2. Pink Pearl App
Smudge-Free:
Smudge-free is a brand-new mobile application sponsored by
Pink Pearl, It is an easy and convenient way for Smartphone users to erase what they’ve been typing with just one touch. The
tiny eraser stays on the screen until the user needs it, and helps
make texting and typing on a Smartphone more efficient.
4. Pink Pearl Microsite
SmudgeFree.com:
Smudge-free, a brand-new website sponsored by Pink Pearl,
allows users to filter through their past social media posts and
erase exactly what they want. Users simply select the
situation they’re in and let the site work its magic. The site
can fix bad break-ups by deleting all Facebook pictures a
user has with their ex, or help individuals applying for jobs by
removing their Tweets with profanities. The site works on
Facebook, Twitter and Instagram, and leaves the users’ profile
squeaky clean and smudge-free.
8. Case Study: Video Storyboard
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1. Montage of class Pink Pearl erasers and
past Pink Pearl ads
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VO: "Pink Pearl®, made by Paper Mate, is the bestselling eraser brand in the world. The erasers are
true classics, and have a long history of erasing
without leaving pesky smudge marks.
FADE TO
2. Montage of people on their phones and
laptops.
FADE TO
3. Stop-motion shot of Pink Pearl eraser on
a pieces of paper. A hand writes a plus sign
next to it, then draws computers and
cellphones in pencil and draws writes an
equal sign and a large question mark.
4. The hand erases the question mark with
the Pink Pearl, then places it back down to
the left of the plus sign, and writes "SmudgeFree" where the question mark was.
DISSOLVE TO
5. A video montage of the print ads in
various locations.
VO: "But since the dawn of the digital age, erasers
have decreased in demand. Pencils and paper
aren't the staples that they used to be."
VO: "So, how can Pink Pearl® make a mark in
today's tech-obsessed society and remain relevant in
the consumers' mind?"
VO: Pink "Pearl® has come up with a solution.
"Smudge-Free." This new campaign aims to show
young adults that whenever they are in doubt and
need to do some erasing, Pink Pearl will do the job
right."
VO: A series of print ads show that Pink Pearl
erasers work so well, no one will be able to guess
that anything was erased in the first place. These
ads, to be placed in outdoor spaces and in
magazines, have witty humor that resonates well with
today’s young adults.
DISSOLVE TO
VO: The campaign also address a big issues that
young adults face today: maintaining their social
media presence.
6. Montage of Facebook, Twitter, Instagram,
Vine and Tumblr logos.
VO: A new online tool, "Smudge-Free" allows users
to filter through their past social media posts and
