Group Assignment Adam Eugene Shi Hao Vin Cent
Consumer insight Having sore throat is irritating – bad weather isn’t helping either Everyone deserves a healthy and happy throat CREATIVE ANGLE: Fisherman’s Friend is your perfect wingman. The lozenges relieves your throat and restores your manly voices so you can pick up girls successfully.
Video Ad BGM: "I Won't Back Down" - Tom Petty Classic Wingman song
Print Ad
Radio Ad Music: Soulja Boy – Kiss me thru the phone instrumental MVO1: *Dial tone ends and someone picks up the phone SFX* *Clears Throat* “Baby you know that I miss you… ” *screamo voice* FVO1: “Eww. What’s wrong with your voice?“ *Hags up phone SFX* Narrator: (Serious manly voice) “This is a problem that most men faced when approaching people, especially the girl of their dreams. The solution to the problem on the other hand has been around since 1865.” MVO1: *Dial tone ends and someone picks up the phone SFX* “Baby you know that I miss you; I wanna get with you tonight. But I cannot baby girl and that’s the issue.” *Boy band Voice* FVO1: “Awww, I miss you too baby.” *Guy continue singing in the background while fading out* Narrator: (Serious manly voice) “Fisherman’s Friend, Your wingman since Don’t leave him at home or you’ll end up leaving the girl of your dreams behind instead.” ENDS +++++
Direct Marketing
It doesn’t matter if you have good looks if you don’t have the voice. Your Wingman Since 1865, Fisherman’s Friend The contents : A note and a pack of Fisherman’s Friend. 1 2
Copywriting Theme Humorous & Likeable Fisherman’s Friend lozenges restores your manly voices so you can pick up girls successfully. Logical Fisherman’s Friend lozenges relieves your throat.
Copywriting Category Transformational Take Fisherman’s Friend lozenges - heals your bad voice back to your perfect manly voice! Emotional Fisherman’s Friend lozenges restores your manly voice so you can pick up girls successfully. Logical/ Rationale Fisherman’s Friend lozenges relieves your throat. You see immediate effect. Bad throat? Eat Fisherman’s Friend lozenges - your throat is now happy throat!
Consumer Category Conformist (PRIMARY) Responds to likeable and emotional elements. “Fisherman’s Friend lozenges restores your manly voices so you can pick up girls successfully.” “Fisherman’s Friend lozenges relieves your throat. You see immediate effect. Bad throat? Eat Fisherman’s Friend lozenges - your throat is now happy throat!”
Consumer Category Comparative (SECONDARY) Responds to rationale and transformational message. “Take Fisherman’s Friend lozenges - heals your bad voice back to your perfect manly voice!”
Consumer Profiling Males and females aged Wants quick solution to everything. Instant solutions are the best! Seeks instant benefits in products they purchase. Fisherman’s Friend light usage – quick and easy way to relieve throat. May not visit physicians for health advice. Seeks advice on the internet instead. Enjoy playing sports, having fun spending time with family and friends. Always on the move. Carries strong opinions, open minded, daring and energetic.
Media Planning TV Stations: 8TV Time Slots: Weekdays 8pm-11pm
Media Planning Radio Stations: Hitz FM, Fly FM Time Slots: Weekdays 8pm-11pm
Media Planning Online and Mobile Medium: Fisherman’s Friend hosts: A Facebook page, Twitter account, Youtube channel Online portals: Elite Daily, Thoughtscatalog.com Youtube pre-roll ad platform - Only pay when people watch - Reach your ideal customer - See what's working - Build a following
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