Message StrategyEmphasis efficiency, convenience, and eco-friendliness.

FROXBOX is the smart solution for the affordable, eco-conscious, and efficient move.FROGBOX is the answer to expensive, unorganized, slow, and ecologically damaging moves.FROGBOX gives the intelligent consumer a choice to have an efficient, affordable, and ecologically informed move.FROGBOX takes the best of competing moving companies, and adds its own intelligent, eco-conscious, and consumer centered approach to moving.

Advertisement Ideas

The concept for this campaign is showing two parallel events happening in which one person decides touse FROGBOX, and not to use FROGBOX. The consequences are shown, with the person on the left being the scenario where the character doesn't use FROGBOX, and all the troubles and misfortunes which befall them. The same character on the right, in a different set of events which chose FROGBOXexperiences nothing but convenience in relation to price, interaction with staff, organization, conscience (in relation to ecology), durability of the boxes, and with the entire move. The various TV ads will feature different troubles and misfortunes happening to the version of events on the right, and the benefits of FROGBOX will be highlighted on the left. Being a smart consumer will be emphasized near the end. The same instrumental music will play in the TV ads, and the same narrator. For print andout-of-home ads, clips of the TV ads will be used, with titles written on them such as “Which mover will you be?” which will make the target audience see that the smart choice is to go with FROGBOX.

FROGBOX Media Assets

FROGBOX Competitor Media Assets (U-Haul)

Target:

- Environmentally Aware- Frequent Movers- EVERYONE WHO HAS EVER MOVED EVER- Open Minded people- Male and Female adults 18 – 45- College students whom are just moving out

Stereotypical Target- Scott (Age 23)- Moving from his college apartment to a city apartment- Newly employed at an all natural restaurant- Enjoys folk music-Casually plays guitar- Has a 'hipster beard'- Wears thick RayBans- Vegetarian- Urban Garden- Web Designer- Takes transit, does not own a car (Rides a bike around town)- Uses Instagram to show his love for the world- Frequently drinks Starbucks- Watches the news to stay current- Wears a bow tie- Frequent camper- enjoys nature

Message Strategy:

FROGBOX provides consumers with the answer to messy, unorganized, expensive, slow, and ecologically damaging moves. FROGBOX lets the consumer start their move quickly and efficiently, provides convenient storage for all their possessions, and a secure container for each that will ensure the safety of the things being moved, without the increased cost, both financial and ecological.

Creative Strategy:

In the various video advertisements, we will show 3 different people undergoing a move. The screen will be split in half throughout the ad, showing a condensed moving process, comparing a stereotypical,unnamed moving company, and FROGBOX. The standard moving company scenario will show a variety of different mishaps concerned with the procedure most moving companies take. The FROGBOX scenario will showcase how positive, easy, and effective moves are with FROGBOX, and how the unique aspects of FROGBOX will impress the consumer. At the end of the ad, the non-FROGBOX (left) scenario will end in the misery of the consumer, and the FROGBOX (right) scenario will show a content and happy customer, just moved into their clean, new pad.

(Think of a tag-line, but also create a message.)CHOOSE A CELEB FOR FROGBOX