4. 4
TABLE OF CONTENTS
The Team..............................................................
Executive Summary............................................
The Brief................................................................
The Target............................................................
The Client..............................................................
Big Idea..................................................................
Findings & Insights.............................................
Integrated Media Plan & Budget.....................
Creative Strategy/ Direction............................
Creative Executions............................................
Summary...............................................................
5
7
8
9
12
17
18
19
20
21
25
5. 5
THE TEAM
Mike Semenov- Account Manager
Mike is a leader by nature, he believes that leading by example is an active approach to
motivating others. In his spare time, he leads a team of competitive video gamers in the
ESEA gaming league. Photography is also a passion of his and he takes photography for
Hapatime, a blogger from the Bay Area with almost 500 thousand followers on Instagram.
His motto in life is “If you don’t stand for something, you will fall for anything”
- Peter Marshall.
Matthew Herrera- Account Planner
Matthew is a creative mind always striving for innovative solutions to any business
problem. Matthew drove for Uber for 3 months drawing a relation between himself and
this brief. His interests are sports and traveling. Matthew says, “I’m not a believer in
quotes, I make my own quotables.”
Shannon Santos- Copywriting Director
Shannon is a believer of dreaming big and working hard to achieve them. She uses her
words as a way to express her artistic thoughts. In her free time, she enjoys capturing
moments of life through a camera lens and seeks Pop/Rock concerts as a way of escape
and creativity fuel. Her favorite quote is: “Many of the things that seem impossible now
will become realities tomorrow.” -Walt Disney
6. 6
Megan Garcia - Creative Team
Megan is an artistic individual with an eye for detail. Her previous experience
and knowledge in graphic design assists the team in creating professional and
imaginative designs. In her spare time, she enjoys spending time with her family,
drawing and singing. She keeps one quote in mind in everything that she does:
“our greatest weakness lies in giving up, the most certain way to succeed is always
Kaoru Kishigami- Creative Team
Kaoru is an individual with very specific taste. For example, he enjoys green tea
Kit-Kat bars from Japan, which are hard to come by. He is a man of few words, and
believes that one should know more and speak less. He has an unintentional style
of comic relief, and always sparks laughter with his peers. In his own words, he
says “I don’t wanna have a quote, I am not a quote person” -Kaoru Kishigami
7. 7
EXECUTIVE SUMMARY
Contemporary culture is in a constant
state of flux, rapidly changing from one
great way of thinking into another. Our
team motto at CAMO advertising agency is
adaptation meets innovation. We believe
that by challenging the status quo of how
advertising is done with new innovative
ideas and execution is an approach that
is refreshing in a world filled with so
much clutter. We believe that the constant
evolution in technology is one of the main
driving forces of the social change we see
around us. This is where our adaptation
comes into play, whether it’s traditional or
social media campaigns, we’re ready to reach
and impact the people most important to
your product with a meaningful approach.
8. 8
THE BRIEF
The Challenge Primary Objectives
Getting an American audience familiar with a
U.K. news gathering brand
Changing the negative preconception of The
Guardian from being a biased left-winged news
source, into an unbiased independent one
Finding a way to effectively promote the brand
without a large promotional budget
Figuring out new creative ways of getting people
interested in The Guardian
Getting Americans interested in seeking a new
flavor of news reporting
Promote and increase The Guardian official
website readership by 15% through the use of
consistent social media updates and a guerrilla
marketing campaign
Increase awareness of The Guardian brand by
15% in the U.S.
Create dialogue for the readers to engage in,
giving them a reason to return to The Guardian
as an essential brand to daily life
Change the perception of The Guardian into an
independent, trustworthy, youthful, and trendy
news source
•
•
•
•
•
•
•
•
•
9. 9
THE TARGET
Male and female adults between
the age of 18-34.
Almost 40% of The Guardian readers
earn more than 50k a year.
19% Postgraduate qualification
23% Bachelor’s degree
12% Associates degree
24% Further college education
More than 60% of website
readers are either working
full-time or part time, less than
10% being full-time students,
and the last 30% being
classified as other.
