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- 3. #KeepinItKewl3 executive summary Quirky + GE Aros is a true modern home innovation. Launched in 2009, Garthen Leslie created his invention under the manufacturer Quirky. Positioning itself as the only smart window air conditioning unit that you can control through your home’s wifi or the “wink” app, Quirky + GE Aros has emphasized the user’s ability to set up their own budget and schedule when it comes to air conditioning. However, there is a problem. For the last six years, Quirky +GE Aros has been unable to spark enthusiasm anddrivesales.With78percentofU.S.homeshavingcentralair,thatleavesQuirky+GEArosonly12percentofU.S. homestomarketto,sopickingaspecifictargetaudienceiskey.Withitsuniquefunctionsandhigh-techcapabilities, primary targeted users are somewhat budget conscious but that won’t be the deciding factor in their purchase. Thecampaignrevolvesaroundtwosolidgoals:increasingproductawarenessamongaspecifictargeted audienceandconvincingtheconsumertopurchaseQuirky+GEArosoveritscompetitors.Techsavvy,college graduates in their early 20’s and 30’s who live in apartment-style homes in urban areas with no central air are the perfect target audience. They are somewhat budget-conscious but need to buy the“latest-and-greatest.”They buythingsthatareinterestingratherthanusefulandarewillingtopayabitofahigherpriceforaddedfeaturesthat mightnotbeconsiderednecessitiesbecausetheyenjoynew,different,unique,andaestheticallypleasingthings. In order to reach this audience and generate awareness of the product, we need to go straight for them and have a conversational atmosphere in advertising efforts. To reach this targeted consumer, we need to literally be the consumer: act like them, speak their lingo and appeal to their lifestyle. By promoting the “#KeepinItKewl” tagline and the “hipster penguin” we can bring the conversation from the physical world to the digital world. When this targeted audience interacts with the penguin and begins to recognize and learn to love the penguin, they will feel connected to the product. The penguin symbolizes the consumer directly without offending them. Instead they see the penguin as some normal guy going through his day-to-day. Quirky+GEAroswillconnecttoitsnewtargetaudiencebyusingthetaglineandpenguinwithaggressive force. Channels include transit, guerilla marketing, sponsored events, online radio, YouTube and Hulu, trade publications, and social media.These interactive marketing techniques will allow the user to become part of the conversation and see Quirky + GE Aros for what it is: an innovative, unique, and smart window air conditioning unit. To them, Quirky + GE Aros is not only cool literally but figuratively. To truly connect with this audience on a personal level, learning their individual lifestyles is just as important as they learn Quirky + GE Aros’. Forthemostpart,Quirky+GEAroswillembarkonasevenmonthcampaignwithayear-longsocialmedia initiative.Guerillamarketing,transitadvertisingandsponsoredeventswillhavetheheaviestpushwithsponsored events with Starbucks (the morning and afternoon energy fix for our target audience) and a unique craft beer festival in Austin, Texas. All channels intertwine with one another as social media runs year-long and guerilla marketingplaysoffofthedigitalandonlineconversationtosuccessfullygenerateawarenessofQuirky+GEAros.
- 4. #KeepinItKewl4 Table Of Contents • Situation Analysis.....................5 • Consumer Profile....................15 • Research......................................22 • Brand Platform.......................31 • Creative brief............................39 • Creative Executions................43 • Media plan..................................69 • Evaluation..................................72 • Appendix......................................74 1 2 3 4 5 6 7 8 9
- 5. Situation Analysis • Brand Analysis • Current Users • Geographical Emphasis, Seasonality Purchase Cycle • Creative Requirements • Competitors • Competitive Media • Competitive Sales • SWOT • Story Telling #KeepinItKewl 1 5
- 6. #KeepinItKewl6 Brand Analysis • 87 percent of US homes use some type of air conditioning • 78 percent of those people have central air General Background: • Aros is the name of an invention made by Garthen Leslie under the manufacturer Quirky. • Quirky, launched in 2009, is a NY manufacturer that allows people to come up with ideas and helps them develop the products as well. They are teamed up with stores such as Best Buy and Home Depot where they will try and sell large quantities of the product. The inventor gets a portion of the profit. • Wink is an app that is associated with the controlling of all inventions being sold under Quirky, not just Aros. Aros Functions: • Connects to home’s wifi, and is controlled with the wink app. • The wink app allows you to monitor, control, and program the functions of your Aros. • Allows user to set up their own budget and schedule. • Wink app provides user with suggestions based on the weather report and the user’s budget. • Air is sucked in from front and is pushed out through the top. • Unique design: o Does not have accordion-like dividers like most air units. o Aros has retractable, flat wings that can fit into almost any window. • Stylish and goes along with any décor. • User’s smartphone GPS helps Aros to anticipate user’s arrival and allow time for the room to cool before they get home. • Listed at $300 but sold at $280 on Quirky’s website, $250 at Target and Amazon, Etc. 1
- 7. #KeepinItKewl7 Current Users Primary Users: • Tech savvy, college graduates in their early 20’s and 30’s who live in an apartment with no central air Secondary Users: • Business owners with office space that has no central air Demographics: • Mostly 25-35 year old and live in urban areas. They live mostly in apartments or older duplex buildings. They make a decent living and have obviously moved out of“mom and dad’s”house. Psychographics: • Tech savvy, and frequently buy things that are“interesting”rather than useful. Willing to pay a higher price for added features that are not necessities. They enjoy things that are new, different and aesthetically pleasing. Aros is marketed in a way that makes the audience want to “become” budget conscious and introduces it as a new idea. 1
