Century Council Plansbook

Central Michigan University, 2009

The Great Night Campaign

Your Great Campaign Starts HereYour Great Campaign Starts Here

A Note to The Century Council:

A Combined Effort

Market Environment

Industry Trends

Situational Analysis

Primary Research

Target Analysis

Objectives & Strategy

Creative Vision

Promotional Vision

Media Vision

Campaign Summary

Table of Contents

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Hello! We couldn’t be more excited to be participating and creating yet another successful campaign for the NSAC. We’ll be honest, when we first heard that the Century Council would be sponsoring this year, we were baffled. How would we tackle a behavior that was commonplace in college? How would we change a behavior at all? We got to work and found a way. It isn’t linear, it isn’t judgemental, and it certainly isn’t a scare tactic.

We took everyday consequences of binge drinking and made it the focal point. Instead of death and disease, we focused on our target’s social needs. Now wait, we know what you are thinking, and the answer is no, we aren’t playing this serious situation down. We are just talking to our peers as we would want to be talked to. We don’t want fingers pointed at us, we don’t want to feel shamed, we don’t want a lecture, and we certainly don’t want to feel attacked. We just need a gentle nudge in the right direction every once in awhile.

Simply put, we have devised a way to spread your message without pointing a finger at anyone, without shaming anyone, and with the reinforcement that you can party longer, remember more and still have a great night.

A Combined EffortA Combined EffortWho Are We?Who Are We?

What The Century Council Stands ForWhat The Century Council Stands For

How Naked & The Century Council Will Change LivesHow Naked & The Century Council Will Change Lives

Mission StatementMission Statement

Who Is Naked Advertising?Who Is Naked Advertising?

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ResearchWe are Central Michigan University. We are a school that breeds passionate individuals in their chosen fields. We are a group of dedicated young professionals that excel through hard work, determination and most of all, love for our education. We are a proud group who do not plan on getting by with an Ivy League name or the high priced tuition that comes with it. We succeed through our work-ethic, our determination, our inspiration and finally, our passion.

Naked Advertising is the group of talented and passionate students who live and breathe marketing and advertising. This is not an assignment for class. This is not a required course; it is not even an elective. It is our dream, plain and simple. A dream that is so big, we take the time to add it to our already hectic schedules. Simply put, that is who we are. We find the way to research, plan and strategize to create a message that will impact our designated target audience.

We at Naked Advertising strive to strip advertising to its most elemental form. We always look to create emotional brand experiences that will not only enrich the lives of our audience but engage them in innovative and creative ways. We study the past, view the present and predict the future for our advertising strategies.

The Council's mission is to promote responsible decision-making regarding beverage alcohol and discourage all forms of irresponsible consumption through education, communications, research, law enforcement and other programs.

Together, Naked and the Century Council will use innovative ways to deal with the issues and damages created by binge drinking among college students. This will be a campaign that pierces through past attempts of reaching this audience by engaging them before the behavior is demonstrated. Through creative uses of multi-media and a central viral idea, the awareness of what can be considered an after- thought problem will reach its threshold in the minds of our audience.

Market EnvironmentMarket Environment

Positioning

Overview

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Research

Our primary and secondary research revealed that binge drinking is a learned behavior and grows over time throughout a student’s college life. They believe what they are partaking in is not wrong by today’s standards and see it as normal behavior. It is not until after their night of drinking that they experience the aftermath of problems usually caused by binge drinking.

The Account Planning team at Naked Advertising created a national internet survey that was taken by 1141 target members. We also ran several focus groups and conducted in-depth personal interviews. The goal was to explore the lives of everyday target members and solidify what we already knew was true. Drinking to the level of binge is socially acceptable with this “Connected Generation”.

Positioning Statement“The Great Night campaign literally puts the idea into the palm of your hands. Not only was I eager to see what the game had planned for my night based on my choices, it was great to be able to send it to friends and reflect on past experiences with them. This is probably the first time I’ve seen something like this be so well accepted, not just by the student body, but also the community itself. I’ve never heard of the Century Council and I’ve never looked at what I did at night as a negative social behavior. What you have done here has really addressed both of those issues.”

Industry TrendsIndustry Trends

Measuring Social Impact

Our Response:

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Research

2009 Top Trends

Online Action Platforms2009 Top Trends

Pressure from above and below is forcing nonprofits to think more seriously about how they define their goals and evaluate their progress toward them. The days where organizations can get away with anec-dotal evidence of impact are quickly fading.

The internet is dramatically expanding the ways in which we can aggregate and harness an individuals desire to contribute to change. Online action platforms will continue to grow as social entrepreneurs tap into their networks more creatively.

Naked Advertising and the Century Council will set the benchmark for how non-profit campaigns should be. The demand for change in our society is at its threshold and together we will shift non-profit advertising into a completely new echelon. This market will no longer be subjected to statistic-based advertising. No longer will a national campaign rollout without just cause. The “Great Night” campaign goes past statistics and encourages our audience to party longer by drinking less. The purpose of using test markets will also aid in the advancement of the campaign to allow necessary changes to be made before the national rollout.

