hero of the night campaign

cLient

advertising & creative

account pLanner Lauren Heflin

copywriter Brigit te Braun

art Director Zac Oransky

overview backgrounD

executive summary

Objectives

research

situatiOnal analysis

target market

strategy

creative strategy

creative executiOns

radd campus reps

media plan

budget breakdOwn

timeline

evaluatiOn

eXecutive summary 01

he·ro \'hir-o \noun

Someone who remains calm in the eye of danger and adversity;

one who exhibits great strength in the plague of vulnerability. A

hero is one who uses their unique powers to protect the innocent

and stand for the general good.

what reaLLy Defines a hero?

• Yields powers and abilities far beyond those of his drunken college peers.

• Stands up and takes charge, planning the outcome of the night.

• Holds the keys to the car.

‘He is the hero of tonight, your DD.’

Reduce the number of deaths related

to drunk-driving accidents worldwide

Give students incentive to plan ahead

Applaud the position of the designated driver

#1

#2

#3

we have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night

• Parents will now have the ability to get involved and rewarded for it

• Preload cab fare

• RADD Campus Reps

we have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night

• Parents will now have the ability to get involved and rewarded for it

• Preload cab fare

• RADD Campus Reps

we have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night

• Parents will now have the ability to get involved and rewarded for it

• Preload cab fare

• RADD Campus Reps

we have developed a campaign that both gives incentives and glorifies the position of the designated driver.

• Makes people want to be designated driver for the night

• Parents will now have the ability to get involved and rewarded for it

• Preload cab fare

• RADD Campus Reps

objectives 02

create + maintaina positive reputation of

the designated driver

infLuencehabits that allow

college students to

have fun but be safe

encourage planning ahead

promote volunteering

+ taking turns

sustaina presence on partnering campuses

eDucate + trainpartnering bars and restaurants

1

2

3

4

5

6

research 03

those who voLunteer

ofte

n

som

etim

es

neve

r

58% 38% 8%

the DD's reputation

34% No Opinion

22% Being the DD is terrible

52% The DD saves the night

situationaL anaLysis04

strengthsStrong celebrity endorsements and partnerships with businesses

The established outreach to college campuses and restaurants

Set apart from other similar nonprofits through their attitude towards the cause

weaknessesLittle social media presence

Awareness of company, program and brand

Brand and theme elements are not cohesive

Established partnerships with restaurants and college campuses have not reached full potential because of a lack of education of the program

Branded language is not cohesive

situationaL anaLysis04

threatsBeing unaware of the rewards program and what it entails

Partnerships that do not have the proper education of the program

Reaching and appealing to a difficult demographic

opportunitiesCreation of a strong college campus presence

Rebranding to match philosophy

Development of a must-have app

Creating awareness of program

primary California College Students

seconDary Restaurants and College Campuses

tertiary Parents Secondary TargeT audience

• Restaurants and College Campuses

TerTiary TargeT audience

• Parents of college students

target market05

Primary TargeT audience

• College students 17-20, males and females

• College students/ grad students 21-26, males and females

Danny s.AGE 18

Danny is highly involved in greek life and religiously

attends house parties every weekend. He is also a

habitual drinker. He attends college on an athletic

scholarship. His parents were relatively strict in high

school so college is his freedom. He comes from a

middle class family and owns his own car.

courtney m.AGE 20

Courtney is very involved in school and campus events.

She occasionally parties on the weekend. Her parents

are very considered to be relaxed and laid-back.

Courtney was given freedom in high school. She loves

the outdoors and going out to dinner. Courtney does

not have a car in college.

matt t.AGE 23

Matt enjoys drinking at the local bars with his friends

and attending parties at his friends' houses. He is a law

student who drives a motorcycle. He is originally from the

Midwest, but moved to San Francisco for grad school and

is now working at a nearby restaurant part time.

charLotte L.AGE 22

Charlotte is a grad student, who also serves as an advisor

for her sorority. She enjoys going to happy hour with

girl friends and going to nightclubs.She seldom goes to

house parties somce she doesn't have a car, but does go to

parties on Greek row occasionally. She enjoys doing yoga

and exercising and health is very important to her.

mr. & mrs. rosenburgAGE 50 & 53

The Rosenburgs have two kids: one is a sophomore in college and the other is a college graduate. Their post grad lives in Newport

Beach and their other kid attends UC Berkeley. They are both aware their kids drink and go to parties but they want to know that

their kids are being safe and smart with their party choices.

creative strategy06

big iDea• Need for an incentive to be the designated driver

• Evoking fear and sadness doesn’t get the point across

• Have fun, be safe

• Plan ahead, get rewarded

creative vision

• Encourages a respect and idolization of the character’s persona

• Glorification of the designated driver

tag Line

The hero of tonight, your DD.

creative eXecution07

estabLishing an iDentity

• Need for a strong sense of branding

• New identity conveys a sense of professionalism

• Users identify with the images we've created

• Draws from the original RADD logo

• Modern & clean characteristics

• Musicians being the original supporters

• New color palette

• Draws from original, allows for versatility

creative eXecution07

compLeting the branD

• Need for a strong platform for new and existing users to navigate

• Current site confuses the user

• Repetitive navigations and numerous links on one page

• Utilizes our created palette and branding

• Presents the clean and professional image that CIR deserves

coLLege is raDD commerciaL

All videos are narrated by a young male with a relatively deep voice. His tempo

is slow and constant, as if he were telling a story. The commercials are meant

to develop the idea of the DD being the hero of tonight by showcasing their

‘superhero’ qualities at a college house-party.

