OCEAN SPRAY
HAPPY HOUR
Overview
Role: Strategist
The Adobe Experience Cloud for Advertising combines all the power of Adobe's ad tech solutions (Audience Manager, Analytics Cloud, and Advertising Cloud) into one all-encompassing solution. Adobe tasked us with building an awareness campaign that reaches some of the hardest consumers to convince: advertisers.
Campaign Goal
The primary goal of this campaign is to raise awareness of Adobe as the leading, independent ad tech provider with our target audience: companies and agencies spending $1M+ annually on digital advertising
Campaign specifics
Region
The U.S. is the top priority market, so this campaign will focus on raising awareness here.
Timing
Sept 2020–Mar 2021 (6–7 months)
Budget
$4 Million
Budget to include all costs for media, production, experiential or other tangible forms of promotion. Agency fees for administration or other markup services are not required.
Specified Target Audience
FrontRunners: A leader who strives to exceed expectations and is determined to leave an impact on the industry. They are typically within the roles of C-Suite Executives, High-Level Management, Planners, or Buyers and are involved in the buying process for new company-wide software.
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In-depth research impressions
Observational Study
Concept Test
Remote Interviews
Targeted Surveys
In-person Interviews
Focus Groups
Insights were gathered from corporate company, and agency employees working within the industries of financial services, retail, media and entertainment, and travel and hospitality.
Primary Research Audience
Key Insights
FrontRunners want to leave an impact
Primary research shows that FrontRunners are goal-oriented professionals that are always on the lookout for solutions to propel their career while keeping up with industry advancements. This mentality allows the target audience to lead their company while building upon their own success.
They are searching for a partner with a solution
FrontRunners want to partner with a company that delivers on its promises and provides a solution that removes friction. Moreover, they seek a seamless workflow that allows them to take charge and maximize their business.
Creative Strategy
Creative Insight
The modern-day skateboarder is more than just a skateboarder.
Creative Concept
Vans Pro Classics are durable and comfortable enough to wear all day, whether you are skateboarding or doing what makes you "Off The Wall".
Everything In Between is an opportunity to show consumers that we heard them and understand that the modern skateboarder needs a versatile shoe that can keep up with their lifestyle.
Tagline: Made For Everything In Between
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Lubbock ADDYs:
District ADDYs:
Print Campaign - Gold
Out of Home Campaign - Gold
Print Campaign - Silver