Our Response:Our campaign for the Century Council is not just an awareness driver, it is a social experience. The campaign is focused heavily on user-generated content and word of mouth marketing. To raise awareness correctly, we had to remove the behavior from the back of their minds and move it directly into their hands. For more information on how we utilized this trend please see the Website portion of the Creative Section.

Situational AnalysisSituational Analysis

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Research Currently, our problem can be divided into three distinct realms.

Our first realm deals with trouble looking beyond statistics. We have seen throughout the years the almost total failure of campaigns based on statistics. Even though these campaigns were excellent campaigns, they were not effective campaigns. They lacked a voice our target could relate to, and looked to instill fear.

The second realm we find ourselves dealing with is that we aren’t trying to stop the first, second, or even third drink. We are trying to combat the drinks that drive the target into binging distinction. The Century Council prides its efforts and its campaigns on an exemplary amount of due dilligence. These distillers are already creating limited awareness about drinking responsibly and in moderation in their individual campaigns.

The third realm is the challenge of changing a behavior. This is something normally found in psychology textbooks and the couches of professionals, it is rarely found in advertising. There are, however, some bright spots that have set the standard for social marketing campaigns. First, the “Truth” campaign courtesy of Crispin Porter + Bogusky and their creative effort to fight against tobacco. Second, the United Kingdom’s campaign “Know Your Limits” created by VCCP.

Any campaign that can help bring forward the problems and cause positive change

is a campaign that should be celebrated within society. It reflects the positive nature advertising

can bring and the limitless opportunities and power advertising holds.

Primary ResearchPrimary Research

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ResearchAt Naked we took it to heart to immerse ourselves in the research to fully understand how we can change this behavior. We knew how important research would be to this campaign, however we did take a rather irrational approach with our qualitative research.

This year we were blessed to have individuals who have been, and are being trained in the art of Professional Selling. What they brought to the table allowed us to identify and fill what are commonly referred to as GAPs. These GAPs are the areas to which we can add value for our customer. This rather unorthodox methodology included such techniques as Listen, Acknowledge, Explore and Respond (LAER). It also opened new doors in treating the audience to what they truly are, an asset. These new practices allowed us to enter their “odds are” which is simply, being in their shoes. This program was used due to the curriculum that is involved. It is about creating relationships, understanding needs, values and motivations and finally it creates a solution that fulfills the customers’ needs. Why did we choose these methods? The answer is simple, to allow ourselves to not only fully understand the customer and their information, but allow us the opportunity to create a campaign that does not talk at them, but rather with them.

{{ {{42%113

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1141- Survey Response Rate

- Total Number of Surveys Completed

- Number of Focus Groups Conducted

- Number of Personal Interviews

The TargetThe Target

Demographics

Psychographics

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Research A behavior has no face. It can take on any age, any gender, any ethnicity.

Our target is men and women aged 18-24 attending college

“The Connected Generation”... ...is away at a university ...is searching for independence ...will go to any length to have a good time ...loves spending time with their friends ...wants a memorable experience

62.1% Have gotten into a car with an intoxicated driver

35% Admitted to driving after consuming 4 to 5 drinks or more within 2 hours

59%Have blacked out while binge drinking

37%Say they can have up to 4 drinks before feeling intoxicated

12.8% Consume 5 or more drinks in a 2 hour period 3 to 4 times per week

80.1% Are getting alcohol from their older friends

27.1% Are scared MOST by what their parents would think when it comes to their drinking habits

72.2% Would listen to their best friend over anyone if they are receiving advice on drinking

68.8% Consume alcohol with friends at a college apartment or a house party

Key Research Points

The Shadow MarketThe Shadow Market

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ResearchAfter studying the data, we realized there was one key point we also needed to make when creating our campaign and addressing our main target. We were asked to target the 18-24 year old college market. When looking at the research it pointed out that binge drinking is a learned behavior and increases over time.

Our research helped us discover that a majority of underage drinkers get their alcohol from older friends and family. With that in mind, we knew that we needed to create a message that not only had insight into the college market, but also had the legs to reach the shadow market of 14-17. With a communication plan focused completely on the target audience, our message has the ability to reach the shadow market through word-of-mouth. With younger siblings and friends still in high school, we could properly reach the shadow market through peer-to-peer communication. Since this is a learned behavior, we felt that it was necessary to make sure we created a message that could plant the desired seed of knowledge into the shadow market.

Campaign ObjectivesCampaign Objectives

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Strategy

• Develop an effective and efficient one stop shop for all audience and media needs • Involve both the student body and the community• Create an ala cart menu of engaging multi-media• Create positive PR opportunities for colleges and media outlets by publicly acknowledging them• Implement test markets by August 2009 and measure effectiveness by November 2009

Our main assignment, according to the 2009 NSAC Case Study is “to develop an integrated communications campaign to combat dangerous overconsumption of alcohol by college students, where each one of the components (tactics) can be implemented independently, if needed, and still be effective.”

