Chips Ahoy! Campaign
72
E TEAM Friday, January 17, 14
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The Martin Agency Student Workshop 2014
Transcript of Chips Ahoy! Campaign
E TEAM
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What it feels like
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2014
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2015
• Revitalizing the orginal
• To do that we had to look at our audience
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Digital Natives
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Multi-Taskers
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Realistic
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82% said their
phone is theirmost prizedpossession
70% most
embarrassed inelementary
school
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They’re a generation that doesn’t worry about what people think
because they are in control of their image.
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ShapersShapers
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Be a conduit through which Shapers can express themselves.
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Nudging the institution, one chip at a time.
Owning originality, one chip at a time.
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Insight: This generation doesn’t worry about what people think because they control it.��Strategy: Be a conduit through which Shapers can express themselves.��Creative: “Owning originality, one chip at a time.”
!!!!!!!
Discover Ahoy!!in the context of originality!
!!!!!!!
Experience Ahoy!!in authentic ways!
!!
!!!!!!!
Personalize Ahoy!!w/ brand-sponsored utility!
!
Engage Ahoy!!when and how you want!
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#ittakesahoy to be a dough boy! ANYONE!?!?! #sELFie
Elevate the Brand
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