- 8. #KeepinItKewl8 Geographical Emphasis, Seasonality Purchase Cycle Geographical Emphasis: • Primarily urban areas that experience heat related seasons • See graph for main region Seasonality: • Late spring is primarily the start of the selling months all through the summer • Prime selling: April through July • However, it can be“year round”in areas that experience warmer months for longer periods of time throughout the year Purchase Cycle: • Not an impulse buy • Purchased after reading reviews online or asking professionals • Advertising triggers the research for the product 1
- 9. #KeepinItKewl9 Creative Requirements • GE and Quirky logo • website • Product name • Social media hashtag and/or symbols 1
- 10. #KeepinItKewl10 Competitors Frigidaire FRA052XT7 5,000-BTU • Half the price of Aros: around $140 • Best selling window air unit on Amazon.com • People rate this product higher than Aros on Amazon • Owned by Frigidaire company Frigidaire 18,500 BTU 230V • Around $600 • Provides both heat and air conditioning • Owned by Frigidaire company Mitsubishi Mr Slim Inverter • Depending on model: $800 to $1,600 • Provides both heat and air conditioning • Popular in Europe •“I Hate Mitsubishi’s Mr. Slim Heat Pump”Facebook page • Owned by Mitsubishi Quirky GE Aros Window Unit • Listed at $300 but sold at $280 on Quirky’s website, $250 at Target and Amazon, Etc • Is a“Smart”Device • Owned by Quirky and GE 1
- 11. #KeepinItKewl11 Competitive Media Frigidaire • Best Buy Amazon • Online advertising • Print in magazines Mitsubishi • Advertorials in Trade Publications • Installation companies • WordofMouth Quirky GE Aros Window Unit • Commercial (http://www.ispot.tv/ad/7pBe/quirky-introducing-aros) • Blogging site and help forums • Website advertising • Quirky Company advertising - people are interested in updates 1
- 12. #KeepinItKewl12 Competitive Sales • Pre-orders allowed back in summer of 2013 where they sold $5 million on Amazon • 16,666 units pre-sold from summer 2013 to 2014 • Fully released summer of 2014 • Now reviews are out on market, sales are not as high Garthen Leslie • Is entitled to 40 percent of share or 4 percent of total revenues • Has received one of five $100,000 bonus checks 1
- 13. #KeepinItKewl13 Strengths, Weaknesses, Opportunities, Threats Strengths: • It is the only“smart”air window unit on the market • It helps the owner save money • It is one of the only aesthetically pleasing air units on the market • Manage from cell phone or device • Great customer service Weaknesses: • Poor user reviews suggest that it is very loud, even at its lowest setting.This is the biggest complaint. One person used a sound level meter and found that Aros was 10-20 times louder in comparison to other air units in the house • There is no remote. This is made for people who have smartphones and tablets • It doesn’t cool as well as people hoped it would • The wink app is not user friendly • The price is high in comparison to other air units. The best-selling air unit on Amazon is half the price of Aros • No use of social media Opportunities • There is great potential for this product • All problems are specific problems that can be easily fixed • Lower the price • Add a heating function, but do not increase the price too much as it is already too expensive • Add a remote • Make the company international • Add color, size, and shape options • Use conversational human voice in social media Threats • Affordable window air units that are quiet, small, and get the job done • Window air units that provide heat as well as cool air • Companies that focus on air conditioning • Quirky does not have a history of selling air conditioner units to reflect upon when taking reliability into consideration. Buying Aros is taking a risk since it is the first of its kind 1
- 14. #KeepinItKewl14 Storytelling M y name is Garthen Leslie. I always felt like I was a regular guy, until today.AfterdrivingaroundNorthwestWashington,Inoticedoutdated window units on several apartment buildings. I assumed that these homeowners were running their air when they were not home.That’s when I got the idea to create Aros. My mission was to create the world’s first smart air unit that will allow a person to fluctuate the temperature through a mobile device of any kind. My product is revolutionary, innovative, and easily accessible. At this moment, I am about to see my invention for the very first time. Quirky has been working hard on making this possible for me and I could not be more thankful. Overall, my dream is to see my sleek product hanging in every city window one day soon. I am proud to say that I am not just a person with an idea, but an inventor of an extremely beneficial product that is indeed a money saver. 1
- 15. Consumer Profile • Who is the consumer? • How do they use the brand? • How does the brand fit their lifestyle? • What influences their story? •“Hipster Hank” •“Artsy Allie” • Elements of the Consumer 2 15 #KeepinItKewl
- 16. #KeepinItKewl16 Primary Users: • Tech savvy, college graduates in their early 20’s and 30’s who live in an apartment with no central air Secondary Users: • Business owners with office space that has no central air Demographics: • Mostly 25-35 years old and live in urban areas. They live mostly in apartments or older duplex buildings. They make a decent living and have obviously moved out of“mom and dad’s”house. Psychographics: • Tech savvy, and frequently buy things that are“interesting”rather than useful. Willing to pay a higher price for added features that are not necessities. They enjoy things that are new, different and aesthetically pleasing. Aros is marketed in a way that makes the audience want to “become” budget conscious and introduces it as a new idea. Consumer 2
- 17. #KeepinItKewl17 How do they use the brand? How does the brand fit their lifestyle? • Using it to be cool, both literally and figuratively. • Pioneers • Status •“Say they are budget conscious but might not really be budget conscious” • Into new age technology • Disposable income • Conversational piece to their peers and friends because they want to tell you 2