In addition to this main objective, Naked Advertising added a few more specific objectives we felt would be essential to completing the main task. These secondary objectives taken individually help make small noise into a collective roar.

Our strategy was borne of our research, which told us that binge drinkers do not think they are binge drinkers. The definition means nothing to them. Our research also told us that our target would listen to their friends, first and foremost.

“Dude”, because our research indicates it must be your best friend doing the talking.

“Don’t waste a great night” because we want that to become the target’s goal. To ride the buzz, to make the party last longer, and ultimately to have even MORE fun. We want them to accomplish this through smarter, slower, wiser drinking.

Dude, don’t waste a great night.

StrategyStrategy

Creative VisionCreative Vision

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Creative

Create social awareness of The Century Council’s message of having a Great Night

Maintain the seriousness of the behavior and situation, but approach the delivery in a lighter toneExecute the strategy of “Dude, don’t waste a great night.”

Drive the audience to www.GreatNight.com

ObjectivesObjectives

Pre-testingPre-testing

ConceptConcept

ConsistencyConsistencyThe following elements appear in all of our executions:The Century Council logoMicrosoft’s TAG technology (print)The “Dude, Don’t Waste a Great Night” taglineThe website, www.GreatNight.comA color palette that is in keeping with the website, and black as backgrounds

Through all our research and testing, our research-based thoughts were proven right. The target did not respond well to any of our concepts that included shaming them, making them feel guilty, or concepts that dwelled on statistics. Any ideas we had to use statistics in the ads themselves were quickly pushed aside, because we were assured by the target that it wouldn’t change their behavior.

From there, we knew exactly what type of creative executions we needed to produce. Something needed to take shape that showed our target that wasting their college years blacked out or throwing up was a waste of great nights with friends, a waste of life period.

In preparation for our test market roll-out. We at Naked felt it was necessary to test the overall concept and design on the Central Michigan University campus. The overall response was positive, here are some key quotes.

From the students…• “That is your typical college apartment party” Sophomore, Jason Magureny• “The examples for the consequences are more realistic and less blatant” Freshman, Brittany Andrews• “Cool site ” Sophomore, Brad Hustaloski• “Different, but different good” Senior, Nicole KolliasFrom the Administration…• “The public acknowledgement is a huge plus!” – College of Business Dean, Dr. Mike Fields• “Why hasn’t this approach been tackled yet?” Marketing Strategy Professor, Dr. Michael Garver• “This really seems to stand in the shoes of the audience” Consumer Behavior Professor, Dr. Richard Divine• “The website idea is excellent and the situations in the game reminded me of my good times in college” Professor of Professional Sales, Ken Cherry

InteractiveInteractive

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Creative

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Welcome to your great night!Isn’t your MOM on Facebook now? Isn’t that your ride home????

We knew that to start changing behaviors we had to create an interactive experience that invites the user in and then allows them to share with others. With this in mind, we created an application that can be used in a multitude of ways. On your cell phone, on your Facebook profile, even online at the website.

It was designed to show users exactly how their night can end up by making the wrong, or right, drinking deci-sions. The application has the same continuity across all media, but the differences lie with how the app will be spread amongst the target. When played on a cell phone, users have the option to send it to friends through a text. “Great Night” results can also be uploaded to Facebook or Twitter to show others what their great night entails. Naked Advertising teamed up with RockYou! to create a strategy-guided Facebook application. The application will consist of a new photo album that users can put onto their profiles which is themed to music of their choice. The application will be named “Your Great Night Moments” and is designed to act as a secondary source of user-generated content by allowing the users the opportunity to upload their photos to the game. This will also work in concert with the online version, as users will be able to upload their own photos there for future players to “receive” in their end scenarios.

Introductory Screen (1) Players choose their time period (3)Players choose their total drinks (2)

When what constitutes as binge drinking is chosen,undesirable results appear. Players have the option to keep viewing, or reset their numbers (4,5)

After entering numbers that reflect safe drinking,players receive a more favorable outcome, reinforcing a positive drinking behavior (6)

The WebsiteThe Website

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Creative

The website, found at www.GreatNight.com, was created to exude a personality. It has a fresh and friendly feel with bright colors and easy navigation. The website is flash-based, which allows us to incorporate minimal navigation. The main page will have five flash sites load into the main screen upon being selected. Each of the five pages will have their own drop down navigation options within that also load to the main frame. The way the website is formatted keeps the user from navigating away from www.GreatNight.com until they leave the site entirely.

The opening page also doubles as the Great Night application page. After clicking the prompt, the box will expand and fill the frame allowing users to get the full experience.

Your Great Night Starts Here!Your Great Night Starts Here!welcome!Great Night!

Tell Us

Share UsShow Us

This is the first stop on your way to a Great Night!

Play the game, shop or help spread the message. It’s up to you!

Click


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Creative

Your Great Night Starts Here!Your Great Night Starts Here!Great Night!

Tell Us

Share UsShow Us

After the page expands, the user begins playing the game. Just like the app on their phones, users choose drinks, time periods and see results. Not only is the game here, but there are many more things to do.