SAM Our commercial's character is a direct

representative of our demographic, a

young college student who decided to

step up to the plate and be the designated

driver for tonight's party.

“It started with an agreement...from

within he knew, it was HIS time..”“Tonight would be different...

“Women crumbled at his feet..” "..tonight the world was Sam’s oyster

and this party was his pearl..”

“As he swept the lands with

his smooth-talking ways..”(Party Music Plays)

(Party-goers follow him in awe)(She smiles at him. Drunk guy in

background falls attempting to flirt)

(Crowd goes crazy)“No strenuous feat could possibly

slow his roll..”

“Plus the free tacos he will get for

driving, (more casual tone) yeah,

that’s pretty awesome.”

"So here's to Sam..."

"..for he's the hero of tonight..."

(drunk friends stumbling into car)"Your DD."

print aDs

• Utilize the same character from the commercials

• Stills that depict events from commercial

• Creates contingency through both platforms of advertising

• ‘He’s the smoothest talker at the party…’

• Placed in college pamphlets and bulletin boards throughout

An oversized letter in the mailThe perfect opportunity for College is RADD to be introduced

RADD Rewardds card.

Information can be shared on how to have fun while being safe

raDD rewarDDs appThe designated driver’s new best friend

Allows it’s users to locate the nearest RADD partners

Designated driver will be treated with free non-alcoholic drinks & appetizers

why party goer’s wiLL use itIn the spirit of safety, those that choose to drink can access the app to call a cab

and access cab fare through their digital RADD card.

why parents wiLL use itParents have the ability to load cab fare onto their child’s RADD App and receive

rewards for doing so.

RADD will partner with supporting banks so that parents can use their bank’s

credit card that they prefer to receive rewards on.

ExAMplES@ChapmanisRADD

@FullertonisRADD

raDD campus reps08

• College students are among the toughest target audience to reach

• Campus representatives among their own peers will be most effective

• ‘RADD Campus Rep’ is offered to outgoing students

• Receive internship credit or volunteer hours.

• Will attend all major on and off-campus events to promote

• In charge of campus-specific social media and social media contests

raDD campus reps08

RESTAURANT AND BAR PARTNERSHIP EDUCATION

A recommended training pamphlet will be created to be sent to all partnering bars and restaurants.

This will encourage the education of the employees of partnering restaurants and bars so that the

RADD program will increase in promotion and success of rewards.

ReACh eD O bj eCTivesCreate and maintain a positive reputation of the DD

Influence habits that allow college students to have

fun but be safe

Encourage planning ahead

Encourage volunteering and taking turns

Maintain a presence on partnering campuses

meDia pLan 09

• RADD’s main source of media distribution

and marketing

• College students are more likely to view &

share ads from YouTube rather than TV

• The most effective way to ensure

circulation is through social video apps

such as YouTube and Vine.

• Facebook ads will be created

• utilize stills and taglines from

the commercials

• Buy promoted tweets

• Have major college Twitter

accounts promote us like

Total Frat Move (TFM) and

Total Sorority Move (TSM)

• Our social media output creates and maintains a positive reputation of the DD by using our 'Hero of tonight' character to illustrate the benefits.

• It influences habits that allow college students to have fun but be safe by planning ahead and designating a sober driver for the night.

• Our social media output encourages planning ahead with the promotion of the RADD app through social media.

• Our social media output encourages volunteering and taking turns being the designated driver.

• Our social media output provides incentives for parents to supply cab fair money for students to use with their rewards card.

reacheD objectives

buDget breakDown10

coLLege is raDD campaign buDget

COMMERCIAL PRODUCTION ............................................ $150,000

COMMERCIAL AIRING ...................................................... $100,000

FACEBOOK ADS .................................................................. $30,000

PROMOTED TWEETS .......................................................... $20,000

YOUTUBE/HULU VIDEO ADS ............................................ $350,000

AP DEVELOPMENT ............................................................ $50,000

AGENCY FEE .................................................................... $150,000

TOTAl ............................................................................ $850,000

timeLine11

JAN• Begin production on first video ad

• Guerrilla advertising for video

• Develope social media presence

• Create Instagram accounts for all colleges

• Connect with campuses to start the

selection of RADD Reps

• Partner education pamphlets will be sent

to all partnering restaurants and bars

feb

• Select RADD Reps

• Begin introduction of RADD Reps

• Release first viral video

• Introduce app with first Facebook ad

mAr

• Spring social media contests begin,

orchestrated by RADD Reps

• Parent ads will be sent out in

college acceptance letters

• RADD Reps will start RADD App

promotions on campus events

Apr

• Parent ads will continue to be sent

out in college acceptance letters

• RADD Reps will promote RADD

benefits during all on and off

campus events

mAy• Begin production on video #2

• RADD Reps will organize

unique summer promotion

JuN• Video #2 released

• Release of more Facebook ads

• Promoted tweets

• RADD Rep’s summer promo

Jul • Start production on video #3

• Gorilla advertising for video

• Release of more Facebook ads

• Promoted tweets

• RADD Rep’s summer promo

Aug

• Fall social media contests begin -

orchestrated by RADD Reps

sep

• RADD Reps will

continue to promote

RADD App

• RADD Reps will

promote RADD benefits

during all on and off

campus eventsOct Video #3 released

NOv Continue Facebook ads

dec

• Finish off all contests and promotions

• Overall evaluation of campaign

evaLuation 12

• Monitoring the views and shares of our videos

• Want them to “share” our videos with their

• Create a giant chain reaction.

• Monitor sites like Google Analytics

• Track searches for subjects like College is RADD,

RADD, designated drivers and other key words

• Team set in charge or a program created for

restaurants and bars