Pink Brand of the Year: Miami is getting pinker by Joao Magalhaes & Zuheir Kotob - #BHMASLife
Context You’re in the lead of the creative cell of Brandhome’s ‘Pink Brand Of The Year’ in the US. In Belgium it’s already a well-know award show. That’s why we want you to host this award show in the US. You can benefit from the heritage of the Belgian show. The goal of PBOTY is to reward brands that are most valued by the LGBT- community. As you will know, this community is a very valuable group because of their spending power, feeling for ‘progressive brands’ and open mind. At Brandhome we also see this initiative as a way to get to know the LGBT- community as consumers, and connect to the existing LGBT-media. This community is an often-neglected target group. But these people are very up-to- date with the latest trend and often are the first ones to implement them. Challenge Brand awareness The upcoming show for PBOTY is on September 17th in Miami (fictive). You will need to make the whole of Miami aware of this show; not only the LGBT- community but also the C-level of the elected brands*. Convince them to take a look at the website/soc. media, participate to the election and attend the award show. Both target groups should be addressed by a message that is relevant to them, but lies within the same concept. Keep in mind that your budget is limited: so you cannot use expensive paid media (TV / Radio / ...) unless you find a cheap way. Deliverables Develop a communication concept that is in line with the PBOTY identity. Translate this concept into an integrated campaign that has the ability to create brand awareness with free exposure and leads people to the show. For this assignment you will have to work on two levels: a targeted approach towards the LGBT-community and another targeted approach to address the c-level whose brands are elected.
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Pink Brand of the Year: Miami is getting pinker by Joao Magalhaes & Zuheir Kotob - #BHMASLife
- 1. MIAMI IS GETTING PINKER PINK BRAND OF THE YEAR 2015 08/12/2015
- 2. TEAM João Magalhães Zuheir Kotob joao-magalhaes-socq.squarespace.com joaomagalhaess@gmail.com www.zkotob.com zkotob1@gmail.com
- 3. BRIEFING • PBOTY is a Belgian show, their goal is to reward brands that are most valued by the LGBT-community. • PBOTY is coming to Miami, to host this award show. • Challenge: Make the whole city aware of this show, not only LGBT community, but also the C-level of the elected brands. Convince people to take a look at the website/soc.media, participate to the election and attend the show. • Deliverables: Integrated campaign, that has the ability to create brand awareness with free exposure and leads people to the show.
- 4. STRATEGIC INSIGHTS • Pink is the “official” color of Miami. • Miami is getting pinker. • Pink is taking over the city. • Pink filter. • Power of Curiosity. • Teaser Campaign
- 5. BIG IDEA There is a big LGBT event coming to town that is as vibrant as welcoming.
- 6. REASONS TO HOST THE EVENT IN MIAMI: • Miami Beach is known as the East Side capital of the LGBT community. • Hot weather, hot bodies, and the hot nightlife. Miami is where the party people (gay or straight) come to relax and get a tan. • Miami Beach Gay Pride Parade attracts over 100,000 people each year, is considered one of the main LGBT events taking place in the U.S. BENEFITS: • Gay Establishments, specially in SoBe • Hosting an event as PBOTY in Miami, would attract more tourists, and would make the city even more gay friendly.
- 7. RATIONALE If we get people talking before the event, they will continue talking after the event. People’s curiosity will propagate the event further. After gay marriage becoming legal in U.S, brands want to be associated with it.
- 9. STRATEGY/PLANNING LGBT Community: Local Gay Magazine Ambassador - LGBT Influencer - Instagram Companies: Mailing Whole city: Local News Website
- 10. CREATIVE PLATFORM Audience: LGBT / Companies / Whole City Color: PINK Online: PINK FILTER Copy: ”PINKER” Benefits: Companies want to be seen as LGBT friendlies. Campaign duration: 30 days: 1st part 15 days / 2nd part 15 days.
- 19. KPI’S • Email replies - at least 50%. • Website visits - 23k per day. • Instagram likes - Average 700 likes per post. • Number of visitors in the event - 100%. Full house.
- 20. WHAT WE LEARNED FROM THIS CASE We learned how to communicate with different targets, using the same concept/idea, by using a message that is relevant to them. Also, how to create free exposure that leads people to the show.