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Wednesday, April 1, 15
PHOMO
When you get busted for underage drinking and driving, you wind up spending a
lot of time at home (for a variety of reasons). In turn, your smartphone or laptop
will become your last resort for being seen outside of school.
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Wednesday, April 1, 15
PHOMO
When you drink illegally, you drive illegally.
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Wednesday, April 1, 15
PHOMO
Diner :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
PHOMO
Prom :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
PHOMO
Banner
BANNER:
The subject of our “Phomo” commercials appears in
our banner ads as well, on websites catered to teenage
interests (such as MTV.com).
As you move your cursor around the screen, our
character watches and tries to find out what you’re
doing by texting onto the screen.
“Hey, what r u doing?”
“What r u watching?”
“Can I see?”
“Fear of missing out? Get used to it. Underage drunk
drivers risk losing money, their license and their
parents’ trust. BBL, social life.”
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Wednesday, April 1, 15
PHOMO
Social
Kik:
Because our character got busted for underage drinking
and driving, he spends all of his free time at home in front
of his computer. Naturally, he’s become a master of all
things viral on the Internet.
Consumers can connect with him and request videos,
pictures, websites, etc., and will receive the content in
real time.
We can also push this content out on weekends.
“Hey Brian, can you send me a funny cat video?”
“Duh. What do you think I do all weekend? I guess that’s
what I get for underage drinking and driving.”
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Wednesday, April 1, 15
PHOMO
OOH
Reflective display:
This out-of-home poster features a hand holding an
iPhone, which has a reflective mirror in place of its
screen. People who walk up to it will see themselves
in the phone, as though the group in the top right
corner were video chatting with them.
“Get caught drinking and driving underage,
and you could lose more than just your license.
BBL, social life.”
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Wednesday, April 1, 15
PHOMO
PHOMO
Diner :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
PARTY FOUL
If we want to persuade teens not to drink and drive, we need to talk to them
in their own language. Terms like DUI and DWI are serious, misunderstood, and avoided.
Let’s teach teens about the consequences of drinking and driving in words they’ll
understand: Party Foul. Urban Dictionary defines a party foul as “something that goes
wrong at a party... or when someone does something embarrassing or dumb.“ Teens
already know to avoid party fouls. So let’s position underage drinking and driving as the
one with real consequences — The Ultimate Party Foul.
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Wednesday, April 1, 15
PARTY FOUL
Underage drinking and driving: The Ultimate Party Foul
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Wednesday, April 1, 15
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Wednesday, April 1, 15
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Wednesday, April 1, 15
PARTY FOUL
The Ultimate Party Foul :30
UNDERAGE DRINKING AND DRIVING:
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Wednesday, April 1, 15
PARTY FOUL
PRINT
E HARMLESS.
MOST PARTY FOULS AR
But underage drinking and driving can lead to fines,
losing your license and losing your freedom.
UNDER
DRINKING AN AGE
D DRIVING:
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Wednesday, April 1, 15
PARTY FOUL
OOH
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Wednesday, April 1, 15
PARTY FOUL
DIGITAL
SNAPCHAT: Let’s create a Party Foul Live
Snapchat Story. Teens can use our Party
Foul sticker, and even submit their own
snaps, for a collaborative series of party
fouls. We’ll vet out the ones that actually
show teens drinking. When teens view the
story, they’ll see a montage of these various
hilarious clips, ending with the Ultimate
Party Foul. The final snap will show an officer
pulling over a teen and a message: “It only
takes a few seconds to lose years of freedom
and independence. Underage drinking and
driving: The Ultimate Party Foul.”
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Wednesday, April 1, 15
PARTY FOUL
DIGITAL
PARTY-MOJI: We’re not going to stop at
simply talking to teens in their own language
– we’re going to facilitate conversations
among them. We’ll give teens a free
collection of digital stickers on Kik, a popular
messaging app. The stickers will portray
party fouls as well as the consequences of
underage drinking and driving. By asking
teens to send them to their friends, we can
help them help their peers. It’s the ultimate
non-lecture that teens will feel comfortable
using if they fear that someone is about to
make the Ultimate Party Foul. Kik also allows
us to have one-on-one conversations with
users, so we can send them content in an
engaging and timely manner.
