The Big Rumble: Strategy & Solution Proposal

HAVE FUN SURVIVING
An Earthquake Preparation Awareness Campaign

The Big Rumble: Strategy & Solution

WHAT’S IN THE SHOW
 About our client

 What’s to accomplish

 Who are we talking to

 Creative challenge

 Campaign spirit

 Solutions proposal

 Anticipated Results

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WHO’S THE CLIENT

 Non-profit organization

 Earthquake Preparation event host

 Focusing on the Bay Area

 Newly established

Detail Info:
The Big Rumble is a week-long series of special events designed to connect our communities with preparedness resources. Committed 2
Community is honored to have been able to partner with the agencies of the City and County of San Francisco and its community partners
to pilot The Big Rumble in its inaugural year. City departments with a major role in coordinating the events include the Department of
Emergency Management, Department of Public Health, San Francisco Fire Department, and the Office of the City Administrator. 3


WHAT’S TO ACCOMPLISH

Attract more participants to visit the Big Rumble’s website and
join the earthquake preparation events.

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WHO ARE WE TALKING TO:
Age: 18-40 Bay Area residence and travelers
 Post-high school
 No more teachers staying on their back telling
them what to do when the quake strikes.

 Pre-40
 Before their kids are old enough to come home
reminding them what to do.

Life Style: Love Life, Non-suicidal
 Sounds a little broad™, but our goal is to plan a campaign
that most people would be interested, no matter the person
is safety-conscious, looking for the sense of secure, or those
who want to feel they at least “did something” to protect
themselves and their loved ones’ life.

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CREATIVE CHALLENGE:
 Doom and gloom BAD
 We don’t want to scare people into getting ready,
or threaten them what could happen if they don’t.
That will generate unnecessary anxiety in the Bay
Area, especially when we want this campaign to
be well-known and influential.

 Educational WORSE
 The more peeps want to hear about the
preparation the better. Nobody like to be
preached on, especially when we are all adults.
There’s cooler way to convey the message other
than being boring or being “duh”. This campaign
will be informational as well as staying away
from any ZZZ effect.
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MESSAGE

When You-Know-What happens
freaking out doesn’t help

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UNIVERSAL SURVIVAL TRICKS
 Stay calm
 Be resourceful
 Have a positive attitude

 Think MacGyver

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HOW DO WE CREATE CONVERSATION
 Logo
 Music
 Gadget
 Fashion
 Ambience
 Ringtone

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THE LOGO
The spirit, the body and soul, the motto, the everything of our Big Rumble campaign

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SPIN THAT BEAT YO
 We created a “rumble number 5”, a rap to capture
the spirit of this campaign.

 Lyrics is fun and informational, easy to pick up
and good to remember!

 LINK to the music video is in this slide show’s
information box.

 http://www.transyoutube.com/v/jbVj0dXcnOU&s=937

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THE GADGET

 Grab dat oh-shit bag
(The fun cousin of earthquake preparation kit)

 Fashionable & Lifesaving

Contents:

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THE WEAR
 Glow-in-the-dark Interactive tees

 Where distraction is a good thing

 Removable chess pieces

 Enjoy some tic-tac-toe when you are trapped in the dark

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THE AMBIENCE
 Quake Fact stickers on recommended food &
drinks that could get us through difficult time.

 A good-to-know that’s fun-to-read

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THE RING
 Rescue Dog Whistle Ringtone, downloadable
from the Big Rumble website. When we need to
call for help we can save some energy, let the
phone do the work.

 Dog whistle is a sound that only dogs can pick
up. (or teenager before 18, our ears stop picking
up high-frequency sound as we age.)

 Sample Download
(http://www.jetcityorange.com/dog-whistle)

Rescue dogs play crucial role in earthquake rescue
mission all over the world. They are the pro. We are
lucky they are our best friends.

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THE EVERYBODY-WINS RESULT
 Encourages a positive attitude to get through difficult times, this serves as an extra
intangible value to the “product”.

 Treats a serious topic with a touch of humor, brings in lighthearted notion. This helps to
prevent panic attack in the Bay Area.

 A little controversial language goes a long way. The oh-shit bag will generate public
discussion a.k.a free media coverage. The conservatives will bash on it, which makes the
item even more desirable. Bay Area residents are proud to be open-minded and have high
tolerance for controversy. After all this is a campaign for the grown-ups.

 A cost efficient campaign for the non-profit, in return of big attention.

 Creates a catchy phrases such as “Have Fun Surviving” people could use in every day life.

 Since San Francisco already owns title of being the city of quakes. The bag, the rap, and the
spirit will be a new Bay Area thing, like the cable car. Potentially this concept can be used
to open branded souvenir stores for those who visit the quake city.
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THANK YOU FOR VIEWING,
and let’s start have fun surviving!

Account planner:
Mona Hu

Art Director:
Fathan Agustian
Thaher Copywriter:
Nurkastelia
Anugrasindy

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The Big Rumble: Strategy & Solution Proposal

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The Big Rumble: Strategy & Solution Proposal