FiLIP

Hunter Fugate

Creative BriefClient Name: FiLIP

Key Fact or Basis for Opportunity The FiLIP Watch is designed to provide parents instant access to their children and their exact loca-tion. The watch, which slides on small wrists, acts as a cell phone with GPS capabilities. Parents can monitor their children using a smartphone app that calls the watch at the touch of a button. In addition, parents can also send short text messages to the watch that will appear on the display screen.

Principal Competition FiLIP competes with smartphones and GPS tracking devices. Mobile service providers offer a range of data plans and specialty phones tailored to kids. FiLIP competes with additional services, including tex-ting, calling and internet access that other devices offer. Other competitors include prepaid cell phones and GPS tracking devices. While these alternatives do not offer GPS and cell service in one device like FiLIP does, they are cheaper and easy to use. A main factor effecting the purchase decision is the steep price of FiLIP and the additional monthly charges.

Target Consumer/Prospect Profile Parents on the go tend to have children who are involved in sports, lessons or clubs outside of school. They are familiar with technology trends, but do not have time to stay up-to-date with new products. They don’t buy new electronics for their kids, but rather pass down old devices as they upgrade.

According to the U.S. Census, these parents are between the ages of 30-34 and have up to two children under the age of 12. They own or are in the process of buying their house. The average income for these families is between $50,000 and $74,999.

Consumer Benefit I can always contact my kids, even when they are at extra-curricular activities.

Advertising Problem or Consumer Barrier Consumers are largely unaware of the product or don’t understand what it has to offer.

Advertising/Creative Objective Statement Advertising will inform on the go parents that FiLIP offers innovative technology that allows them to easily connect with their kids wherever they go compared to complicated smartphones and GPS track-ing devices.

Support Statement Support will be FiLIP’s innovative use of mobile device and GPS capabilities by providing them in an easy to use product that both parents and children love.

Mandatories “FiLIP. Time to band together.”

Magazine Ads

AboutClient: FiLIPFull-page Magazine Ads

Visual Description: Each ad shows a child doing an activity with a ghost-like image of their parent. The purpose of making the parents transparent is to show that they can still be connected with their kid, even when they are not with them.

Headlines: Training to Save the World Waiting for my Yellow Limo Dominating the Rock Wall

Subhead: Together, Even when you’re not.

Body Copy: Visit FiLIP.com to learn more about the 1st kid smart watch.

Product Name: FiLIP

Tagline: FiLIP. Time to band together.

Rationale Our objective statement is advertising will inform on the go parents that FiLIP offers inno-vative technology that allows them to easily connect with their kids wherever they go compared to complicated smartphones and GPS tracking devices. The three advertisements achieve this objective by showing different instances where the child may not be with their parent, but the parent will still always be there through the FiLIP de-vice. The parent can easily communicate or track where their child is as if they were right there with them. The advertisements show this through the ghost-like images of their parents with them during their activities. The theme is used successfully with our slogan “time to band together” by showing instanc-es of a kid alone while the parent is still able to connect and see where their child is at all times. They are always banded together wherever they go. The sub head goes along with the theme by saying “Together. Even when you’re not.” We added “Visit FiLIP.com to learn more about the 1st kid smartwatch,” to tie in with the theme.

Magazine Placement Out target audience consists of parents between the ages of 30 and 34 with up to two children under the age of 12. Their average household income is between $50,000 and $74,999. Based on these factors, we have concluded that Parents Magazine will be the most effective in reaching this audience. Parents Magazine has an audience size of 14,167,000, and of these readers 11,633,000 are female. The median age of the average reader is 34 with an average household income of $56,498. When compared to other magazines, Parents Magazine matches our target market’s demograph-ics and psychographics best.