What else can you �nd in the drop down menus?

Tell Us: Here users can tell us their Great Night story, or if they want, their bad night. This blog will be open to all users (no registration) and can be viewed via the website or even their mobile phone.

Show Us: Here users can upload pictures into two di�erent categories. Did you have a Great Night and wish to have your photos included into the possibilities of choices for the game? Or did you, or your friend, make some wrong choices? If so, you can upload those into the game as well.

Share Us: Here users can send out the link to the game via email, text message, instant message, post it to your Facebook page or a friend’s wall, which also includes an invitation to add the exclusive slideshow application, or even Tweet it to your friends with Twitter.


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Creative

A Great Night On CampusA Great Night on Campus

UniversitiesBring It

Rocked ItJoined It

This is the jump-off point for your University to get involved!

There are many great ways to bring a Great Night to your campus.

Help your students spread the word!

Bring it, join the contests.

Joined it, See whose already involved.

Rocked it, see who’s winning big. School I.D.

Password

LoginNot Registered? Click HERE

On this page the colleges and universities have the opportunity to register and start bringing the Great Night experience to their campus. The colleges and universities will be given a School I.D. upon registering and then they can begin exploring their options.

Bring It: Here the schools can view the communications package they will be sent that will help spread the Great Night message across their campuses. This campus kit includes: sidewalk chalk stencils, tear-away posters, can koozies, lanyards, t-shirts and a complete tip guide to successful campus implementation.

Join It: This section allows the schools to sign all their Registered Student Organizations (RSO’s) on to start taking part in getting the message out. Here, the top RSO’s can earn money to bring more opportunities to their organizations.

Rocked It: This area allows the administration to view all the other schools currently engaged in bringing this campaign to their campuses. It will also show the total amount of RSO’s signed up to help.


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Creative

Give Everyone A Great NightGive Everyone A Great Night

MediaDownload It

Sponsored ItExperience It

Media I.D.

Password

LoginNot Registered? Click HERE

Spread the message! You have the unique opportunity to choose how you

share our message! Simply download any files you wish and show the world

what having a Great Night really means!

Visit Download It to begin grabbing files.

Check out Experience It to see what the buzz is all about.

Visit Sponsored It to see who else is picking and choosing our message.

Register today to start sharing a Great Night.

On this page users have the opportunity to view all the different types of media used in the campaign. It also gives users the option of downloading these files in various types of digital formats which are most commonly used for media outlets. Not only can students and university administration view and download the ads, it was also designed to create a media kit that is completely digital. This is just our way of helping Century Council’s commitment to limit its carbon footprint. Media outlets also have the option of registering themselves in order to track and store their downloads. Exploring our media is easy with our drop down menus.

Download It: This area allows students, administration, and most importantly, media outlets, to download and save our various creative executions. Everything from commercials to posters.

Experience It: Here, users can view all of our executions. They can watch the commercial, send it to friends and post it on their Facebook or Twitter.

Sponsored It: This section shows everyone who is on board. All media outlets that register will be listed here, giving them the ‘Thanks’ they deserve for supporting the message.


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Creative

Gear Up For A Great NightGear Up For A Great Night

Store Search

You name it, we’ve got it.

T’s, koozies, even Posters.

Load up on the stuff that lets everyone know you love to have a Great Night!

Find It!

Wear ItHold ItHang It

View Cart

The last two sections of the website are the Store and About Us pages. These pages allow users to buy some merchandise and learn more about the Century Council.

Since the website is flash based, users can click the tab they want to browse, and thumbnails of the product will appear in the white area to the left of the tabs. When the user hovers their mouse over the product, it will blow up slightly allowing a better view. If the user wants an even more detailed view and pricing information, they simply click. Users can pay with PayPal and with credit cards secured with Verisign.

The Store page has four options.Wear It: This is where all apparel for sale can be found.Hold It: This section contains all SWAG-style stuff. Koozies, lanyards and more.Hang It: This area will contain posters and print. These executions will be funny and artsy. They will be distinct from the free print ads located in the Media section.View Cart: Users can view all they intend to purchase by clicking here.

The About Us page simply lets the user know that “we” are the Century Council. Distillers AND conscientious citizens. It is all about letting them know that we care. It is all about letting them know that we want them to have fun, but also to have fun in a safe way. This page lets everyone know whose behind the Great Night.

The Makers of A Great NightThe Makers of A Great Night

About Us

We Are....

...The Century Council.

...A non-profit organization created by the distillers that provide you with the alcoholic

beverages you have come to enjoy.

...Fostering the belief that people can make a difference.

...Excited that you are taking the time to be apart of this experience.

...Ready to bring you a Great Night!

www.centurycouncil.org

TelevisionTelevision

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Creative

Our television spots are designed to get the buzz about our application going, and to drive tra�c to the website. We have devised two di�erent styles of spots, one to appeal to men and one to appeal to women. Both deal with the social pressures and commonplace of drinking in college.

