Case Studies worked on while studying at Miami Ad School

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wesleyanne99@gmail.com | (647) 239-5725

2. I’ve spent my growing up years in a land rich in vibrant experiences.
Everyday life brimmed with vivid sights and sounds, that were a quintessential part of living in Mumbai. From waking up to the
sound of the vegetable vendor hawking his produce, to the daily jostling commute in overcrowded local trains. From rich spices
that tantalised the taste buds to bright hues of clothing that tantalised the eyes.
Then there was the ethnic medley of living amidst different religions and cultural traditions.
It was an sensorial overload that enveloped and drew me in; in it I learnt to adapt and be ever observant but most of all, I learnt to
embrace the experience.
As I started out in advertising, it was these skills that lent a certain perspicacity to the way I approached planning. I’m
always looking for ways that brands can draw its people in by immersing them in an experience; by engaging their senses,
and thus living on in the consumer’s life.
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3. Some Brand Experiences crafted while at Miami Ad School
1 smart car: grow mind share ...pg 4
2 sirius radio: make relevant in an age of substitutes ...pg 10
3 aging in america: take the edge off getting old ...pg 18
4 chevrolet sonic: launch
(Real world case*)
...pg 27
curriculum vitae ...pg 39
*GM organised a pitch among Miami Ad School students for the launch of their new car, the Sonic, aimed at Millennials 3

4. C AS E O N E
Creating an experience through Design Innovation
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5. Mission: Woo SmartCar=s core consumer back
SmartCar ovners aren=t your awerage car buyer.
Smart Car was the cool kid on the block They are, as I like to call them, <conscious cultured.= .They are travelers, not tourists in
when it launched in 2008. Great looks, their outlook to life, and do not seek validation for the purchases they make.
fuel efficient, compact
Smart is about living a flexible, agile life. The Smartsumer cannot be
and had a funky personality too.
tied to any one ideology, career, or cuisine. They
picture themselves as square pegs and they embrace
However, it lost out to <rationale= vhen the
that fact. Their discerning tastes coupled with their desire for a different
consumer started to compare price value
experience has a strong impact on their purchase habits.
and inherent safety concerns.
Smart Car had nothing to boast about any
more and sales were plummeting.
Appealing to the Smartsumer=s senses
would come from shaking things up and
showing the car in ways they have never
seen before.
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7. PRINT ADS LEADING TO SOCIAL
MEDIA
Appeal to the Smartsumer=s taste for rare
artists of our time by partnering with them and
having them upload snippets of their life, for
fans to follow.
INTERACTIVE BILLBOARDS
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8. INNOVATIVE TENTS
Understanding the
Smartsumer meant being
present in places they are
likely to go – from
interesting music festivals
like Coachella to Art Basel
in Miami beach.
Being present is just the
first step – being innovative
is the clincher in building an
experience
SIMULATOR TEST DRIVES
INSIDE THE TENTS
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9. TEST DRIVES AVAILABLE ON
GAMING DEVICES
SMARTCAR RENTAL STATIONS
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10. C AS E T W O
Creating an experience by showing empathy and appreciation
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11. : With the wide range of free options available today, Subscription Radio was a tough sell.
Who does it even matter anymore? So... figuring out who radio was relevant to, became step1.
The American Truck Driver ; the
backbone of America, the folks that SiriusXM is satellite radio that von=t
keep the economy churning along. die on you when you need it the most.
We can be a constant in their lives,
Truck drivers have long tiring days and their buddy that rides shotgun on
nights – and the journey is a lonely one. those long hours in the middle of
They never know where their next load nowhere, where the only choices on
will take them, where they will sleep that terrestrial radio are static or someone
“
night, or who will serve them their next preaching Jesus .
meal. Everyone they meet is a stranger to
them in the life of solitude they lead on
the road.
Lord I was born a ramblin’ man, trying to make
a living doing the best that I can
When you=re driwing dovn long deserted Communication that engages with the trucker
highways, what you long for the most, is vhile he=s driwing dovn the open road .
company.
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13. TVC to be aired on national television, especially during the NFL T h e p ur p os e o f t h is T V C
w a s to b r i n g a w a r e n e ss
and NHL – tournaments that truckers are heavily tuned in to. throughout the nation
about the role these
f olks p la y in k eep ing
America running, thus
a p p e a l i n g to a l a r g e r
sense of national pride.
Sirius thus aligns with a
cause that is much
bigger than Satellite
r a d io.
You’re the good folks who wake up in Chattanooga, Tennessee and then lay your
head down in Jackson, Mississippi.
You’re the ones picking up a trailer full of timber or dropping off a load of feed.
You might be passing through the counties of Texas or cruisin’ through Kansas,
surrounded by those amber waves of grain. And you keep on truckin’, come hell or
high water, and you wouldn’t have it any other way.
You’re the backbone of America.
At Sirius, we salute you, and we’re proud to be in it for the long haul.
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14. If Sirius is going to be the trucker=s companion, vhat better vay to do so, than by using
Trucker lingo to talk to them?
BILLBOARDS
Using trucker language to salute
them and show appreciation
*Cowtown: Dallas
Motorcity: Detroit
*Breaker 1-9: asking to break in to channel 19 on CB radio

