2. 1
Table of Contents Executive Summary & Overview
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3. 2
Agency Identity and Strategy
We'll take you there.
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4. Historical Context
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5. 4
Environmental Analysis
Competitive Forces
Economic Forces
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Sociocultural Forces
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6. 5
Competitor Analysis
Strengths Weaknesses
Strengths Weaknesses
Strengths Weaknesses

7. 6
SWOT Analysis
Strengths
Opportunities
W
eaknesses
Threats

8. 7
Objectives and Budget
Marketing
and Advertis-
ing Objectives
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Time Frame
Budget
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9. 8
Research
Research Objectives
Primary
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10. 9
Research Continued
Secondary Research:
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11. 10
Brand Value Proposition
Functional Benefits
Emotional Benefits
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Self-Expressive Benefits
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12. 11
Target Market Profiles
Meet Camila.
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Meet Sasha.
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Meet Sarah.

13. 12
Campaign Strategy
Challenge
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Key Insight
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Solution
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14. 1313
The Big Idea
What You've Been Missing
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15. 14
Creative Strategy
Creative Strategy:
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Art Direction
Copywriting
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16. 15
Magazine Examples

17. 16
Internet Examples
Pre-roll Storyboard Internet Gif Storyboard
Banner Ad

18. 17
Out of Home Examples
Bai 5 Wrapped Cars
Billboards
Gym Posters

19. 18
Point of Purchase Examples
In Store Display
Coupons

20. 19
Creative Testing
The following a quotes from asking our target and secondary
audiences their opinions on our advertisements

21. 20
Media Strategy
Target Audience
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Geographic Scope
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Message Weight
70%
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Continuity
Advertisement Details

22. 21
Media Choices: Magazines
Real Simple
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Cosmopolitan
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Women's Health
People
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Time

23. 22
Media Choices: Out of Home
Billboards
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Car Wrap
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Taxi TV
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Posters + Flyers

24. 23
Media Choices: Point of Purchase
Free Samples
Coupons
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In Store Displays
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25. 24
Media Choices: Digital/Internet/Social Media
Display Ads
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Youtube/Hulu Pre-roll Videos
Social Media Posts
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26. 25
Media Timeline and Budget

27. 26
Brand Activation
Instagram - Photo Contest
Objective
Strategy
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Twitter - Twitter contest
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Objective
Strategy
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28. Brand Activation Continued
Pinterest
Objective
Strategy
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29. 28
Evaluation
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30. Agency Profiles
Brendan Davis Sage Ratner Hannah Biehn
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31. Agency Profiles
Ian Steinberg Nicole Johnson
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Samantha Klei
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32. CreativeBrief
HistoricalBackground:
BenWeiss,CEOandfounderoftheBaitraveledaroundtheworldfor20yearssearchingforahealth-
friendlygreencoffeethattastedasgoodasitwasgoodforyou.Whathefoundinsteadwascoffeefruit,the
casingwhichsurroundscoffeebeans.ForoverayearBenexperimentedmixingtheIndonesiancoffeefruit
withotherhealthyjuices,andeventuallycreatedBai.
Bai5wasaninstanthit.Bai5’sfirstinfusion,SumatraDragonfruit,wasahugesuccess,hittinghealth
storesandmajorretailmarketsacrossthecountry.TherearenowtenBai5flavors,providingvarietyfor
theuniqueproduct.
Bai5hascontinuedtogrowsinceitscreationseveralyearsago,andBenWeissisconfidentthatthesecret
ofcoffeefruitisout.“Bai,”themandarinwordfor“pure,”provideson-the-gohealth-consciousconsumers
withjustthat.Bai5deliversallthebenefitsofcoffee,energydrinksandjuice,withoutanyofthenegative
attributes.Bai5is“pure”genius.
Goals:
MarketingGoals:ThiscampaignwillincreaseBai5salesby9%
AdvertisingGoals:Forwomenages18-34,wewillreachacomprehensionrateof70%anda
convictionrateof50%.KopiAdvertisingwillhaveaneffectivereachof70%withaneffectivefrequency
of4.
TimeFrame:
Thecampaignwilltakeplaceoverayear,startinginApril2015andendinginMarch2016.
TargetMarket:
Ourresearchhasledtoabetterunderstandingofourtargetaudience,theon-the-gohealthconsciousfemale
consumerages18-34.Thesewomenviewtheirbodiesastemplesthatmustbewelltakencareof.They
appreciateactivities,likeyoga,ETC.,onesthatenhancethebody,mind,andspirit.Thesewomen,whoare
willingtospendabitmoremoneythantheaverageconsumer,willpurchaseBai5becauseitresonateswell
withtheirownvalues.TheywillbuyBai5becauseofitslow-calorie,high-energy,vitamin-richfeatures.In
ordertoencouragetheiractiontobuyourproduct,wewillmakeitclearthatBai5isuniqueandvaluable,
justlikethem.
AdvertisingProblem:
MostwomenareunawareofBai5,andiftheyareawaremostassumetheycanreceivethesamebenefits
fromvariousotherdrinks.TheyarealsounawareofthemultitudeofbenefitsthatBai5provides,
includinganon-dehydratingcaffeineboost,tonsofanti-oxidants,andit’slowcaloriecost.Lastlythey
aren’tawareoftheindividualityofBai5’smainingredient,thecoffee-fruit.KopiAdvertisingsolvesthis
problembypositioningBai5asthehealthiest,mostnatural,andenergizingdrinkcomparedtoits
competitionthroughtheuniquenessofitsmainingredient.
UnderlyingEmotionalNeed:
Bai5istheepitomeofthefunctionalbeverage;combiningenergy,lowcalories,taste,andnutrients.Itis
theperfectdrinkforourtargetmarketbecauseitprovidesaboosttotheiremotionalandphysicalstatewith
nonegativeeffectstokeepthemmovingduringtheirbusyandarduousdays.
Competitors:Coffee,FUZE,VitaminWater,VitaCoco,CodeBlue.