- 18. #KeepinItKewl18 What influences their story? Religion: • May or may not be religious Lifestyle: • Busy because they are working but have a social life where they do go out with friends • Not“college students”in typical sense of a social life. They aren’t buying $2 you call it’s, they are going to pubs and hipster bars buying craft beers • Enjoy hometown sports team • Social media user/junkie. Facebook, Twitter, Instagram, Snapchat, Pinterest, you name it they have an account Values: • Owns a cat“Snowball” • Rides a bike • Is eco-friendly • Social life is important • Job is important to them • May or may not be one of those diet trending times Politics: • Has no problem telling you their political view on Facebook or are on social media sharing everything • More liberal leaning • Gets their political news from Twitter Stage in life: • Living with a roommate, either romantic or friend • Out of college • Mid to late 20’s to early 30’s Money: • Disposable income • Making at least $40,000 at their job • Probably don’t have a car because they are renting or living in an apartment, duplex, or townhouse 2
- 19. #KeepinItKewl19 Hipster Hank” Hipster Hank is a typical consumer of the Aros window unit. He is trendy, thrifty, and techy. He is this guy with a beard who rides a bike in the city because he thinks he’s eco-friendly, but then goes to Starbucks and orders a $5 green tea Frappuccino. He is a vegan and isn’t afraid to tell you all about it and how it tastes exactly the same (It doesn’t). He is a political activist on Facebook and doesn’t have a problem telling you why your opinion is wrong. He’s the type to say he wants to save money and be morebudgetconsciousbutgoesout to the local hipster pub every night. He definitely shops at Whole Foods. He’saoneupper;ifyouwenttoBrazil last year, he went to the moon and then to Mars. 2
- 20. #KeepinItKewl20 Artsy Allie” Artsy Allie, a typical consumer of the Aros window unit, works as a junior graphic designer at an agency. She takes French classesinhersparetimeandlovesgrabbing a drink or two with her friends at happy hour after her workday is done. She’s constantly telling her friends and family that she’s environmentally conscious and even purchased a re-usable coffee cup— which she usually forgets at home. She lives in the city and buys her groceries at Whole Foods because she’s always trying new organic diets. Allie dreams about vacationing in Pariswith all her trendy artsy friends from work but can’t afford to do so yet; not because she doesn’t make a decent living,butbecausesheshopstoofrequently at Urban Outfitters and Anthropology. Allie is consciously trying to save money, which is why she claims she bought the Aros, but really she likes how she can show off to her friends at the local coffee shop that she’s saving money just by pulling out her cell phonetoadjustthetemperature.Thetrendy factor is always essential for Artsy Allie. 2
- 21. #KeepinItKewl21 Elements of the Consumer • Their occupation: entry to junior level. Potential creative arts and communications field. White color worker • Education level attained: Definitely a Bachelors possibly seeking higher education • Currently working on: Maintaining a current lifestyle and continuing to build their career • Car they drive: They don’t if they live in the city. They have a bicycle or they have a hybrid car. • Favorite leisure activity: Grabbing a drink with a friend • TV shows they watch: They watch Netflix, Hulu, Amazon Series, people who watch on laptops, tablets, etc. They like to watch a series and not watching all main stream TV. Watch House of Cards, Better Call Saul, the Blacklist, Walking Dead, etc. • Magazines they read: Rolling Stone, GQ, Glamour, Cosmo • Music they listen to: Pop-rock like Mumford and Sons, Fall Out Boy,TheWonderYears • Love to shop for: They go to Whole Foods, Wegmans, like shopping for themselves including clothing, foods, accessories, electronics, etc. They buy clothes at Urban Outfitters, Anthropology, etc. • Last vacation: They like to visit cities like San Francisco and a dream vacation would be to Europe • What they would change: They are pretty content and satisfied in their lives at this moment • What friends would say about them: A hipster friend would say they’re cool, tech savvy, look to them for advice, educated, etc., while an acquaintance might say they are overbearing, hipster, abrasive, someone they can take in small doses, etc. • Why they chose the brand: It is the only thing out there that does what it does. It’s tech savvy and it is new and exciting. It is a conversation piece 2
- 22. Research • Factors That Motivate Purchase Behavior • USP • Primary Research • Secondary Research 3 22 #KeepinItKewl
- 23. #KeepinItKewl23 Elements of the Consumer Rank Orders—The importance of what is most important: 1. Technology/Innovation 2. Aesthetics and Accessibility 3. Energy Efficient 4. Cost 5. Coolness Unique Selling Point Only “smart” air conditioning unit on the market 3
- 24. #KeepinItKewl24 Primary Research #1. Texas #2 Florida #3 California #4 North Carolina #5 Georgia #6 Pennsylvania #7 Ohio #8 New York #9 Illinois #10 Virginia #11 Tennessee #12 Washington #13 Missouri #14 Michigan #15 Arizona #16 Indiana #17 Alabama #18 Louisiana #19 South Carolina #20 New Jersey #21 Maryland #22 Kentucky #23 Oklahoma #24 Minnesota #25 Wisconsin #26 Massachusetts #27 Oregon #28 Colorado #29 Mississippi #30 Arkansas #31 Iowa #32 Kansas #33 Connecticut #34 Nevada #35 West Virginia #36 Nebraska #37 Utah #38 Idaho #39 New Mexico #40 North Dakota #41 Montana #42 South Dakaota #43 Maine #44 Deleware #45 New Hampshire #46 Rhode Island #47 Wyoming #48 Hawaii #49 Vermont #50 Alaska A map of the amount of U.S. energy used in 2013 - Quirky Aros. (million kilowatthours) 3
- 25. #KeepinItKewl25 Primary Research • This will be qualitative information as to why the consumer purchased this product and learn more about their lifestyle and who they are as people as in day-to-day lifestyle. • It allows us to continue directing the product or redirect the product. • Depending on the city 5 to 10 people and we would host a focus group in a major cities in the U.S. • Helps us gather consumer insights on how he/she uses the product. Focus group of those who already use it 1. What motivated you to try this product? 2. How has this product changed your lifestyle? 3. Was budget a concern before this product? 4. Multiple questions asking demographic information 3
- 26. #KeepinItKewl26 • This will be qualitative information as to see if these people are the correct target audience. • It allows us to keep or change current platform. • Depending on the city 5 to 10 people and we would host a focus group in a major cities in the U.S. • Helps us determine who would use the product. Focus group of potential users 1. Would be interested in purchasing? 2. If they think it would change their lifestyle? 3. Something they would research more? Primary Research 3