10. 10
PSYCHOGRAPHICS
• Smart, witty, socially aware, independent
• Enjoys the latest and greatest technology
• Spends a large amount of money on food and drinks
• Clothing and accessories
• Participates in sports, recreation and social activities
• Fast-paced lifestyle and spends a significant amount of time multi-tasking
• Connected to the internet everywhere they go
A Day-In-The-Life
1.Young adult male who works full-time in a high-tech corporate
environment
2. Listens to Pandora when he drives his commute
3. Browses the web and gets his news on his phone in his free time
4. Highly social, and open to different points of view
5. Enjoys spending time at bars and restaurants with friends
6. Uses Uber to get around town with friends
11. 11
VALS Market Segmentation
The Experiencers The Thinkers The Innovators
Spend a high proportion of their
income on fashion, entertainment,and
socializing. They are concerned with
being cool and having cool.
Have respect for the status quo of
authority and social decorum, but
they are also open to new ideas.
Successful, sophisticated, high self-
esteem. Receptive to new ideas and
technologies. Purchases reflect a taste
for upscale, niche products and services.
• Having a social-media following
• Being entertained
• Being established
• Purchasing power
• Informed discussion or debate
• Finances management
• Being smart shoppers
• Using proven products
• Problem solving
• Rewarding experiences
• Authentic products
• Personal challenges
12. 12
THE CLIENT
The History
The Internal and External Stakeholders
The Market Sector
• The Guardian, founded in 1821 has been a storied news organization that has brought
reliable impartial news to its readers since its inception.
• The paper was created by John Edward Taylor
• The Guardian has a long, credible track record. The Guardian is making sure it maintains
its momentum into the future by advancing its product with innovative reporting, and its
accessibility via major tech platforms.
• Readers of The Guardian
• The Guardian employees and contractors
• Guardian Media Group (owns The Guardian)
• Scott Trust Limited (owns Guardian Media Group, and thus The Guardian)
• Governments (The U.S. government)
• News reporting
13. 13
The Competitive Review
• Quick
• Impartial
• Purified news
• Opposed to the diluted politically motivated U.S. news agencies
Primary: In presence and following on social media.
This shows where The Guardian
stands in its social media presence.
Its behind the competition in almost
all platforms except Facebook, where
they remain pretty competitive. They
are relatively competitive and close
to all of the top news sources above
as far as social media presence is
concerned and is an area where The
Guardian can close the gap.
3,667,366
6,186,387
172,000
9,280,016
16,213,305
62,200
16,911,526
16,625,806
441,000
4,386,416
3,498,709
46,600
The Brand Value Proposition
14. 14
Brand Identity
The Guardian is perceived as an International
news source here in the United States. The
exposure here is limited so its attempting to
break through the clutter of the typical New
York Times, Wall Street Journal, Washington
Post, Fox News, and CNN media sources. It
attracts more of a Liberal Hipster crowd that
enjoys reading non-traditional news sources. In
many instances the Brand Identity is more of a
secondary news source here in the United States.
13
16. 16
Communication/ Messaging
The Guardian has several avenues to stream
its news to its readers. The first being
physical newspapers, the most traditional
of ways The Guardian reports its news. The
newspapers are distributed in the United
States via “The Guardian Weekly” issues.
However, The Guardian has been ahead
of the curb in publishing its news on its
website (theguardian.com) and includes
FREE online digital copies of their physical
paper issued in Britain. The website is a one-
stop shop for all your news, whether you’re
looking for U.S. news, world news, sports,
technology, business, fashion, and many
more topics of interest.
The Guardian also uses mobile based apps
for its news which is a sleek rendition
of their website, in a handheld on-the-go
format. Lastly, The Guardian has established
a social media presence on Twitter,
Facebook, and Instagram. The social media
posts are highly engaging, with enticing
headlines, and powerful images that make it
stand out in any users timeline.
17. 17
BIG IDEA
Collaborate and employ Uber drivers to create dialogue
with passengers
Passengers are given free fare for voicing their opinion on
a topic
A video compilation of passenger opinions on a news topic
is filmed in a weekly format
The filmed video is uploaded to The Guardian, YouTube,
Facebook, Snapchat, and Instagram for others to view and
engage in
Rationale: People are more susceptible to giving an
opinion in an environment that promotes free-flowing
dialogue, like one a person would have in a cab ride
What we wish to accomplish: Interactive involvement,
multiple sources, and unbiased reporting
Slogan: Letting you break the news
•
•
•
•
18. 18
FINDINGS & INSIGHTS
1.
