Alyssa S immons

Griffin Grunewald

Chelsea Schumann

Taylor Vasquez

Alyssa S immons

Griffin Grunewald

Chelsea Schumann

Taylor Vasquez

Creative BriefKey Fact or Basis for OpportunityThe FiLIP watch is the ONLY product of it’s kind. It is the only locating device that uses the simplest parts of a cell phone and is designed specifically for the needs of kids and parents. FiLIP has the advantage to advertise toward parents and families specifically, unlike other GPS locating devices and cell phones.

Principal Competition FiLIP’s number one competitor is just a typical cell phone. Due to the high price of the FiLIP, many parents would rather just purchase a cell phone for their child. There are other competitors such as the hereO, which is similar to the FiLIP because it is a wearable watch. However, this watch is only a locator and has no calling or texting features. Parents may like the hereO for much younger kids who are not old enough to use the calling and texting the FiLIP has. There are also the options of the Tinitell, Securus, eZoom, Amber Alert GPS and PocketFinder. The Tinitell is the most similar to the FiLIP because it is a phone and locator but without a screen and no texting capabilities. All other competitors are simply GPS devices only, which makes the FiLIP watch a stand out competitor. All other competitors’ prices are in the same range as the FiLIP watch.

Target Consumer/Prospect Profile Since FiLIP is a product designed for parents and their kids, that is exactly who our target consumer is. The parents we are targeting are focused on their lives with their kids and are constantly concerned about their kids’ whereabouts. These parents and families are constantly shuffling kids around or trying to keep up with their busy work schedule. Our Target Consumer is dedicated to the safety of their kids and wants to use a product that is specifically created for the needs they have. The Single Moms/Dads are important prospects because many have to divide the child’s time between two homes. The FiLIP would greatly benefit these Single Moms/Dads lives by allowing them to have communication and location of their child even while they are with another parental unit. The Stay at Home Parent will be a slightly more difficult target because they typically always know the location of their child. However, play-­dates and field trips occur and once their child starts school it would be of great satisfaction for the Stay at Home Parent to be able to locate their child. The Workers are the families with two very busy, working parents. The FiLIP Watch has the main benefit to these families, which is constant communication. Constant communication is something these parents might not normally have time for in their busy schedule. But with the FiLIP, they can communicate with their child through quick and short text messages throughout the day.

Creative BriefConsumer BenefitThe FiLIP Watch instills a feeling of safety and contentment in the prospect. After purchasing a FiLIP, the prospect has the power to “Tame Your Tiny Monster” by having constant communication with their tyke. Not only does the FiLIP allow the prospect to keep up with their child, it allows them to see the location of the child at all times using GPS, GSM and WiFi. The number one consumer benefit is the sense of safety it brings to loving parents.

Advertising Problem or Consumer Barrier The key advertising problem with the FiLIP watch is due to the high price. Many of our target consumers would rather just purchase a cell phone for their child. However, the Key Fact comes in and works in our favor because many parents want to give their child something simple, uncomplicated and designed for kids. Parents also want the Consumer Benefit feeling of security in their safety. Cell phones have the great constant communication but many lack great locating unlike the FiLIP, which uses three different triangulations to locate your child.

Advertising/Creative Objective StatementOur advertising will show parents a kid friendly communication and locating device that provides a sense of security in their child’s safety compared to a cell phone or GPS device that only has one of the many benefits FiLIP has to offer.

Support StatementOur objective is supported by the GPS, GSM and WiFi locating capabilities paired with the simplicity of short messages and quick phone calls. These provide the best sense of safety for a parent and child.

Tone or CharacterAs a product designed for kids, the FiLIP advertising will have a goofy yet serious tone. The side view of the FiLIP watch resembles a smiling face with two goofy different sized and colored eyes. We want to use this face to go along with the “Tame Your Tiny Monster” slogan and create it as a character that kids and parents will recognize. We want to create advertisements that portray the many scary and embarrassing things that can happen when your Tiny Monster gets loose, explaining why you should “tame yours” using the FiLIP watch. This tone and character will bring a sense of humor to the seriousness of the safety of your children.

