Creative Brief

Allstate Parent-Teen Driving Contract

Client Information: Allstate is an insurance company whose motto is "Are you in Good Hands". They are most well-known for their auto insurance, especially their commercial advertisements for their auto insurance. They also provide boat, home, motorcycle, renters, and business insurance. The company also offers a parent-teen driving contract that any parent can create for their own teenager to follow while driving.

Project: This project is to do a one minute commercial advertisement for Allstate's Parent-Teen Driving Contract.

Prepared By: Christie Collins

Approved by: Supervisor Kim Neil

Background and Overview: Allstate is already an established company that is well-known for their automobile insurance. However, the company has recently found how dangerous and wreckless teen drivers can be; with over 6,000 teenagers involved in fatal accidents each year, teen drivers have become a very important target market for the company. And teen drivers have not only become a strong target market for Allstate, but Allstate also genuinely cares about the lives of these people. The parent-teen driving contract is not insurance itself, but is a way for parents to teach their teens of the dangers of driving and to start a serious conversation with their teen about the consequences of wreckless driving. The contract lists eight key topics that can be read by both parents and children, and then allows the parent to make rules that their teen must follow while driving, and consequences of breaking those rules. This contract allows for the parents to be more involved in their teen's driving experience, to help insure that their child has a safe trip.

Objective and Purpose of the Ad: For this campaign we will need to introduce the contract and let our audience know how important it is for teens to be very aware drivers. We want to "start the conversation" between parents and their teens about safe, defensive drivers. To do this we need to strike a small fear in our target market by giving straight statistics of wreckless teen driving, and perhaps show the audience just how many people are affected each year. Allstate wants more customers, but also less deaths; it is a very serious matter when we are talking about young peoples' lives. The commercial needs to grab the attention of the audience and strike fear in them, but not make it so parents never want their teen to drive! The commercial has to be subtle but memorable.

Target Audience: Our target audience will be any parent of a teen driver. These parents will be the ones to initiate the contract, however, we can hope if a teen driver sees our ad, it will also catch their attention and at least allow them to consider the consequences of driving carelessly.

What is the single most important thing we want to say? We want parents to realize they need to talk to their teen about driving and we want to help them start this conversation by giving them an easy suggestion on how to go about talking to their teen.

What are the supporting rational or emotional reasons to act or believe?
6,000 fatal teen car accidents happen in a year!!!! Parents must do something to help this statistic decrease and Allstate wants to help!

Mandatory Elements and Helpfull information and insights:
1. 6,000 teen drivers go out for a ride and never come back
2. Must include teenagers in the scene. Perhaps driving or having fun, hanging out with friends
3. Must not only tell the number of fatal teen accidents but the commercial needs to try and show the audience visually just how many kids that is to die in one year
4. Must not completely scare the client away from wanting their child to drive. The commercial should leave out the words "fatal crashes" or "deaths" and try and take a more subtle approach.
5. The commercial should have a particular background song that brings in the audience and is relevant to the advertisement- Jason Wade from Lifehouse "From Where You Are"

Schedule: We need a complete, full minute commercial by February 15, 2009. The commercial must air the next week.

Out of Home Advertising

Advertisements are everywhere these days; through television and magazines in homes, to billboards and blimps outside.

One of the oddest, yet most clever advertisements are posters in public bathrooms.
I think posters on the doors of bathroom stalls are one of the oddest places to advertise, but they also always get the attention of consumers as well.

I know that when I go to a concert or out to a bar or a restaurant and there are advertisements on the bathroom stalls, I almost always end up reading them.
But I also would not expect companies to actually advertise in such "grungy" places. It is out of the norm, but it works.

Positioning for Flat Earth

I think that Flat Earth' positioning and target market fit the chip quite well. I think health conscious women in their late 20s-40s would really enjoy this chip. Chips are usually considered a junk food, but there is something about the crispness and chrunchiness of a chip that makes it hard to keep consumers away, even dieting consumers. I think Flat Earth's idea to make a chip out of fruits and vegies is brilliant. That way the consumer is getting the "crunch" of a chip, while also intaking the nutrients their bodies need.
It seems that many women in the 20-50 year old range are seeking ways to say fit and healthy and keep their bodies nourished, so Flat Earth would be ideal for these women who need an extra delicious, boost.
I also enjoy the commercial because the brand is all about making the impossible possible. In the commercial the woman character discovers the impossible- a delicious chip made out of vegetables, that gives her body 1/2 a serving of vegies in every once. At the end of the commercial the pig that lead her to the chips also does the impossible- it flies away. The pig in the commercial also represents the logo for Flat Earth that is a pig with wings.

