advertising concepts.
assignment A
– strategy & brand essence –
The brand: Val oranges
The brand: Val oranges
Brand essence (mantra): More than just oranges.
USP: Our oranges are the only branded oranges that make people turn their head.
Target consumer: Our target audience is the young modern mom that cares about appearance, for her and everyone close to her. A woman who is willing to pay a bit extra for the taste and visuals of a product.
Campaign goals: In order to make Val oranges increase our consumer’s social status (relevant), we want 70% (measurable) of our target audiences by this quarter (time-bound) to receive a question about where they got their oranges from (specific), using a survey on our social media (achievable).
assignment B
– persona –
assignment C
– creative brief –
brief by Mathilde Liaud & Tina Sletten
assignment D
– kitchen review –
assignment E
– creative rationale –
Summary of assignment:
Our assignment was to create a concept for how to ideally advertise a supermarket product that was rebranded in Brand Identity. We chose the Val oranges that Tina designed in the first block. We had to come up with ideas that would work for different types of media, but where every touch point played an important role in the bigger picture of the advertising concept.
Target audience
Drivers & barriers
Our target audience is the young modern mom that cares about appearance, for her and everyone close to her. Someone who is willing to pay a bit extra for the taste and visuals of a product.
Our target audience is the young modern mom that cares about appearance, for her and everyone close to her. Someone who is willing to pay a bit extra for the taste and visuals of a product.
Our target audience is the young modern mom that cares about appearance, for her and everyone close to her. Someone who is willing to pay a bit extra for the taste and visuals of a product.
The drivers of our target audience are attention, respect, economic stability, success and quality time with family.
The barriers of our target audience are transparency and time.
Unique selling point (USP)
Our oranges are the only branded oranges that make people turn their head.
Concept
Carry oranges around and people will envy you.
​
This is the statement of the campaign.
Emotions
Confidence because our A brand challenges the traditional relationship the consumer has to an orange.
Satisfaction by collecting something and receiving a new PeelPick.
Curiosity because the collection of picks are leaving the customers always wanting more.
Uniqueness because of limited edition juices allows them to feel special and "in the game".
Trust because Val oranges are collaborating with other quality A-brand which creates an even better product
Our concept is...
...original because it challenges the traditional relationship the consumer has to an orange.
​
...attractive to our target group because this audience likes to feel unique but also feel unity with other people they identify with.
​
...specific, but the essence is broad enough to easily apply the message to different kinds of media.
FULL CAMPAIGN
Touchpoint 1
– collectible coasters –
Every package of Val orange will have a PeelPick which is a part of a bigger "puzzle" to become coasters. The PeelPicks are in different colors which make it possible for the consumer to make their own choice of how they want to style them, like a mix & match.
​
This idea makes Val oranges a part of the consumer's home and lifestyle. In addition is provides loyalty due to the desire to collect all the different picks and finish a coaster.
Every package of Val orange will have a PeelPick which is a part of a bigger "puzzle" to become coasters. The PeelPicks are in different colors which make it possible for the consumer to make their own choice of how they want to style them, like a mix & match.
​
This idea makes Val oranges a part of the consumer's home and lifestyle. In addition is provides loyalty due to the desire to collect all the different picks and finish a coaster.
Every package of Val orange will have a PeelPick which is a part of a bigger "puzzle" to become coasters. The PeelPicks are in different colors which make it possible for the consumer to make their own choice of how they want to style them, like a mix & match.
​
This idea makes Val oranges a part of the consumer's home and lifestyle. In addition is provides loyalty due to the desire to collect all the different picks and finish a coaster.
Touchpoint 2
– poster –
.jpeg)
We want poster prints on bus and tram stops in areas like Museum quarter, Vondelpark and areas around Pieter Cornelisz Hooftstraat where all the designer stores are.
​
We wanted this poster to provoke curiosity by not showing the actual product which is the orange. We wanted to identify our target group by only showing clean acrylic nails, i.e. what you still have after eating a Val orange.
​
The slogan on the poster have double meaning: By eating a sweet Val orange you feel healthy and energized so you have a successful day, and you do not have to ruin your nails when doing so.
Touchpoint 3
– partnership –
Our target group loves Juice Brothers. It has four juice bars across Amsterdam. To implement Val oranges as our target audience's everyday life even more we want to create a partnership with this high quality juice bar.
​
Every juice will have the Val oranges as a base and then the rest of ingredients will vary. There will be limited edition juices and a "juice of the month". By doing so we create a hype so our target audience will want to try all different products.
​
The juices will be served in a special Val cup, with the goal of becoming the new Starbucks cup. Starbucks make their cups very visible by using limited edition designs making a cup in the crowd hard to miss. Every time someone walks past with a Val cup in their hand people will turn their heads to wonder where it is from.
X
