2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up
-
Upload
lachlanpau -
Category
Education
-
view
531 -
download
1
Transcript of 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up
![Page 1: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/1.jpg)
ARE YOU A SHEEP? THINK FOR YOURSELF
![Page 2: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/2.jpg)
KEY OBJECTIVES
Reduce irresponsible alcohol consumption
• Create a link between alcohol abuse and sheep-like behaviour
• Integrate this link into our advertising
• Self-awareness/reflection about decisions, frame of mind, people and environment
![Page 3: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/3.jpg)
THE CHALLENGES
• Getting our message through to students
• Determining most effective platforms for campaign
• Finding a simple and relevant theme
![Page 4: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/4.jpg)
DEVELOPMENT OF OUR MESSAGE
• Understanding psyche and social dynamics
• Activities engaged in by young students
• Forming friends and friendship groups• Attending pub crawls
• Relevant behavioural and cognitive theory
![Page 5: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/5.jpg)
DEVELOPMENT OF OUR MESSAGE (cont.)
Students engage in drinking to fit in – to build loyalty, respect and create fond memories (Kirn 1997)
.
People are influenced by others, we often do what others are doing, and what is expected of us (Wood et al. 2012)
Self-presentation – the act of attempting to control impressions, leads to health compromising behaviour (Burton et al. 2006)
• A study showed that 75% of university students reported having performed a risky health behaviour in their 1st semester.
High similarities in drinking behaviours + selecting friends that resemble themselves (Overbeek et al. 2011)
Key take-outs from our research
![Page 6: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/6.jpg)
Sheep as a symbol best packages all the associated ideas about young adults’ behaviour
![Page 7: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/7.jpg)
Why does this matter
![Page 8: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/8.jpg)
What makes ads work is the relevance to what’s happening in the consumer’s life
-- Erwin Ephron on Weak Theory
![Page 9: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/9.jpg)
DEVELOPMENT OF OUR MESSAGE (cont.)
• Imagery and themes in our advertising represent thoughts, feelings and activities
• This is why our campaign will cut through!
![Page 10: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/10.jpg)
![Page 11: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/11.jpg)
![Page 12: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/12.jpg)
![Page 13: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/13.jpg)
SLOGANS
Are ours effective? Yes
• Rhetorical questions > self-reflection
• Likeable > key objective of effective advertising (du Plessis)
• No-one wants to be thought of as a sheep!
![Page 14: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/14.jpg)
WHY OUR CAMPAIGN WILL WORK
• Strategy built on Weak Theory
• Subconscious links made between drinking and sheep-like behaviour
• A visual campaign (engaging cognitive misers)
• Integrated Marketing Communications & brand salience
• Multi-platform, high reach, endless in scope
• Strategy to maximise $15k budget
![Page 15: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/15.jpg)
A MULTI-PLATFORM CAMPAIGN
![Page 16: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/16.jpg)
VIDEO
• Core to campaign
• Two versions to be created
• Sound version – available on UniLife website, and UniSA student portal
• No sound version – available on LCDs around campuses (subject to approval)
• Facilitates for high levels of reach
![Page 17: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/17.jpg)
PRINT MEDIA
![Page 18: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/18.jpg)
PRINT MEDIA
![Page 19: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/19.jpg)
AMBIENT MEDIA
![Page 20: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/20.jpg)
FLASH MOBS
![Page 21: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/21.jpg)
O-WEEK + CARNIVAL CUTOUTS
![Page 22: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/22.jpg)
BUDGET
![Page 23: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/23.jpg)
IN CONCLUSION OUR CAMPAIGN IS:
• Simple
• Likeable and humorous
• Requires minimal cognitive effort or involvement
• Understands the psychology of young adults
• Identifiable and well branded
• Does not rely solely on transient technology
• Adaptable across an array of media platforms ensuring maximum reach
• Encourages self-reflection of where the student sits in the grand scheme
![Page 24: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/24.jpg)
The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely at times, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself.
-- Friedrich Nietzsche
![Page 25: 2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". - Runners Up](https://reader035.fdocuments.us/reader035/viewer/2022062522/58cf4dca1a28aba17e8b502b/html5/thumbnails/25.jpg)
THANK YOU!