Radio Spots

CLIENT: AT&T PRODUCT: FiLIP TIME: :60 TITLE: Magical Genie COPYWRITER: Hunter Fugate, Erica Dewolf, Brittany Setzekorn

SFX: MAGICAL POOF SOUND (1 SECOND)

GENIE: Jimmy, don’t forget your lunch! (3 SECONDS)

JIMMY:

SFX:

Oh, wow! Thanks for reminding me magical genie! (4 SECONDS)

SCHOOL BELL RINGS (1 SECOND)

MAGICAL POOF SOUND (1 SECOND)

GENIE:

JIMMY:

SFX:

Have a great day at school, and don’t forget you have soccer practice at 4! Drink

lots of water, it’s hot outside today! (7 SECONDS)

Thanks genie! I’ll make sure to fill up my water bottle before practice. (5

SECONDS)

IN BACKGROUND: SOUNDS OF STUDENTS TALKING IN A CROWED

LUNCH ROOM… FADE OUT

JIMMY:

SFX:

GENIE:

JIMMY:

SFX:

GENIE:

JIMMY:

ANNCR:

Man, I really want my friends to come over for dinner tonight after practice. (5

SECONDS)

MAGICAL POOF SOUND (1 SECOND)

Why don’t they come over around 6 and we can have pizza, your favorite! (4

SECONDS)

That’d be awesome! You’re the best Genie! I’ll let them know! (4 SECONDS)

SOUNDS OF KIDS PLAYING SOCCER… WHISTLE BLOWING… FADE

OUT…MAGICAL POOF SOUND (1 SECOND)

Change of plans! Charlie’s mom is picking you up from practice and bringing you

home. (5 SECONDS)

Cool! Thanks for letting me know magical genie! (4 SECONDS)

We can’t all have a magical genie to help us connect. But luckily

for you, there’s FiLIP. (5 SECONDS)

ANNCR: With FiLIP, you can connect with your kid at the touch of a button. Get your

FiLIP watch at your local AT&T store today. FiLIP. Time to band together. (9

SECONDS)

###

CLIENT: AT&TPRODUCT: FiLIPTIME: :60TITLE: Magical GenieCOPYWRITER: Hunter Fugate, Erica Dewolf, Brittany Setzekorn

About “Magical Genie”Our support statement will be FiLIP’s innovative use of mobile device and GPS capabilities by provid-ing them in an easy to use product that both parents and children love. This radio spot uses humor to appeal to parents and kids. Our objective statement is that advertising will inform on the go parents that FiLIP offers innovative technology that allows them to easily connect with their kids wherever they go compared to complicated smartphones and GPS tracking devices. The FiLIP watch is por-trayed as a magical genie that connects with Jimmy throughout his day by giving him reminders, encouragements and updates. This spot uses the situational format by showing how the FiLIP can be used and the benefits of using the watch.

CLIENT: AT&TPRODUCT: FiLIPTIME: :60TITLE: Magical GenieCOPYWRITER: Hunter Fugate, Erica Dewolf, Brittany Setzekorn

###

About “Band Together”Our support statement will be FiLIP’s innovative use of mobile device and GPS capabilities by providing them in an easy to use product that both parents and children love. This radio spot shows the benefits of the FiLIP watch from the mother’s point of view. It also depicts her hectic lifestyle and how the product can help ease her worries. Our objective statement is that advertising will inform on the go parents that FiLIP offers innovative technology that allows them to easily connect with their kids wherever they go compared to complicated smartphones and GPS tracking devices. This spot aims to connect directly with busy mothers and relate to their everyday struggles. The pitch format is used to emphasize that FiL-IP is not just for kids, but for parents as well.

Pandora Internet RadioPandora Internet Radio was founded in 2000 with the main goal playing only the music you love. Pandora allows listeners to create up to 100 stations of artists, or songs, they love. The site aims to create a unique listening expe-rience with endless possibilities.

Pandora targets advertisements to listeners based on their geographic location, listening preferences and their age. This will allow FiLIP to directly connect with potential consumers. Another benefit of advertising with Pan-dora is that the advertisements cannot be turned off and are unavoidable. Advertising costs for Pandora tend to be lower than local radio stations and reach a wider, more targeted audience.

Also, more than 100 different vehicles come equipped with Pandora listening capabilities. This feature will help FiLIP target parents-on-the-go. Additionally, Pandora uses banner advertisements in conjunction with the radio spots. These advertsements appear on multiple platflorms including iPads, laptops and mobile devices.

