BRAND AS A STATUS SYMBOL

• The brand is an important signal to others inside and outside their peer group that they conform, that they are like them, or vice versa.

BRAND IDENTITY

COLORFUL, ENERGETIC, ARTISTIC and OUTGOING

TARGET AUIDENCE

• Age 16-20, High school students especially men

• Reference Group: University students

Daan Meijers

• 18• Loves skateboarding• Listens CKY, the offspring,

SUM 41• Wears DC or Vans• Uses Facebook, Twitter

and Instagram• Reads Urban Dictionary• Drinks Brisk

INSIGHT

• Teenagers want to have a life in which they can express themselves freely. They feel under pressure with boundries.

OUR AIM

• To increase brand awareness• Being top of mind brand in the target

group• To ensure that teenagers feel more free

with Brisk.• To create brand loyalty by supplying ego

satisfaction

STRATEGY

• Giving space to teenagers for showing their style freely in entertaining ways

OUR TONE

BECAUSE OF THE BRAND ID, OUR CAMPAIGN TONE IS COMPETITIVE AND FRIENDLY.

CREATIVE SIDE

• We tried to impress our target audience using images like bikers, skaters and rollerbladers.

• These images are also energetic, colorful and joyful which leads to competition.

SLOGAN

Beat the Street!

PRINT/BILLBOARD

PRINT AD

FLYER

CAMPAIGN VIDEO

• Our Campaign Video• http://www.youtube.com/watch?v=avbeLToesqk&feature=youtu.be

• We will publish the video on Urban Dictionary as a banner

OUTDOOR

OUTDOOR ACTIVITIES

• Two festivals in• Antwerp Boom

• Voormalig Floriade terrein 24.08.13

• Shy FX is the pseudonym of Andre Williams, an English DJ and Producer from London.

• The Offspring is an American punk rock band from Orange County, California, formed in 1984.

• Linkin Park is an American rock band from Agoura Hills, California.

COMPETITION (1. step)Takes about 6 weeks

• Buy a • Open the bottle• See the code on the back of the cap• Enter the code in beatthestreet.com• Get a chance to join the competition• One Brisk=one chance,

MORE Brisk=MORE chance

COMPETITION (2. step)Takes about 2 weeks

• 60 participants will be chosen in a lottery• The participants will be announced on

Facebook and Twitter accounts• These participants will send their

performances (skating, cycling) to beatthestreet.com

• The most 30 appropriate videos will be chosen for the final phase

• The competitors will be announced on Facebook and Twitter accounts

OUTDOOR ACTIVITIES CON’T

• The best 9 competitors (3 skaters, 3 cyclers, 3 rollarbladers) will be chosen by the jury in each festival

• The firsts in every categorywill be chosen by audience on social mediaAlso in the event area there will be kiosks to vote for performances.

OUTDOOR ACTIVITIESCON’T

• 6 competitors (3 from Belgium, 3 from Netherlands) will compite in USA, in the event in Randall’s Island

APPLICATION

• A new game on itunes, android and Facebook

• Players can control a skate, bicycle, rollerblade

• Who wins the competition will

be one of the character, and his/her moves will be in the game, too.

OUTDOOR ACTIVITIES CON’T

OUR JURY:• Tony Hawk

(skateboarding)

• Chris Haffey(Aggressive inline skating)

• Bob Haro(Bmx bcycle)

OUTDOOR ACTIVITIESCON’T

Our target audience can watch our event on Youtube Live, and they can vote for their favorite performances via Twitter with

#BEATTHESTREET

INSTAGRAM

• At the event day, all guests and also brisk team members (photographers, staff etc.) will upload photos of concerts and the competition.

• #BEATTHESTREET• Most photo uploader with the hashtag will

win one of the prizes (cycle, rollarblade, skate)