Invent a product and display the product through various factors following an advertising plan.

1. W ’ T G
Group 14: Zoe Chai, Devon Hawkinson, Tommy Kusnierz

2. T A A
Z C : A D
D H : C D
T K : P D

3. O
● Recap of Brief
○ Product Explanation
○ SWOT Analysis
○ Target Market
● Campaign Overview
○ Mini-Series Promotion
○ Instagram Tie-In
○ Print, CRM, Website/SEM
○ Timeline and Budget

4. P : T G
Description
● Glasses with real-time
AR-projected translation
● Rechargeable (cord
included) with 12 hour
battery life
Distribution
● Available online from
iWear.com
● Free shipping
● Free returns
● Pop-up shops around the
globe in major cities
Price
● $299
Customizability
● 12 eyeglass styles
● 12 sunglass styles
● Prescription lenses
available
● Synchronization with
iWear’s mobile
application

5. R f B f
● Key Product Takeaway: Fashion Meets Utility
● Key Target Customer Takeaway:
○ People who travel a lot (everyday traveler)
○ People who come into contact with various languages they don’t understand (political
activists/leaders)
● Creative Mandatories:
○ Campaign should focus on the product’s quick and accurate translating abilities
○ Emphasis on it be able to make communicating between different languages easier
● Objectives:
○ Consumers view iWear as their glasses go-to while also reaping the benefits of their
technological capabilities (i.e. AR-projected translation)
○ Measurement criteria: Successful penetration in markets where Mandarin, Spanish, English,
French, and Hindi are spoken, at least 10,000 glasses sold in each of these markets in 1 year
post-launch (50,000 total)

6. SWOT A
Strengths
● Differentiation strategy
● Innovative and unique
● Working with designers to develop a
stylish and marketable design
● Light weight product - lighter than average
sunglasses
Threats
● Established competitors
● Needs government intervention for
security purposes (privacy)
● Warby Parker, Zenni Optical, Optometrists
● Translation software
● Translator personnel
Weaknesses
● Low brand awareness
● Not easily accessible
● Can’t be bought in retail stores
● Expensive
Opportunities
● New, innovative product
● Change the travel industry
● Benefit world peace - easy, efficient
communication
● Helps immigrants/non-natives by
eliminating language barriers

7. T M

8. C ,
.

9. N W ’ T G ... help you seamlessly
translate any language into your own.
D
?
American actress Meghan Markle our latest
spokesperson, never thought she would become royal
one day and our product is here to help.
New iWear’s Translator Glasses are here to allow
Meghan to seamlessly communicate with powerful
activist and leaders from around the world to fill her
princess role.
Meghan is also very fashionable. She needs a pair of
glasses that only a princess can pull off and that’s
where we come in...again. Our iWear comes as
spectacles as well as sunglasses, perfect for any
environment.

10. D /P
B M
Gender Male
Age 34
Annual Income $110,000
Marital Status Married to Helen Miller;
daughter, Calypso (5); son, Augustus (7)
Education Bachelor’s Degree in
International Relations and Journalism
Ethnicity Caucasian
Employment Status Employed as a
Foreign Diplomat for the United States
Government
Geographic Location Livingston, New
Jersey
Attitudes Optimistic,
analytical/calculating, confident
Values Family-driven, patriotic, brand
loyal
Lifestyle Conservative
Personality Serious
Interests/Hobbies Foreign affairs,
golf, traveling
Persona Type Competitive

11. C O

12. “L B ?” M -S
● Streamed on Facebook Live, promotional streaming
● Each episode goes to a place where a different language is used
● First 2 episodes will explore local areas like Chinatown, Little India,
etc. where people know some English but like to communicate in
their native languages
○ Example episode: a girl goes to get her hair/nails done and
during the appointment the workers talk to each other in a
different language; the girl feels left out because she does not
understand them and thinks they might be talking about her;
with the glasses, however, she can join in on the conversation
and know that the workers are not talking about her
● Later episodes will expand to foreign countries where the other
person will also wear the glasses; synchronous communication
● Each episode will also show what the wearer sees on the glasses
screen to give viewers an accurate perception of user experience

13. V BV A
Who is directing
this play?
是谁导演这场戏?
Shi shui dao yan zhe chang
xi?
(Who is directing this play?)

14. “L B ”
I -
● Utilize Instagram for additional
promotions and native advertising
● Once an episode is finished streaming,
pictures of the episode’s location will be
posted
○ “Look where iWear’s been!”
○ “iWear can be used here!”
● There will also be pictures of people
wearing the glasses from celebrities to
political figures to even non-celebrities

15. E /PR
❖ Pop up shops in major tourist cities
➢ New York
➢ Paris
➢ London
❖ Celebrity endorsements
➢ Famous fashion bloggers who share content
globally
➢ Athletes who travel for the olympics
➢ Former politicians
❖ Earned media through buzz about the
product launch - on Snapchat, Twitter,
and news outlets
➢ Delhi
➢ Madrid
➢ Shanghai

16. Website/SEM - iWear.com

17. P /CRM
● Travel Magazines
○ On airplanes
○ Airport kiosks
○ Travel agent’s waiting rooms
○ Hotels
● Billboards
○ On highways next to major airports
○ Resorts
● Newspapers
○ Wall Street Journal
○ New York Times
“A f .”
.

18. C T & B

19. T

20. B
Channel Expense % of Total
Digital, Social, SEM $2,691,000 60%
PR, Events $1,345,500 30%
Print, CRM $448,500 10%
Total $4,485,000 100%

21. “A f .”

22. Q