Tv Commercial

TITLE: Spy Kid hyperspeed CLIENT: AT&T DATE: November 20, 2014 TELEVISION: 30 Second PRODUCER: Hunter Fugate, Erica Dewolf, Brittany Setzekorn Page 1 of 2

VIDEO AUDIO[1] CU- small hands straightening bowtie (:02)

[2] CU- Charlie dramatically sliding FiLIP watch on (:02)

[3] WS- shows kind in bedroom posing in front of mirror in a child-sized tuxedo (:02)

[4] WS- Mom waiting on kid with school lunch at the front door. Charlie runs by mother and grabs lunch, only the top of head visible. Moth-er rolls her eyes (:02)

[5] ES- playground filled with kids (0:02)

[6] GS- Charlie with a group of friends sitting on top of the money bars. A boy points at the FiLIP watch on Charlie’s wrist (0:03)

[7] CU- FiLIP watch with Charlie pressing the call button. FiLIP screen reads “calling mom” (0:02)

[8] GS- kids reactions change from skeptical to amazed (0:03)

[9] CU- Charlie talking into the watch (0:02)

[10] PAN L/R- Faces of the group. Some are intrigued, others skeptical (0:02)

[11] CU- FiLIP watch screen reading “Intersec-tion of 4th and Smith” (0:02)

[1] MUSIC: James Bond theme music (0:08)

[5] MUSIC: Fades out (0:02)

[6] BOY: HEY CHARLIE, WHAT’S THAT ON YOUR WRIST?

CHARLIE: I’M AFRAID THAT’S CONFI-DENTIAL SPY BUSINESS, BUT WATCH WHAT IT CAN DO…

[7] SFX: FiLIP watch beep

[8] WOMAN VOICE: HI, CHARLIE. I HOPE YOU ENJOYED YOUR LUNCH.

CHARLIE: HEY GUYS, WANNA SEE SOME-THING ELSE COOL?

GROUP: SURE!

[9] CHARILE: THIS IS AGENT CHARLIE. CAN YOU SEND EM MY EXACT COORDI-NATES A.S.A.P.?

[10] SFX: Beep of FiLIP watch

[11] GROUP: (astonished noises)

of 2

VIDEO AUDIO[12] GS- Astonished faces of group as Char-lie shows the group the text. Charlie looks at watch. kids looking at Charlie as he leaves. One girl faints. (0:02)

[13] SUPER: FiLIP watch on small wrist of a child wearing a tuxedo. SUPER: below graphic, FiLIP. Time to band together. Visit www.att.com for more informa-tion. (0:04)

[12] SFX: Beep of FiLIP watch CHARLIE: GOTTA GO, A NEW MISSION AWAITS. MUSIC: James Bond theme music fades in (0:03)

[13] MUSIC: James Bond music fades out (0:02)

VO: “CALL, TEXT AND TRACK YOUR LIT-TLE SUPER SPY WITH FiLIP. VISIT YOUR LOCAL AT&T STORE FOR MORE INFOMR-TION. FiLIP. TIME TO BAND TOGETHER.”

###

SFX:

Audio: James Bond them

eScript:

SFX:


eScript:

SFX:


eScript:

SFX:


eScript:

SFX: Sounds of children playing


eScript:

SFX:

Audio:Script: BO

Y: Hey C

harlie, what’s that on your

wrist?

CH

ARLIE: I’m

afraid that’s confi dential spy business, but w

atch what it can do…

SFX: FiLIP w

atch beepAudio:Script:

Script: WO

MA

N V

OIC

E: Hi C

harlie, I hope you enjoyed your lunch.C

HA

RLIE: Hey guys, w

anna see something else

cool?G

ROU

P: Sure, Charlie

SFXAudioScript: C

HA

RLIE: This is A

gent Charlie. C

an you send m

e my exact coordinates A

.S.A.P.?

SFX: Beep of FiLIP w

atchAudioScript

SFXAudioScript: G

ROU

P: (astonished noises)

SFX: Beep of FiLIP w

atchAudio: M

USIC

: James Bond them

e m

usic fades in.Script: C

HA

RLIE: Gotta go, a new

mission

awaits.