This speci�c t.v. spot appeals to women. In it, a girl goes to a party and gets a text message from a friend. Upon opening it, she realizes that it is a night predictor, our app. She interacts with it and realizes that her night would end in a much more appealing way if she slows her drinking down and truly enjoys the party.

A college girl enters a party and meets up with her friends.

After receiving a text message she beginsinteracting with the Great Night App.

She chooses too many drinks and sees someundesirable conclusions to her night.

She reacts in a grossed out, disgusted wayand quickly hits reset to begin again.

She chooses a more modest amount ofdrinks and sees very favorable endings to her evening.

Not long after, the guy she is attracted toapproaches her and asks her if she wants tosit. The music fades up, screen fades to blackand the www.GreatNight.com super fades in.

PrintPrint

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Creative

All print executions will be interactive print ads. In keeping with the target interaction the gametends to receive, the print should be just as engaging and interesting. All ads have Microsoft’s TAGtechnology in the bottom left corner (see Media section for more information.)Just like television, all print will be designed to have a female appeal, or a male appeal.The ideal placement for the print we’ve designed is either as a newspaper insert, or as posters around the college campuses. Our research shows that although most of the target reads nationalnewspapers online, their college paper is the exception to the rule.

Mmmm.... That’ll taste good later...

6 Drinks in 2 Hours

Dude, Don’t Waste A Great Night

www.GreatNight.com 8 Drinks in 2 Hours


www.GreatNight.com

Isn’t that your ride home????

5 Drinks in 1 Hour


www.GreatNight.com

Isn’t your MOM on Facebook now?

This series of print ads show the consequences of drinking too much too fast. As previously stated, we aren’t battling the �rst, second or third drinks, we are battling irresponsible drinking. The crime in progress is wasting a night that you’ll never be able to get back. The cut line simply states how many drinks in how many hours caused the repulsive behavior in the photo. The tagline follows, with a directive to visit the website. Microsoft’s TAG technology is in the left hand corner, and the ACE, AdCouncil and Century Council logo’s are in the right corner.

GuerillaGuerilla

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Creative

www.GreatNight.co

m

ObjectiveTo make it through this interview without puking on the CEO.

EducationB.S. in Beer PongMinor in Keg Stands

Volunteer WorkGreek Week 2009 Chugged 14 cups of beer for passed out partiers

Western Weekend Tailgate 2008 Fell out of the stands during the 1st Quarter to distract the other team

Skills & AssetsUmmmm.......

Work ExperienceErrrr..........

Dude, Don’t Waste A Great Nightwww.GreatNight.com

8 Beers 2 Hours 5 Years - You Do The Math

Guerilla advertising is an important aspect to our campaign. The three examples you see would be implemented on college campuses by college students as part of our Concert Series Promotion, which will be explained within the next few pages, all will also be available for download.

This is a flyer that would be tacked on bulletin boards around campus.It is a mock resume, and would ideally be on departmental boards. The idea is for the passersby to want to stop and read the resume of this very disheveled guy. The cut line then explains that after five years of hard drinking, this is what you would probably expect.

WWW.GREATNIGHT.COM chalk stencils would be created and distributed to universities upon signing up for the campus campaigns. They would be sprayed on any and everything, campus policies permitting of course.

While You Were Out notes would be developed as tear-away posters that users can take to fill out and give to friends.

www.greatnight.com www.greatnight.com

www.greatnight.comwww.greatnight.com

Promotional VisionPromotional Vision

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CreativeIncorporate pop culture into a social awareness campaign

Generate buzz and drive the Connected Generation to the Great Night websiteCreate extended partnerships with valuable sponsors to create longevity of the core message

Utilize all promotional ideas to reinforce awareness on what a “Great Night” is.


StrategyStrategy

Tactics/RationaleTactics/RationaleNaked Advertising developed a promotional menu that allows users to live a Great Night and also show others what a Great Night encompasses and what the benefits are. By partnering with American Idol, America’s Best Dance Crew (ABDC) and VH1’s “You Oughta Know” artists, we will be able to bring events to campuses that will motivate students and communities to take an active role in spreading the message and incorporating the message in their daily lives.

PromotionsPromotions

Our Concert SeriesOur Concert Series

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Creative

The winning RSO of the winning school in each conference will be placed in a drawing for a chance to win a once in a lifetime trip to the 2010 MTV Video

Music Awards. This trip will include hotel and airfare for up to 50 members and will give the executive board of that RSO the opportunity to announce the Best New Artist award.

Naked Advertising will bring together the message of a great night with the entertainment of American Idol, ABDC and VH1’s “You Oughta Know” artists. These three were chosen because they not only represented a collective entertainment value that is strong with our audience, but also because their beliefs are ingrained in their favorite shows and music. We felt it would be a misjudgment to include popular groups and solo artists that have an established “public identity” that does not �t our message of drinking slower. This is to position Century Council as far away as possible from potential public relations backlashes created by celebrity endorsements. The partnership with these acts will allow them to not only spread a positive message but also create more awareness for their image and increase their record sales.

