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...…………