SUPERFISH
SUPERFISH
Collaboration with larger take away food enterprise. (Dominos/Uber Eats etc)
Website Landing page and activation challenge.
#beyourtrueself
BRIEF
Task
Creative an integrated advertising campaign
Target
Millennials aged 22-32 social card/board game players, who enjoy house parties, share houses with dark humour and social media savvy.
Consumer's enemy
In our case the consumers enemy is Cards against humanity if that card game is too crude, we also considered boomers as the enemy if they take social media too seriously. (i'll explain later)
Consumer Insights
If I'm hosting a card game night I'm also making sure snacks are provided. Uber eats, pizza, / all delivery food we considered our ally in this campaign.
What do we want consumers to do?
We want customers to share their experience playing Rotten Apples on social media.
Tone we talk with our consumers
collectively edgy (not too offensive) collectively doomed, think reddit, think memes think obscure.
Main Message
There is no shame in being a rotten apple, Be your rotten self while playing our crude card game. and share it online if you dare!
Support Points
Cards against humanity gained massive virality with the same game concept.
"hacked facebook status'" are currently going viral at the time of campaign.
Brand Idea
"Beyourtrueself" Bring the cards to life!
Brand assets
moose toys nostalgia
Our Task
Creative an integrated advertising campaign
STRATEGY EXECUTION
Main paid promotion video paid ads on Rotten Apples Facebook / Instagram.
to set tone and call to action
show social media challenge.
Display rewards and throw back video a the end of campaign.
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In Collaboration with ISOBAR agency 3rd year RMIT advertising students were blessed with the opportunity to pitch an integrated advertising campaign for Moose Toys Australia