MArketing
CLIENT/ Travelers Autobarn USA
CREATIVE/ Design copywriting

Brief/ CREATE A FLYER WE CAN PLASTER AROUND STUDENT CAMPUS

STORY/ Whilst technically, pinning a “poster” on a University Campus notice board isn’t an original, nor even a surprising “Guerrilla Marketing” tactic, it’s still an advertisement strategy in which a company uses surprise and, or unconventional interactions in order to promote a product or service. It’s a type of publicity with the aim (hope) of creating interest and (hope again) sales.

So when your client calls to discuss their intentions to trial this new strategy, in a new market unfamiliar to you and your brief includes the words, “edgy, risky, youth, surprise” you immediately take notice that firstly, I need some market intel on this one, and secondly, I need to push the edgy, risky part to see just how far the client will go…

My client chose Refuel Agency to drive the strategy and execute the plan. With big brands like P&G, Spotify, Lyft, Amazon and Trojan, they have a deep understanding of how college consumers respond to specific media and college marketing services.

PLAN
1. Postering
• 1, 108 Posters (stay up between 2 – 4 weeks)
• 8 x schools across LA, LV, SFO
• Total enrolment of 356, 344 students
• 1 x creative
2. Digital
• 1 month total activity
• Using Refuel 1st party data, Facebook/ Instagram Newsfeed/ Story Ads to college students aged 21yrs+, affinity towards travel and adventure
• Total of 381 schools within LA, LV, SFO

Client/ Travellers Autobarn USA

Brief/ We require artwork for a poster in the USA – this will go up in around 8 unis – 1000 of them; the poster must STAND OUT – not too busy – ONE MAIN SLOGAN and our message FREE UNLIMITED MILES and website address travellers-autobarnrv.com – we need to have this completed by end of next week – 20th of September (so ideally first draft by Friday or Monday).
Target Market/ College students aged 21yrs+
Purpose/ USA new RV brand launch. Sales.
Result/ Unknown

Photography © Joe Florian

Joe Florian Design/ NAME
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