MIAMI IS GETTING PINKERPINK BRAND OF THE YEAR 2015

08/12/2015

TEAMJoão Magalhães Zuheir Kotob

joao-magalhaes-socq.squarespace.com

joaomagalhaess@gmail.com

www.zkotob.com

zkotob1@gmail.com

BRIEFING

• PBOTY is a Belgian show, their goal is to reward brands that are most valued by the LGBT-community.

• PBOTY is coming to Miami, to host this award show.

• Challenge: Make the whole city aware of this show, not only LGBT community, but also the C-level of the elected brands. Convince people to take a look at the website/soc.media, participate to the election and attend the show.

• Deliverables: Integrated campaign, that has the ability to create brand awareness with free exposure and leads people to the show.

STRATEGIC INSIGHTS

• Pink is the “official” color of Miami.

• Miami is getting pinker.

• Pink is taking over the city.

• Pink filter.

• Power of Curiosity.

• Teaser Campaign

BIG IDEA

There is a big LGBT event coming to town that is as vibrant as welcoming.

REASONS TO HOST THE EVENT IN MIAMI:

• Miami Beach is known as the East Side capital of the LGBT community.

• Hot weather, hot bodies, and the hot nightlife. Miami is where the party people (gay or straight) come to relax and get a tan.

• Miami Beach Gay Pride Parade attracts over 100,000 people each year, is considered one of the main LGBT events taking place in the U.S.

BENEFITS:

• Gay Establishments, specially in SoBe • Hosting an event as PBOTY in Miami, would attract more

tourists, and would make the city even more gay friendly.

RATIONALE

If we get people talking before the event, they will continue talking after the event.

People’s curiosity will propagate the event further.

After gay marriage becoming legal in U.S, brands want to be associated with it.

STRATEGY/PLANNING

LGBT Community: Local Gay Magazine Ambassador - LGBT Influencer - Instagram

Companies: Mailing

Whole city: Local News Website

CREATIVE PLATFORM

Audience: LGBT / Companies / Whole City Color: PINK

Online: PINK FILTER

Copy: ”PINKER”

Benefits: Companies want to be seen as LGBT friendlies.

Campaign duration: 30 days: 1st part 15 days / 2nd part 15 days.

KPI’S

• Email replies - at least 50%.

• Website visits - 23k per day.

• Instagram likes - Average 700 likes per post.

• Number of visitors in the event - 100%. Full house.

WHAT WE LEARNED FROM THIS CASE

We learned how to communicate with different targets, using the same concept/idea, by using a message that is relevant to them.

Also, how to create free exposure that leads people to the show.