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Midwest Atc
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Midwest Atc

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Transcript

  • 1. Midwest ATC Stylus + Campaign Concepts
  • 2. Concept 1 – We Are Luxe
    • Luxury Industrial
      • Items known for being luxe because of pleasurable use, powerful capabilities, and lifestyle positioning are equal
        • Luxe sport sedans – BMW, Audi, Mercedes
        • Motorcycles – Ducati, MV Agusta
        • Speed boats
        • Power tools, expensive tools
  • 3. Concept 1 – We Are Luxe
    • The Good Stuff
      • Recognizable icons
      • Speaks to “sheer cutting pleasure”
      • Brand Midwest as elevated
      • Speaks highly of design: intelligence, technology, and comfort
  • 4. Concept 1 – We Are Luxe
    • The Bad Stuff
      • Could isolate female market
      • Appeals mostly to “gearheads” and “fanboys”
      • Cheese-factor is pretty strong
  • 5. Concept 2 – Welcome 20 th Century
    • Welcome 20 th Century
      • Direct comparison of dated objects and techologies v. modern.
      • Idea is to remind people of tedious redundancies of outdated tech and “wow” of tasks with new “toys”
        • Leaf blower v. Rake
        • Gas grill v. campfire
        • Speed boat v. row boat
  • 6. Concept 2 – Welcome 20 th Century
    • The Good Stuff
      • Easily identifiable and equal tasks
      • Consumer has analogous reference
      • “Sheer cutting pleasure” = fun + power
      • Reaches broader audience
      • Speaks directly of technological design
  • 7. Concept 2 – Welcome 20 th Century
    • The Bad Stuff
      • Could isolate portion of female market
      • Reminds people it’s still work
      • Can it conceptually carry through web without redundancy/usability issues?
  • 8. Concept 3 – No, You Can’t
    • No, You Can’t Drill That
      • The “wow” factor is so strong with our product, you won’t want to stop.
      • Dentist drills objects in his chair not meant for dental drill; or
      • Dentist drills objects out of office because he’s carried away with fun.
        • Sculpture
        • Sunken treasure
        • T-rex bones
        • Detailing car
  • 9. Concept 3 – No, You Can’t
    • The Good Stuff
      • Humor-factor is strong
      • It’s about the dentist’s pleasure
      • “Sheer cutting pleasure” = fantastic
      • Audience could be anyone
      • Easily carried through facets of campaign
  • 10. Concept 3 – No, You Can’t
    • The Bad Stuff
      • Design/production could be expensive
      • Doesn’t directly speak to technology
      • Doesn’t directly speak to intelligent design

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