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caitlin condon · copywriter jamie lin · art director mariah raspen · copywriter
problems
lack of awareness
saturated category
energy drinks not
thought of as “mental
stimulators”
create a campaign to
in...
the big idea
effect is more than just an energy drink. It’s your mind’s energizer.
To prove that we aren’t just another ca...
the execution
An ad campaign focused around the app will be presented to our
target audience with print ads on the Tube an...
the app
icon inspired by the london underground & effect.
3 games
personal stats &
profile
compare to other
universities
sharing your score
tag @effectUK
hashtags:
#commutereboot
& your university
the university challenge
Users earn points for their university by sharing their scores via social
media, using the hashta...
print ads (the tube)
online ad (the guardian)
on campus extension
On university campuses across
the UK, effect will host
simple outdoor brain games
utilizing effect’s l...
maximize your
mind’s potential.
effect: commute reboot
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effect: commute reboot

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Published on

FOR THE 2013 YCN STUDENT AWARDS.
An app encouraging boosting your mental energy with a COMMUTE REBOOT that maximizes your mind's potential the way effect energy drinks do.

Published in: Marketing, Education
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effect: commute reboot

  1. 1. caitlin condon · copywriter jamie lin · art director mariah raspen · copywriter
  2. 2. problems lack of awareness saturated category energy drinks not thought of as “mental stimulators” create a campaign to introduce effect (a new type of energy drink) to UK students. objective
  3. 3. the big idea effect is more than just an energy drink. It’s your mind’s energizer. To prove that we aren’t just another caffeinated sports drink, we have developed an app titled commute reboot for students and young professionals ages 18-26 to use on their commute to school or work, or in their spare time. Say goodbye to grogginess and hello to positive effects.
  4. 4. the execution An ad campaign focused around the app will be presented to our target audience with print ads on the Tube and in Tube cars and also on college and university campuses. To enhance the campaign, a competition will be held between the colleges and universities to see which school can maximize their mind’s potential.
  5. 5. the app icon inspired by the london underground & effect. 3 games personal stats & profile compare to other universities
  6. 6. sharing your score tag @effectUK hashtags: #commutereboot & your university
  7. 7. the university challenge Users earn points for their university by sharing their scores via social media, using the hashtags #commutereboot as well as the one for their own college, e.g. #imperialcollege or #universityofoxford. Stats will be tracked by leading individuals and schools for each game and all three overall. The top university wins a free effect launch party.
  8. 8. print ads (the tube)
  9. 9. online ad (the guardian)
  10. 10. on campus extension On university campuses across the UK, effect will host simple outdoor brain games utilizing effect’s logo, much like the app. This adds a further interactive element while allowing our target to sample the product (provided by on-site representatives).
  11. 11. maximize your mind’s potential.

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