2. - Source of Air: Seneca Falls, NY. Air Quality was voted 4th best in the
country with AIQ coming down to 0.
- Country sold in: Pakistan
- Pakistan is a very polluted country
- Pakistani advertisers make western America “The Dream” location to visit.
Therefore using the already established mentality of America being so
“dazzled” in Pakistani peoples eyes, create obsession around making
“polluted pakistani homes”, clean and fresh just like in America.
- Seneca Air will be sold as a air tank that people can bring and use
throughout their homes.
SENECAAIR
3. Target Audience: Pakistani homeowners Age 35-50
Get To By:
GET pakistani homeowners TO buy “Seneca Air” BY
showing them they can too experience the American
“lifestyle” by bringing fresh american air into their homes.
-Sell an experience not just a product.
4. Strategy #1
Television Commercial:
The commercial opens with a Pakistani women around age 35-40, in traditional
pakistani clothes (shalwar kameez), in her home using her hand to wipe sweat
from her forehead while she is doing her home chores (cleaning, cooking etc.)
After she is done she “plops” down on her couch and closes her eyes, there is
still discomfort in her eyes she then opens her eyes and reaches over to turn on
the oxygen cylinder and you here her take a deep breathe in. She again lays her
head back and closes her eyes and she experiences what seems to be
“America”. (more so in the in the 20’s) She is now a flapper girl dancing and
swinging and sipping a glass of ice water. Then you hear a deep soothing voice
say “Seneca Air, Breathe America”.
5. Strategy #2
Print and/or billboard AD:
The print Ad should include the same message as discussed in the T.V
commercial. The print ad will show a pakistani family, a mother age 35-40
holding her sons hand around the age 9-10 who is then holding his fathers hand
around the age 40-45. Multiple print and billboard ads will be put up of the same
family, but in different clothing. One of clothing styles will be cowboy fashion
where they have cowboy hats, fringe and the dad with a cowboy mustahce.
Second one of them in vacation clothes, sunglasses, hawain shirts and shorts
and the mom in a floral dress and sun hat. The third of the family wearing “posh
clothes” such as the dad in a suit the mother in a pencil skirt and dress shirt and
their son as well in a suit. In the corner you will see the SENECA AIR product
logo as well as the tank in comes in.
6. Strategy #3
Social Media Ad (Facebook and Instagram):
Facebook and Instagram have a huge amount of Pakistani users. Social media is
prime for this ad campaign because people use social media in order to live
through others experiences and that is exactly what we are selling, another
country's experience. In this campaign there will be a small “boomerang” or “gif”
played on the user's timeline. In this “gif”/”boomerang” there will be a puff of air
and the seneca air tank will poof within it and at the bottom it will say our tagline
“ Seneca Air, Breathe America”.
