kickstarter presentation version 2

8/7/2019 kickstarter presentation version 2

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KICKSTARTER.COMBreanna Dobbe Suruchi Deodhar


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CREATIVE BRIEF:

ADVERTISING OBJECTIVE:

The objective of the advertising is to increase kickstarters brand

awareness and encourage creative explorers to continually foster

innovative thinking.

TARGET AUDIENCE:

Innovators/Pioneers and Creative Admirers

Innovators/Pioneers are artists and entrepreneurs who have new

ideas for products, services, and innovations. However, they lack

the resources and funds to manufacture, distribute, and sell their

idea.

Creative Admirers are individuals who have the resources, time

and money to invest in a pioneers new idea.

TARGET INSIGHTS:

Innovators/Pioneers -

- Discover new innovations in creative elds such as, music, lm,

art, technology, design, food, publishing, etc.

- Risk-takers

- Competitive and assertive

- Trendsetters (i.e. they create the latest trends)

- Very social and like to stay well connected with other innovators

- Pop-culture enthusiasts/fanatics

- Love to travel and explore. Would rather backpack than live in a

fancy hotel

- Like going to bars and attending seminars, conferences, and

events

- Video gamers

- Like sarcasm and wearing wordy ironic t-shirts

- Well educated (college degree or higher)

- High social class

- City dwellers

Creative Admirers -

- Enjoy/appreciate music, lm, art, technology, design, food, pub-

lishing and other creative elds

- Early adopters (adopt new innovations/products very quickly)

- Opinionated and persuasive- Socially liberal and environmentally conscious

- Follow the latest trends

- Carefully and thoroughly research before buying a product (i.e.

high consideration in the purchase cycle)

- More discrete in adoption choices than innovators

- Enjoys pop-culture and celebrity gossip

- Like to travel and explore. Prefer living in a nice hotel than back-

pack.

- Like to visit museums, galleries, boutiques, restaurants, and

cafes

- Social media bus

- Wear clothes that express individual style and taste

- Well educated (college degree or higher)

- High social class

- City dwellers

STRATEGIC IDEA:

Innovative ideas push society forward.


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Client name: Kickstarter.comMedia type: Outdoor


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9/14Client name: Kickstarter.comMedia type: Outdoor


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Client name: Kickstarter.comMedia type: Twitter posts

Twitter posts over several days time that "follows" someone as they move throughthe brainstorming, creation, and fundraising process on Kickst arter.com.

(1) :60

FRANTIC WOMAN No! No! Stop!

SFX Running footsteps slowly fade intopanting and a truck driving away.

CALM MALE Meet Sarah. Shes trying tosave money and she just missed the onlybus that will get her to class on time. Shehasnt noticed yet, bus shes also forgot-ten to grab her lunch from the kitchencounter.Shortly shell also realize that the coeeshe was holding now shows on the frontof her brand new white blouse, and shes

got a run in her stockings. Normally thiswouldnt be a problem except not only isshe already late, but she put o doinglaundry over the weekend and there isnothing clean in her closet.

MALE The good news is that when shenally gets home shell nd out thatKickstarter.com will be funding her proj-

ect to make bags out of 35mm lm fromold Hollywood movies. Theyll be instores in no time.

Kickstarter.com... dreams are followed.

(2) :60

SFX Car engine struggling to turn over.

MALE Come on you stupid piece of...

CALM WOMAN Meet John. Unfortu-nately for him, today is the day his car ischoosing to be a little sensitive to thecold. It also happens to be the day hellrun out of gas on the bridge and be twohours late for a huge business pitch thatcould help him make that step up hesbeen waiting for.

SFX Engine Turning over

MALE YES!

CALM WOMAN He isnt going to losethe client, but once he makes it to theoce hell get his tie caught in the shred-der, and slip out calling the CEO Mr.instead of Mrs.Its a good thing Kickstarter.com allowedJohn to post his idea of puttingmathmeticians dice into production.Because if they didnt, he would havenever gotten 3 times the necessary fund-ing. He would still be sitting in 45 minutesof daily trac and answering to the sameMrs. Boss Man.

Kickstarter.com... Dreams are followed.

(3) :45

SFX Water running from faucet andbristle of razor over beard stubble

MAN Ouch!

CALM MALE Jake has has just cut himselfshaving for the third time. He now haslittle pieces of tissue under his nose, onhis chin, and the base of his neck.

Thankfully his artistry is stronger than hisshaving skills. He has this amazing idea ofcreating a virtual letterpress using theiPad to help other creatives use the origi-nal letterpress technique to create new

and modern typographic designs. If itwasnt for Kickstarter.com hed still bewondering where his next clients willcome from. Instead hell be trying to ndenough time to create all the customprint requests.

Kickstarter.com... dreams are followed.


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(4) :43

SFX Tapping nger on desk.

CALM MALE Its 4 oclock and Julie hasbeen waiting for an hour for her 3 oclock

dentist appointment.

SFX Drilling

CALM MALE She was hoping to get homein time to catch her favorite show, getsome work done and head to bed early. Butby the time she gets home shell nd outshes got 3 new cavities, all the veggies inher fridge are moldy, and she cant nd herwallet anywhere.

The one good thing is that Kickstarter.comcast her idea of starting a Brooklyn basedkitchen to help educate young students.Now that $11,000 as been donated shellnally turn her idea into a movement.


(5) :41

SURPRISED MALE Ahhh! Not again!

SFX Barefeet walking on oor. Bagsrustling.

CALM MALE Simon is already having arough day. Hes been up for less than anhour and hes just discovered a lovelylittle gold mine left from Mr.Whiskers.Most unfortunately for him, he discov-ered it by stepping in it.

SFX Cat meows

CALM MALE Next, hell rip the cat foodbag spilling it all over the kitchen oor,and knock his coee onto his laptopkeyboard. At least he already knows thatKickstarter.com has completely fundedhis idea to build a Hip-Hop databasebased o of over 40,000 lyrics since 1979.

This is where music turns from a hobby toa passion.



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Client name: Kickstarter.comMedia type: iAD After clicking on the iAd an inspiration quote pops up. The user can close out quote

screen to use scrolling scale menu to search for Kickstarter videos by subject and city.


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Client name: Kickstarter.comMedia type: Interactive outdoor board

Users can interact with a touch screen display to choose the subject and city of their interest.The video options appear on the left o f the screen, and the chose n video shows at the top.


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8:20 PM March 11, 2011 from twitterfeed

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Brother says to just give up. Says the recipe is too strongand itll never go anywhere. Is he right?.

11:42 AM March 11, 2011 from twitterfeed

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$1500 more dollars!! Donate $10 and youll get a free

bottle!


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Well, at least the critique went really well. Looks like the

labels have finally been approved.


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Just got my car and the guy had his metal clipboard upside-

down on the hood. Really guy?! Really?!


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15 minutes late and my car has been towed. Another $450

down the drain.


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Boss told me Im working Saturday and Sunday this week.

Happy Birthday to me.

12:05PM March 10, 2011 from twitterfeed

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On my 4th cup of coffee and I havent even started lunch


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I hope my video uploaded to Kickstarter. I cant handle this

much longer.

8:31AM March 10, 2011 from twitterfeed

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Lookie-loos: mind your own damn business!


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Ugh. My windows are shaking from the bass in the car next

to me. Is that really necessary?

8:20 AM March 10, 2011 from twitterfeed-----------------------------------------------------------------------------------------------------

I dont think the traffic could be any worse. Havent moved

in about 45 minutes.


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Woke up late today- looks like the power went out again.


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10 donations so far! Come on! I only need $2000 more.

kickstarter presentation version 2

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