Unbiased reporting
People feel that the U.S. organizations
often sway opinion, while
the U.K. informs
2.
Multiple sources
Not directly the news organization,
they look to their peers
for truth in news
3.
Interactive involvement
People like to talk amongst each other
about the news
19. 19
INTEGRATED MEDIA PLAN &
BUDGET
April 2016May 2015
$ 25 K
A Continuous Campaign will run for one full year, starting in May 2015
and ending in April 2016.
Each month will cost $25,000.00
Budget- For this campaign we are asking for a budget of $300,0000.00
Allocation of funds:
A social media specialist : 70K a year
Video footage editing : 40-80K a year
Uber driver and free fare price for customer : 73K a year
CAMO advertising : 77K a year
Effectiveness will be measured through a comparison metric of pre-
post campaign traffic on TheGuardian.com along with views, likes, and
comments on the social media platforms used in the campaign.
20. 20
CREATIVE STRATEGY
By uploading a video compilation of
different opinions, and distributing the
content between popular social media
platforms such as Youtube, Facebook,
Snapchat, Instagram, and Twitter. This
will effectively increase the reach and
frequency of where and how often
people can see something from The
Guardian brand
Since people will be a part of something
new and different, they will spread the
word to the people they know about
what they are a part of which will drive
an increase in awareness
Readers can talk about the varying
opinions people have on a given article
on all social media platforms. People
want to know what other people think
and debate that aspect. This starts to
creates a community and a reason for
consumers to return to The Guardian as
a social outlet
By seeing what everyday people think
about a subject matter, and to see
that The Guardian acknowledges their
opinion, we will see a shift in the
perception of The Guardian as being a
left-winged biased news organization
into a truly progressive one that
identifies with words like youthful,
trendy, trustworthy, and independent
21. 21
CREATIVE EXECUTION
Step 1. Randomly selected Uber
passengers will be chosen to be a part of
a free-flowing dialogue with a Guardian
sponsored driver. They will be presented
with talking points from the driver about
a trending news story on The Guardian
website.
Step 2. The dialogue between driver
and passenger will be filmed and used
to create a weekly video compilation of
opinions on the topic at hand. They will
be asked to sign a release form to use
their likeness in a promotional campaign
for The Guardian. As an incentive to the
passenger, their fare for the ride will
be paid for by The Guardian, and the
driver will inform them of this at the end
of every ride by saying “Thank you for
your time, this ride is sponsored by The
Guardian, Letting you break the news.”
Step 3. The video compilation will be
uploaded to YouTube, and chain-linked
to the other social media platforms we
have selected. These will all link back to
the official Guardian website article that
the video focuses on.
1
2 3
22. 22
Step 4. Every piece of work uploaded
to social media will attach the hashtag
#Lettingyoubreakthenews
Step 5. The customer will have the
opportunity to leave their own opinion
on the article in the comments section
below. They will also have this ability on
most of the other social media platforms
the content can be seen on.
Step 6. Every week, a new video is
uploaded and linked across all social
media platforms. Creating consistency
is important because it gives people
a reason to return and see what new
people think about a new topic.
4
5 6
25. 25
SUMMARY
Awareness is half the problem, most
people living in the United States read
their local news, and follow the major
news organizations within the United
States like the New York Times. From
our research we found most people
don’t know who The Guardian is.
Americans who do know about The
Guardian sometimes have a negative
perception of the brand as being
highly left-winged and biased, or as a
secondary news source.
Get the readers properly introduced,
develop a positive relationship
between brand and customer, create a
non-invasive campaign that promotes
the brand. Generate interest and
create a social community through
interactive involvement. Let the
opinion of the reader be heard and
acknowledged. We believe this will
alleviate the left-winged bias people
have of the brand. Essentially, let both
sides of a story be heard.
The Problem
The Solution
26. 26
By creating video footage of what
different people think, the brand will
become one where people can freely
share their thoughts and opinion, a
brand that is “of the people, for the
people, by the people.” -Abraham
Lincoln
The Guardian has an opportunity to
capture an audience that wants to
be heard, and by doing so, they can
create a highly social community
where debate of all topics is the
norm. They have no political
affiliation with their editorials, and
that’s a competitive advantage.
One reason websites like Reddit
are successful is because they are
community driven, and people want
to hear what other people think.
Big Idea
The Future
