Category: Project 2 Part A: Creative Brief for OOH Campaign (Page 2 of 3)
Barbie
Objective Statement
To increase brand support and visibility in local NY neighborhoods.
Target Audience
25-40-year-old women who grew up with Barbie who are āin their prime.ā Think of multifaceted women who are knowledgeable in many areas, which is their biggest strength. They are women who are deeply rooted in their origins and proud.
Rationale
The objectives align with our strategy to create a strong local presence and connect with our target audience through transportation. For example, think of an Upper West Side woman versus a South Brooklyn woman. So, different career women with their matching Barbies. There are varied ads for MTA public transport depending on location and demographic. Out-of-home advertising is a powerful tool for building brand recognition and influencing consumer behavior, making these objectives essential for our growth.
Bronx Barbie
Canarsie Barbie
South Brooklyn Barbie
Upper West Side Barbie
Financial District barbie
Williamsburg Barbie
Flushing barbie
Astoria Barbie
Harlem Barbie
Soho Barbie
DUNKIN DONUTS
Objective Statement
The goal is to get more people to use the dunkin app on the train/bus.Ā 21.7 million people have downloaded the app. We will increase that number to 21.8 million.
Target Audience
18-35 year olds, New Yorkers,Ā Gen Z and middle age men and woman, commuters who use the MTA often
Rationale
Dunkin has become a staple for the commuter in New York. Itās simple enough to get people interested in buying some delicious donuts and coffee, but with their shift to sustainability, how do you get people to spend time on the Dunkin app? This project will seek some answers on that questions.
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