Announcement: Round 2. March 24-March 31.
Ad school is expensive. We started there, but left to save money and finish our books independently. Sometimes, however, we could use some extra guidance. That’s where you come in. We’ve got some ideas for this campaign, but are seeking the best feedback we can get.
We’ve got $600. Whoever can provide us the best direction will be rewarded with cash.
There will be 3 rounds, each lasting 1 week.
Round 1:
Strategy/Concepts and Ideas WINNER GETS $200.
February 18-February 25.
Round 2:
Refined Strategy/Concepts and Ideas. WINNER GETS $200.
March 4-March 11.
Round 3:
Final Executions. WINNER GETS $200.
March 24-March 31.
A creative at Crispin Porter+Bogusky has agreed to help us select the best feedback from each round. He’s also agreed to help deliver winning contributors’ portfolios to CPB’s top creative brass, if you so desire.
Remember, we’re only crowdsourcing feedback/guidance-not actual work. Don’t give us TOO much help.
Thanks, we appreciate it!
Note: Comments will remain private. We’ll confirm that we received your feedback with a personal email.
THE PRODUCT: Mayflower Movers. Check them out at: www.mayflower.com.
And finally, round 3. We’ve learned a ton from the first two rounds. Now, we’re moving forward with a single stragegy and concept. Check out our new work below. We’d love to hear your thoughts. Again, thanks to everyone who participated in this experiment. We’ve received dozens of responses from around the world. Your feedback has greatly enhanced our understanding of the industry. Thanks again.
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Home Warmers
Brand Insight:
Mayflower is a full-service moving company. They take care of everything. Mayflower packs, ships, and even unpacks customers’ belongings. People move with Mayflower because they don’t want to deal with the details. They have enough to worry about. However, many moving companies offer similar services. It’s difficult to distinguish Mayflower from its competitors. They don’t own anything about the “big move”.
Target Insight:
Moving is tough, stressful, and emotional experience. It means leaving everything you know behind (i.e memories, friends, local haunts, etc.). After a big move, that sense of community is lost. It takes months for families to acclimate into their new environment and reacquire the sense of community they once had. People feel alone.
Proposition:
Mayflower will helping families acclimate into their new environment and quickly regaining a sense of community. It’s and idea that Mayflower can own. No other other “big move” moving company has touched this territory.
Idea:
Home Warmers
Mayflower Home Warmers helps to make customers feel welcome in their new communities. They make new neighborhoods feel like home. And they do it in three days. Their schedule looks like this:
Day 1 (move-in day): Mayflower Home Warmers help with all the small details of the move. Need trash service? They’re on it. Want cable ASAP? Let them know, and they’ll contact your preferred cable provider immediately.
Day 2: Mayfower Home Warmers throw a garage sale. People often move too much stuff. Belongings, which once fit perfectly in a previous home, sometimes have no place in a new house. With a Home Warmer garage sales, people could get rid of their stuff, make money, and meet their neighbors.
Day 3: Mayflower Home Warmers throw a block party—and everyone from the neighborhood is invited. It would be like a fair. Local businesses would promote themselves to the newcomers by setting up booths and allowing the newcomers to sample their services. The event would be catered by local eateries, and everybody from local doctors to dog groomers would introduce themselves to the new family. Mayflower, local businesses and the family would all benefit from the block. And it would be a lot of fun.
Businesses could register with Mayflower via a link on Mayflower’s website. Every time a new family arrives into town, local business would be invited to promote and introduce themselves to newcomers and newcomers’ neighbors at the blockparty.
How We’d Promote Home Warmers:
Mini-documentaries:
Mayflower would record the experiences of their customers and turn them into 3-part documentaries. Part 1 shows customers concerns and insecurities about moving. Part 2 features the move and the Mayflower Home Warmers in action. Part 3 consists of a testimonial, in which customers explain how they easily acclimated to their new communities. The documentaries would be featured on TV and Hulu.
Personal Welcome Message Billboards
Mayflower customers would be welcomed to their new communities with personal messages, written by Home Warmers.
