <ul><li>What’s special about apples? </li></ul>
  7. 7. Health
  8. 8. Mouth fullness
  9. 9. Seduction
  10. 10. Variety
  11. 11. Beauty Source: <ul><li>Apples is a natural remedy used for: </li></ul><ul><li>Skin Nourishment </li></ul><ul><li>Natural Toner </li></ul><ul><li>Treating Sunburn </li></ul><ul><li>Reducing wrinkles and inflammation </li></ul><ul><li>Reducing eye puffiness </li></ul><ul><li>Natural remedy for hair loss/ </li></ul><ul><li>male pattern balding </li></ul>
  12. 12. Temptation
  13. 13. = Health Mouth fullness Seduction Variety Beauty Temptation
  14. 14. = Secret Treasure Conclusion Product
  15. 15. The People People Secret Treasure
  16. 16. Simple fact
  17. 17. 78% of Dubai's population originate from the Indian subcontinent Source :MPI Data Hub
  18. 18. Source :FAO India is the 7th largest producer of Apples worldwide
  19. 19. This means apples are popular but overlooked for some reason
  20. 20. What ever was the reason We can still re-gain the popularity of a popular fruit
  21. 21. = Unnoticed Attraction Conclusion People
  22. 22. The Players Players Unnoticed Attraction Secret Treasure
  23. 23. Mango Orange Apple Climate impacts people’s choice of fruits in favor of Mangos & Oranges.
  24. 24. Mango Roundabout in Bangladesh The mango is the national fruit of India, Pakistan and the Philippines.
  25. 25. Hot Weather + National Fruit = Impulse Choice
  26. 26. = Impulse Fruits Conclusion Players
  27. 27. The Hot Spot Impulse Fruits Unnoticed Attraction Secret Treasure The Un forbidden Fruit
  28. 28. Why apples are the un forbidden fruit? <ul><li>The forbidden fruit is a well-known term referring to apples [Adam and Eve story] </li></ul><ul><li>The paradox [un forbidden] aims at creating a mystery around apples, one which will reveal apples as the secret for eternal life supported by the values of apples as a fruit and a natural treasure. </li></ul>
  29. 29. Apples are the Un forbidden Fruit At the essence of future communications lies a secret to be told, a mystery to be revealed , a treasure to be valued and a fruit to be loved and cherished. The Un forbidden Fruit The Communication Axe
  30. 30. The Strategy Remind people of the un forbidden fruit
  31. 31. The Strategy explained Phase 1: Cease selling apples and build the apples mystery Phase 2: Build up interest and remind with benefits Phase 3: Reveal the secret of eternal life, the now ‘un forbidden’ fruit
  32. 32. Phase 1: Tease <ul><li>Phase 1 will start with shocking act by ceasing the sale of apples in shopping malls and grocery stores at a peak time for one day all over Dubai. </li></ul><ul><li>The Objective is to raise attention, trigger mysteries around apples and form the basis for telling stories. </li></ul>
  33. 33. Phase 2: Take on <ul><li>Phase 2 will build up interest by telling stories about apples: stories of health, mouth fullness, seduction, variety, beauty and temptation. </li></ul><ul><li>The goal: to remind people of the benefits, pleasures, sensations and values of apples as a fruit and as a symbol. </li></ul>
  34. 34. Phase 3: Tell <ul><li>Phase 3 will conclude with a story that apples are a forgotten natural treasure that deserves attention, appreciation and utilization, collectively: the un forbidden fruit. </li></ul><ul><li>The objective: reinforce the ‘reminder’ with confirming messages. </li></ul>
  35. 35. The Creative Brief <ul><li>Think of apples as a mysterious story, a story that people already know but have forgotten, and we have to remind them of. </li></ul><ul><li>Tell a story of a forbidden fruit that was prohibited since it gives humans eternal life and well being. Go through with stories about health, mouth fullness, seduction, variety, beauty and temptation then conclude that apples are no longer forbidden. </li></ul>
  36. 36. The Creative Brief Explained <ul><li>The story should address the people of Dubai using BTL and ambient media at shopping malls, grocery stores, hyper markets, schools and nurseries, offices, homes, pharmacies, clinics , hospitals, beauty shops and airport lounges. </li></ul>
  37. 37. Thought Starters
  38. 38. Phase 1: Tease
  39. 39. The Forbidden Fruit <ul><li>Build a mock up of an apple tree at malls and groceries, with mock ups of a man and a woman symbolizing Adam and Eve seduced by the apple tree </li></ul><ul><li>Build fences around the tree, with signs prohibiting touch, photography </li></ul><ul><li>and contact. </li></ul>
  40. 40. Tease the senses <ul><li>Tease the senses: </li></ul><ul><ul><li>Bakeries cooking apple pies. </li></ul></ul><ul><ul><li>Apple scented candles. </li></ul></ul><ul><ul><li>Adam and Eve kissing: </li></ul></ul>
  41. 41. Phase 2: Take on
  42. 42. Apple Candy
  43. 43. Apple Pills
  44. 44. Apple Art
  45. 45. Apple Cosmetics
  46. 46. Apple Scents
  47. 47. Apple Kitchen ware
  48. 48. Apple Gifts
  49. 49. Apple Cookbooks
  50. 50. Phase 3: Tell
  51. 51. The Apple Man <ul><li>The new milkman: the apple man will wander around homes, offices and schools to make apples available wherever, whenever. </li></ul>
  52. 52. The Apple Day <ul><li>The apple day is a dedicated to shoppers at malls and groceries to promote apples. </li></ul><ul><li>Take the fences away from the forbidden tree, make apples available for all. </li></ul><ul><li>Present gifts of apples to all shoppers. </li></ul><ul><li>Build kiosks selling apple giftware and candy for free. </li></ul><ul><li>Design the ‘un forbidden fruit’ shelf stands and talkers. </li></ul>
  53. 53. Final Note <ul><li>Thought starters are simple ideas to trigger your imagination, use them to tell stories directly to people and talk to their minds and hearts: apples are forgotten treasure that will grant you eternal health, beauty and well being. </li></ul><ul><li>Create your own media, the ambience is yours. </li></ul>