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Wednesday, April 1, 15
PARTY FOUL
DIGITAL
PARTY FOULS OF INSTAGRAM: There’s
nothing funnier than capturing a great party
foul on camera. Let’s create an Instagram
account of party fouls that’s too funny not
to follow. We’ll show a mix of hilarious party
fouls and the consequences of underage
drinking and driving, so teens know exactly
which party foul to avoid.
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Wednesday, April 1, 15
PARTY FOUL
DIGITAL
BUZZFEED: When they’re not
communicating via snaps and emojis,
teens are probably reading the latest
BuzzFeed listicle. Let’s create one of our
own showcasing classic party fouls, leading
up to ”Underage drinking and driving: The
Ultimate Party Foul.”
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Wednesday, April 1, 15
PARTY FOUL
PARTY FOUL
PRINT
PARTY FOUL
The Ultimate Party Foul :30
UNDERAGE DRINKING AND DRIVING:
HARMLESS.
MOST PARTY FOULS ARE
But underage drinking and driving can lead to fines,
losing your license and losing your freedom.
PARTY FOUL
DIGITAL
SNAPCHAT: Let’s create a Party Foul Live
Snapchat Story. Teens can use our Party
Foul sticker, and even submit their own
snaps, for a collaborative series of party
fouls. We’ll vet out the ones that actually
show teens drinking. When teens view the
story, they’ll see a montage of these various
hilarious clips, ending with the Real Party
Foul. The final snap will show an officer
pulling over a teen and a message: “It only
takes a few seconds to lose years of freedom
and independence. Underage drinking and
driving: The Ultimate Party Foul.”
UNDE
DRINKING ANRAGE
D DRIVING:
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Wednesday, April 1, 15
OUT OF CONTROL
When you get busted for underage drinking and driving, you put control of your
life in other people’s hands. Your parents, your friends, your coach, the police —
suddenly, everyone has a way of influencing who you are and what you do.
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Wednesday, April 1, 15
OUT OF CONTROL
When you drink illegally, you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Puppet :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Robot :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Pullstring :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Mom-Mobile :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Date-Crasher :30
When you drink illegally,
you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Print/Digital
!
W
E
N
TEEN
TEETTHE
HER
Never let them out of sight again!
Teen Tether comes
complete with an
adjustable vest,
reinforced clips and a
padded grip that won't
slip away!
Drink and drive underage, and that’s exactly how you’ll be treated.
When you drink illegally, you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Print/Digital
P
I
H
C
T
3000
cing
Introdu
the
Controlling your teen has never been easier!
T-Chip allows for full control
over limbs, thoughts, and
speech from miles away!
Remote control sold separately
Give in to underage drinking and driving, and give up control over your life.
When you drink illegally, you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
Digital
Amazon recommends:
On Amazon.com, we’ll target popular items searched by teens to promote
our fake “teen control” products. Clicking on one product in the suggested
purchase section will bring users to a fake product page, where all of our
other products can be found at the bottom.
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Wednesday, April 1, 15
OUT OF CONTROL
DIGITAL
PRE-ROLL PROBLEMS: A pre-roll ad will play
our spots and contain the familiar “Skip Ad”
button. Except it only looks like the typical
button. When users try to click on it, the text
will change to “Nice Try,” then go back to
its usual “Skip Ad.” Each click of the button
will change the text to something new. An
alternate ending to the spot will explain
to users that when you drink and drive
underage, you give up control over your life.
Whether they watch the ad or try to skip
through it, the message will be clear: When
you drink illegally, you drive illegally.
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Wednesday, April 1, 15
OUT OF CONTROL
OUT OF CONTROL
Puppet :30
P
I
H
T-C 3000
cing the
Introdu
Controlling your teen has never been easier!
When you drink illegally,
you drive illegally.
T-Chip allows for full control
over limbs, thoughts, and
speech from miles away!
Remote control sold separately
Give in to underage drinking and driving, and give up control over your life.
When you drink illegally, you drive illegally.
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Wednesday, April 1, 15
| File Type | application/pdf |
| File Modified | 2015-04-16 |
| File Created | 2015-04-01 |