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STRIP MESSENGER
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SIDNEY DEBAQUE
STEPHANIE GUERAN
CLARA HACHEM FRANÇOIS DEBOEUF
THALISSA NIVARD
BRIEF challenge
HOW TO ESTABLISH STRIP MESSENGER AS THE NEXT
MESSAGING REVOLUTION AMONG US TEENS ?
target
TEENS FROM 13 TO 18 YEARS OLD
GenerationAWARE OF THEIR SURROUNDINGS
CYNICAL AND REALISTIC
SILENT GENERATION
ENTREPRENEURIAL: LIKE TO CREATE AND WANT TO BE
PIONEERS
MORE TECH SAVVY THAN MILLENNIALS
PRIVACY: VERY MUCH VALUED
MARKET OVERVIEW
LEISURE TIME: WATCHING TV SHOWS, LISTENING TO MUSIC OR HANGOUT W/ FRIENDS
80% PARTICIPATE IN EXTRACURRICULAR ACTIVITIES: SPORTS, STUDENT NEWSPAPERS, DRAMA CLUBS…
US TEENS HABITS AND INTERESTS
OF TEENS HAVE MET A NEW FRIEND ONLINE57%
OF US AMERICAN TEENS REPORT TO GO ONLINE DAILY THANKS TO THE USE OF SMARTPHONES
OF US AMERICAN TEENS HAVE ACCESS TO A SMARTPHONE70%
92%
OF TEENS TEXT THEIR FRIENDS AT LEAST OCCASIONALLY
Focus on texting
A TYPICAL TEEN SENDS AND RECEIVES 30 TEXTS PER DAY
OF TEENS HAVE ACCESS TO SMARTPHONES AND AMONG THEM MESSAGING APPS LIKE KIK OR WHATSAPP HAVE CAUGHT ON
73%
55%
88%
OF TEENS SPEND TIME EVERY DAY TEXTING WITH FRIENDS
30/day
OTHER POPULAR COMMUNICATION PLATFORMs
INSTANT MESSAGE THEIR FRIENDS
72%
79%
SPEND TIME WITH FRIENDS VIA SOCIAL MEDIA
DAILY
23%
64%
27%
USE EMAIL WITH FRIENDS 6%59% 7%VIDEO CHAT WITH THEIR FRIENDS
52% 13%SPEND TIME WITH FRIENDS PLAYING VIDEO GAMES
42% 14%SPEND TIME WITH FRIENDS ON MESSAGING APPS SUCH AS KIK AND WHATSAPP
COMPETITION
VERY BASIC
FULL OF FEATURES
NO PRIVACY
PRIVACY FOCUSED
“I FEEL LOST AND ANXIOUS WHEN I DO NOT HAVE MY
PHONE WITH ME”
“KNOWING MY PRIVATE PICTURES COULD LIVE FOREVER ON THE
INTERNET, I RATHER USE ANONYMOUS AND PRIVATE
COMMUNICATION PLATFORMS, SUCH AS SNAPCHAT”
“I MAINLY USE MY CELL TO PLAY, CHAT OR TEXT BUT TRADITIONAL TEXTING IS BORING, I ALWAYS LIKE
NEW FEATURES”
insights
“EACH APP I HAVE IS UNIQUE AND ENABLES ME
TO REINVENT AND EXPRESS MYSELF”
“I FEEL CLOSER TO MY COMMUNITY WHEN I USE THE
SAME APP AS THEY DO”
“THANKS TO TEXTING, I CAN BE BOLD AND SAY
THINGS I CAN’T SAY FACE TO FACE”
insights
➢GEN Z IS CYNICAL, RAW, LOOKING FOR TRUTH AND TRANSPARENCY
➢STRONG COMPETITIVE MARKET WITH WELL-ESTABLISHED COMPETITORS
➢A VOLATILE TARGET HARD TO CATCH
ON THE ROAD TO SUCCESS
B**** BETTER BE ON STRIP
BRANDON, 14 YOONE YOUNGER SISTER LIVES IN THE SUBURBS OF WASHINGTON
INTO TECHNOLOGY AND LIKES PLAYING VIDEO GAMES
PART OF THE MOVIE CLUB IN HIS SCHOOL
MAINLY USING HIS PHONE TO TEXT HIS FRIENDS
SNAPCHAT IS HIS FAVORITE APP
CASSIDY, 18 YO
FROM L.A
ENTERING COLLEGE AND LIVES ON THE CAMPUS
HAS A BOYFRIEND MET ONLINE WHO LIVES IN MIAMI
