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Why is this toolkit here?
This toolkit is here as a guide for creating
targeted, relevant and effective above the
line communication in outlets/channels where we
are most likely to find teens.
This guide should be replicated regionally in a
consistent manner, using the "Bounce" IMC as
our platform.
What Is the objective?
The objective is to establish a connection with teens, and keep the brand top of mind, with the
end result of making or influencing purchase of the
product.
Who Are we talking to?
Target Audience
Teens & Tweens
How Will we talk to them?
In 5 different channels:-
1. Malls
2. Cinemas
3. HORECA’s
4. Outdoor
5. Radio
MALLS
Escalator sides
Drop banners
Pillars
Elevator doors
CINEMAS
Standees
Lightbox at stairway to cinema hall
Window stickers
Posters at counters
HORECAS
OUTDOOR
Billboard
Billboard
Street light poles
Street light poles
Bridge
Bus stop
School name board
RADIOS
AT THE MOVIES
SFX: Movie theater ambience. A slow, romantic film is heard in bits
SFX: yawn.
TEEN: (in a whisper): Please pass me the Fanta.
SFX: Opening fizz of a bottle cap
SFX: Bubbling sound of a Fanta being opened then gulps.
Suddenly the boring film dialogue changes and we can hear an action movie.
SFX: Closing of a bottle cap
And we are suddenly back to the boring romantic film.
MVO: Wow!
SFX: Opening of a bottle cap
SFX: Bubbling sound of a Fanta being opened.
And we are back to the action film
ANNO: The irresistible taste that lets the fun loose. More Fanta, less serious.
CAR RIDE
SFX: Car ride, with radio playing old country song
TEEN: Mom, is there anything else on radio?
TEENS: Yeah! Please change.
MOM: Hey, this is good music.
SFX: Sigh
SFX: Opening fizz of a bottle cap
SFX: Bubbling sound of a Fanta being opened then gulps.
Suddenly radio plays a bouncy, fun tune
SFX: Closing of a bottle cap
And we are suddenly back to the boring country song.
MVO: Cool!
SFX: Opening of a bottle cap
SFX: Bubbling sound of a Fanta being opened.
And we are back to bouncy fun tune
ANNO: The irresistible taste that lets the fun loose. More Fanta, less serious.