Mandatories/Slogan: Track Your Tiny Monster

Magazine Ads

Parents Magazine

Our FiLIP Technology advertising print campaign will be primarily shared in

Parents magazine, a magazine that helps moms and dads understand issues and

challenges that are important when raising their children. According to the magazine’s

media kit for 2013, Parents reached 13.9 million adults, 11.9 million of them being

women. Of this audience 78 percent have two or more children in their household, the

average age being seven years old. The median home income is $184,476, 61 percent

have attended or graduated college and are employed. 2,052,503 people have paid

and verified subscriptions to Parents magazine.

The target market includes parents between the ages of 25-­49, which have

a middle-­class income; college educated and has an average of two children. Parents

magazine targets an audience that reaches out to two-­parent and single-­parent

families and provides a way to modernize their parenting style. Parents magazine

easily reaches our target market in the largest way possible. It has similar values the

FiLIP brand has and is a perfect fit for FiLIP.

Magazine AdsHeadline: #MonsterWatch

Subhead: Monsters are still out there!

Body Copy: Know yours is safe with help from FiLIP Technology.Visit myfilip.com for more information. FiLIP uses GPS, GSM and WiFi to ensure the safety of your child.

Product Name: FiLIP Watch

Tagline: Track Your Tiny Monster

Monster Map AdVisual Description:The blending together of a modern day road map with the FiLIP Smart Locator icon and an old fashioned “monster map” from fables and fary tales.

Headline: #MonsterWatch

Subhead: Can you find your tiny monster?

Body Copy: FiLIP Technology can. Our Smart Locator and short messaging make it faster than ever. Visit myfilip.com for more information.

Product Name: FiLIP Watch

Tagline: Track Your Tiny Monster

CAN YOU FIND YOUR TINY MONSTER?FILIP Technology can. Our Smart Locatorand short messaging make it faster than ever.

Locator AdVisual Description:

A “sea of monsters” or children dressed as monsters in a green grassy park. Thereis a locator icon over one child, mimicking the Smart Locator on the FiLIP Watch.

Ripped Page AdVisual Description:A large, four clawed rip in the ad opening up to see a park scene with a kid’splayground underneath.

Headline: #MonsterWatch

Subhead: Let your kids tear up the town!

Body Copy: FiLIP Technology lets your little monster roam free with the safety of FiLIP’s Smart Locator and Voice Calling. Visit myfilip.com for more information.

Product Name: FiLIP Watch

Tagline: Track Your Tiny Monster

LET YOUR KIDS TEAR UP THE TOWN!FiLIP Technology lets your little monster roam freewith the safety of FiLIP’s Smart Locator and Voice Calling.

Radio AdsTitle: Hide and SeeK, Time: 60 seconds, Date: Sept. 2014 -­ Dec. 2014

We have chosen to broadcast this Situational ad on KJ103 for the Oklahoma area. We feel this station will reach our target market age group best.

Mother:

Announcer:

SFX: Door opening and closing.

Mother:

SFX: Feet shuffling in grass.

Mother:

SFX: Phone Swipe… Phone calling Tone.

Mother:

SFX: Faded FiLIP Ringtone...Footsteps on leaves grows louder.

Mother:

SFX: FiLIP Ringtone getting louder…Child giggles.

Mother:

SFX: Mother prying open the bush.

Child:

Mother:

SFX: Mother and Child Laughing.

