Group AssignmentAdam

EugeneShi Hao Vin Cent

Consumer insight

Having sore throat is irritating – bad weather isn’t helping either

Everyone deserves a healthy and happy throat

CREATIVE ANGLE: Fisherman’s Friend is your perfect wingman. The lozenges relieves your throat and restores your manly voices so you can pick up girls successfully.

Video Ad

1 2 3

4 5 6

BGM: "I Won't Back Down" - Tom PettyClassic Wingman song

Print Ad

Radio AdMusic: Soulja Boy – Kiss me thru the phone instrumental

MVO1: *Dial tone ends and someone picks up the phone SFX* *Clears Throat* “Baby you know that I miss you… ” *screamo voice*

FVO1: “Eww. What’s wrong with your voice?“ *Hags up phone SFX*

Narrator: (Serious manly voice) “This is a problem that most men faced when approaching people, especially the girl of their dreams. The solution to the problem on the other hand has been around since 1865.”

MVO1: *Dial tone ends and someone picks up the phone SFX*“Baby you know that I miss you; I wanna get with you tonight. But I cannot baby girl and that’s the issue.” *Boy band Voice*

FVO1: “Awww, I miss you too baby.” *Guy continue singing in the background while fading out*

Narrator: (Serious manly voice) “Fisherman’s Friend, Your wingman since 1865. Don’t leave him at home or you’ll end up leaving the girl of your dreams behind instead.”

++++++ ENDS +++++

Direct Marketing

Direct Marketing

It doesn’t matter if you

have good looks if you

don’t have the voice.

Your Wingman Since 1865,

Fisherman’s Friend

The contents : A note and a pack of Fisherman’s Friend.

1 2

Copywriting Theme

Humorous & LikeableFisherman’s Friend lozenges restores your manly voices so you can pick up girls successfully.

Logical Fisherman’s Friend lozenges relieves your throat.

Copywriting Category

TransformationalTake Fisherman’s Friend lozenges - heals your bad voice back to your perfect manly voice!

Emotional Fisherman’s Friend lozenges restores your manly voice so you can pick up girls successfully.

Logical/ RationaleFisherman’s Friend lozenges relieves your throat. You see immediate effect. Bad throat? Eat Fisherman’s Friend lozenges - your throat is now happy throat!

Consumer Category

Conformist (PRIMARY)Responds to likeable and emotional elements.

“Fisherman’s Friend lozenges restores your manly voices so you can pick up girls successfully.”

“Fisherman’s Friend lozenges relieves your throat. You see immediate effect. Bad throat? Eat Fisherman’s Friend lozenges - your throat is now happy throat!”

Consumer Category

Comparative (SECONDARY)Responds to rationale and transformational message.

“Take Fisherman’s Friend lozenges - heals your bad voice back to your perfect manly voice!”

Consumer ProfilingMales and females aged 15-24

• Wants quick solution to everything. Instant solutions are the best!

• Seeks instant benefits in products they purchase.Fisherman’s Friend light usage – quick and easy way to relieve throat.

• May not visit physicians for health advice. Seeks advice on the internet instead.

• Enjoy playing sports, having fun spending time with family and friends. Always on the move.

• Carries strong opinions, open minded, daring and energetic.

Media Planning

TV Stations:

8TV

Time Slots:Weekdays 8pm-11pm

Media Planning

Radio Stations:

Hitz FM, Fly FM

Time Slots:Weekdays 8pm-11pm

Media Planning

Online and Mobile Medium:

Fisherman’s Friend hosts: A Facebook page, Twitter account, Youtube channel

Online portals: Elite Daily, Thoughtscatalog.com

Youtube pre-roll ad platform- Only pay when people watch- Reach your ideal customer- See what's working- Build a following

THE END