The school with the most people who bring the message into their lives via the Facebook application, user-generated content, blogging, and tweeting will bring the free concert to their school. The RSO that raises the most awareness will also receive 50 backstage passes. They can enjoy the fruits of their labor or sell them as a fundraiser for a group trip. The decision is solely up to them.


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Creative

SWAG & MerchandiseSWAG & MerchandiseAs we all know, you can never give a college student too much free stuff. We developed an exclusive line of SWAG and merchandise which will serve two purposes.

The first purpose is to be included in the package that campuses receive upon registering their university on the website. They will get a bunch of SWAG, as well as instructions for downloading all the creative executions off the website. A guide will be developed to give the universities tips on how to get the message out. The university will be responsible to decide how the SWAG is distributed.

The second purpose is to create merchandise to be sold in the Store section of the website. All SWAG will be available for purchase, as well as some more exclusive items. The idea is to get the students excited about wearing our gear, hanging our posters and sporting our SWAG. Registered Student Organizations will be offered a group discount, as well as the option to customize SWAG further by adding their logo.

All proceeds from Store sales will rotate back to the Century Council to put into other projects, or to keep funding more contests and involvement for the Great Night campaign.

The chalking stencils will be 3 feet long by 1 foot tall and will be perforated in the middle to tear into two. The purpose is to get students chalking the message on their campuses.

Can Koozies and lanyards are everyday SWAG that spread the message and come in handy for college students.

www.greatnight.com

www.greatnight.com------------------------------------------ Our t-shirt line comes in 5 colors with different sayings on the back. When shopping, users have the option to customize their favorite saying with their favorite color. The top yellow shirt in this example has “because....” so that whoever buys it can fill in the back with their own reason.


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Creative

National PSA ContestThere is nothing better than asking the target audience what THEY want to see. That is why Naked Advertising has devised a promotion that allows The Connected Generation to get involved wherever they are. A flyer will be sent to all registered universities, as well as all RSO’s that are registered on www.GreatNight.com letting them know that they can tell us what the PSA’s should look like.

Visitors to www.GreatNight.com will also have the option to view and vote for their favorite PSA’s entries.Four prizes will be given, and will be in the form of scholarships to the entrants university. The prize would go towards their tuition and fee’s.

Call For Entries!Show us YOUR version of a Great Night!Shoot a :30 PSA showing us what your Great Night looks like and you could win $3,000!

Submit all entries online at www.GreatNight.com

First Prize: $3,000

Second Prize: $1,500

Third Prize: $500

(2) Honorable Mention: $250


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Creative

University DonationsUniversity DonationsAnother way we’ve devised to get universities on-board with our message is to o�er them charitable contributions to anything OTHER than their general funds. The university would be responsible to decide how to dole out the money, but the ideal way would be to give it to RSOs who have shown an interest and dedication to spreading the Great Night across their campuses. The donations would be a one-time contribution that essentially thanks the various universities for supporting this very important message.

These are press releases that would be distributed to universities and RSOs letting them know about our donations and how they can get involved. The �rst is intended to go to universities, and the second to RSOs.

Congratulations on being a part of something special. From here on, you and your group will be responsible for bringing a Great Night to (university name here). So what is expected of you and your group? It is up to all of you to spread the message of what a true Great Night entails. Once you complete the registration process you will be mailed the campus starter kit, which will include posters, sidewalk chalk stencils, lanyards, slap koozies and t-shirts to help get the message out. You can also purchase more of these items in the store at a special RSO rate. Remember, the end result is something your group can take full advantage of. If your school raises the most awareness on your campus compared to other participating schools in your conference then you will bring a free concert to your school. As an added bonus if your group creates the most awareness on your campus then you will receive 50 backstage passes to the concert. With these you can enjoy the fruits of your labor or use them as fundraiser. And if that isn’t enough incentive for you, the top RSO’s of the winning schools will be placed in a drawing for a chance to win a trip (airfare/hotel included) for up to 50 members to take part in the 2010 MTV Video Music Award and by announcing the Best New Artist Award. Does that sound like a Great Night to you? If so, register your RSO and bring a Great Night to your campus.

Goodluck!

The Century Council has created a campaign that will remove the dangers of binge drinking. Schools that participate will receive $5000 each to divide among chosen Registered Student Organizations to bring the message of “Dude, don’t waste a great night” to your campus. We tested this campaign at four top universities and this is what we achieved; (Insert test market data here.) Bring down the numbers of binge drinking by involving the student body directly by using an experiential campaign that sheds a whole new light on this critical social behavior. School pride is also on the line, as you will be competing with all the other schools in your conference. The school that raises the most awareness on their campus will be treated with a free concert that will generate money for your RSOs but also your general fund. This campaign was created with your schools traditions and strengths in mind and believes that every good deed should be recognized. With that in mind, the Century Council and their media sponsors will publicly acknowledge the campuses that are taking part in this effort. Become pro-active in the positive enrichment of your students social life. Register today at www.GreatNight.com by clicking on the yellow tab to find out more information and bring a Great Night to your campus.