- 27. #KeepinItKewl27 Primary Research Tabling efforts that hit our defined target market such as in major cities in: • Questions would be similar to the other research asking what people’s opinions are of this product and if they even heard of the product. • Only a couple questions because they are probably on the go. • Gather consumer insights to further build brand platform. Malls music festivals outside of pubs 3
- 28. #KeepinItKewl28 Primary Research Content analysis of the website Website/Page Layout Navigation • Are there navigation tabs? • Yes • No • If yes, how many? • How much information is on one page? • Does the user find the navigation of the website to be user friendly? • Yes • No • Explain: ________________________ • How easily accessible is the information on the website? • 1-10; One being not accessible at all and ten being extremely easily accessible Wording • To what grade reading level is the content on the webpage? • How useful is the content in regards to the organization/ product? • 1-10; One being not useful at all and ten being extremely useful • How many times is the product/ organization name mentioned? • Is there a place to leave feedback? • Yes • No • How clear is the information about the product/organization? • 1-10; One being not clear at all and ten being extremely clear Colors/Backgrounds • How many colors are used? • Do the colors match a color wheel? • Yes • No • Are the organization’s/product’s colors used • Yes • No • How consistent is the color and background from page to page? Graphics Pictures • Does the organization/product have its logo clearly displayed on the website? • Yes • No • How many graphics are used on each page? • Are the graphics/pictures relevant? • 1-10; One being not relevant and ten being extremely relevant • Are graphics/pictures taken from a high quality camera or proper computer program (i.e. InDesign)? • Yes • No • How would you describe the pictures/graphics from these lists of words (may select more than one) • Immature • Confusing • Clear • Meaningful • Impactful • Persuasive • Unrelated to product/ organization • Funny • Sad • Happy • Other (please list): 3
- 29. #KeepinItKewl29 Aros receipt ********************* Answer the survey below to gain an INSTANT REBATE by logging onto: http://www.quirky.com/shop/752 ******************************** Sample Questions Include: 1. What is your age? 2. Where do you live? 3. Where did you hear of this product? 4. Where did you buy your product? ******************************** Survey on the back of the receipt or online receipt with a rebate offered • Questions would be similar to the other research asking what people’s opinions are of this product and if they even heard of the product. • Can by qualitative or quantitative; quantitative would make it easier for the consumer to answer quickly. • Demographic information will be asked to gather more consumer insights. • A larger amount of questions can be asked since it is a survey. • Gather consumer insights to further build brand platform. Primary Research 3
- 30. #KeepinItKewl30 Secondary Research Competitor analysis • What are our competitors doing? • How are they using media to promote product? • Sales? • Where they sell? • How they sell? • How they promote? • Do they have brand awareness, etc? 3
- 31. • Key Considerations • Product Attributes • Positioning Statement • Brand Platform Story - Hero Image - Brand Essence - Brand Story - Tagline Brand Platform 4 31 #KeepinItKewl
- 32. #KeepinItKewl32 Key Considerations • What we have to keep in mind is that our customer needs to be pushed from the tech savvy and innovation, ecofriendly, budget conscious, saves energy and is energy efficient side of advertising. • We want to ignore the sound problem and the fact it is the same type of general window unit but just with a smart component to it. • We want to position the product as a top choice when considering a window unit. The company will position itself by showcasing the attributes of being a smart window unit to our target market. The company will position itself by presenting its ability to lower energy costs associated with air conditioning units. of customer, company and competition that shapes the brand positioning 4
- 33. #KeepinItKewl33 Product Attributes Tech savvy Ecofriendly Budget conscious Saves energy Latestandgreatest 4
- 34. #KeepinItKewl34 Positioning Statement Aros is the only smart window air conditioning unit. It learns from your budget, location, schedule and usage to automatically maintain the perfect temperature and maximize savings for your home. It can be controlled from anywhere using the app on your mobile device. 4
- 35. #KeepinItKewl35 Brand Platform Story Hero Image that evokes that particular platform’s tone The Hero Image: Frozone from Incredibles “COOL” 4
- 36. #KeepinItKewl36 Brand Platform Story Brand Essence (the positioning summed up in a single word) “Latest-and- greatest” 4
- 37. #KeepinItKewl37 Brand Platform Story Brand Story. Short narrative that supports the positioning M y name is Garthen Leslie. I always felt like I was a regular guy, until today. After driving around Northwest Washington, I noticed outdated window units on several apartment buildings. I assumed that these homeowners were running their air when they were not home. That’s when I got the idea to create Aros. My mission was to create the world’s first smart air unit that will allow a person to fluctuate the temperature through a mobile device of any kind. My product is revolutionary, innovative, and easily accessible. At this moment, I am about to see my invention for the very first time. Quirky has been working hard on making this possible for me and I could not be more thankful. Overall, my dream is to see my sleek product hanging in every city window one day soon. I am proud to say that I am not just a person with an idea, but an inventor of an extremely beneficial product that is indeed a money saver. 4
- 39. Creative Brief • Why are we advertising? • What’s the consumer problem we are advertising? • Who are you talking to? • Consumer Insights • What does our consumer think now? • What do you want the consumer to think/ feel/do (desired response)? • What should we tell them? • Why should they believe us? • Brand positioning statement • Media Options • Mandatories 5 #KeepinItKewl39
