Propelled by Creativity: Wind's Creative Strategy

Now that Wind is about ready to go to market, the creative strategy for the ads needs to be put into place. Based on the advertising objectives, as well as creative brief, the aim of the ads themselves will be to incite an emotional connection to the product, while appealing to the consumer's desire to be healthier and "greener".

Using the means-end approach, the ads will take the consumer on a short journey. This journey will first grab the attention of the target audience, and then describe the attributes of the product to a captivated consumer. Once a consumer understands that Wind is all natural, organic, bottled in bio-plastic, and packed with the healthy benefits of vitamins, real fruit extract, green tea extract, and ginseng, they will reach the leverage point that connects them to their values of being healthy, natural, and environmentally conscious.

Print 
The tagline, "Harness the Power of Nature", tells them that drinking Wind will support their healthy, active lifestyle by providing them with energy that won't harm them or the Earth. Where other energy drinks incite a negative reaction among the target audience, Wind will incite a feeling of well-being, personal pride, and the knowledge that they are making a smart choice. Connecting the attributes to the benefits of drinking a healthy, green energy drink will influence a consumer to buy Wind rather than the competition, as well as influence a consumer who normally avoids energy drinks to feel good about drinking Wind.

The ad below is a sample of a print ad that could be used in the campaign.

The ad follows the steps in the means-end method of advertising. It has the look that is cohesive with the message, and grabs the target audiences attention. It lists the benefits of Wind that will appeal to the consumer and connect them to their healthy and environmental values. It also shows the product creatively, while cleverly demonstrating it's effects. The support for the claims are also included with the organic, fair trade and green certification stamps. The ad uses an emotional appeal by showing a woman making a wish by "blowing" a dandelion, and a wind turbine emerging from the bottle of wind. This ad fits all of the criteria for reaching the target audience and appeals to their inner desires- everyone has wished on a dandelion, but most people have not even realized that they would enjoy a drink that gives them energy in a way they can be proud of.

Radio
The following radio ad also fits the criteria, and without the option of visuals, uses a musical appeal to reach the target audience. The musical appeal makes sense, as most of the target market is cultured and loves independent music. The music itself will also incite an emotional response, in tandem with the copy for the ad. The song used in the background will be "Sons and Daughters" by The Decemberists. It is a happy song about coming out of a war zone into a better future. It fits with the overall feel of the campaign, and it resonates with the target audience as a band and a genre that is popular with the demographic. Mostly the instrumental portions will be used, and as it fades out, the round sung at the end of the song is what will softly play.

:10 seconds (sound of wind blowing)

(music fades in)

Narrator: (spoken passionately, poetically) One mind, one body, one family, one Earth…they all depend on us to ensure a better tomorrow. What we do with our body influences our mind, and our minds have the power to change the world. The future is here, and with WIND, it’s looking better than ever.

The winds of change have arrived, with WIND, an all natural energy drink made from organic, fair trade ingredients to fuel your body with sustained energy. WIND comes bottled, not canned, in a revolutionary biodegradable plastic bottle that guarantees the only footprints you’ll leave behind will be the ones along your path to success.

WIND is the element you need to power you through, with less impact on your body and your environment, for a better you and a better tomorrow. In your sails, and at your back, WIND keeps you moving towards a beautiful future. Harness the Power of Nature, with WIND all-natural Energy Drink.

:05 seconds music/wind fading out

Background song:  

 
This blog is for educational purposes only, and is a fictitious work done for a school project.