15. ROAD SIGNS
Relate to them by using trucker code names; that stand out from
the sea of advertising billboards they drive past everyday
*Shaky Town: Los Angeles
Watermelon500: Atlanta
Gateway: St Louis

16. Google maps inspired Pin Locators in areas frequented only by
truckers – it is yet another vay of driwing Sirius= message (of always
being by your side) home.
An inbuilt GPS app that prompts the trucker
when nearing a rest area
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17. Renovating Trucker stops:
The passing of the Federal Highway Funding
Reauthorization Bill allows for the privatization
of rest areas – a huge opportunity for Sirius to
revamp these spots in showing trucker
appreciation.
Sirius comfort kits, to be
given away at the rest
areas
The Sirius Truck that travels across the country,
conducting health check-ups and providing some
short rest and recreation facilities.
What better way to show support than by hitting the
road with them!
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18. C AS E T H R E E
Creating an experience by shaking up conventional beliefs
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19. Before going about preaching how wonderful getting old is, it
was important to shortlist who were the people most terrified
of it.
The under 30=s couldn=t giwe a damn – old age was too
distant a thought to entertain; and the ower 60=s had already
learnt how awesome the silver years were. Insight: People fear losing their sex drives once they
reach a certain age.
It was the ones closest to getting there, that were most
anxious. The 40 to 55 year olds. They knov it=s coming but We discovered the reality is very different.
would rather not face it. Seniors have more time on hand and a boost in libido.
Sex is far from over!
Not being attractive anymore
Biggest Fears
Nearly 40 percent of men and 17 percent of women
surveyed in America, between ages 75 and 85, were
sexually active!*
Having to pop pills to function
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*University of Chicago Study

20. Also, Sex works well as a metaphor to address other fears related to aging.
If you=re still hawing Sex, it implies you=re healthy, happy and still as attractive
I=m young at heart
I’m still having
SEX
* I=m hawing sex, I=m happy * I=m in good shape –
physically and mentally
I=m still attractiwe
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*Studies link sex to happiness levels and good health

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22. OUTDOOR
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23. The byline reads: Sex isn=t just for the young.
And directs them to the website:
imstillhavingsex.com
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24. AMBIENT
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25. IMSTILLHAVINGSEX.COM
SEX ALERT
A social experiment to track how often
boomers have sex. A group of about 200
volunteers will be put together. They press a
clicker every time they have sex, and an alert
goes off on the site – with their
neighbourhood coordinates.
Feature the experiment on blogs
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26. UNCLE MONTY
A character who answers all questions and
fears on aging and sex through
facebook/social media.
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27. PRESENTATION TO CLIENT
PRESENTATION TO CLIENT
C AS E FO U R
C AS E FO U R
Creating an experience by identifying with the consumer’s philosophy
Creating an experience by weaving into the consumer’s life 27