SFXAudio: M

USIC

: James Bond m

usic fades outScript: V

O: “ C

all, text and track your little super spy w

ith FiLIP. Visit your local AT&

T store for inform

ation. FiLIP. Time to band

together.”

SFXAudioScript

SFXAudioScript

SFXAudioScript

SFXAudioScript

SFXAudioScript

Time to band together.V

isit ww

w.att.com

for more inform

ation

Outdoor

Series 1

Series 2

Digital

Interactive Banner Ads

PlacementFacebook is a top choice when advertising to parents using banner ads. It is ranked No. 2, just under Google, in not only the US, but also the world consonantly. It has a bounce rate of 28.5 percent and 13.55 daily pageviews per visitor. The average time spent on Facebook daily by users is about 22 and a half minutes. It has equal rep-resentation of male and female users. Facebook is also primarily used in the US, with 22.2 percent of visitors coming from there. In addition, Facebook uses behavioral targeted advertising, which takes web-browsing infor-mation, such as websites visited or searches conducted, to advertise specific product the user would be interested in. Facebook users who have come from parenting and homemaking websites or who have searched about those subjects would then see FiLIP ads on their newsfeed.

This series of interactive banner ads allows users to directly interact with the FiLIP app’s user interface. Each banner ad highlights a specific feature by showing how easy it is to use FiLIP’s smartphone app. These ads are focused on how parents can use FiLIP technology. Each ad begins with a screen showing the homepage of the FiLIP app. The copy urges viewers to “click to connect”. When a cursor hovers over the ad, it will look like the finger of the woman holding the phone. From there, the ad shows transitions to show each action being performed on the phone, depending on which button is pushed. Finally, a FiLIP watch slides onto the screen with the FiLIP logo. The watch reads “click here to band together”. Once clicked, the link leads viewers to FiLIP’s website.

Hulu Spot: Choose an Adventure

Placement

Our Hulu spots will allow viewers to choose what adventure they want to take. Viewers can choose between “Secret Agent”, “Astronaut” and “Popstar”. This feature will allow for greater interaction between the viewer and the advertisment. Each ad is similar in format, but follows a different character. The ads conclude with a family dinner setting urging the viewer to “click to see what your kid can be.” Once clicked, the viewer would be redirected to FiLIP’s website.

Hulu offers a wide range of programs. Everything from cartoons to reality television can be found on Hulu. Our 30-second spot can be used to target kids, as well as parents. Below is a list of programs that reach each market. We chose kid shows based off their popularity ratings on Hulu, and their availability without the HuluPlus streaming service. To target parents, we focused on primetime shows that they either might be too busy to watch during normal airing times, or are inappropriate to watch around children.

Parents KidsScandal

Grey’s AnatomyThe Blacklist

Revenge

Nickelodeon’s Henry DangerPokemon

Power RangersEloise

Adventure 1: Secret AgentTITLE: Secret Agent for a day

CLIENT: AT&T

TELEVISION: 30 Second Hulu Spot

VIDEO AUDIO[1] CU- Wrist wearing FiLIP watch. Child is wearing a tuxedo. (:02)

[2] POV-Red laser beams block path down an empty hallway. Looks left, right and center. (:03)

[3] POV- Climbing over and under laser beams. (:03)

[4] POV- Looking at FiLIP watch. It reads “Mom Calling”. (:02)

[5] POV- Several pendulums swinging down an empty hallway. Looks left, right and center. (:03)

[6] POV- Dodging back and forth to avoid pen-dulums. (:03)

[7] POV- Looking at FiLIP watch. It reads “Dinner ready. Hurry Home.” (:02)

[8] POV- Looks ahead, at a dead end in the hallway. Looks left, then right, then back center. (:03)

[9] POV- A laser beam points at wall and draws a circle and creates a hole. A dinner table appears on the other side. The table is set for dinner. Food is already on the table. (:04)

[10] POV- Runs through circle in wall and slides into seat at table. A mother is sitting across the table, smiling. FiLIP graphics appear on bottom of screen. (:05)

[1] MUSIC: Fast, adventure music. (0:30)



[10] MUSIC: Music fades to background (0:02)

VO: “ Call, text and track your little secret agent with FiLIP. Click here to help them achieve their special mission. FiLIP. Time to band together.”