- 40. #KeepinItKewl40 Creative Brief Why are we advertising?: • To convince Tech savvy, college graduates in their early 20’s and 30’s who live in urban areas in an apartment with no central air or has an inefficient window unit to Buy Quirky + Aros instead of the Frigidaire and Mitsubishi units because it is the only“smart”window air conditioning unit on the market. What’s the consumer problem we are advertising? • It is new and no one really knows about the product. The product’s reviews are not very helpful and have low ratings. Who are you talking to? • Tech savvy, college graduates in their early 20’s and 30’s who live in urban areas in an apartment with no central air or has an inefficient window unit. They live mostly in apartments or older duplex buildings. They make a decent living ($40,000 +) and have obviously moved out of“mom and dad’s”house. They are tech savvy, and frequently buy things that are“interesting”rather than useful. They are willing to pay a higher price for added features that are not necessities. They enjoy things that are new, different and aesthetically pleasing. Consumer Insights: 1. The users in our target audience want the newest item on the market 2. Tech savy, college graduates like to have a conversational piece when with family, friends and coworkers 3. Since the target makes a decent living, they have disposable income but not as much as more mature professionals because they are entry level or junior level positions. 5
- 41. #KeepinItKewl41 Creative Brief What does our consumer think now?: • They might have heard about the product but they might not know the brand name. They know there is a smart window air-conditioning unit out there. The target might not think that they can afford the product. Whatdoyouwanttheconsumertothink/feel/do(desiredresponse)? • To Convince Tech savvy, college graduates in their early 20’s and 30’s who live in urban areas in an apartment with no central air or has an inefficient window unit To Buy Quirky + Aros Instead of the Frigidaire and Mitsubishi units because it is the only “smart”window air conditioning unit on the market. • This is a product that is a conversational piece and hit all aspects of consumer insights. We want the Target Audience to not only purchase the product, but we want them to talk about it to their family, friends and coworkers because this Target Audience will assist in“word of mouth.” What should we tell them? • Quirky + Aros can be controlled from a mobile or smart device. It has a sleek design. It has easy installation and can be purchased from a wide variety of outlets. Why should they believe us? • Quirky has produced multiple successful businesses in the past and they only seek to produce the best products on the market. 5
- 42. #KeepinItKewl42 Creative Brief Brand positioning statement: Aros is the only smart window air conditioning unit. It learns from your budget, location, schedule and usage to automatically maintain the perfect temperature and maximize savings for your home. It can be controlled from anywhere using the app on your mobile device. Tone: Crafty Hipster Energetic Youthful Media options: • Trade publications, YouTube advertising, Social Media/Sponsored Content, Pandora Internet Radio, Hulu advertising, sponsored events, guerilla marketing, transit marketing • Television, radio, and most print would not work for this target. * guerilla marketing: Cups, trash can, beer pong tournament in a park, digital transit advertising, partnerships with the local businesses, graffiti painting on outside of city penguins Mandatories: • Logo, website, mascot, hashtag, product name 5
- 43. Creative Executions #KeepinItKewl43 6 TransitAds • Bus Stops • Subway signs • Moving signs • Bus Wrap • Inside Taxi, Bus, and Train GuerillaMarketing • Rented Bike Rack • Building Ads • Bench Ads PandoraRadioAds • Pandora SponsoredEvents • Partnership withStarbucks • Craft Beer Festival • Coasters at local pubs Youtube/HuluAds • Youtube • Hulu SocialMedia • Facebook • Twitter • Instagram TradePublications • Wired (print) • Forbes (print)
- 44. #KeepinItKewl44 #KeepinItKewl Slogan/tagline The audience is able to use the hashtag to incorporate all realms of social media (Facebook,Twitter, Instagram).“Kewl”is a play on wordsasHipsterstendtouselettersthatsoundsimilartothewordwithoutusingtheworditself.Forexample,“kewl”for“cool”and “lawl”for“lol.” Icon:Penguin The penguin will be used to symbolize the consumer directly. Keeping in mind that the target audience may be offended with too muchsatire,addingacute,playfuliconhelpsincorporatehumor.Thepenguinwillbedressedasthehipstertargetandgothrough day-to-daylifeofahipster.SimilartoMaxwellfromGeico,thepenguinhashuman-likecharacteristics;however,hedoesnotspeak. Heonlymakespenguinsoundswhilesubtitlesarelinkedbelow. Creative Executions 6
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- 59. 59 6 30secondproductrelatedAdvertisement (youtube/huluPandora) The commercial introduces the Penguin as he waddles through the streets of Washington and notices air units are still on. (Symbolizes thestoryofhowGarthenLesliegottheideato inventQuirkyAros.)Helookscompletely“kewl” asheisalldressedupwithhisglasseson. The penguin walks into Starbucks and orders a drink. Starbucks is a hot-spot for the hipster target. He sits down at the corner of the restaurant. He notices a group of individuals (Our target audience) sitting nearby enjoying a drink themselves. All of a sudden, one of the members of the group begins to panic and the penguin knows exactlywhy. The penguin lounges back, pulls out his smart phone, and opens the Wink app. He double checks the app to make sure his air is off in his iglooonthebeach. He smiles and you hear the voiceover: Keep cool this summerwiththeQuirky+GEArosSmartwindowunit. Controlthetemperatureofyourhomefromyousmart phone.Thetrendiestwaytokeeptrackofyourbudget. UsingtheWinkapp,youcanturnyourwindowuniton oroff,orchangethetemperaturewhenyou’reonthe go.Aros.Savingyoumoney.KeepingItKewl. Aftertheproductisshownonthepage,yousee onelastclipofthepenguinontopofhisigloo made out of sand with his smart phone in his hand. 9. VOICE OVER: Keep cool this summer with the Quirky + GE Aros Smart window unit. Control the temperature of your home from yoursmartphone. Thetrendiestwaytokeep track of your budget. Using the Wink app, you can turn your window unit on or off, or change the temperature when you’re on the go. Aros.Savingyoumoney.KeepingItKewl.
