Danielle Demick Advertising Proposal By DeeDee Advertising
Company Analysis The Detroit Zoo is a well-known organization that most people have been to at some point or another.
Consumer Analysis The target audience is families Strong emphasis on mom’s because they are often the ones who make plans
Consumer Analysis Continued People want more interactive exhibits Elephant keys are a core memory for adults Reputation of zoos not as bad as initially thought
Product Analysis Financially strong Well known Not on top of consideration list
Star Product Analysis Polk Penguin Conservation Strengths: First of it’s kind 30 new penguins Weakness: not enough awareness
Creative Brief Summary Objective: want to increase consumer preference and raise annual revenue Current situation: Not strong or weak, just stuck in a safe position Consumers’ perception of the brand: dull and boring Target Audience: families Key consumer insight: People want more interactive and educational exhibits “Come visit any day and enter a new world”
Zoo Ad Appeals • Ego-defensive appeals: external threat, social support, and authority • Instrumental appeals: unmet needs, rising expectations
Star Product Appeals •Value-expressive appeals: based on ideal self-image and need arousal •Ego-defensive appeals: external threat, social support, and authority
CAN YOU HANDLE IT? Warning: 30 new Gentoo's being transferred in for the new penguin exhibit at the Detroit Zoo. It’s the beginning of the end. Opening April 18, 2016
Give Your Children Something To Smile About. Let their imagination become reality at the Detroit Zoo
TV Ad Ideas
Radio Second Duration: 15 seconds Client: Detroit Zoo Subject: New Polk Penguin Conservation Agency: DeeDee Advertising ANNCR: Are you ready? SFX: RUMBLE getting louder ANNCR: Because they are coming. SFX: RUMBLING ANNCR: 30 new penguins, the fastest in the world, are coming to the Detroit Zoo. Watch them swim, dive, and hop like you’ve never seen them before! Starting April 18, the penguins will be back in the new Polk Penguin Conservation, better than ever.
Media: Facebook Ad
Media: Mobil X HAVE YOU MET SIMON?
Summary & Conclusions
Why Choose This? It’s fun, interactive, and makes parents feel a strong emotional connection Worked closely with the product and know it inside and out