28. consumer
-He=s going into the next phase of his life.
-Establishing his identity & space
-He=s proud of his accomplishments & is ready to
put his mark on the world
Before we could think of what the message needed to be, Here=s a car from Chewrolet – a result of 100
brand
we needed to understand who this potential consumer was. years of experience* and craftsmanship and a
The term Millennials was a broad brushstroke classification, that car that marks the next 100 years to come. This
didn=t add much walue to the consumer portrait. car is taking Chevy into the next phase.
category The Sonic is revolutionalizing cars in its category.
With Onstar technology, Designer interiors, and
more Horsepover than its competition, it=s signalling
the next phase of sub-compacts.
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*Research revealed that Chevy’s Centennial is on Nov 3rd 2011 and the Sonic’s launch is around the same time.

29. 1. “I know exactly what I want and how I want it”
2. We will create the future together
3. The future is bright for America”
4. I will drive my future
5. Technology must be stunning & well-designed
CHEVY SONIC IS READY FOR THE FUTURE...
CORE THOUGHT:
READY FOR THE NEXT PHASE. 29

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32. Blank posters put up around campus that ask the question
>What are your goals?” and inwite people to vrite their goals
on the board and read what others wrote.
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33. After scanning a QR code from the previous
posters, they are directed to a facebook app.
They are given the option to take a glimpse into
the next phase of their lives.
After they answer some questions, their
facebook profile gets transformed into what it
might look like in the future.
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34. Cheer cards with an AR code printed at the back are given out at Homecoming.
After the Game, the person must go home and hold it up to his computer screen for
further instructions.
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37. Lounge-like vibe at
dealership
-Inviting
-Casual
-Non-intimidating
-Sonic Studio: Create your
custom car
Moving from clinical and
boring, to playful and
interactive
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38. Use OnStar at the dealership
to update facebook statuses
Options to customise their Sonic Skype2Advisor: An option at the
however they want it. dealership that allows students to
Skype with their parents who are
probably 2000 miles away and show
them the features of the car and a
video of themselves test driving it too.
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39. Where educational and professional experiences have led me ...
April ‘07: Bachelor of Media, Advertising Major From cinema to effective communication and sociology to brand
St Xavier’s College - University of Mumbai building, my degree offered a very holistic view of media; one
that aided my thorough understanding of advertising.
June ‘07-Jan ‘10: Account Planner, Law&Kenneth is where I cut my teeth as a real world planner.
Law&Kenneth Communications Growth was phenomenal here, due to the mentorship received.
From learning how to moderate a focus group to proposing
brand architectures and writing new business pitches, my time
spent here provided me with the arsenal to hit the ground
running, while never being afraid to push boundaries.
Aug - Dec ‘10: Communications Associate, My first deep-dive into understanding the baby boomer
ZoomerMedia Ltd demographic and how to cater to them. Saw first hand how
advertising sponsorships and partnerships work and how
advertisers are lining up with offerings for the 50plus demo.
Jan ‘11: Account Planning Bootcamp The experience of learning from top strategists in this intensive
Miami Ad School, South Beach hands-on bootcamp, working on case studies with students from
across the globe, and building a network of planners were just
some of the reasons Miami Ad School was a fantastic decision.
June ’11-Aug‘12: Marketing Planner, Learnt cross-media marketing skills, the quirks and limitations of each
ZoomerMedia Ltd media form, and how to customise advertising for maximum impact.
From broadcast do’s and donts to understanding how viewers, readers
and listeners behave differently, this role provided an interesting
blend of media marketing learning.
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40. I`ve worked with some very talented Miami Ad School students in building these cases:
For Smart Car and Sirius:
Planners: Wesley-Anne Rodrigues, Kevin Murray
Art Director: Rosana Goerke
Copy Writer: Fernanda Machado
For Aging and Chevy Sonic:
Planners: Wesley-Anne Rodrigues, Julie Mantis
Art Director: Michelle Diaz
Copy Writer: Victor Barrenechea
Cover Design Courtesy: Michelle Diaz
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