Announcer:

Child, giggling:

END: 60

…8…9…10. Ready or not here I come, Kevin! (6 Seconds)

Kids are masters of hide and seek… (4 Seconds)

(3 Seconds)

Kevin, you know you aren’t supposed to hide outside! Where are you, silly? (3 Seconds)

(2 Seconds)

I don’t know what I’d do if he didn’t have his FiLIP Smart Watch on. Without the built-­in locator, he could hide anywhere! I’m going to call him… (8 Seconds)

(3 Seconds)

I’m going to find you, Kevin! (2 Seconds)

(3 Seconds)

Now where could he be? (3 Seconds)

(2 Seconds)

Keeeeeeevin… (2 Seconds)

(1 Second)

RAAAAAWR!! (2 Seconds)

Oh! Kevin you scared me! (2 Seconds)

(1 Second)

There are countless hiding places in the world for your tiny monster. FiLIP Technology can help keep yours safe. Track your tiny monster with FiLIP. Visit myFiLIP.com or your local AT&T Store. (10 Seconds)

Now it’s your turn, mommy! (3 Seconds

###

Radio AdsTitle: Monsters Running Loose, Time: 60 seconds, Dates: Oct. 2014 -­ Jan. 2015For this Pitch ad we have chosen to broadcast it on 88.5 FM KZTH The House FM in theOklahoma City area that we believe a majority of our audience will be listening in to.

SFX: Monster footsteps.

Mother (announcer):

SFX:Monster footsteps growing closer.

Mother (announcer):

SFX: Louder footsteps, things breaking and monster laughing.

Mother (announcer):

SFX: Distant monster voice calling for “mom.”

Mother (announcer):

Footsteps still growing louder.

Monster/child (faded into background)

Mother (announcer):

SFX: More monster footsteps, front door opening and closing.

Mother (announcer):

END: 60

(3 Seconds)

Everyone loves their kids, but sometimes they can be little monsters! (5 Seconds)

(3 Seconds)

In their minds they are having an adventure. But to us moms, they’re running loose and making trouble. (5 Seconds)

(4 Seconds)

Even if I can tame my tiny monster, who knows what would happen if he ever got loose. I need a way to track him. (5 Seconds)

(2 Seconds)

With FiLIP Technology’s Smart Locator, now I can know exactly where my tiny monster is, wherever he decides to roam. (6 Seconds)

(2 Seconds)

Mom, I’m going to Timmy’s house! (4 Sec-­onds)

The app makes it easy to know my tiny mon-­ster is safe with easy-­to-­use communication options like messaging and quick calling. Since the child-­friendly technology is a wrist-­watch, it helps me be sure he’ll never lose it. (10 Seconds)

(4 Seconds)

It feels good to be a tech-­savvy mom! Track your tiny monster with FiLIP. Visit myFiLIP.com or your local AT&T store for more information. (7 Seconds)

###

Television AdTitle: Monster Park, Time: 30 seconds, Airdate: 11/15/2014

[1] CU/SM – GRASSY PARK -­ Child’s feet in monster costume stomping.

[2] KS/SM/LA – Child in monster costume raises arms while stomping around, roaring.

[3] FS – FROM DIAGONAL ANGLE REAR – child in monster costume walking

[4] FS – SIDE VIEW – woman running through park in supposed fear.

[5] ECU OVER WOMANS SHOULDER – see woman unlock phone, pause music and open FiLIP app. Shows FiLIP app features (GPS, etc.) Presses buttons. Raises phoneto ear.

[6] FS/SM – kid dramatically posing on a rock, roaring and pounding chest until watch sounds

[7] ECU – colorful FiLIP watch on furry monster arm with the words MOM CALLING on display screen, kid hand in monster glove presses button to answer

[8] FS – same shot as scene 8, less dramatic – child who was once in monster costume isnow revealed in normal clothes on a park playground with other kids

[9] LS – Child and mother ordering andenjoying ice cream in a small shop.WEBSITE FADE IN WITH #MONSTERWATCH

[10] FADE TO BLACK, FiLIP WATCH IN CENTER – LOGO UNDERNEATH

END: 30

[1] SFX: DRAMATIC FOOTSTEP SOUND, SOUND OF A CITY-­WIDE PANIC IN BACK-­GROUND, DRAMATIC MONSTER MUSIC

[2] SFX: DRAMATIC ROARING, CONTINUED STOMPING AND CITY PANIC (car horns, sirens, yelling, etc.)

