The Big Rumble: Strategy & Solution Proposal

HAVE FUN SURVIVINGAn Earthquake Preparation Awareness Campaign

WHAT’S IN THE SHOW

About our client

What’s to accomplish

Who are we talking to

Creative challenge

Campaign spirit

Solutions proposal

Anticipated Results

The Big Rumble: Strategy & Solution

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WHO’S THE CLIENT

Non-profit organization

Earthquake Preparation event host

Focusing on the Bay Area

Newly established

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Detail Info:

The Big Rumble is a week-long series of special events designed to connect our communities with preparedness resources. Committed 2

Community is honored to have been able to partner with the agencies of the City and County of San Francisco and its community partners

to pilot The Big Rumble in its inaugural year. City departments with a major role in coordinating the events include the Department of

Emergency Management, Department of Public Health, San Francisco Fire Department, and the Office of the City Administrator.

WHAT’S TO ACCOMPLISH

Attract more participants to visit the Big Rumble’s website and

join the earthquake preparation events.

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WHO ARE WE TALKING TO:Age: 18-40 Bay Area residence and travelers

Post-high school No more teachers staying on their back telling

them what to do when the quake strikes.

Pre-40 Before their kids are old enough to come home

reminding them what to do.

Life Style: Love Life, Non-suicidal Sounds a little broad™, but our goal is to plan a campaign

that most people would be interested, no matter the person

is safety-conscious, looking for the sense of secure, or those

who want to feel they at least “did something” to protect

themselves and their loved ones’ life.

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CREATIVE CHALLENGE: Doom and gloom BAD

We don’t want to scare people into getting ready,

or threaten them what could happen if they don’t.

That will generate unnecessary anxiety in the Bay

Area, especially when we want this campaign to

be well-known and influential.

Educational WORSE The more peeps want to hear about the

preparation the better. Nobody like to be

preached on, especially when we are all adults.

There’s cooler way to convey the message other

than being boring or being “duh”. This campaign

will be informational as well as staying away

from any ZZZ effect. 6


MESSAGE

When You-Know-What happens

freaking out doesn’t help

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UNIVERSAL SURVIVAL TRICKS

Stay calm Be resourceful Have a positive attitude

Think MacGyver

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HOW DO WE CREATE CONVERSATION

Logo Music Gadget Fashion Ambience Ringtone

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THE LOGO

The spirit, the body and soul, the motto, the everything of our Big Rumble campaign

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http://www.transyoutube.com/watch?v=jbVj0dXcnOU�

SPIN THAT BEAT YO

We created a “rumble number 5”, a rap to capture

the spirit of this campaign.

Lyrics is fun and informational, easy to pick up

and good to remember!

LINK to the music video is in this slide show’s

information box.

http://www.transyoutube.com/v/jbVj0dXcnOU&s=937

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THE GADGET

Grab dat oh-shit bag(The fun cousin of earthquake preparation kit)

Fashionable & Lifesaving

Contents:

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THE WEAR

Glow-in-the-dark Interactive tees

Where distraction is a good thing

Removable chess pieces

Enjoy some tic-tac-toe when you are trapped in the dark

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THE AMBIENCE

Quake Fact stickers on recommended food &

drinks that could get us through difficult time.

A good-to-know that’s fun-to-read

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THE RING

Rescue Dog Whistle Ringtone, downloadable

from the Big Rumble website. When we need to

call for help we can save some energy, let the

phone do the work.

Dog whistle is a sound that only dogs can pick

up. (or teenager before 18, our ears stop picking

up high-frequency sound as we age.)

Sample Download(http://www.jetcityorange.com/dog-whistle)

Rescue dogs play crucial role in earthquake rescue mission all over the world. They are the pro. We are lucky they are our best friends.

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THE EVERYBODY-WINS RESULT Encourages a positive attitude to get through difficult times, this serves as an extra

intangible value to the “product”.

Treats a serious topic with a touch of humor, brings in lighthearted notion. This helps to

prevent panic attack in the Bay Area.

A little controversial language goes a long way. The oh-shit bag will generate public

discussion a.k.a free media coverage. The conservatives will bash on it, which makes the

item even more desirable. Bay Area residents are proud to be open-minded and have high

tolerance for controversy. After all this is a campaign for the grown-ups.

A cost efficient campaign for the non-profit, in return of big attention.

Creates a catchy phrases such as “Have Fun Surviving” people could use in every day life.

Since San Francisco already owns title of being the city of quakes. The bag, the rap, and the

spirit will be a new Bay Area thing, like the cable car. Potentially this concept can be used

to open branded souvenir stores for those who visit the quake city. 16


THANK YOU FOR VIEWING,

Account planner:

Mona Hu

Copywriter:

NurkasteliaAnugrasindy

Art Director:

Fathan AgustianThaher

and let’s start have fun surviving!

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The Big Rumble: Strategy & Solution Proposal

Self Improvement

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