Ad Thesis 3
Thesis Brief:
This is a self-initiated brief, I chose the company and channels/communications to show my integrated campaign that was asked to identify a market problem and use that as a basis for the insight/design for this Thesis.
The market problem I chose was Millennials/Gen-Z not being interested in many different companies, an idea I got from a past project with Kraft Singles.
I chose to do Country Style, a relatively unknown company among the Millennial/Gen-Z audience.
Directly from the brief; "The end result should be a strategically-sound advertising campaign with a clear message and a consistent visual execution."
Background
Country Style is an Ontario-based coffee chain, selling coffee, pastries, and other cafe items. They have over 1000 locations currently across Canada.
First opening its doors in 1963 in Toronto, it was the leading coffee and donut establishment in Canada until 1976, being passed by Tim Hortons. It then expanded to the West and East Coasts of Canada.
Country Style is a relatively small and unknown coffee establishment nowadays, having to close about a quarter of their locations due to an increasingly competitive market back in 2001.
Young people don’t go to Country Style for 2 reasons:
1) It is unknown or seen as a “boring” coffee shop for older folks
2)Many Gen Z and Millenials associate “Country” as conservative and older, or just not within their personal style or interests.
Making Country Style more known to a younger audience would be extremely beneficial to gaining this new group of consumer, but also directly relating to them will make them a returning and loyal customer, most people have their go-to coffee place.
This campaign is focused towards Gen Z and Millenials, the two age groups are a valuable audience for the coffee and cafe industry. 65% of Millennials aged 25-39 drank coffee in the past day. 46% of Gen Z aged 18-24 drank off in the past day.
Moodboard (OkCupid, Starbucks, Country Style, Fitbit))
Style Inspiration. Corporate Memphis is trendy, popular with younger groups, and may present as more "cool" to younger adults.
The Solution
Bringing a friendly face to this integrated campaign will show customers Country Style really is for everyone - not just old people and those who are “country”.
This cowboy is the “face” of Country Style for this campaign, he is not a mascot, but to show customers that Country Style is friendly, warm, and there for anyone of any “style”, and stereotype it holds is not true.
Our Audience
We can place our audience into "tropes" based on their algorithm/interests. We can use this to target our specific ads to consumers with similar interests or "styles".
( Fashion - likes posts about designers, runway fashion, and #OOTD, Punk- Tattoos, alt style, hardcore bands, Athlete - NBA, NFL, NBL, following, etc..)
This idea can be widespread & long-term as it can hold 100's of different "character tropes" or styles.
Integrated Campaign
Phase 1:
"Country style is for Every Style"
Using the slogan “For Every Style”, we are directing customers to see Country Style as a coffee where anyone and everyone is accepted, and connections are made. Using our “style characters”, consumers can relate to a “style” that they would most identify with.
This first phase is to establish the Country Style brand with potential customers.
Video Spot (TV, YouTube, TikTok)
(The video ends at 0:36 seconds!!)
Social media campaign
Wild postings campaign
Transit ad campaign
Phase 2:
#WHATSYOURSTYLE
The next phase of the campaign directly brings the product to its customers - for free! There is nothing our target audience loves more than free things.
Since we are focusing on “style”, we want to make our customers feel as special as they are to us. We want to directly ask them “what’s your style?”, “what makes you unique and different?”. Since Country Style is for everyone, we want to show it truly is.
Instagram campaign, phase 2
Yonge & Dundas Takeover, Phase 2
Pop up truck serving free coffee
Photo backdrop experience as well as normal seats without backdrop to sit in at Dundas Square & enjoy the free coffee
Graphic Designer:
Sinead Hutchison
Instagram: @acidtab
Portfolio: https://sineadhutchison.myportfolio.com/
