As a part of a pitch presentation we were asked to create an Experiential Marketing activation for Crayola. Our concept and activation is mentioned in the presentation. It was a team effort with Alysha Rajguru, Kush Rathod and Monil Kapadia wherein we also create social media posts, print ads and a TVC. The TVC isn't included in the deck due to the size, all the images used are from google since they're only concepts. All the material that represents Crayola was provided by the client themselves.

1. Client: Crayola
Submitted To: Paul Zadorsky, Scott
McAllister, Mohamad Tafish, Grant Ivens
Creative Team: Alysha Rajguru, Kush
Rathod, Monil Kapadia, Vishwas Sankhe

2. 2
Background
Client: Crayola
Brief: Develop an XM idea that
enables Crayola's experience in
the Canadian market
Platforms: Social Media, Mainline
Media and Activation
Mandates: Crayola logo, Brand
Characters

3. Brand Essence
1) Unleash the originality of every
child.
2) Offer tools that inspire kids to
express what they’re thinking.
3) To create products that help
kids free their “what if”
questions!

4. Challenge: Create an XM activation that translates Crayola’s
beliefs as a brand into a tangible experience for their main
consumer – the kids!
“

5. Question
How do we create an XM activation
for Crayola that not only engages
the kids but also gives the family a
memory to cherish forever?

6. #WhatIf
What if all your pictures were black & white?
What if all your memories were black & white?
Well nothing looks that great in black & white, right?

7. Create a
memory with
Crayola!
Explore
endless
scenarios1
Watch your
kids unleash
their
imagination!
Choose from
a wide set of
tools!
The #WhatIf room!

8. Let the kids unleash
their originality while
parents enjoy
watching them or
finish their work!
The idea was to create something that aligns with Crayola's brand essence and gives the
kids a platform to create memories!
Original Explore Imagine
Empower the kids to
chose from a wide
option of colors
powered by Crayola!
Enables the kids to
explore all the endless
scenarios which they
imagine in their head!

9. A VR based simulation
that enables and
unleashes imagination
What
Malls, Superstores
and shopping centers
Where
The Crayolian Kid
Who
To convert a what if
scenario into a purpose
that links back to Crayola
Why
May – July,
Summer Break
When

10. Enter the
#WhatIf
Room
Kids wear the
VR goggles
and enter
Experience Flow:
Parents sit in
the lounge
area and
watch screen
Kids color
their hearts
out and leave
with memories

11. Pre-event –
Posts go
colorless
#WhatIf Social Media went Black and White?

12. #WhatIf Social Media went Black and White?
During – The
Button
Activates

13. #WhatIf Social Media went Black and White?
Lets you be
proud of
your art!

14. #WhatIf Social Media went Black and White?
Post - Paint
on a never
ending
canvas and
share!

15. Metrics that affect us:
Journey: Was the experience shared
Revenue and Sales growth: Did we get
sales after the event
Social Media Buzz: Likes, shares,
followers
Viral Activity: How many generic
shares did we get via social media

16. • Oculus Rift $8000 (20 sets) at 4
different location $32,000
• Google Tilt brush $600 (20 sets ) at 4
different location $2400
• Setup for VR room $100,000 at 4
locations $400,000
• TV Screen for rent $6000 for one
week $24,000
• Computer Rig for 4 days $24,000
Budget
Particulars Total costs
Oculus rift $40,000
Google Tilt Brush $2400
Setup VR room $200,000
TV screen on rent $24000
Computer rigs $10000
Space rent $25000
Misc $20000
Total $321,400

17. Seamless Integration:
Attracts others to
share experience.
Engages a wide target
audience.
Communicates the
brands essence.
Social Media Technology Experiential Marketing
Attracts kids to try
something new.
Engage them with
options to play with.
Communicates the
brand vision.
Attracts families to
make memories.
Engages them to have
fun together.
Communicates the
importance of color.

18. Print

19. Magazine

20. Digital

21. Digital

22. Outdoor

23. Thank you!
Any questions?
