NSAC Glidden Brilliance
description
Transcript of NSAC Glidden Brilliance
Table of Contents
ExecutiveSummaryResearch
Connection Strategy
Invest
Involve
Impress
Media Plan
Reactions & Expectations
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We’re the ones with the new ideas. The ones
Having a vision means seeking beyond the
No one has ever changed the world
by being the same as everybody
else...
We are Black Sheep Advertising.
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Swatches. Color wheels. Paint Chips. More swatches. Finishes.
Painting is a hassle. There’s no ignoring it. People procrastinate
they don’t want to face reality. Painting is a necessary evil…
When it’s the right type of project – a small one.
It’s time to change the perceptions of painting. To make it exciting. To
The projects that allow people to be brilliant.
Random Acts of Brilliance start at Walmart.
454Surveys
3Focus Groups
72Diary Entries
316One-‐on-‐oneinterviews
QuestionsInitial2
These aren’t segments. These are people. Limiting Glidden Brilliance ImpulsiveThey’re annoyed. Bored. Not invested.
They hate it.
The
Oh, segments.3
Who They AreThey don’t want to do a project. They feel like they have to.
They go to Lowe’s and Home Depot. Not Walmart.
the stores that cater to complicated projects.
32Percentage of respondents who choose not to paint
with their current décor
f“If I was pressed for time and didn’t really care about color selection quality, then I would get my paint at Walmart.” f
“When I think of buying paint, I think of Lowe’s
Melissa, 36Kristin, 24
51Percentage of respondents who paint to replace wallpaper or worn out paint
7Percentage of respondents considered their lack of skill to be a barrier to painting projects
72Percentage of respondents who go to home improvement stores for paint supplies
f“I’d most likely go to a Lowe’s or Home Depot to get the paint for my project because I feel like the stocking and shelving of the paint selection is better organized than at Walmart.”
Amy, 22
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The paint brands at Lowe’s, Home Depot, and
of “complicated.” Glidden Brilliance? Not so much.When people are shoved into painting projects, they spend months thinking
swatches.
Glidden Brilliance doesn’t have a chance when people have already considered
doing a painting project.
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Glidden Brilliance can’t compete in a high-involvement scenario.
It’s initiated by motivation. By inspiration. By spontaneity.
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The Key Insight
It’s time to mean something. To ditch the clichés.
To change perceptions of painting.
Make a big impact with a small project.
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Connection Strategy
needs to start strong. With smart
painting can be. Getting the attention
of these people before they have
Brilliance for any painting project.
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Invest Glidden Brilliance will place creative print
Why:
Now the only challenge is finding your charger.
Headlines: Visuals: Simple images bring small paint projects to
life.
Logo:
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Headline
be incorporated into Glidden
Brilliance’s billboard advertising.
the name of one of Glidden
The streetlight: Painting the
of Glidden Brilliance, while associating
or to visit family, these people are always on the go.
to think brilliantly, even on the road.
among all generations, Glidden
Brilliance will take over web pages
Why:
miles in the past week.
Why:
week.
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jThe Brilliance Blog
Good Things Come To Those Who Are Random
InvolveThe Brilliant Among Us
Brilliance page, they will be greeted with
a calendar of the month in which they
are visiting. This calendar will be made
catered to the color chip of that day. For
idea that each day gives way for a new,
Glidden will create a Brilliance Blog to
campaign, Glidden Brilliance will arrive at
their doors of the most deserving of people
demonstrate how one small act of brilliance
can have a big impact.
When: June 2014 -‐ August 2014
#IAmBrilliant, contestants can tweet at
Glidden Brilliance to tell their stories. Glidden
Brilliance will then select 10 of their favorite
and enter each winner into a drawing for a
GliddenBrilliance.com
t
Provided InspirationTo spark spontaneity, Glidden Brilliance
inspiration packages will be sent to
Brilliance and inspire them to do other small
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The Brilliance Blog
Good Things Come To Those Who Are Random
The Brilliant Among Us
Provided InspirationPin Down Brilliance People procrastinate home décor projects and ideas
Glidden Brilliance to sponsor their small project.
