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Savannah College of Art & Design's entry for the AAF's National Student Advertising Competition (NSAC) 2013. Student work for educational and com… Read More
Savannah College of Art & Design's entry for the AAF's National Student Advertising Competition (NSAC) 2013. Student work for educational and competition purposes only. Winner 2nd Place at District 7 competition in Jackson, MS. Read Less
Published:
Objective
Raise brand awareness and consideration of Glidden Brilliance Collection at Walmart.
 
Target
Three segments, per client: (1) Renting DIY shoppers (2) Current Walmart paint shoppers and (3) DIYers shopping Walmart home.
 
Insight
Our research revealed that all three are primarily interested in the euphoric feeling of accomplishment that comes with completing a DIY project and the need to get that feeling at a low price.
 
Strategy
Convince DIYers that Glidden at Walmart makes it possible to achieve a sense of accomplishment at an affordable price.
BROADCAST :30
PRINT
DIGITAL
affordthecans.com microsite
MY SHOPPING CAN APP:
•  Lets users input a project and budget, then determines desired materials within a specified price range
•  Allows users to add desired materials to “shopping can”
•  Provides the choice of either purchasing items directly from their smartphone, or taking the list to Walmart 
Interactive banner
PUBLIC RELATIONS EVENT
PAINT AWAY YOUR CAN'TS DAY:
•  Charitable one-day event in cities where Walmart is prominent
•  Event features paint-by-number style murals provided by Glidden and furniture the community can participate in painting and refurbishing
•  Volunteers from Glidden and Walmart coach participants and show them how easy it is to achieve a personalized home and build their confidence in the process
•  Video from event ultimately viewable at the event splash page and microsite
•  Murals donated to a local children’s hospital; silent auction for furniture with proceeds to Make A Wish Foundation
GUERRILLA
•  Worn objects, such as trash cans, benches, and landposts in ciities in our five DMAs are beautified
•  Vinyl brushstroke stickers include Paint Away Your Can'ts Day info, splash page URL, and microsite
Brush stroke decals lead to Paint Away Your Can'ts splash page
DIGITAL OUTDOOR BILLBOARD
Week 1: Passersby see a digital teaser board — what appears to be an ugly, distressed billboard. 
Week 2: Viewers see a large paintbrush painting a blue sky with clouds over the distressed billboard while displaying a link to our splash page, affordthecans.com/paintaway. 
Weeks 3-4: Board changes to a countdown for the Paint Away Your Can’ts event with a link to the splash page with the details. 
Weeks 5-8: A completed sky is seen with the Glidden logo and Walmart logo as well as our tagline, making regular travelers connect the transformation of the billboard to the brand. 
IN-STORE
MEDIA PLAN
CONSUMER RESPONSE