Pitsos Advertising Proposal
This semester, in the framework of Ad and PR lab: Public Relations — Creativity and Storytelling , co ordinated by Dimitra Iordanoglou, Eric Parks, Giannis Sorotos and Betty Tsakarestou our team, the “ACE” (aka Astonishing Creative Experience), was assigned to form and develop a well-rounded advertising proposal so as to promote Pitsos Smart Home Appliances.
We received specific guidelines, a creative brief and specific goals that we had to achieve, so at our first meeting we had to make the facts crystal clear in order for our ideas to be purposeful, dynamic and successful. The three basic goals were:
- Greek consumers had to know and get familiar with the new smart home appliances and their benefits.
- Young consumers had to be attracted by the campaign in order to learn more about the brand itself and its products.
- Increase the brand’s sales ratio, as well as encourage people to buy more than one appliance at once.
Moreover, in order to be more organized we decided that before rattling out ideas, we had to do our own research. Smart appliances are not that popular and common in Greece, so we had to know what we were dealing with and how far this technology has gone. Our research included competitors and all kinds of smart appliances, such as coffee machines.
Feeling more comfortable with the project, we started with the outline. Our primary tasks were:
- Television(TVC) campaign
- Digital/site
- Social media campaing
After completing those tasks we formed ideas for
- An event
- An outdoor action
The campaign was named “Smart Home Operation” and every single creative action would be of that nature. The strategic we decided to embrace was a 360 communication process, where every action would lead and complete the next one, but they could be independent too.
And then the Ad-venture began! First of all we filmed the TVC. The whole shooting procedure was an amazing and really funny experience. At this piont we would like to thank Mr Nick Tsigaridas and our friend Aggelos Destounis for their participation in the commercial and their help.
Television Campaign (TVC)
Goals: Getting familiar with the appliances and the campaign — a playful and pleasant approach to the target audience.
A dark operation between father and son is secretly set up in order to surprise the stressed mother by keeping the house in order all by themselves. Fortunately for them, Pitsos smart appliances and the application “Home Connect” will help them keep everything under control.
After hours of thinking and brainstorming and thinking again we finally came up with a slogan that we all liked : “Pitsos. Control in your hands.”
You may find our TVC here:
https://drive.google.com/file/d/1dQ4UDCYICLD2u6fjtl2nQiNSFcI86CrY/view
Our next meeting was crucial. We needed to find out our digital and social media campaign because the time was running out. After a truly creative brainstorming and lots of laughs we were ready for the next milestone. Digital campaign and Social media campaign were now copleted.
Digital campaign/Site
Goals: “Educate” the audience and make them familiar with the Pitsos new smart appliances.
The tv commercial encourages people to visit the company’s site, so that consumers can learn everything about The Smart Home Operation. At this stage of campaign we wanted to suggest something simple and informative in order to intergrate everyone into the Operation Smart Home. So on the site there will be detailed instructions about connecting the appliances to Home Connect,Amazon app, Google home etc. and instructions on how to use each appliance, it would also have general information about all the benefits that one has by using smart appliances Pitsos.
The site includes mysterious graphic elements , which reminds us The Smart Home Operation style. At the bottom of the screen there will be the company’s official accounts on Youtube and Facebook which would lead consumers to the next stage of the campaign.
Social Media Campaign
Youtube Campaign
Goals: interaction & engagement
Title: “Smart Home Operation Vol2”
Description: True view interactive advertisment-video before the youtube video of their choice
Duration: 30 ‘’
Star: Young woman, 25–30 years old
Young woman, 25–30 years old, good looking, sympathetic starts a live video call with the viewers. The conversation is intimate and humorous. It prompts the viewer to participate to the interactive video and more specifically to Pitsos Home Connect application in order to handle housework. Reminding us once again the Smart Home Operation and the slogan “Pitsos. Control in your hands, the interactive advertisement ends leading viewers on Facebook.
Facebook Campaign
Goals: Interaction, entertainment & engagement
The Youtube campaign gently brings you to the next experience of Smart Home Operation.
Now it’s the time for Pitsos Facebook account to shine! Through their official account they will promote one of our greatest ideas, a game called “S.H. Operation”.
In this game a character of your choice (Man or Woman) will be the hero of a whole town. The main task is one, save as many houses as you can from catastrophic damages that will happen if you don’t take the control of the appliances on the given time. There will be stages and every stage will be more difficult than the last one. The player will receive multiple missions such as turn off the oven, set the washing machine at the right program according the instructions, a list of products is now on your screen you need to read them carefully and now see which ones are already in the fridge, make a coffee using your voice etc. All these missions can be done only by using the right app (Amazon Alexa, Home Connect, Google Home etc) that will pop up on your screen at the right time. All the appliances in the houses will be Pitsos and the brand will be gently discernible.
But the campaign is still running and for the next stage we need 10–15 participants in order to invite them at a unique event created only for them. How are we going to select only 10–15 of them? The idea came to us fast enough to complete the social media campaign, the answer was simple, we will select the ones with the highest score on the game.
Event — Escape room
Goals: “Educate” the audience, interacton & engagement
The selected ones will have the chance to participate in an Escape Room unique experience and they will have to deal with a secret mission called”Smart Home Operation”. Entering into a mysterious setting with strategically placed Pitsos Smart appliances, they will find out from their supervisor that “they are in danger of being burned”! And that’s their mission, they should use all the right apps like Home Connect to find and solve the puzzles which are into the appliances ( and they ar not allowed to reach them in any other way) in order to complete the mission.
*You may read the whole story of the Escape room mission in our ppt presentation atached right at the end of the article.
Outdoor campaign
Goals: Fun, engagement & promotion of the brand on Social Media
The whole advertsinig campaign coming to an end with this Outdoor idea, which will take place at the end of the event after the escape of the players. A mysterious display stand with the slogan “Pitsos. Control in your hands. “ will be set out of the escape room.
The players can have their photoshooting with the cardboards given to them designed for the purpose of our campaign.
The photos will be uploaded and shared to their social media accounts with the hashtags: #pitsosgr #exipnospiti
All in all that was our advertising proposal for Pitsos company. The result wouldn’t be same if the team was different. The campaign is a teamwork result and everyone of us played her role. We really wanted to step out of our comfort zone and produce a unique, out-standing and well-rounded proposal. We hope you find our strategy and ideas creative and on point.
Thank you for your time and for this unforgetable experience.
You may find our presentation here:
https://www.slideshare.net/secret/JPhs08J0li88Gh
The ACE team: Danae Kontitsi, Ioanna Thanasi & Katerina Tsigarida