[3] PANICKED NEWS REPORTER: “THERE IS A MONSTER TERRORIZING CENTRAL PARK. ALL CITIZENS ARE INSTRUC…” FADE OUT, WITH DRAMATIC MUSIC FADING

[4] SFX: HEAVY BREATHING AND RUNNING SOUNDS IN A PEACEFUL-­SOUNDING PARK

[5] SFX: DRAMATIC MONSTER MUSIC (that, as it turns out, the mom was listening to) STARTS AGAIN AND ENDS. PHONE CLICKING SOUND, AMBIENT BACKGROUND NOISES, IN-­PHONE RINGING SOUNDS

[6] SFX: MORE CITY PANIC SOUND, DRAMAT-­IC MONSTER ROAR, FiLIP WATCH

[7] WOMAN (MOTHER): Hey honey, I’m done running. Want to go get ice cream?

[8] CHILD: OK mom! UPBEAT MUSIC BEGINS IN BACKGROUNDMOTHER VOICE-­OVER: FiLIP Technology gives him the freedom to let his inner mon-­ster out and gives me the time I need to escape. Only for a little while.

[9] Whether it’s running for pleasure or running for my life, the GPS locator and phone-­to-­watch calling lets me track my tiny monster again.

[10] SFX: UPBEAT MUSIC FADE OUT

###

VIDEO AUDIO

(1) CU/SM -­ GRASSY PARK -­

Child’s feet in monster costumestomping.SFX: Dramatic footsteps,panicking city sounds.

(2) KS/SM/DU -­

SFX: Roaring and continued stomping and city panic (car horns, sirens, etc.)

(3) FS -­ FROM DIAGONAL REAR ANGLE -­ “There is a monsterterrorizing central park. All citizens are instruct...” FADE OUT.

(4) FS -­ SIDE VIEW of woman.

SFX: Heavy breathing andrunning sounds in park.

(5) ECU OVER WOMAN’S SHOULDER

Woman using FiLIP features in app.SFX: Phone clicking noises, ambient background noise, in-­phone ringing sounds.

(6) FS/SM -­ Child dramatically posing on a rock and pounding chest until watch rings.SFX: Dramatic monster roar, city panic sounds, FiLIP Watch ringing sounds.

(7) ECU -­ Colorful FiLIP Watch on furry monster arm with “MOMCALLING” on display. Mom asks child to go get ice cream.

(8) FS -­ Flashback to scene 8, less dramatic, child in normal clothes in the park.

SFX: Upbeat ambient music, child agrees to ice cream.

Mother:

Announcer:

SFX: Door opening and closing.

Mother:

SFX: Feet shuffling in grass.

Mother:

SFX: Phone Swipe… Phone calling Tone.

Mother:

SFX: Faded FiLIP Ringtone...Footsteps on leaves grows louder.

Mother:

SFX: FiLIP Ringtone getting louder…Child giggles.

Mother:

SFX: Mother prying open the bush.

Child:

Mother:

SFX: Mother and Child Laughing.

Announcer:

Child, giggling:

END: 60

…8…9…10. Ready or not here I come, Kevin! (6 Seconds)

Kids are masters of hide and seek… (4 Seconds)

(3 Seconds)

Kevin, you know you aren’t supposed to hide outside! Where are you, silly? (3 Seconds)

(2 Seconds)

I don’t know what I’d do if he didn’t have his FiLIP Smart Watch on. Without the built-­in locator, he could hide anywhere! I’m going to call him… (8 Seconds)

(3 Seconds)

I’m going to find you, Kevin! (2 Seconds)

(3 Seconds)

Now where could he be? (3 Seconds)

(2 Seconds)

Keeeeeeevin… (2 Seconds)

(1 Second)

RAAAAAWR!! (2 Seconds)

Oh! Kevin you scared me! (2 Seconds)

(1 Second)

There are countless hiding places in the world for your tiny monster. FiLIP Technology can help keep yours safe. Track your tiny monster with FiLIP. Visit myFiLIP.com or your local AT&T Store. (10 Seconds)

Now it’s your turn, mommy! (3 Seconds

###

(9) LS/SM -­

Child running to mother. Mother voice-­over, “FiLIP Technology...”

