CONCEPT AND IDEATIONWith all the info in mind, it was now time to go back to the drawing board and start mapping out ways to promote bananas in line with my market. I was especially on the look out for things that are related to my audience as well as facts and info on the fruit that i felt that i could communicate to the market in such a way that comes across well.
So what stood out for me were the terms "bananas", "it's bananas" and "going bananas" that were still affluent in our present society today. With the ideas of doing something crazy, insane and out of the blue ( as the terms suggest/mean), I then thought of concepts and executions to communicate just that but this time around, carry the significance and value of what bananas are all about.
Then it came to mind that in common knolwedge and pop culture, bananas had always been known to be the fruit that you would eat/snack to give you that energy boost and fill when youre kind of whining down ( as seen in TV, athletes,etc). So what I had to do was to find a connection with the saying and the real value of bananas...and came up with this over-all concept:
GO BANANAS!- go crazy, defy limits and do anything with bananas. This awesome power fruit is THE snack to give you that energy boost so you can go all the way!
( or something of this sort)So I started thinking along how bananas help break peoples norm, or make them achieve things they normally couldn't or have can just dream of, and narrowed it down to something carzy but not too hardsell( conversely, overly hard sell that its retro-cheesy) to "market" to the tweens.
GO BANANA- THE CAMPAIGNThe campaign's protagonits, is of course- Banana; a giant sized banana all jazzed up in seizing the day and helping tweens and teens do the same. The campaign revolves around how banana goes bananas and just shakes everything up to give you that boost and energy to liven up the day.
CAMPAIGN NARRATIVEWith a not so "pop culture" inclined market in mind, my campaign involved 2 stages: the primer and the banana levels of the campaign.
Stage 1: Primer- The objective of which is to just get the buzz around and not really "promote" per se with my audience. What matters is just to get the word out and create a certain noise of crazy people in banana suits roaming around the city. To at least supplement these stunts, a teaser web and media outlet will be attached to give the campaign some hype and tease the audience that more of this bananas will be coming out.
Stage 2: BANANAS!- In a blink of an eye, these stunts and small crazy things turns into a big campaign involving, print, TV and a web 2.0 accessory to further bring the noise to a larger audience. The same concept and execution will be carried on, though this time, value and information and community interaction will be involved.
Here's a summary of the campaign:
STAGE 1 in brief:1.Gorilla Advertising- feature hand held video clips of banana doing bike stunts, b-boying and skateboard tricks around the city.
2.Peelers- peelers will be found at coffee cups, books, magazines and free newsprints
3.Print Ads- print ads of banana doing such things scattered around bus stations, malls and other high traffic areas
4.Web Tease- web teaser: will just show youtube clips of the ones mentioned above ( with a super: will go bananas in x days)
STAGE 2: BANANAS!1.TV Series- 4 30s/15s TV spots of Go Banana!
- these TV spots revolve around a metaphor of sorts on how bananas solve different health problems, played out in funny sequences.
SPOT 1: B.S. ( insight: Bananas' complex carbs stop the worst of sh**s)
SPOT 2: Depressed ( insight: Bananas contain trytophan that fights depression)
SPOT 3: Glass Bones ( insight: Bananas contain fiber that give you energy)
SPOT 4: Nerves ( insight: Bananas contain vitamin B thats good for your nervous system)
Every ad gives a link to the website which wil then take them to a whole new portal....