- 60. #KeepinItKewl60 30secondCraftFestivalrelatedAdvertisement(youtube/hulu) 6 VOICEOVER:Youknowwhattheysay:Everything’sbiggerinTexas! Wecanattesttothatandwe are adding to the hype. Coming May 21st, 2016, we are proud to introduce the #KeepinItKewl CraftBeerFestivalsponsoredbytheQuirky+GEArosSmartWindowAirConditioner.Keepcool this summer with delicious craft beers from around the world, finger licking food, and great music. And for our responsible designated drivers, Starbucks will be in attendance with some special Frappuccino’s. Don’t miss out, this May, only in Austin. Visit our website www.quirky. com/shop752formoredetails.Aros.Keepin’ItKewl.
- 61. #KeepinItKewl61 30secondCraftFestivalrelatedRadioad(Pandora) 6 SampleRadioScriptAros :30PandoraRadio ArosSmartAirConditioner CraftBeerFestivalPromotion #KeepinItKewl VOICEOVER: Tryingtokeepcoolthissummer?ComingMay2016toAustin,Texas,the #KeepinItKewlCraftBeerFestival,sponsoredbyQuirky+GEArosSmart WindowAC,willbemakingasplash. Cometrycraftbeersfromaroundthe world,enjoylivemusic,andeatdeliciousfood. Notadrinker? Starbuckswill alsobetheretoofferourresponsibledesignateddriverstheirfavoritecoffee andFrappuccinos. CheckourwebsitelinkbelowandfollowusonFacebook, Twitter,andInstagramforupdates. QuirkyAros,Keepin’ItKewl. https://www.youtube.com/watch?v=OlKkEnn2uN8feature=youtu.be
- 67. #KeepinItKewl67 WIRED Quirky’sArosChangestheWayWeCoolOurHomes For Decades people everywhere have used air conditioning whenever the heat or humidity becomes uncomfortable. And now it’s a luxury virtually everyone can afford. But what does that mean for you? It means there is an almost infinite scope of products you can use to cool your home. So when it’s time to get into the market for a new A/C unit, most of us go with the cheapest model. Or, if you have money to burn, some will choose the unit that saves them the most on their energy bill. But why can’t we have both, an A/C unit that both inexpensive to buy and run? Well look no further, the future of home cooling is here! Introducing the Quirky Aros, the first and only smart window air conditioning unit on the market! At first glance, yes, it looks like a sleeker version what most people would expect a window air conditioner to look like. But make no mistake, Aros is so much more than just your typical window unit. Aros has a whole array of features designed to make your life easier and save you money. Let’s cut to the chase, by far the coolest (pun intended) feature of the Aros smart window air conditioner is just that: it’s smart! What that means for you is that you have access to all of the Aros’ features from your smartphone or tablet using the easy to navigate the free Wink app. All you need to get started is Quirky’s Aros, the app on your smartphone, and a decent Wi-Fi signal. But what are the“features”that you can navigate with your smartphone? Let’s start with the most basic feature: controlling the Aros itself. You can turn the Aros on and off, even adjust the temperature. And you don’t need to be in your own home in order to control the Aros wirelessly, you can literally control these features from anywhere you are as long as you have a Wi-Fi connection. Now it’s time to take a look at what really makes the Aros smart. Firstly, the Wink app monitors how much energy your Quirky Aros unit is using up each month. Then it offers suggested settings based on past usage and weather reports that will lower your energy costs. A perfect feature for the all you budget conscious consumers. The Aros learns from your preferences. It knows when and how to adjust your home’s temperature and even turn itself on and off. For example, when you leave for work and no one is home, the Aros will automatically turn itself off to save you money. Or if you prefer to lower your bedroom temperature when you sleep, the Aros will automatically lower the temperature so you don’t have to. Another impressive feature about the Aros is that it uses GPS to track your location. This way the Aros can turn itself off if you forget to do it yourself when you leave in the morning. Or, when the GPS has you close to home, the Aros will turn itself on using your preferred settings so that your home is cool before you get home. Rest assured, Quirky has assured consumers that the Aros tracking system is not creepy. Meaning that only you have access to the tracking information, and maintaining your privacy as a result. So if you’re in the market for and inexpensive, energy saving air conditioning unit look no further than Quirky’s Aros. The Aros makes life much easier because it is, in fact, smart. The Aros is ushering in a new era in home cooling. Very soon other A/C manufacturers will be following in the Aros’tracks.
