cristina gonzales otoya portfolio
DESCRIPTION
My advertising porfolioTRANSCRIPT
Independent. Laud. Colorful. Dreamer. La3na. I like human beings. I think that every person is a universe wai3ng to be explore, wai3ng to be understand, wai3ng to be known. When I was a li@le girl l liked watching people's moves and study them. Nothing has change since. Adver3sing is culture, and that why I fell in love with it. The fact that you need to understand people's mind and feelings is very important in these days, and only few people have the talent to do that. I'm one of them. I'm not afraid of changes, neither of challenges. I see changes as a way to expand my limits, to get out of my comfort zone. And challenges are the chance to prove me that I can always become be@er. I do believe people can fly, because ideas can drive you wherever in the world you want to be. My imagina3on has take me far away, but there is s3ll a long way to go. I'm not afraid of the future to come.
EDUCATION Brigham Young University, Provo, UT 2007 -‐ Present Bachelor in Communica3ons Emphasis: Adver3sing Minor: Spanish Literature
EMPLOYMENT Account Planner at BYU ADLab, Provo, UT 2011 – Present Assist in strategy and research for clients: IQ Nutri3on, Tauck, New Grain, Children’s Miracle Network Research director at BYU Television Interna3onal 2011 – Present I do research about people’s opinion of the content of the channel. I’m in charge of direct focus groups, crea3ng surveys, etc. Also in charge of all social media. Translator at BYU Television Interna3onal 2010 – 2011 My job was transla3ng programs from English into Spanish and Portuguese. INTERESTS Photography, film, designing, blogging and transla3on. COMPUTER SKILLS Photoshop, Illustrator, Lightroom, SPSS, Word, PowerPoint, Excel.
Challenge: Develop breakthrough crea3ve approaches that are founded in consumer behavior and insights and that enable Tauck Bridges to gain awareness among key decisions makers (primarily moms) for family travel. My Role: I was in charge of conduc3ng focus groups, one on one interviews, and ethnographies in order to get some insights from our target market. Compe==ve Analysis: The biggest problem with compe3tors in this market is that a^er going through the informa3on on websites and other informa3on they all offer basically the same thing. You could almost take away logos and tag lines and mix them up and you wouldn’t be able to tell the difference. Most all of them have a Family Tour Facet to the brand. They all go to basically the same places. They are all within a basic price range. Research Finding: Sharing new experiences together is the most important when it comes to family travel, but being able to relax is also important.
Adver=sing Objec=ve: Increase awareness of the Tauck brand within the family travel market. Big Insight: Families go on vaca3ons to bond and experience new things together. Solu=ons: 1. Despite the nega3ve idea of guided tours: • Re-‐define the defini3on of “guided tour” • Video on homepage explaining how Tauck is difference from compe3tors • DVD in brochures
2. Increase the bonding experience • Smaller tour groups
§ Provides more opportuni3es for family bonding § Compe3tors tours consists of 15-‐20 people § Could make this an added op3on and/or charge extra for smaller groups
• Service op3on § Opportuni3es for service, while vaca3oning, came up repeatedly in our primary research § Something children can enjoy too: orphanages, wild life refuge, na3onal parks, local villages, etc. § Short (just a couples hours of their 3me can make a big difference)
3. Add incen3ves • Friendship rewards
§ 23% of survey par3cipants get vaca3on ideas from friends and family § Free adver3sing § Discounts vs. Bonuses
• Photographer/Videographer § Many of families best memories happen on vaca3on
4. Create Tauck online profile • Allows families to see a brief biography of the other families they are traveling with, or will travel with if they book a specific vaca3on • Email updates on what friends are booking vaca3ons and where • Travelers can share tes3monials and pictures on their profile
5. More digital media 6. Increase social media
Crea=ve Assignment: Develop crea3ve business and adver3sing solu3ons for the Tauck Bridges brand to make them more prevalent in the eyes of family travelers. Depict the “family tour” as an exci3ng, luxurious, family bonding experience that every family needs
The Challenge: Make Under Armour Soccer into “No the lockout sport” Target: Males around the ages 15 – 25 who like playing soccer because they feel passionate about it, and not because they want to become famous. Insight: Soccer will never be the lockout sport, because men have fun playing it and they feel passionate about it. This 3me is not for the money. Crea=ve: Michele Broderick, Cris3na Gonzales and Harpey Anderson
Crea=ve Execu=on Game Applica3on
Crea=ve Execu=on Print Ads
Crea=ve Execu=on Web
The Challenge: The most important issue to address in the Nooka campaign is brand associa3on and awareness. We want to make sure its first impression is las3ng and right on cue with its target market. Target: Upper/ Middle class males and females around the ages 18 – 24 who care about uniqueness Research Findings Our ques3ons about the Nooka brand found that 94% of the 52 people interviewed are not familiar with Nooka. This shows that our adver3sement campaigns must focus on spreading brand awareness and educa3ng the target market on what Nooka is. The remaining ques3ons in our survey showed that our target market places a high value in being unique, fashionable, and trendseong. Our results also showed that while the target market seeks for something func3onal and useful, it is more important to them to have something that makes them feel fashionable or unique.
My Role: I was in charge of conduc3ng one on one interviews and reviewing the surveys. A^er that I made sure that what we found out in our research was reflected on our ads. Insight: Mainstream fashion doesn't appeal to them, they don't consider those op3ons because they are trendse@ers. They look for a minuscule thing and bring it out into the open Strategy Statement: Nooka provides a fresh spin on a 3meless classic that allows them to be ahead of their 3me. Crea=ve Concept: Showcase your style is the idea that no ma@er what the target market does, Nooka will help them show it off. The target market is a very ac3ve group and they enjoy dancing and a variety of sports. All of these ac3vi3es are very fashion oriented as well. Looking good while hiong the slopes or being fly while “popping and locking” is possible with Nooka. Crea=ve: John Storey and Cris3na Otoya
Crea=ve execu=on Print Ads
“Just Right”
Product: Heinz Organic Ketchup Big Idea: Even fairy tales changed their happy ending.
“No Gene3c Magic, 100fi Organic.”
Product: Scotch tape Big Idea: You can fix undesirables with Scotch.
