Aliz Toth. Miami AD School Planning Portfolio.2014

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ALIZ
TOTH
PLANNER
PORTFOLIO

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A
t first sight, many people guess I am Swedish because of my blonde hair.
Actually, I am a curious Hungarian, with a sarcastic European humour – not
all blondes are Swedish!
People are the most fascinating subjects to me. I studied psychology
because I was amazed by the complexity of the human mind. My favorite
game that I play when people-watching is wondering: what’s happening
behind the curtains?
When I am looking for inspiration, I find it from my travels to big cities. Their perfume,
their sounds, their vibe, their citizens with hidden stories all inspire me.
I love advertising because it is the field where I can bring together human
behavior, arts and research.
I came to MAS because I wanted to delve into planning more and be surrounded by
ad-aholic, like-minded creative people. I was ready for
a new adventure to challenge myself personally and professionally.
ABOUT
THE
AUTHOR
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TABLE
OF
CONTENTS
Endless learning is my enduring passion – digging
into new topics and discovering something new
about myself and about the world with every
project.
When I work in a team, I don’t like to put
boundaries around the creative process. My
keywords are “Yes, and” rather than “No,
because”. It is always better to go crazy
together. I can fall in love with an idea. My
passion can help it flourish, while my logic can
realize when it needs to be released.
CHAPTER 1: DOLPHIN MALL .......8–13
CHAPTER 2: JAMAICA ....................14–19
CHAPTER 3: COKE CLASSIC.........20–25
CV: ........................................................26–27
LOVES AND DRUGS.........................28-29
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DOLPHIN
MALL
by MAS instructor
Voted
8–9

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DOLPHIN MALL IS MIAMI’S LARGEST RETAIL VALUE SHOPPING CENTER WHICH
INCLUDES THEME ENTERTAINMENT AND DINING.
GOAL: Increase sales by finding the “lowest hanging fruit” in the mall
and get them shopping.
RESEARCH: Ethnography and interviews in the mall.
LEARNING: families were overrepresented, but carried the least amount of
shopping bags.
Based on the qualitative research on shopping behaviour we found that “shopping
is hard, when you have a kid”.
Families said they go there to be together and to kill weekend time rather than
just to shop.
The mall has AC in the hot Miami weather, it has a food court, and a playground where kids can play.
BUSINESS STRATEGY: Get the families to have one more bag
BRAND STRATEGY: From killing time together to shopping together
TARGET: Local Families with their kids (under age 15) who are
killing time in the mall
INSIGHT: “I want to shut my kids up without guilt!”
Kids suffer from boredom. Parents having a hard time shopping
because they never stop focusing on the needs of their kids.
STRATEGIC IDEA: No more mall drama
EXECUTIONAL IDEA: Revolutionize the shopping experience. Eliminate the
drama by involving kids into the shopping process.
RTB: 40 percent of the shoppers have kids. 5 out of 5 families said it is difficult to shop
with kids.
STRATEGY
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DOLPHIN CARD SYSTEM based on
a human truth: Kids love acting like
adults.
It is a point based system with cards that
look similar to adult credit cards. Based on
purchases made by parents, kids can collect
points which they can exchange for cool
rewards.
INTERACTIVE CARD MACHINE was designed so that kids can personalize their cards,
check their points and the rewards of day.
According to their age the card machine would offer them different brand rewards and would show
them the exact amount of points they need. This would encourage parents to shop more to get
points for their kids.
PRINT: Keep them engaged. Directly sent leaflets about the upcoming rewards so
that kids could start begging their parents to go.
FLOOR STICKERS:Get kids to activate or use their cards.
CREATIVE
EXECUTION
12–13
Loipa Ramos(CR) Jean P. Pérez(AD)

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JAMAICA
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GOAL: TO MAKE JAMAICA INTERESTING AND INCREASE THE NUMBER OF
ANNUAL VISITORS BY 5%
THE PROBLEM: All Caribbean islands are the same
Through research we found out that the Jamaican Tourism Board uses the same recipe
that other competitors use for advertising. Beach, blue water, smiling happy people.
RESEARCH: Online desktop research informed us that visitors go there because of the
creative and optimistic people.
Jamaica’s USP is the ‘The Jamaican frame of mind’
Their ‘NO problem man’ attitude is the total opposite of the western countries’
constant ‘Oh my Goodness my iPhone is gonna die in an hour’ overdramatizing
attitude.
When we analysed numerous of blogs
and travel reviews online, we uncovered
an interesting insight about what makes Jamaica special.
INSIGHT: “Nobody comes to Jamaica and leaves the same person they were when
they arrived.”
TARGET: Typical distressed Westerners
Based on our research we decided to target people with the most typical representation
of the western mind-set. It is these distressed individuals that are overworked and
overwhelmed with life and the struggles that come with it.
BRAND STRATEGY: From average beach vacation to life transformation
STRATEGIC IDEA: “Inject a little bit of Jamaica into your life”
EXECUTIONAL IDEA: You need more Jamaica
RTB: Stress causes narrow-mindness. 44 percent of Americans reported high level of
stress in 2013.
STRATEGY
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CREATIVE
EXECUTION
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FB FEELING
was created to share when
they reacted to a situation
in a Jamaican way
INTERACTIVE BANNERS
were designed to send to
someone who definitely
needs to chill out a bit.
INTERACTIVE OOH were
made to show the creative
reframing potential during a
tough situation
The campaign focused
on situations where we
can show the crativity of
jamaican mindset
Loipa Ramos(CR) Jean P. Pérez(AD)