- 68. #KeepinItKewl68 Forbes 6 Quirky’sAros,SettingaNewStandardforAllSmartDevices For years, various manufacturers from all sorts of industries have been attempting to integrate‘smart’ technology into everyday appliances and products. Outside of smartphones and tablets, there has been little success in this endeavor. This is likely because, above all else, smart technology needs to make life easier and more manageable. If it fails to accomplish this, then it cannot be considered a true smart device. However, there is a new product on the market that does accomplish what it means to be ‘smart.’It’s called the Aros from Quirky and, yes, it is a window A/C unit. At first glance it doesn’t sound all that impressive but remember, a true smart product needs to make life better for consumers. Quirky’s Aros has definitely accomplished this. The main selling feature for this product is that it is smart device compatible. This means that you can use your everyday smartphone or tablet to manage all of the functions on this air conditioning unit. This includes turning Aros on and off as well as changing the temperature. And because if connects via Wi-Fi, users can access the Aros from almost anywhere. This adds to the Aros’practicality. But that’s not all it does. The Aros observes the consumers patterns and behaviors, using them to make adjustments to how it performs. Quirky’s Aros takes note of when you leave the home and turns itself off or raises the room temperature so that it doesn’t waste energy. It also uses GPS to track your location. This is done so that when the consumer approaches the home, the Aros automatically turns itself back on so your home is cooled to your preferences when you arrive. Rest assured, the Aros does not save or collect information through your GPS. The GPS is only used as a method to turn the Aros on or off. In short, there are many products on the market that claim to be‘smart.’But in reality few actually manage to do so. The Quirky Aros is one of the few that does. And because the Aros is truly ‘smart,’countless manufacturers will use Quirky’s Aros as the templet for smart appliances.
- 69. Media Plan • Timeline • Budget 69 #KeepinItKewl 7
- 70. 70 Timeline January February March April May June July August September October November December 2016 7 TransitAds • Bus Stops • Subway signs • Moving signs • Bus Wrap • Inside Taxi, Bus, and Train GuerillaMarketing • Rented Bike Rack • Building Ads • Bench Ads PandoraRadioAds • Pandora SponsoredEvents • Partnership withStarbucks • Craft Beer Festival • Coasters at local pubs Youtube/HuluAds • Youtube • Hulu SocialMedia • Facebook • Twitter • Instagram TradePublications • Wired (print) • Forbes (print) #KeepinItKewl
- 72. EVALUATION • Expected Results 8 72 #KeepinItKewl
- 73. #KeepinItKewl73 8 With this campaign, Quirky Aros hopes that Americans will expect more from their window air conditioners and realize that Aros is a perfect fit for them. Old, gaudy window air units will be the thing of the past. Aros units will replace gaudy, unattractive, low functioning air units just like MP3’s have replaced Walkmen. By the end of September of 2016 and six months after the start of the campaign, Aros can expect to see a vast increase of sales do the exposure it will receive. In the past, preorders for the Aros reached up to 5 million dollars in sales and since its release have declined drastically due to poor advertising and less than favorable customer reviews. By the end of this campaign, we hope to at least reach sales ten times the preorder sales—50 million dollars for the year of 2016. Essentially, we aim to match our advertising budget of 25 million dollars. Quirky Aros has such a high advertising budget for 2016 because we are trying to bring awareness to a product that has great potential to replace old window air units, but fails to spark sales because it has no market share or exposure. Once the kinks have been ironed out (be gone poor reviews!) and Aros has been exposed from the East Coast to the West Coast, sales will ignite and grow steadily. The 25 million will be well worth the investment. Each dollar of the budget will be spent strategically. Most of our budget will go toward our sponsorship opportunity with Starbucks. Starbucks is one of the hottest spots that our target market frequents. Since we will have our name on one of their drinks, so many impressions will be made to the kind of people who will buy the Aros. Our brand will be present in 500 Starbucks stores nationwide and more importantly, will leave lasting impressions. Withsocialmedia,ourleastexpensiveformofadvertising,wehopetogenerate a nation-wide buzz to the tech and hipster communities. Aros will urge them to attend our sponsored events, such as the Craft Beer Festival, and become more familiar with the brand by using the hashtag #keepinitkewl. Visual advertisements, such as billboards and building ads, will be placed strategically in cities so that our target market is exposed to the brand fromeveryangle. Bytheendofthecampaign,Aroswillbeseenasautilitywhosequalityand usefulness needs to be taken seriously, but has the brand image and relativity of its buyers. Expected Results
