Post on 07-Mar-2016
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YOUR INDEPENDENCE,TAKE IT BACK
PROMOTIONAL CAMPAIGNMARKET EXPANSION
XBOX 360® S WITH KINECT™ SENSOR
DEREK MATTHEWS
TABLE OF CONTENTS
THE PROBLEM & RESEARCH
INSPIRATION 8
RESEARCH 9
TARGET AUDIENCE 10
CLIENT BRIEF 10
STRATEGIES 11
4
THE SOLUTION
PRINT ADS 16, 18
RADIO ADS 16
INTERNET ADS 17
COMMERCIAL 20-23
PROMOTIONAL EVENTS 17, 24
TARGET AUDIENCE 10
5
THEPROBLEM & RESEARCH
6
INSPIRATION
RESEARCH
TARGET AUDIENCE
CLIENT BRIEF
STRATEGIES
THEPROBLEM & RESEARCH
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INSPIRATIONExtending the Xbox Kinect to a senior audience
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RESEA R C H
What’s The Point?Kinect is a motion-sensing input device by Microsoft for the Xbox 360 video game console and Windows PC. Xbox would like to expand their market to include a senior audience.
What Does Xbox want to say?The most effective means of fostering consumers to purchase a product is to illustrate how it benefits them directly. Xbox 360 Kinect has benefits for people of all ages and it’s easy to use because you are the controller. In order to gain the attention of a senior audience, it is important to publicize research and studies that are already being done to show the strides that the device is making in the medical world. Xbox wants to use the Kinect to empower senior citizens thus allowing them to “take backtheir independence!” By using the Kinect, our more mature audience can increase their mobility, physicality, and general health; not to mention that it is a great way to stay connected to their children and grandchildren.
How will success be measured?Measuring success of an advertising campaign is not cut and dry, but below are some ways in which we can gauge the success of this promotional campaign:• Comparison of sales before and after the campaign takes place. • In print ads, include a coupon that is for the senior audience or anyone that is purchasing the system for a mature consumer.• Offer an incentive for senior consumers to come in and purchase with verification of their age to receive an additional discount.
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TARGET AUDIENCE
CLIENTBRIEF
65+
Objective Expand the market to include
senior consumers.Scope
Deliver true-to-brand messaging and collateral that encourages
the senior audience to purchase the Xbox 360 Kinect.
PlanThrough a promotional cam-paign that includes print and digital media, Xbox will dem-
onstrate the ease of use, medi-cal, and family-centric benefits. People like seeing themselves represented so advertisements
should picture real senior citizens interacting with the game. Xbox will promote this product as a
means of vitality by using the ta-gline: “Your Independence, Take
it Back”
Xbox wants to include senior consumers
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STRATEGIESPrint MediaAll print media should be true-to-brand and in line with the standards that have already been used in previous promotional campaigns. This illustrates that point that Xbox is for everyone. These advertisements should be informative, concise, and contain a benefit for the consumer. They should also include the tagline: “Your Independence, Take It Back”Interactive MediaInteractive media should be simple. The audience that Xbox is targeting is not impressed or fascinated by fancy bells and whistles. Mailings, internet ads, and television commercials should be to the point on who Xbox is, what they are offering, and why the consumer cannot live without this product.
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THE SOLUTION
PRINT ADS
RADIO ADS
INTERNET ADS
COMMERCIAL
PROMOTIONAL EVENTS12
THE SOLUTION
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ADVERTISEMENTHow will Microsoft and Xbox reach its target audience
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Print AdsIt is most effective to target print media to publications that senior audiences read such as AARP.
Radio AdsThe use of the same spokesperson from the commercial, Betty White, would increase the effectiveness of radio advertisements. It would also increase brand recognition because consumers would be accustomed to seeing her on the television.
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Print AdsIt is most effective to target print media to publications that senior audiences read such as AARP.
Radio AdsThe use of the same spokesperson from the commercial, Betty White, would increase the effectiveness of radio advertisements. It would also increase brand recognition because consumers would be accustomed to seeing her on the television.
Television CircuitWho better than to recommend a product than the man who has taken over Oprah’s daytime television time slot, Dr. Oz. The best part about his co-sign is that not only does Xbox get to promote its fun value, but it also gets to boast its health benefits.
Playing PartiesIn order to create a buzz about the Kinect and truly get senior citizens interested in it, Xbox will host playing parties in nursing homes, doctor’s offices, and other locations frequented by this demographic.
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Print advertisement that will run in AARP magazine and other publications that are targeted towards senior citizens.
Coupon to be mailed in print and digitally.
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Internet Advertisement that can be e-mailed, used as a banner, or downloaded as a desktop background.
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TV COMMERCIAL
BETTY WHITE
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Nationally Run television commercial starring one of the most recognizable faces of this day and age.
BETTY WHITE
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STORYBOARD
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Commercial Starts with a grandson in his bed, frustrated because he can’t sleep. The scene widens to revel his grandmother (Betty White) playing the Kinect and making typical video games noises.
The scene cuts to the boy’s mother walking slowly and dryly down to her son’s room where she finds her mother playing the kinect.
The scene cuts to the daughter walking in front of the television and the grandmother getting upset. The daughter says: “Mom, how can we get you to stop doing this? Its 3 am.”
The Scene cuts to the son and his mother waving the grandmother off in her vehicle. The son says “How did you get her to leave?” The mother says “I gave her an early Christmas Kinect.”
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PLAYING PARTIES
Live Demos in nursing facilities, doctor’s offices, etc. that will create buzz about the Kinect amongst senior consumers.
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Live Demos in nursing facilities, doctor’s offices, etc. that will create buzz about the Kinect amongst senior consumers.