Rebrand Tuesday, the dullest day ever

HAVAS CHICAGO INTERN MISSION 2013
MARIEDEKERGORLAYPLANNER/STRATEGIST773.732.6828MCDEKERGORLAY@GMAIL.COM
for
International
Calendar
Tribunal
Rebrand
Tuesday

TODAY’S SPECIAL: HAVAS INTERN MISSION P.3
DAY IN, DAY OUT: TUESDAY’S PERCEPTION BY ITS CONSUMERS P.4
EVERY DOGS HAS ITS DAY: TUESDAY AND ITS COMPETITORS P.6
REBRAND TUESDAY IS THE ORDER OF THE DAY P.11
CONSUMER INSIGHT P.12
SOCIAL TREND P.13
CATEGORY WHITE SPACE P.15
BEHAVIOR CHANGE P.17
BRAND DNA P.18
SEIZE THE DAY: A NEW BRAND STRATEGY FOR TUESDAY P.19
TWITTER SOCIAL STRATEGY: GET MILLENIALS INTO ACTION P.20
FACEBOOK SOCIAL STRATEGY: GET MILLENIALS INTO ACTION P.21
INSPIRE THE MILLENNIAL COMMUNITY: TUESDAY WEBSITE P.22
INSPIRE THE MILLENNIAL COMMUNITY: MEETUP P.23
PROMOTION AND ADVERTISING: SEM P.24
SCHEDULE

TODAY’S SPECIAL

What is Tuesday for Millenials?
?
DAY IN, DAY OUT: TUESDAY’S PERCEPTION AMONG MILLENNIALS

« Tuesday, the day of the week I hate the most »
« The usual
lame
Tuesday »
« Tuesdays don't really seem
to have any purpose in my
eyes »
« I have always
associated this day
with bad weather
and miserable
tasks »
« Terrible Tuesday »
« Don't start your diet on a
Tuesday!»
« The most depressing day of the week »
DAY IN, DAY OUT: TUESDAY PERCEPTION BY MILLENNIALS

What about the competitors, anything better?
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS

Case of the Monday: to start the week
full of weekend « energy »
Hump Day: couldn't have arrived any
Sooner!
Thirsty Thursday: one day closer to the
weekend
Last working day
Celebrate the first day of the weekend
Celebrate the last day of
the weekend

And Tuesday: the most boring day of the
week.
https://robert.accettura.com
Happiness

WAKEFULNESS
DULLNESS
HAPPINESSSADNESS

WAKEFULNESS
DULLNESS
SADNESS
How
to
push
Tuesday
in
a
positive
direction?
HAPPINESS

What is stopping Millennials from enjoying Tuesday?
How to change Millennials’ mind about Tuesday?
How Tuesday could improve Millennials’life?
What behavior would we like to change or to
improve?
REBRAND TUESDAY IS THE ORDER OF THE DAY

What is stopping Millennials from enjoying Tuesday?
They feel that their time and energy are being
wasted because they are bored. They are not
moved by what they are doing (or not doing).
When bored at work, they feel trapped and when
bored at home, they feel lazy.
Results of face to face interviews with 10 men and women (18 -24) between the 16th and 22th of April 2013
Millennials feel that their actions are meaningless
because they are bored.
CONSUMER INSIGHT

For them Tuesday is a boring day. It has no strong
purpose in a week balanced between work and rest
days.
Let’s return the problem then: What if boredom
wasn’t as bad as they think?
What if boredom was a terrific way to develop
creativity, altruism, or meaningful behavior, outside
of the day-to-day routine?
How to change Millennials’mind about Tuesday?
SOCIAL TREND

"Boredom makes people long for different and purposeful activities, and as a result they turn towards more
challenging and meaningful activities ».
"Boredom can paradoxically be a very strong motivator for people to seek out unpleasant yet meaningful
tasks, such as blood donations
"Being bored may be miserable, but at the same time it provides benefits for others who are in need of
support, »
"Boredom stimulates the search for better ways to things like nothing else does."
« Taking time to be bored and letting yourself pause from friends, obligations, and technology is actually
one of the best things you can do for your health ».
« Slowing down can actually make you more productive in the long-term -- not to mention more creative,
happier and less stressed ».
« Discover New Hobbies & Interests. Doing Nothing Can Help You Cultivate Mindfulness ».
SOCIAL TREND
BOREDOM IS GOOD FOR YOU.

