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Michael Pang Strategy Portfolio 2014 Miami Ad School

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Miami Ad School Account Planning Bootcamp Portfolio
Cases - Coca Cola, Nikon and Royal Caribbean

Published in: Marketing

Michael Pang Strategy Portfolio 2014 Miami Ad School

  1. 1. MICHA E L PANG Strate g ist contact me! E: michaelpang89@gmail.com C: 917-833-2782 T: @michaelpang115 www.linkedin.com/in/michaelpang115
  2. 2. I AM A MISSILE. WHY, YOU ASK? SIMPLE.
  3. 3. A MISSILE... - IS A SEEKER! - IS UNPREDICTABLE! - Has An ADVANCED TARGETING SYSTEM! - Has a POWERFUL ENGINE! ANd After I reach my target....
  4. 4. "It’s how you get the mysteries of the Universe to fit on a bumper sticker.” - HOward the Duck “There are only two types of people in this world: young people and younger people” - Michael Pang From a city of 8 million, with a heritage of 2 billion and ideas in the trillions… I take pride in all my crafts & seek constant progress , whether it is drawing, gaming, guitar or advertising. Curiosity is my compass and I am helplessly drawn to its direction. Curiosity leads me to problems that need solutions. There is no substitute for the joy & satisfaction of being able to solve a problem with your own mind & hands. that can never be taken away from you nor can it be given. Curiosity
  5. 5. "Table" of contents O Case 1 - coca cola O case 2 - nikon O case 3 - royal carribean O interests & inspiration O resume
  6. 6. "GRowing Up doesn't mean growing old." Coca Cola sales have been declining yearly due to cultural trends relating to greater awareness of soda's impact on health & obesity. millenials who are transitioning to young adulthood in the aftermath of a financial crisis, unemployment, debt etc. Sell more coca cola to America. Challenge! Objective! Target! INSIGht! for millenials, growing up now SUCKS. However, growing up for them in the past was much more fun. Strategy!
  7. 7. “GROW YOUNG” COKE WAS THERE FOR ALL YOUR BEST CHILDHOOD MEMORIES. EVERYTIME YOU DRINK A COKE, EACH SIP BRINGS BACK YOUR YOUTH. COKE IS THE FOUNTAIN OF YOUTH! Here we have an interactive Coke ad that is modeled after the 90s game “Lite- Brite” where consumers can buy a coke from a vending machine and receive lite brites to fill up the ad anyway they choose. CREATIVE IDEA!
  8. 8. Additional executions include: O a print ad that folds into a paper airplane. O magnetic coke cans that attract to other cans. O a print ad with bubble wrap. O a print ad that folds into a fortune game. O TruTH AND Dare digital game. O Radio spots on pandora for 90s songs. You will learn that a co-worker has a crush on you. Grow Young The stars will reveal a secret, look up tonight.
  9. 9. Create new brand positioning that guides the path forward in how to grow Nikon's business. millenials who want to change or improve the world. Ensuring visionaries have the best quality to share their vision You can’t share your perspective without clear vision "It takes great vision for great change." Challenge! Target! Purpose! Insight! Strategy! Creative! "Focus on the future."
  10. 10. Challenge! Cruise industry suffers from Perception that cruising is for "The newly wed, the overfed and nearly dead". Negative PR from cruise incidents such as ships stuck at sea, crashes or illness have dampened enthusiasm for crusing. Cruising is not first of mind for vacation compared to land vacations. Objective! Grow the cruising market while creating brand preference for royal carribbean. Insight! Target! MOTTS - Moms of teens & tweens. chief organizing officer. family first. secondary - travel agents. THey are brand ambassadors. When her family is happy, mom shines. Strategy! Creative! WOW Help Mom wow her family wow
  11. 11. Executions include: O "wow mom" print showing impressed family O Ambient - sticker ads at supermarkets showing "Wow Mom" moments O "Momumentary" - modern family style mockumentary spot O crown agents - social network for travel agents & customers
  12. 12. Interests POOL guitar Cooking Knicks
  13. 13. Cornell University, Class of 2011, Bachelors in Government Miami Ad School, Winter 2014 Account Planning Bootcamp RPA, Santa Monica, CA 10/14-1/15 Freelance Strategist @ brand strategy for brands such as ARCO, Clippers, Tempur Sealy, La-Z-Boy @ Research and analyze consumer tar- get through quantitative research and qualitative research @ Collaborate with account, media planning and creative teams on presen- tations, research and creative ideation @ Analyze focus group data to extrap- olate relevant consumer insights for clients @ Work directly with VP of Strategic Planning and strategy team on creative briefs, presentations, insights and new business development @MONITOR NEWS FOR TRENDS IN CULTURE, TECH, AND ADVERTISING FOR RELEVANCE TO CONSUMERS Experience! Education! Distillery, New York, N.Y. 4/14-10/14 Freelance Strategist @ Conduct primary research in focus groups and create Excel models to gather significant data insights through testing. @ Work directly with Partner/Chief Strategy Officer on brands such as LG and PUR @ Analyze and write reports with obser- vations and strategic recommendations @ Attend consumer focus groups to observe and gain meaningful insights and patterns @ Attend Client meetings, briefings, and proactive client services. Experience!
  14. 14. MADE IN...
  15. 15. Thank you for reading!

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