(10) LS -­ Child and mother ordering ice cream. Website and#MonsterWatch fade in.Mother voice-­over, “Whether it’s running...”

(11) CU -­ Watch and logo then fades out.

SFX: Upbeat ambiet music fades.

Outdoor AdsWe chose to create eight billboards. Four of these are

Monster themed and four are simple product advertisments.

Monster Billboards

Our Monster billboards show a child dressed up in a monster costume and doing all kinds of funny things like creating racks, painting #MonsterWatch and even sitting on top of the billboard! These ads are eyecatching using the bright signature FiLIP colors and then the little monster also creates a fun billboard to look at while driving by.

Product Billboards

Our billboards that advertise the product itself use the same recognizable colors as the Monster ads. The copy in these billboards is written to show the parents how much the FiLIP watch can be of use to them and be a helpful in their lives.

SFX: Monster footsteps.

Mother (announcer):

SFX:Monster footsteps growing closer.

Mother (announcer):

SFX: Louder footsteps, things breaking and monster laughing.

Mother (announcer):

SFX: Distant monster voice calling for “mom.”

Mother (announcer):

Footsteps still growing louder.

Monster/child (faded into background)

Mother (announcer):

SFX: More monster footsteps, front door opening and closing.

Mother (announcer):

END: 60

Wherever they go . . .

Outdoor Ads

[1] CU/SM – GRASSY PARK -­ Child’s feet in monster costume stomping.

[2] KS/SM/LA – Child in monster costume raises arms while stomping around, roaring.

[3] FS – FROM DIAGONAL ANGLE REAR – child in monster costume walking

[4] FS – SIDE VIEW – woman running through park in supposed fear.

[5] ECU OVER WOMANS SHOULDER – see woman unlock phone, pause music and open FiLIP app. Shows FiLIP app features (GPS, etc.) Presses buttons. Raises phoneto ear.

[6] FS/SM – kid dramatically posing on a rock, roaring and pounding chest until watch sounds

[7] ECU – colorful FiLIP watch on furry monster arm with the words MOM CALLING on display screen, kid hand in monster glove presses button to answer

[8] FS – same shot as scene 8, less dramatic – child who was once in monster costume isnow revealed in normal clothes on a park playground with other kids

[9] LS – Child and mother ordering andenjoying ice cream in a small shop.WEBSITE FADE IN WITH #MONSTERWATCH

[10] FADE TO BLACK, FiLIP WATCH IN CENTER – LOGO UNDERNEATH

END: 30

[1] SFX: DRAMATIC FOOTSTEP SOUND, SOUND OF A CITY-­WIDE PANIC IN BACK-­GROUND, DRAMATIC MONSTER MUSIC

[2] SFX: DRAMATIC ROARING, CONTINUED STOMPING AND CITY PANIC (car horns, sirens, yelling, etc.)

[3] PANICKED NEWS REPORTER: “THERE IS A MONSTER TERRORIZING CENTRAL PARK. ALL CITIZENS ARE INSTRUC…” FADE OUT, WITH DRAMATIC MUSIC FADING

[4] SFX: HEAVY BREATHING AND RUNNING SOUNDS IN A PEACEFUL-­SOUNDING PARK

[5] SFX: DRAMATIC MONSTER MUSIC (that, as it turns out, the mom was listening to) STARTS AGAIN AND ENDS. PHONE CLICKING SOUND, AMBIENT BACKGROUND NOISES, IN-­PHONE RINGING SOUNDS

[6] SFX: MORE CITY PANIC SOUND, DRAMAT-­IC MONSTER ROAR, FiLIP WATCH

[7] WOMAN (MOTHER): Hey honey, I’m done running. Want to go get ice cream?

[8] CHILD: OK mom! UPBEAT MUSIC BEGINS IN BACKGROUNDMOTHER VOICE-­OVER: FiLIP Technology gives him the freedom to let his inner mon-­ster out and gives me the time I need to escape. Only for a little while.

