AJA Group “We think outside the square”

Account Managers: Aimie Smith, Jessica Abood and Ashleigh Wright

Creative Presentation Client: Tourism Western Australia

Campaign: Experience Perth

Date: 06/3/2010

A-b-e benefit claim model

2.Benefit

3.Emotion

-

1.Attribute

+

Intrigue Exhilaration

Bliss Empowerment

KBC: Experience Something Unexpected

Brand Awareness Grid

AJA Group “We think outside the square”

Brand Recognition (at point of purchase)

Brand awareness (Prior to Purchase)

Brand Preference Grid

AJA Group “We think outside the square”

Informational

Transformational

Low involvement

Low risk “relief”

purchases

Low risk “reward”

purchases

Established Audience

High- involvement

High risk “relief”

purchases

High risk “reward”

purchases

New Audience

THE BIG IDEA

AJA Group “We think outside the square”

The Black Swan Theory: The Black Swan Theory or "Theory of Black Swan Events" explains the role of high-impact, unpredicted and rare events that are beyond the realm of normal expectations.

- Nassim Nicholas Talib

P E R T H Experience Something Unexpected

P E R T H Experience Something Unexpected.

Experience your own Black Swan Event

• Perth has long been renowned as The city of the black swan

• The symbolism of the Black swan and “Black swan theory” will act as a visual conveyor to leverage the KBC “Experience something unexpected”. Use of this conveyor will illustrate the mysterious allure of Perth emphasising the destination in terms of its distinctiveness of experience.

• This should create a chain reaction of meaning within the target audiences mind

Black swan intriguing/unpredictable/different Perth

• The concept of the “black swan theory” will be tactical in that it intellectually stimulates the target audience leaving them searching for answers.

• In terms of emotions this campaign centralises on intrigue and particularly Empowerment. The target audience should experience feelings of excitement and freedom, prompting them to engage in behaviour to express these emotions.

• The concept also over claims the Key benefit, and strives towards emotional authenticity for the target audience to create a “that could be me” effect. This is best illustrated through the outdoor executions “tourist photographs”.

• Branding will be incorporated extensively throughout the campaign in order to promote brand recognition

Concept 1.

Executions

Phase 1.

Outdoor

Online

During phase 1 two below the line executions will be utilised to generate a

viral response. We are hopeful to create an aura of mystery surrounding

the “black swan theory” and get people talking, while not directly

pinpointing an immediate connection to Perth.

Phase 2.

Mystery TVC Commercial

Phase 2 of the campaign will be used to associate Perth with the black

swan conveyor and promote brand recognition. In this respect all questions

will be answered and… Specific Attention tactics are detailed as follows.

P E R T H… Experience your own Black

Swan Event

Outdoor

P E R T H… Experience your own Black

Swan Event

Online Tell us about your black swan

experience for your chance to

win …

Mystery TV Commercial

Concept Check against Grids

Brand Preference Creative Tactics Check Concept 1.

Check Concept 2.

1.Use a logo or pack shot that is realistic and exposed

2. Ensure sufficient exposure of logo or brand item

3. Category need should be mentioned or portrayed unless it is immediately obvious

Brand Preference Creative Tactics Concept 1. Concept 2.

1. Branding – new key benefit positioning of a brand or sub-brand using an ISP, ASP or ESP – should be regarded as high involvement/transformational and 2,3,5 should be applied

2. The overall ad and the specific portrayal of the product or service must be highly emotionally authentic in the reaction of the target audience.

3. The transformational key benefit claim or claims should be extreme (Overclaimed)

4. There may be secondary informational benefits which should be pitched at the upper level of the target consumers latitude of acceptance

5. Any person shown or hear in the ad is automatically a presenter and must strongly have the characteristics of expertise ( expertise user) and ideal – similarity ( aspirational for the target customer )

N/A

Experience Something

Unexpected

Perth…The City of the Black Swan

Perth…

P ER T H . . . Oddly…Different. P E R T H

A little bit Different.

P E R T H . . Oddly…Different. P E R T H

A little bit Different.

P E R T H

A little bit Different.