Are you ready to bring your campus a Great Night?Is your campus ready to combat against the dangers of binge drinking?

Media VisionMedia Vision

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Media

Incorporate all aspects of media in one collective website

Develop test markets that create brand advocates and early adoptersFocus publicity efforts on directing our target to the “Great Night” website

Naked Advertising plans to utilize the Great Night website by turning it into a digital media kit that is accessible to students, universities, and desired media outlets


StrategyStrategy

Tactics/RationaleTactics/RationaleOur creative executions that involve traditional placement will be given a digital soul. Once the campaign is out of the test markets and loaded with the user-content, it will take on the normal life cycle of a PSA in terms of traditional media placement. However, media outlets will be encouraged to rotate the commercial into peak viewing times courtesy of our public “Thank You”. We felt it was best to put the students to work on a location where they would know the high traffic areas, which would give us the amount of impressions needed to create change. The website will allow everyone to download the commercials and PDF files of the posters and “while you were out” flyers. This one-stop digital shop will allow ease of access to the files and everyone the ability to share as much as they want.

Digital RevolutionDigital Revolution

How We Did ItHow We Did It

What Is TAG?What Is TAG?

The “Real Simple Syndication” of our messageThe “Real Simple Syndication” of our message

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Media

We knew with our media choices we would have to make sure our campaign would leap beyond the norms of 21st century media decisions. Our goal is to set the standard for media planning in the digital age and show precisely when the concept of simplicity can bring your message directly to your audience. The idea of going almost completely digital with this campaign allowed us to help the Century Council do their part in environmental sustainability.

We decided to go “almost” completely digital to create ease of access to our message. This was due in part since the Connected Generation is plugged in and online 24/7. The website allowed us to turn our executions into digital files that could be viewed on our audiences computer or cell phones. It gives the media outlets freedom to choose which commercial best suits their channel. It allows the message to be properly communicated and shared. And finally, because this is the way the Connected Generation said they wanted to see it. Our one digital problem lied within our print, that is until we did a little MORE research.

The most unique thing about our posters is that technology will be incorporated into them. That’s right, technology incorporated into print. We partnered with Microsoft to allow the Connected Generation the ability to go directly to www.GreatNight.com by simply taking a picture of the graphic located in the bottom corners of our print. Not only does this create a unique experience for our audience, it will also increase the awareness of Microsoft’s new technology known as TAG.

“Microsoft Tag creates unlimited possibilities for making interactive communications an instant, entertaining part of life. They transform physical media (print advertising, billboards, product packages, information signs, in-store merchandising, or even video images)—into live links for accessing information and entertainment online.” -Microsoft Website

TAG will link real-life with the digital world. It is a free download that can be packaged with our game application or downloaded separately. This creates yet another unique Great Night experience for the Connected Generation to enjoy what they value most—the latest technology that they can share with all their connected friends.

We at Naked feel strongly about the advancement of web 2.0 and its limitless capabilities. Our website www.GreatNight.com will be equipped to spread our message via RSS to the outside community. The “Rocked It” tab in the University section will be syndicated to reach all educational feeds that are supported by the universities. The “Sponsored It” tab in the Media section will be supported by all media related feeds. Both of these tabs will also be combined to feed into all appropriate feeds that can help reach not just the general public but also journalists to help spread the message.

The Launch PadThe Launch Pad

But Why?But Why?

The BenefitThe Benefit

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Media

Test MarketsWe knew that a campaign like this would take off, as soon as it had a little exposure. In order to shine the light on this innovative new way to connect with our target, we realized implementation of test markets in different geographic areas was a must. Here’s how we did it.

By using these test markets it allows us not only to create possible brand advocates and early-adopters, but it will provide us with the much needed research and feedback to create a successful and impactful national campaign. Our test markets will provide a great amount of user-generated content and the overall spreading of the message in its early stage.

For Century CouncilBy testing, the Century Council will receive the feedback that will be necessary to pull the trigger on this national campaign. It will provide key data that they can send to the universities to get them on board and bring a Great Night to their campus. For the Test MarketIt will allow the four test markets the opportunity to take pride in their campus and also bring them a guaranteed concert to their campus, but also the top RSO of that campus will automatically be entered into the national drawing for the MTV experience.

The schools are spread across the country and have been pinpointed in different regions to mimic different regional cultures that could be associated with drinking. Granted most college students “act” the same when dealing with this type of behavior, however, we felt it was necessary to keep customer focused and ensure the content we are showing people is accepted within the various markets. The money that we allocated to our test markets will help cover the cost of the concerts, SWAG production, and also cover the placement in these affordable media markets. This will help us guarantee their placement is at peak viewing times for the Connected Generation.

When choosing our test market schools we first had to ask ourselves some questions. Are they located in college town as opposed to large metropolis areas?Is their enrollment between 20,000 and 30,000 students?Are they “recognizable”? Do they represent a separate geographic location?In order to qualify, all answers would have to be “Yes.”

The schools we ended up choosing are a perfect fit for the markets we wanted to test.