If the brand was positioned to a younger audience, I would suggest making more flavors like the Apple Cinnamon Grove, and adding sweetness to the flavors. Maybe a Pumpkin Nutmeg flavor, or a fruit and yogurt. The brand should probably also use handsome men in their commercials, like perhaps to make the impossible happen, have a frog that turns into a good-looking man at the end of the commercial; instead of a pig that flies away.

Ethics in Advertising

It is hard to say whether advertisers are right or wrong when targetting children, or teens. From one standpoint, I think that in recent years advertisers have been smart to start targetting children and teens rather than adults, because even though the adults are the ones with all the buying power, children and teens are very influential in what thier parents buy. I know as a kid I got whatever I wanted, in fact, I still do. And when I was younger I would make the biggest fuss if I didn't get what I wanted. And this is the same for many children; they will nag their parents and make a fuss until they get what they want. I think it is a smart move for the companies to target children and teens in their ads, it increases sales, and broadens the market. However, I also think there is a line that advertisers should not cross. Marketing toys to children and teens is a lot different than promoting alcohol and cigarettes.

When it comes to advertising alcohol and cigarettes, advertisers should be careful not to target children or teens. I think it is unethical to put a print ad promoting alcohol in a teen magazine. Teenagers are not old enough to buy the product, and it is illegal for parents to buy this product for their teenager. There is a reason for the age limit. Teenagers are not responsible enough to drink alcohol (as a teen I would have disagreed with this arguement), they do not know their limits, they are too immature, and many teens use the drug for fun, to be cool and popular. Teenagers do not understand the harmful effects of alcohol, and I do not believe that we, as a society, educate our teens enough when it comes to the topic of alcohol. And advertisers are feeding off of this. Advertisers make drinking alcohol seem so exciting...and many advertisers try to link drinking alcohol to living an ideal lifestyle...too many times I have seen beautiful people in expensive clothes, lying by a pool, drinking alcohol. I am not going to lie, as a teenager this type of ad made me want to drink alcohol, it is very intising.
All teenagers see when these types of ads are on tv commercials or in teen magazines print ads is FUN! Many do not even consider alcohol a drug...they do not see the addiction problem they could face, or the memory loss, or the increased aging rate. So, for one I do not think it is ethical for advertisers to promote alocohol to kids and teens, the other thing is that I think parents and schools need to educate kids about alcohol and other drugs at a younger age...and educate them better.

And advertisements for cigarettes should be limited too...I haven't seen a cigarette ad on television for many years...but advertisers should be careful with print ads for cigarettes just as alcohol. Even though there is now the Surgeon Generals Warning on packages and in ads, it still does not mean anything to teenagers. The only thing that matters is if smoking makes them look cool, and when smoking is tied to movie stars and extravagant lifestyles...teens are going to try and get cigarettes and teens will smoke. And again, just as with alcohol, I do not think that children and teens are educated enough about the effects of smoking. Tobacco and Nicotine are drugs too...and smoking cigarettes is also very addicting.

It is hard to debate whether advertisers go too far to push their product...especially when it comes to alcohol and cigarettes. As I said, if kids and teens were better educated about these drugs, there would be less of a chance that they would fall into being a victim of the drugs. However, when advertisers tie these drugs into fantastic, fun, extravagant lifestyles, the education of the products only goes so far.

Being "cool" rules over anything.

Brand Identity: Free People

Free People is a unique, creative brand that targets women in their 20's who want to feel simple pleasure, and freedom in the clothes and styles they wear. The focus for Free people is to create different looks for women, no matter what their personalities, so not one person will come out of the store dressed like the rest of the customers who shop there. Selling mostly through wholesale, and more recently branching to boutique stores around the country, Free People is growing, and looking for energetic, confident women constomers.



Core Identity

Product Thrust: stylish, contemporary clothing, accessories, and shoes
User Profile: women in their 20's who are creative and confident. These women like freedom in their dress so that their clothes can be as unique as each of their personalities.
Clothing Quality: well-made, durable, strongly constructed clothing at an affordable price
Core Image: appeals to the images of "femininity, courage, and spirit"


Extended Identity

Brand Personality: exciting, fun, stylish, creative, adventurous, romantic, spirited; for every woman, for every day, in every life
Product Scope: affordable stylish clothes, shoes, and accessories, and recycled vintage attire
Subbrands: WE THE FREE, vintage decorative hand made clothing
Logo: the image of a dragonfly; symbolizing freedom. The customers are free, able to fly/soar to new heights, and confident to reach their goals while staying comfortable and true with themselves
Brand Colors: neutrals and vivid pastels, or darker hues; very feminine and natural
Heritage: In the 1970's Dick Hayne developed a clothing line in Pennsylvania that allowed women to feel freedom and creativity through their dress


Value Proposition

Functional Benefits: Affordable clothing line that provides comfort as well as style and uniqueness with extras like a vibrant lounging area for boutique customers, and artistic hand made fixtures to bring an aesthetically pleasing experience to all customers.
Emotional Benefits: Feeling free to be yourself, while pleasing an artistic personality. Subbrands give back to the environment by recycling and re-designing vintage clothing articles
Self-expressive Symbolic Benefits: Self-expression is very evident throughout the entire Free People theme through handmade articles of clothing and fixtures, to encourage women to be themselves: confident, comfortable, creative, unique, romantic, adventurous, and strong beings.
Credibility: Creative, functional quality clothing that is comfortable



All Information found through Free People in the "Our Story" section of www.freepeople.com. 2008.