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Buzzfeed
Brilliance will sponsor these comical mistakes, calling
don’t have to be perfect to love painting.
Spotify Playlist Takeover
Homepage Takeover: June 2014
Walmart Spontaneity
From Old to Brilliant
being sold or even thrown away. The old
A Brilliant Lineup
baseball fans who have the Glidden Brilliance
with Glidden Brilliance that leaves a lasting
impression.
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“Why Wait?” Summer
The Color Run
Bringing Brilliance to Recycling
participants will be handed darts to pop
showing that painting can really be exciting.
When: May 2014
somewhere or do something they had only imagined
themselves doing.
When:
Glidden Brilliance wants
to add to it. At the end of
will sponsor a large white
wall where spectators and
participants can leave
handprint, or drawing. The
hashtag #BrilliantColors will
of their accomplishments
Many people do not know how to get rid of paint,
paint cans to Walmart to be disposed of properly.
Burst of Brilliance
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and blogs. Users will be able to click on projects as they
saved for when inspiration hits them, and Glidden Brilliance
will be the paint of choice to complete the project.
The Glidden Brilliance Bucket App
shoppers to the paint section.
“Comes in 282 Colors”
being philanthropic. Each month, a random paint chip
will be paired with a charity. For example, Candy Apple
Red will be associated with The Salvation Army. When
Charitable Inspirations
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soon as they walk into Walmart. They will direct these shoppers to
Paint and ProductsGlidden Brilliance will take advantage of the convenience of Walmart by
brilliance strikes, Glidden Brilliance paint swatches will be within reach.
Painted Carts
Quick ProjectsInspiration comes from
oriented items in Walmart,
are needed for a simple,
rewarding project.
”I mean, why not... If the project is only going to take an hour and it’ll make whatever it is look better, then I don’t see why not.” -Julia, 19
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jImpressWaiting in line is a hassle, and Glidden Brilliance
stations will be available in Walmarts across the
nation. With the QR code on the back of each
paint chip, the machine will open the can of
white paint and seamlessly mix in the perfect
Mix-It-Yourself
Glidden Brilliance wants to take advantage of
Brilliant Compliments
display. This will give them plenty of new inspirations while also allowing
them to share these ideas on their own Pinterest boards.
Virtual Pinterest Board
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PlacementsMedia
Expectations
gg”Random Acts of Brilliance makes me feel like painting doesn’t have to be a dreadful thing.”
Reactions and
g“Some of my most favorite times are the times when I decided to do something random and it turned out great.”
“This campaign
think of painting in a whole new way. It makes me excited.”
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Brian, 52 Jordan, 22 Sarah, 34
That’s A Wraplife.
Unplanned. Inspired. Brilliant.
Thank You
SourcesPage 4Mintel
LexisNexis
Page 5, 6Glidden.com
Walmart.com
HomeDepot.com
Lowes.com
Behr.com
BenjaminMoore.com
Acehardware.com
Page 9, 10 Mintel
ABCNews
Page 18MRI Mediamark
SRDSAccount DirectorsHannah Ryan
Monica Behrmann
Junior ChairsKevin Dwyer
Porsha Swim
TeamMargaret Anderson
Gina Cavato
Gina Cetrone
Sarah Diedrich
Tommy Doyle
Nathaniel Eaton
Mariel Ejankowski
Sari Feingold
Molly Forrest
Kelsey Gamble
Kristen Gray
Haley Hahn
Rohaina Hassan
Karen Hays
Erin Heiser
Erin Heraty
Brittney Karlow
Hasan Khalid
Mary Lee
Christa Lewis
Kelsey Maciejewski
Rae Markwell
Rachel Millard
Mitch Reeter
Megan Rivera
Nicole Selvitella
Angela Senkpeil
Nora Sintos
Braden Thompson
Kevin Thornton
Ann Treadwell
Emily Webb
Faculty AdvisorSteve Hall
Special ThanksPeter Sheldon
Diana Lee
Plans book color
palette inspired by
Glidden Brilliance colors
Watermelon Smoothie,
Bermuda Bay, Marigold
Petals, Morning Heather,
Tropical Coral and
Mint Green.
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