University of North Carolina Chapel Hill, NC Total Enrollment: 26,878

University of Iowa Iowa City, IA Total Enrollment: 28,705

Texas Tech Lubbock, TX Total Enrollment: 28,442

University of Connecticut Storrs, CT Total Enrollment: 29,383

Timing & Budgets

University Donations & Campus KitTest Market ImplementationProduction“Thank You” Ad SpaceWebsite Creation & Maintenance

Legend

35%

30%

27.5%

5% 2.5%

Timing & Budgets

TimingTiming

BudgetBudget

Media

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We’ve distributed the 10 million dollar budget we were given to several areas. The majority of the money is being spent on things that tie the campaign directly to the universities, with some smaller amounts of money going towards the new website and “Thank You” ads in major publications, like the Wall Street Journal and USA Today.

As you can see, we’ve not provided any speci�c media timetable because it is up to the Universities and the Media Outlets to place the PSAs we provide on our website. The only timing we’ve incorporated into this plan would be the test markets we outlined earlier. As stated, we’ve allocated 3 million dollars for placement of media in the test markets and the timing for the test markets to run is late August 2009 to early November 2009.

Tactics & MeasurementsTactics & Measurements

Summary

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Objectives Tactics Measurement

Develop an effective and efficient one stop shop for all audience and media needs.

Involve both the student bodyand the community.

Create an ala cart menu ofengaging multi-media.

Create positive PR opportunitiesfor colleges and media outletsby publicly acknowledging them.

Implement test markets by August 2009 and measureeffectiveness by November 2009.

Develop an integrated communications campaign to combat the dangerous overconsumption of alcohol by college students, where each one of the components (tactics) can be implemented independently, if needed, and still be effective.

In order to fully integrate our marketing campaign, we developed a website that appeals to the Connected Generation including students, colleges and universities, and media outlets.

The development of our digital media provides a variety of ways to grab and go. Anyone can view and download our executions, but Media outlets have the ability to pick and choose what they want to run.

We will contact the four chosen schools and get them on board. We will send them the campus kits and monitor their progress. We will pay for place-based media to measure effectiveness.

Media components on the website feature all print advertisements, television commercials, guerilla marketing, and other publicity materials individually so that the Connected Generation has the ability to pick and choose the media they prefer. This allows them the freedom to create a unique and effective promotion of their own.

With thank-you executions that will be featured in USA Today and the Wall Street Journal along with the use of RSS feeds, the universities and media outlets will have several opportunities to be publicly recognized for their contributions.

With the use of regional test markets within the Connected Generation, we will determine if our target market successfully embraces both our media objectives and creative visions.

With the implementation of both aided and unaided recall testing, we will inquire about the campaign to our target market to see if they remember our promotional efforts.

We will obtain an overall consensus of how the public viewed promotional efforts through surveys, and polls.

No measurement is necessary as the development of our media components fulfils this objective.

By tracking the number of hits on the website, the number of downloads of our app, our ads and the overall impact on the schools we chose will give us an idea of how this campaign would work on a larger scale.

We will track the amount of downloads and hits to the “Download It” section of the website.

We will track the number of hits our website receives in regards to each tab and compare that with previous campaign efforts.

Thank You!Thank You!

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SummaryWe at Naked Advertising are confident that the campaign enclosed within the preceeding pages grabs the target in the right way. We designed a campaign that we’d want to see materialize. The best part about that is that we at Naked ARE the Connected Generation, and we are precisely the people you want to talk to.

What would be better than having your target market design a campaign that speaks to them? Well, that could only be topped by the Century Council listening and choosing that campaign. We, as the target, already told you why a threatening, numerical, shameful campaign wouldn’t work, so why would you choose anything other than our campaign?

Thank you for your time and consideration. We know you’ll make the right choice!

AdvisorDouglas P. Berry

Account TeamKen Ashburn, Account Manager*Courtney Housner, Account Manager*Monica Brooks, Account Executive**Kristen Marzonie, Account Executive

Account PlanningHeather Pankey, DirectorSkylett GoodmanMegan JonesAmy McCaffrey

Creative TeamSara Enloe, Director*Bradley Osantoski, Production DirectorKrysten BarczukKristina BialazewskiKaitie GuzowskiKarla KantolaAshley SheatsDavid Smith

MediaAmanda Abercrombie, DirectorStephanie Stelk, DirectorJana Gunden

PromotionsMatt Fowler, Director*Ashley Weiss*Caitlin HennesseyBlair Hornbeck

* denotes presenter** denotes presenter alternate

References

In Conclusion...

Our PartnershipsThe Naked TeamWall Street JournalUSA TodayMicrosoftAmerican IdolMTVVH1

AdAgeArbitronbluecotton.comCentury Council

change.orgFacebook.comidville.comMicrosoft.com

MTV.commyshopangel.comNielsonPEW Research

PEW ResearchRockYou!Twitter.comUSA Today

WSJ.comVH1.com

Expedia.ComFacebookRockYou!TwitterUPS