###

Adventure 2: AstronautTITLE: Astronaut for a day

CLIENT: AT&T


VIDEO AUDIO[1] CU- Wrist wearing FiLIP watch. Child is wearing a spacesuit. Space with stars in the background. (:02)

[2] POV- Door opens to reveal that the ship has landed on the moon. American flag visable.(:03)

[3] POV- Bouncing up, then down, then up and back down toward flag.(:03)

[4] POV- Looking at FiLIP watch. It reads “Dad Calling”. (:02)

[5] POV- Looks left, right and back to center. Hand extends to plant a smaller flag next to the American flag. (:03)

[6] POV- Flag reads “Charlie was here”(:03)


[8] POV- Bouncing up, then down, then up and back toward the spaceship. (:03)

[9] POV- Sitting at control panel. Hand extends to click a big red button. Space whooshes by and then the ship lands in a dining room. From the window we can see that the table is set for dinner. Food is already on the table. (:04)

[10] POV- A father is sitting at the table, smil-ing. FiLIP graphics appear on bottom of screen. (:05)

[1] MUSIC: Fast, adventure music (0:30)




VO: “ Call, text and track your little astronaut with FiLIP. Click here to help them reach the outer limits. FiLIP. Time to band together.”

###

Adventure 3: PopstarTITLE: Popstar for a day

CLIENT: AT&T


VIDEO AUDIO[1] CU- Wrist wearing FiLIP watch. Child is holding a microphone. A large concert crowd can be seen in the background (:02)

[2] POV- Hand extends to place microphone back on stand. Fans are seen cheering. (:03)

[3] POV- Running down a hallway and a door opens to the outside. Fans stand outside gestur-ing for autographs. (:03)

[4] POV- Looking at FiLIP watch. It reads “Mom Calling”. (:02)

[5] POV- Looks right and back to center. A limo waits at the end of the line of fans. Hand extends to sign an autograph book. (:03)

[6] POV- Turns and heads to limo. Fans reach out trying to grab the popstar. (:03)


[8] POV- In the limo. Door opens. (:03)

[9] POV- Jumps into a chair at a table in the dining room. The table is set for dinner. Food is already on the table. (:04)

[10] POV- A mother is sitting at the table, smil-ing. FiLIP graphics appear on bottom of screen. (:05)

[1] MUSIC: Fast, adventure music (0:30)




VO: “ Call, text and track your little popstar with FiLIP. Click here to cheer them on. FiLIP.Time to band together.”

###

Mobile Game: Choose an AdventureThe mobile advertising will include a mobile game for kids. The mobile game will be an app that can be played on a phone or a tablet called “Choose an Adventure”. The game will correlate with our Hulu spot ads. There are four different characters that players can choose from. Each character will have a different adventure to go through in order to get home in time. The FiLIP watch will help decipher how much time you have left to get home as you are going through all of your obstacles in your adventure. This game will be available for download in the app store.

OnlineIf successful, this game can be translated into an online version. To attract players, banner ads will be placed on websites that kids frequent. These websites include Neopets, Nick, Cartoon Network and CoolMathGames. Each of these sites have a high frequency of users and use banner ads. Once the banner ad is clicked, players will be redirected to the game on FiLIP’s website.

Choose an adventure Interface

The Big PictureOverall, we want our digital strategy to reach out to parents and kids. The online interactive banner ads reach out to parents in order to show them how FiLIP can benefit them and how the technology works. The three different Hulu adventures reach out to both parents and kids. By using the characters, we want to create a fun brand image that positively connects with parents and makes kids want to have a FiLIP. The interactive game lets kids take control of their adventure with FiLIP. The game lets them explore dif-ferent worlds with the comfort of FiLIP guiding them home. These three digital approaches will resonate with families and help them understand a relatively new technology.

Secret Agent Adventure Astronaut Adventure

FiLIP

Documents

Transcript of FiLIP