FOR THE 2013 YCN STUDENT AWARDS. An app encouraging boosting your mental energy with a COMMUTE REBOOT that maximizes your mind's potential the way effect energy drinks do.

1. caitlin condon · copywriter jamie lin · art director mariah raspen · copywriter

2. problems
lack of awareness
saturated category
energy drinks not
thought of as “mental
stimulators”
create a campaign to
introduce effect
(a new type of energy drink)
to UK students.
objective

3. the big idea
effect is more than just an energy drink. It’s your mind’s energizer.
To prove that we aren’t just another caffeinated sports drink, we
have developed an app titled commute reboot for students and
young professionals ages 18-26 to use on their commute to school
or work, or in their spare time.
Say goodbye to grogginess and hello to positive effects.

4. the execution
An ad campaign focused around the app will be presented to our
target audience with print ads on the Tube and in Tube cars and also
on college and university campuses.
To enhance the campaign, a competition will be held between the
colleges and universities to see which school can maximize their
mind’s potential.

5. the app
icon inspired by the london underground & effect.
3 games
personal stats &
profile
compare to other
universities

6. sharing your score
tag @effectUK
hashtags:
#commutereboot
& your university

7. the university challenge
Users earn points for their university by sharing their scores via social
media, using the hashtags #commutereboot as well as the one for their
own college, e.g. #imperialcollege or #universityofoxford.
Stats will be tracked by leading individuals and schools for each game
and all three overall. The top university wins a free effect launch party.

8. print ads (the tube)

10. online ad (the guardian)

11. on campus extension
On university campuses across
the UK, effect will host
simple outdoor brain games
utilizing effect’s logo, much
like the app. This adds a
further interactive element
while allowing our target to
sample the product (provided
by on-site representatives).

12. maximize your
mind’s potential.