- 74. APPENDIX • Formal Media Outline 74 #KeepinItKewl9
- 75. #KeepinItKewl75 Formal Outline Trade Publications Location Circulations per Month Number of Months Total Impressions Total Cost % of Grand Total Wired (monthly) National 850,000 7 5,950,000 560,000.00$ 2.28 Forbes (biweekly) National 1,860,000 7 26,040,000 1,988,000.00$ 8.10 Online Video Ads Location Impressions per Month Number of Months Total Impressions Total Cost % of Grand Total Youtube National 30,000,000 7 210,000,000 1,680,000.00$ 6.85 Hulu National 10,000,000 7 70,000,000 1,400,000.00$ 5.71 Radio Ads Location Impressions per Month Number of Months Total Impressions Total Cost % of Grand Total Pandora National 660,000 7 4,600,000 3,150,000.00$ 12.84 Transit Ads Location Quantity Impressions per Month Number of Months Total Impressions Total Cost % of Grand Total New York City 12 360,000 7 2,520,000 42,000.00$ 0.17 Los Angeles 10 300,000 7 2,100,000 31,000.00$ 0.13 Houston 8 240,000 7 1,680,000 22,800.00$ 0.09 Miami 6 180,000 7 1,260,000 14,000.00$ 0.06 Other Cities 102 1,836,000 7 21,420,000 254,800.00$ 1.04 Totals: 138 2,916,000 35 28,980,000 364,600.00$ 1.49 New York City 6 540,000 7 3,780,000 42,000.00$ 0.17 Los Angeles 5 450,000 7 3,150,000 35,000.00$ 0.14 Houston 4 360,000 7 2,520,000 28,000.00$ 0.11 Miami 3 270,000 7 1,890,000 21,000.00$ 0.09 Other Cities 51 4,590,000 7 32,130,000 357,000.00$ 1.45 Totals: 69 6,210,000 35 43,470,000 483,000.00$ 1.97 New York City 4 960,000 7 6,720,000 28,000.00$ 0.11 Los Angeles 3 630,000 7 4,410,000 21,000.00$ 0.09 Houston 2 360,000 7 2,520,000 14,000.00$ 0.06 Miami 1 150,000 7 1,050,000 7,000.00$ 0.03 Other Cities 17 2,550,000 7 17,850,000 119,000.00$ 0.48 Totals: 27 4,650,000 35 32,550,000 189,000.00$ 0.77 New York City 7 420,000 7 7,000,000 56,000.00$ 0.23 Los Angeles 6 324,000 7 2,200,000 48,000.00$ 0.20 Houston 5 600,000 7 4,200,000 40,000.00$ 0.16 Miami 4 420,000 7 2,900,000 32,000.00$ 0.13 Other Cities 68 7,140,000 7 49,980,000 544,000.00$ 2.22 Totals: 90 8,904,000 35 66,280,000 720,000.00$ 2.93 New York City 50 1,515,000 7 10,605,000 87,500.00$ 0.36 Los Angeles 45 1,365,000 7 9,555,000 78,750.00$ 0.32 Houston 40 1,215,000 7 8,505,000 70,000.00$ 0.29 Miami 35 1,065,000 7 7,455,000 61,250.00$ 0.25 Other Cities 490 13,950,000 7 97,650,000 857,500.00$ 3.49 Totals: 660 19,110,000 35 133,770,000 1,155,000.00$ 4.71 Guerilla Marketing Location Quantity Impressions per Month Number of Months Total Impressions Total Cost % of Grand Total New York City 5 7,500 7 52,500 35,000.00$ 0.14 Los Angeles 4 6,000 7 42,000 28,000.00$ 0.11 Houston 3 4,500 7 31,500 21,000.00$ 0.09 Miami 2 3,000 7 21,000 14,000.00$ 0.06 Other Cities 34 51,000 7 357,000 238,000.00$ 0.97 Totals: 48 72,000 35 504,000 336,000.00$ 1.37 Inside Taxi, Bus, Train Moving Signs Bus Stops Aros Media Plan Subway Signs Bus Wrap Rented Bike Rack 9
- 76. #KeepinItKewl76 Houston 2 360,000 7 2,520,000 14,000.00$ 0.06 Miami 1 150,000 7 1,050,000 7,000.00$ 0.03 Other Cities 17 2,550,000 7 17,850,000 119,000.00$ 0.48 Totals: 27 4,650,000 35 32,550,000 189,000.00$ 0.77 New York City 7 420,000 7 7,000,000 56,000.00$ 0.23 Los Angeles 6 324,000 7 2,200,000 48,000.00$ 0.20 Houston 5 600,000 7 4,200,000 40,000.00$ 0.16 Miami 4 420,000 7 2,900,000 32,000.00$ 0.13 Other Cities 68 7,140,000 7 49,980,000 544,000.00$ 2.22 Totals: 90 8,904,000 35 66,280,000 720,000.00$ 2.93 New York City 50 1,515,000 7 10,605,000 87,500.00$ 0.36 Los Angeles 45 1,365,000 7 9,555,000 78,750.00$ 0.32 Houston 40 1,215,000 7 8,505,000 70,000.00$ 0.29 Miami 35 1,065,000 7 7,455,000 61,250.00$ 0.25 Other Cities 490 13,950,000 7 97,650,000 857,500.00$ 3.49 Totals: 660 19,110,000 35 133,770,000 1,155,000.00$ 4.71 Guerilla Marketing Location Quantity Impressions per Month Number of Months Total Impressions Total Cost % of Grand Total New York City 5 7,500 7 52,500 35,000.00$ 0.14 Los Angeles 4 6,000 7 42,000 28,000.00$ 0.11 Houston 3 4,500 7 31,500 21,000.00$ 0.09 Miami 2 3,000 7 21,000 14,000.00$ 0.06 Other Cities 34 51,000 7 357,000 238,000.00$ 0.97 Totals: 48 72,000 35 504,000 336,000.00$ 1.37 Location New York City 1 300,000 7 2,100,000 700,000.00$ 2.85 Los Angeles 1 270,000 7 1,890,000 675,000.00$ 2.75 Houston 1 240,000 7 1,680,000 650,000.00$ 2.65 Miami 1 210,000 7 1,470,000 625,000.00$ 2.55 Other Cities 0 0 0 0 -$ Totals: 4 1,020,000 28 7,140,000 2,650,000.00$ 10.80 New York City 12 18,000 7 126,000 6,300.00$ 0.03 Los Angeles 10 15,000 7 105,000 4,900.00$ 0.02 Bench Ads Building Ads Inside Taxi, Bus, Train Moving Signs Bus Wrap Rented Bike Rack Formal Outline 9