THEY ARE USING SOCIAL APPLICATION TO COMMUNICATE
MAYARA, 16 YOLIVES IN CHICAGO
ONLY CHILD
JUST STARTED HIGH SCHOOL AND PART OF AFRO AMERICAN COMMUNITY
PRACTICING DANCE
BIG FAN OF RIHANNA
HAS A PHONE SINCE SHE IS 13
VERY ACTIVE ON SOCIAL MEDIA AND LIKES SHARING CONTENTS OF HER AND HER FRIENDS
KEY MESSAGES
STRIP RESPECTS YOUR PRIVACY AND
KEEP YOUR SECRETS
YOU CAN TRASH TALK WITH YOUR
FRIENDS IN PRIVATE
YOU CAN GET A BREAK FROM TRADITIONAL
TEXTING
GET MORE REAL WITH FRIENDS
YOU DON’T WANNA MISS OUT THE NEW
HOT THING
TEXTING HAS NEVER BEEN SO GENUINE
YOU CAN BRING YOUR OWN STORIES TO LIFE
THANKS TO DOPE FEATURES
Smart objectives
TO BE USED BY TOP TEENS’
INFLUENCERS
INCREASE THE PHOTO SHARING ON SOCIAL MEDIA BY
10%
TO OBTAIN 75% BRAND
RECOGNITION AMONG OUR
TARGET
BE ON THE TOP 20 OF RECOMMANDED
APPS IN APP STORES
TO BECOME ONE OF THE HOTTEST MESSAGING APP
AMONG US TEENS (3 SESSIONS/DAY/
USERS)
TO REACH 25% OF OUR TARGET (3
189 000) AT Y+1
Strategy AND
TACTICS
Strategic statement
A LAUNCH STRATEGY FOCUSING ON A GENUINE APPROACH USING
TEENAGERS’ SLANG AND REFERENCES TO BE PART OF THEIR CULTURE USING TACTICS OF INFLUENCE.
Phase 1: Awareness
TEASING POSTERS
➢ GUERRILLA MARKETING: DISPLAY 5000 POSTERS IN AND ARROUND SANTA MONICA BEACH - LOS ANGELES
➢ LINK TO THE COUNTDOWN PLATFORM
ADVANTAGES
➢BEST PRICE/AWARENESS RATIO
➢GENERATE EARNED MEDIA
➢CREATE BUZZ IN A TRENDY PLACE WITH HIGH TRAFFIC
INFLUENCERS
BRUNA MARQUEZINE
12,8 M FOLLOWERS
MADDIE ZIEGLER5M FOLLOWERS
CAMERON DALLAS
9,9 M FOLLOWERS
➢GAIN VISIBILITY AND BE PART OF TEENS CULTURE
➢ENGAGE TEENS BY USING THEIR FAVORITE IT GIRLS AND BOYS
➢APPEAR ON BUSINESS PEOPLE’S RADARS SINCE THEY ARE AWARE AND FOLLOW INFLUENCERS
ADVANTAGES
COUNT DOWN PLATFORM • TEASING THROUGH SOCIAL MEDIA AND POSTERS WILL CALL OUR
TARGET TO ACTION THROUGH THE LINK « BETTERBEON.SM »
➢DRIVE TALKABILITY ON SOCIAL MEDIA
➢USE AMPLIFICATION TACTIC
➢DRIVE ENGAGEMENT FOR THE REVEAL
ADVANTAGES
PUNCHLINE conTest
• MONTHLY PUNCHLINE CONTEST WHICH FITS TARGET CULTURE
• THE BEST PUNCHLINE WILL BE CHOSEN AND THE USER WILL HAVE THE CHANCE TO WIN A MOVIE PREMIERE OR VIP CONCERT TICKETS
➢CALL TO ACTION TO USE THE SHARE FEATURE
➢PROVIDE A REGULAR SOCIAL MEDIA CONTENT
➢DRIVE POTENTIAL USERS WITH AN EXCITING AND ENGAGING CONTENT
➢CALL TO ACTION TO DOWNLOAD AND USE OUR APP
ADVANTAGES
Partnership forever 21• BY BUYING AN ITEM FROM THE NEW COLLECTION, TEENS
GET A CODE
• THEY ENTER THE CODE IN THE APP AND THEIR AVATAR CAN BE DRESSED WITH THE ITEM THEY BOUGHT
➢PROMOTE A NEW EXCITING FEATURE
➢WIN WIN RELATIONSHIP
➢USE THE REPUTATION OF A POPULAR BRAND AMONG OUR TARGET TO ASSESS OUR CREDIBILITY
ADVANTAGES
