WD40
The Brief
What is the problem the advertising needs to solve?
Even though WD40 is the top in its category, it is not currently at the forefront of our targets minds.
Whose heads and hearts are we trying to win?
Men situated in busy city centres across B.C and Ontario, working in a broad range of business/creative professions, making an annual income between $30,000 and $60,000.
What do know about them, their lives and their unmet needs that will help us win them over?
What do we want them to think, feel, or do as a result of our advertising?
What is the one thing we can say to achieve this? SMT?
What gives our brand the right to claim the one thing we want to say?
Accounts: Nicole Arruda
Copywriting: Logan Broger
Even though WD40 is the top in its category, it is not currently at the forefront of our targets minds.
Whose heads and hearts are we trying to win?
Men situated in busy city centres across B.C and Ontario, working in a broad range of business/creative professions, making an annual income between $30,000 and $60,000.
What do know about them, their lives and their unmet needs that will help us win them over?
These are non-handy men, who are liberal, art focused and laid back. Over the years they have not put a lot of value in household maintenance or handy work. They were either entirely incapable of extensive repairs or unwilling to even learn the basics.
Their views on being “manly” are quite different than the past connotations. It does not revolve around what they can or cannot do with their hands, but based on many other factors. However, these men are now looking for simple and effective ways to become more self-sufficient when it comes to basic household duties. The current perception they hold about WD40 is that it is mainly used as a lubricant.
What do we want them to think, feel, or do as a result of our advertising?
We want them to believe WD40 is the best solution to all small home maintenances (sticks, stains, squeaks, etc).
What is the one thing we can say to achieve this? SMT?
WD40 is your beginners tool for all the smaller, tedious tasks.
What gives our brand the right to claim the one thing we want to say?
WD40 is very versatile and can be used for over 2000 different purposes, many being those irritating household problems.
Accounts: Nicole Arruda
Copywriting: Logan Broger
Art Director: Jessica Kosichek
Soundproof Play Centre for Kids
This would be set up in malls. The worst part of shopping is the constant shrieking, yelling and crying from children. WD40 will solve it.
