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collaboration = success

obsessed with epiphanies

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sigmund freud & malcolm gladwell intrigue me

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world wanderer - madrid, lisbon, reykjavik, buenos aires, vancouver, london, kauai, iowa + more

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world wanderer - madrid, lisbon, reykjavik, buenos aires, vancouver, london, kauai, iowa + more _doritos

_samsung epic_state farm

doritosTHE PROJECTBrand Background Review: Salty Snack Competitive Analysis, Real World Project: Observational research at Wal Mart, and Strategies & Building Blocks including creative brief, target profile, brand’s most ‘leverageable’ aspects, meaningful ways to grow the consumer franchise, strategies for the next year and profit enhancement ideas. The purpose of this research is to identify strengths and weaknesses within the brand to further push profit.

THE INSIGHTThe Doritos ‘muncher’ is the life of the party, untamed and adventurous in their lifestyle and food choices. These consumers choose to eat Doritos in unusual ways or to enhance meals. Consumers said they eat Doritos with dips, on sandwiches, or they create Dorito nachos. They have a strong following of consumers who seek out their new, quirky flavors. Research showed larger households, consisting of 3-5 people are repeat purchasers of Doritos. Two categories of consumers emerged: those who prefer Doritos over other chips because of their powerful crunch and intense taste and those who were not brand loyal, rather they went for whatever was cheapest.

THE OUTCOMEThe consumer target is men and women ages 18-34, with an emphasis on 18-24 year olds, who are members of households with 3-5 people. Doritos constantly seeks to be on the forefront of intense flavor development in all things relating to extreme experiences. Uncovering the new flavors solidifies what Doritos stands for. To push the brand further, they will design new flavors including a Fuel Line- Caffeinated Chip, and Breakfast flavors such as Heuvos rancheros, Everything bagel, Meat lovers scramble and Veggie cheese omelet chips. Further profit enhancement ideas include creating a new package with dip on top, creating variety packs, and placing them throughout grocery stores in strategic places that will convey to the consumers they can be used in “non-snacking” ways: next to the cheese aisle, in the condiments aisle, in the canned foods aisle/Mexican food “Thinking Outside the Bag.”

DORITOS: CONSUMER DEMOGRAPHICS & RETAIL DISTRIBUTION FINDINGS

samsung“PERMISSION TO PLAY”

THE PROJECTBrand Background Review: Cell phone category, Real World Project: Observational research, Interviews, Focus Groups, and Surveys. Narrow research down to specific client - Samsung Epic 4G Galaxy S & present creative brief, target profile and brand positioning. The purpose of this research is to identify specific lifestyles and behaviors of cell phone users, and as a result, make a correlation of the type of phone one has and their relationship with it.

THE INSIGHTThere is a symbiotic relationship between phones and users: phones control behaviors and behaviors control phone usage. Three consumers can be categorized by their behaviors: 1. The Codependents 2. The Techie 3. The Neutral Consumer. The owner of a Sumsung Epic 4G falls into the Techie consumer. These consumers live a hectic life and constantly feel the burden of responsibility. However, they have strong feelings of nostalgia for their playful, carefree childhood. They’re passionate video and computer gamers who are knowledgeable and curious about the entertainment industry. They work hard, however feel guilty indulging in childhood fantasies when they’re ‘supposed’ to be mature, sucessful adults.

THE OUTCOMEThe consumer target is men 24-40, with an emphasis on those who are constantly traveling and financially stable. This target is seen as early adopters. These people can be found thriving in a large city atmosphere. After being exposed to Samsung Epic 4G’s laundry list of opportunities, the target can see how relatable it is to their lifestyle. The main purpose of this phone is not to make calls or text, rather it’s a temporary escape from their bustling lifestyle. This cell phone is a back-up business tool, but more clearly seen as a toy. Every smart phone gives you the basics, but this phone positions itself as a sophisticated, business game boy and takes the negative social stigma off of these men, giving them permission to play.

SAMSUNG EPIC 4G

state farmTHE PROBLEM16-29 year olds do not think of Sate Farm as a “hip” insurance, therefore State Farm is losing clientele. As their older clients, for lack of a better word, die, no new relationships are building.

THE INSIGHTTarget Millennials18-24 through an unconventional voice. Brand State Farm in a relevant and engaging way, a way this target will strongly react to. Within this target, Millennials are experiencing large transitions and feel overwhelmed. They turn to their parents for advice, yet want independence. Through this insight State Farm speaks to them in the tone of an older brother, a neutral, trustworthy, experienced and helpful figure. State Farm further brings the older brother to life through simple, seemingly overlooked, creative executions. This integrated marketing and advertising campaign had a $150,000 budget and will be active for a year utilizing social media, guerilla and traditional advertising, and scholarships.

THE OUTCOMEThe “Real Life Made Easier” campaign won first place was brought to corporate for implementation.

“REAL LIFE MADE EASIER”

STATE FARM DECK

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