ADVERTISING PROBLEM
OnTrack is a new program and therefore has virtually no market share.
ADVERTISING OBJECTIVES
To increase OnTrack wesite traffic by 100 per cent.
TARGET AUDIENCE
Men and women aged 30-45. Secondary school educated. Slaves to their jobs/families. Low to medium wage earners. Busy schedules -work and family. Multi-taskers. Highly stressed. Constantly working, running errands. Any of their limited down-time is spent drinking.
SINGLE-MINDED PROPOSITION
‘OnTrack’ offers the most easily accessible free, confidential support for alcoholism and depression.
TONE OF ADVERTISING
Down-to-earth, reassuring.
RESPONSE
To appeal to both men and women two seperate creative campaigns were developed. Different creative strategies were employed to speak to each segments individually. For the women’s campaign, emphasis was put on conveying the message visually by drawing attention to the subject’s emotional expression and the playing cards scattered on the table before her. The men’s campaign was designed to be much more literal and straight-forward with heavy shadows obscuring the subject’s facial features enough for the target audience to identify with the image and message.
OnTrack is a new program and therefore has virtually no market share.
ADVERTISING OBJECTIVES
To increase OnTrack wesite traffic by 100 per cent.
TARGET AUDIENCE
Men and women aged 30-45. Secondary school educated. Slaves to their jobs/families. Low to medium wage earners. Busy schedules -work and family. Multi-taskers. Highly stressed. Constantly working, running errands. Any of their limited down-time is spent drinking.
SINGLE-MINDED PROPOSITION
‘OnTrack’ offers the most easily accessible free, confidential support for alcoholism and depression.
TONE OF ADVERTISING
Down-to-earth, reassuring.
RESPONSE
To appeal to both men and women two seperate creative campaigns were developed. Different creative strategies were employed to speak to each segments individually. For the women’s campaign, emphasis was put on conveying the message visually by drawing attention to the subject’s emotional expression and the playing cards scattered on the table before her. The men’s campaign was designed to be much more literal and straight-forward with heavy shadows obscuring the subject’s facial features enough for the target audience to identify with the image and message.