How Tuesday could improve Millenials’ life?
Research finds that acts of kindness—especially spontaneous, out-of-the ordinary ones—can boost happiness in the person
doing the good deed. www.pbs.org « altruism qnd hqppiness » and The How of Happiness, by Sonja Lyubormirsky
Bored people seek out for meaningful tasks that can
provides benefits for others who are in need of
support.
Altruism is a key to the social connections that are so
important to happiness.
CATEGORY WHITE SPACE

« Even more than other generations,
this cohort is motivated by doing
good. A recent study shows that
Millennials get involved in
membership-based organizations,
like museums, art galleries and other
civic institutions »
« Supporting good causes — and
being seen to support good causes
— are likewise important. Making a
positive impact on the world is
absolutely crucial as a defining
feature of this generation. »
http://www.prweb.com/releases/2012/11/prweb10176566.htm#.UXdTdWejjcY.mailto
CATEGORY WHITE SPACE

What behavior would we like to change or improve?
We want people to feel happy on Tuesday. On this
« boring » day, they could finally feel good about
themselves by trying to do something new. Something
they haven’t done before to fight the boredom. Do
something that could be useful for others.
Boredom Altruism Happiness
BEHAVIOR CHANGE

Developing meaningful behaviour could be
Tuesday’s DNA.
BRAND DNA

Tuesday should be the special day to escape
boredom by trying to do something something
new, by changing behavior, being altruistic,
empathatic and to engage in prosocial tasks.
Try something new Tuesday.
SEIZE THE DAY: A NEW BRAND STRATEGY FOR TUESDAY

Get Millennials into action on Twitter!
Spread #trysomethingnewtuesday
I cooked Tilapia fish with White Chocolate Beurre Blanc
#trysomethingnewtuesday
On a mission to the south side to see the museum of
science#trysomethingnewtuesday
Chicago, time to make the good weather happens#trysomethingnewtuesday
TWITTER SOCIAL STRATEGY: GET MILLENIALS INTO ACTION

A Facebook page « Try something new Tuesday » to
inspire the Millennial community to learn, discover
and do new things.
Give them a place to share new ideas or stuff they
have heard or have tried (cooking recipe, building
a bench...). A place to connect people with other
people.
Each week, « Try something new Tuesday » will
inspire its community by giving a tip on an altruist
new action that could be done (volunteer in an
animal shelter; giving blood...).
FACEBOOK SOCIAL STRATEGY: GET MILLENIALS INTO ACTION

INSPIRE THE MILLENNIAL COMMUNITY: TUESDAY WEBSITE
www.trysomethingnewtuesday.com
A search tool to find how to help in your city,
and depending of how much time you
have.
Aggregator of #trysomethingnewtoday
would be pulling into the website from
Twitter and Instagram.
Reports on people who accomplished
something new by helping people.
Social sharing tools

12
Encourage and empower people to develop they
own association locally by giving inspiring tips to
help them.
INSPIRE THE MILLENNIAL COMMUNITY: MEETUP

SEM
Promote the website Trysomethingnewtuesday.com
by increasing its visibility in search engine results
pages through optimization and advertising
(keyword research like: « feeling bored », « Dull
day »)
PROMOTION AND ADVERTISING: SEM

TIME TO CALL IT A DAY…
THANK YOU FOR YOUR ATTENTION!

Rebrand Tuesday, the dullest day ever

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