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COKE
CLASSIC
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OAL: STOP THE DECLINING TREND OF COKE CLASSIC
RESEARCH: Original taste and play
One-on-one interviews revealed that they choose Coke Classic over Coke Zero and Diet
Coke because of the ‘original’ taste. After analysing general coke consumption we found
that it is a product that people love to play with i.e. slurp, burp etc.
G
COKE’S PROBLEM: It is hard to connect to
Coke’s fake, too wide, not tangible Open Happiness
BRAND STRATEGY: Move the brand
from fake happiness to a playful coke experience.
INSIGHT: Enjoyable beyond the flavour, Coke is FUN to drink.
STRATEGIC IDEA: Make your own silliness. Play with Coke.
EXECUTIONAL IDEA: Genuine
STRATEGY
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TARGET: 18-29 everyday-small-fun-seekers
Desktop research brought to light that young adults
(ages 18-29) mostly drink regular soda.
BUSINESS STRATEGY: Steal market share from water and juice
because both of these are boring.

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TVCs
1. Pizza -friends - giant burping - genuine laughing
2. Date - flirting - giant slurping - genuine laughing
3. Lunch- girls chatting- splashing- genuine laughing
CREATIVE
EXECUTION
INTERACTIVE BTL: Experence and social media
sharing
The bigger you burp, the bigger coke you get.
Burp Meter was created to give a real time fun experience. It
records a video of you burping and takes a photo of you that
can be shared on social media.
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The campaing was
designed to celebrate the
genuine funny moments
that happen with coke.
OOH: Get the attention
with silly burping, slurping,
splashing faces
Loipa Ramos(CR) Jean P. Pérez(AD)

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WORK EXPERIENCE
2013 July – Planner@ Y&R, Hungary
Planning & insight analytics for all the brands
2013 – June Planning Research Project @ Leo Burnett, Hungary
Supported Leo Burnett Hungary with research and planning for new business pitches
October 2012 – May 2013 - Consumer and Market Insights Specialist @ Samsung,
Hungary
Planning but on client side with a lot of conference calls, meetings, presentations, data analysis.
January 2012 – October 2012- Digital Marketing Specialist @Nokia, Hungary
Created interesting digital stuff, Launched Windows phone for the local market & Managed
long and short term research projects
September 2010 – December 2011 - Marketing Coordinator @ Nokia, Hungary
Managed ATL, BTL, PR, Retail campaigns for the Hungarian market
EDUCATION
2014 – Account Planning Boot Camp- Miami Ad School, Miami, USA
2010 – Psychology MA – Eotvos Lorand Univesity, Budapest, Hungary
– Universidad de Huelva, Huelva, Spain
BRANDS I WORKED ON:
Danone
Telenor
Opel
Wizz Air
Erste Bank
Sanofi
Vodafone
Samsung
Microsoft
Nokia
AGENCIES I WORKED WITH OR @
Y&R
Leo Burnett
JWT
Carat
INFO:
alizemmatoth@hotmail.com
OR find this face on LinkedIn
Starcom
Kirowskiisobar
Grey
Wundermann

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Environmental Psychology – More than love. - Founder of MindMapGroup
www.mindmapgroup.com
Yoga – Friend, who saved my life. - RYT 200 Certified Hatha Yoga Teacher
Women issues – Butterflys in my stomach - Organizer, SheSaysMiami
Coffee – My dark side. My dark water.
Contemporary Dance – My biggest love who broke my heart. Now we are just friends
with benefits.
LOVES
AND
DRUGS
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MY NEXT
CHAPTERS
Learn surfing
Practise yoga in India
Watch the Northern lights
Start painting again
Run a marathon
Improve my Spanish
Visit 30 counties before 30 (19 done already)
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