Phase 2: Engage sustainably
PRODUCT PLACEMENT• SHOWS HIGHLY WATCHED AND SEEN AS REFERENCES BY OUR TARGET
TEEN WOLF
WATCHED BY 2.43 MILLION 12-34 YO
PRODUCT PLACEMENT
PRETTY LITTLE LIARSWATCHED BY 1.2 MILLION 12-34 YO
PRODUCT PLACEMENT
EMPIRE
WATCHED BY 10 MILLIONS
➢TARGET THE GENERATION Z WHILE KEEPING THE APP TRENDY AS SHOWS SERVE AS MEDIA
➢ENGAGING FOR GEN Z THAT IS CURIOUS BY NATURE
➢APPEAR ON BUSINESS PEOPLE’S RADARS SINCE THEY SHARE THE SAME INTEREST FOR TV-SHOWS
ADVANTAGES
INTERACTIVE SCREENS
➢FACIAL RECOGNITION FOR PEOPLE UNDER 18YO ➢CO-ADVERTISING WITH AT&T FOR PEOPLE OVER 18YO ➢ IN 3 POPULAR MOVIE THEATRES IN L.A
➢KEEP THE APPLICATION OUT OF PARENT’S RADAR
➢ATTRACT TARGET’S ATTENTION THROUGH INTERACTIVENESS AND PERSONALIZATION
➢ATTRACT BUSINESS PEOPLE ATTENTION THROUGH USES OF A NEW TECHNOLOGY IN A STRATEGIC RELEVANT APPROACH
ADVANTAGES
Comic con: san diego
• RELATED TO STRIP MESSENGER CONCEPT WITH COMICS
• SET UP A CORNER TO PRESENT OUR CONCEPT AND RE-USE A GIANT INTERACTIVE SCREEN
• SET UP AN AUDIO RECOGNITION SO PEOPLE CAN TALK TO EACH OTHERS AND THEIR DISCUSSIONS WILL BE TRANSMITTED IN BUBBLE ON THE SCREEN
➢GAIN VISIBILITY WITH A PRESENCE ON MAJOR COMICS EVENT
➢ENGAGE OUR TARGET THANKS TO AN INTERACTIVE CONCEPT
➢POSSIBILITY TO INTERACT FACE TO FACE WITH VISITORS AND CREATE A RELATIONSHIP WITH THEM
ADVANTAGES
WEBSITE OPTIMISATIONSEO STRATEGY
➢ PROMOTE STRIP MESSENGER AS A KEY PLATEFORM TO INTERACT W/ ZS
(TOWARD POSSIBLE CORPORATE STAKEHOLDERS)
REACH CORPORATE TARGET INTERESTED IN STRIP MESSENGER
AS A FINANCIAL ASSET
Digital Outdoor
TV
INFLUENCERS OUTDOOR POSTERS
INTERACTIVE SCREENSCOMIC CON
SEO
PRODUCT PLACEMENT
PUNCHLINE CONTEST
COUNTDOWN WEBSITE PARTNERSHIP
FOREVER 21
SEO
PHASE 1 Influencers………………………………..……………………………………$54 000 Count Down……………………………………………………………………..$1 000 Punchline Contest……………………………………………………………….$1 000 Guerilla Marketing…………………………………………………………………$400 Forever 21……………………………………………………………………..……$0 TOTAL……………………………………………………………………..……$55 400
PHASE 2 Interactive Screens……………………………………….……………………$141 000 Product Placement………………………………………………………………$60 000 Comic-Con……………………………………………………………………..…$3 000 TOTAL……………………………………………………………………….…$204 000
FINAL TOTAL: $260 400
Budget
The final strip
THE BRIEF: TO LAUNCH STRIP MESSENGER IN THE USA AND REACH TEENS WITH A PREVIOUS ANALYSIS OF THEIR BEHAVIORS AND CULTURE
THE CHALLENGE: TO STAND OUT FROM THE CROWD OF CURRENT TEXTING APPS AND TO BECOME PART OF US TEENS’ HABITS
THE BIG IDEA: B**** BETTER BE ON STRIP
THE STRATEGIC APPROACH: A GENUINE APPROACH USING TEENAGERS’ SLANG AND REFERENCES TO BE PART OF THEIR CULTURE
NOW LET STRIP MESSENGER BE THE NEXT MESSAGING REVOLUTION...…………