[9] Whether it’s running for pleasure or running for my life, the GPS locator and phone-­to-­watch calling lets me track my tiny monster again.

[10] SFX: UPBEAT MUSIC FADE OUT

###

Lose Someth ing?

Not every mons te r ’ s

t racks are th i s obv ious .

THEwatch they want.

safety they need.

Freedom they want.

Security you need.

They won’t lose this

phone... Just watch.

Let FiL IP give

you a hand.

HULU AdWe have chosen to show our HULU ad on the showModern Family due to the huge popularity amongstfamilies including the children.

[1] ES: Tropical island on the horizon, wide ocean surrounding. Birds fly away from trees as leaves shake. (:03)

[2]MS/SM: Giant monster (kid in monster costume) roams through island trees. Other kid-­monsters are seen in background romp-­ing around. (:02)

[3] H&S/TS: Main giant kid-­monster is head-­ing toward beach/ocean of island, camera shakes with dramatic footsteps, kid splashes in water.(:02)

[4] MS: Cut to a mother-­figure in a house, preparing dinner. (:01)

[5]CU/OVER-­SHOULDER: Mother-­figure touches a few buttons on the FiLIP app after seeing a notification reading “Kevin is reaching the edge of the safety zone” and puts phone to ear. (:04)

[6] FS: Monster-­kid on beach cuts into same child without monster costume in a park. Answers FiLIP watch. (:08)

[7] LS: Kid waves to friends and starts trotting home. (:02)

[8]FS/IN-­HOUSE SHOT: Kid door and greets mother with a hug. Kevin and mom walk in to kitchen and begin to help with dinner in background (FiLIP logo, #MonsterWatch and website fades in). (:08)

[9] FADE OUT

[1] MUSIC: brassy dramatic-­tone music.SFX: Monster roaring in distance.

[2] MUSIC: brassy dramatic-­tone music.SFX: kids laughing, playing, squealing.

[3] MUSIC: brassy dramatic-­tone music.SFX: Splashing sounds, dramatic footsteps, happy monster “roar.”

[4] MUSIC: Brassy music cuts.SFX: Mother-­figure’s phone chimes.

[5] SFX: FiLIP app alert sounds, button clicking.

[6] SFX: FiLIP watch ringing.Kevin: “Hi mom!”Mom: “Kevin you left your safe zone! Just come on home, dinner’s almost ready!”Kevin: “Sorry mom, what’s for dinner?”Mom: “It’s your favorite, I’ll see you soon!”

[7] MUSIC: (fades in) Cheery, whimsical tones begin playing.

[8] MUSIC: Cheery, whimsical tones.Mom Voice-­Over: “FiLIP Technology makes tracking your tiny monster easier and gives them the freedom to play. Visit myfilip.com for more information.”

VIDEO AUDIO

HULU AdWe have chosen to show our HULU ad on the showModern Family due to the huge popularity amongstfamilies including the children.

Banner AdOur banner visuals show a child (monster) with the kidlocator like the one parents see on the FiLIP app, hovering over his head. He is playing in a park with friends and he keeps moving around the screen. Once the user clicks on the little blue monster the banner changes to show the slogan, hashtag and FiLIP website for them to go to and learn more about FiLIP.

Game/App AdWe have created a mobile app with two fun, unique games to play. There is also an option on the homescreen that will take the users to the FiLIP website to purchase the FiLIP watch.

The first game is simple. A fun way for users to turn themselves into the FiLIP monster with different colors, choose which color watch they want to wear and then post to social media. This is fun for kids and adults alike.

Choose

watch color

Game/App Ad

This next game included in the app is called Mon-­ster City. In Monster City parents and kids play a

game where they hop across the city skyline, collecting FiLIP watches on ledges above. Each different color watch has it’s own “power up” to

make you speed up, slow down and jump higher! They have to tap the screen and keep constantly jumping to collect as many watches as possible to

reach a high score!