Top 10 Advertising Agencies

1. J. Walter Thompson
2. Leo Burnett Worldwide
3. McCann Erikson Worldwide
4. BBDO Worldwide
5. Grey Worldwide
6. DDB Worldwide
7. Ogilvy & Mather Worldwide
8. Foote, Cone, & Belding Worldwide
9. Y & R Advertising
10. Publicis Worldwide
(Shimp, Terence A . Advertising, Promotion and other aspects of Integrated Marketing Communications)



Several Ads from these Agencies that I enjoyed included the following:

Leo Burnett's
If...Insurance
The Risk Experts
http://www.youtube.com/watch?v=GZ2XjVNFcuw

I enjoyed this Leo Burnett advertisement not only because it had a cute animated mouse in it, but it was also humorous and unique.



J. Walter Thompson's
Grolsch-"Mr Jone's"
http://www.youtube.com/watch?v=2ZuhJTHe_FQ

I love the song, I love the fabulous lifestyle that is portrayed in the commercial, and I like the gorgeous actor. Its funny how the Dove commercial below is actually trying to show the negative impact that an ad like this Grolsch commercial can have on young children and socitey...I still like the ad though.



Ogilvy & Mather Worldwide
Dove- Onslought Commercial
http://www.youtube.com/watch?v=321Kb8pBu5s

I think this advertisement for Dove was not only entertaining, but also gave a good satirycal representation of how the American fashion industry and the public can have a negative influence on young children. Most advertisements today display beautiful, skinny, famous people in their ads...not many ads display what the average American woman looks like, and this can make people too overly concerned with outward appearances.



Leo Burnett's
Cadillac Escalade Ad
http://www.youtube.com/watch?v=o0h9-t1SxEk

This commercial made it obvious that Cadillac decided to take a different route in advertising for the Escalade. Instead of targeting an upper-middle class suburban customer base, this commercial focused on the hip-hop culture. It adding heavy background beats and showed off the Escalades' flashy chrome accents, shiny dash, and serious bass speakers.

Elements of Design: Color

WHITE

Picture Sources:

Fashion
http://stylebytes.net/2005/10/

Mouse
http://www.spoiledratten.com/breedingratscontent5.html

BLACK

Picture Sources:

Fashion
http://www.pursepage.com/handbags/fashion-runway-reports/page/2/

Panther
http://www.ecoworld.com/animals/big_cats_black_leopard.cfm

PURPLE

Picture Sources:

Fashion
http://www.catwalkqueen.tv/2007/02/oscar_trends_to.html

Guitar
http://www.rockandrollweekend.com/music_man.html

TURQUOISE

Picture Sources:

Fashion
http://www.people.com/people/gallery/0,,1223202_1,00.html

Violin
http://www.violinsandfiddles.com/images/turquoise.jpg

GREEN

Picture Sources:

Fashion
http://www.zootsuitstore.com/Shopping/Catalog/multi_prod_detail.asp?s=sa&ProductCode=ZBSSSA0AG

Camera/Phone
http://www.reghardware.co.uk/2006/08/16/trolltech_unveils_greenphone/

YELLOW

Picture Sources:

Fashion
http://www.stylewillsaveus.com/content.asp?contentid=857

Flower
http://www.mooseyscountrygarden.com/hen-house-garden/daisy-yellow-helenium.html

ORANGE

Picture Sources:

Fashion
http://www.viewimages.com/Search.aspx?mid=51304587&epmid=3&partner=Google

Oranges
http://www.naturesflavors.com/default.php?cPath=170

RED

Picture Sources:

Fashion
http://www.news.com.au/common/imagedata/0,,5251654,00.jpg

ipod
http://blog.digitalhomemag.com/resources/digitalhome/nano_red_front.jpg

HOT PINK

Picture Sources:

Fashion
http://rebeccabree.typepad.com/my_weblog/fashion/index.html

Car
http://www.southernoregon.com/ford/index.html

BROWN

Picture Sources:

Fashion
http://www.fashion-era.com/trends_2007a/2007_fall_fashion_trends_looks_2006_7.htm

Spider
http://www.cirrusimage.com/Arachnid/brown_recluse_spider.jpg