Sharp Shopper x Naked

Role: Creative Director

Purpose: Print, OOH, and Guerilla Marketing ads

Team members: Aislinn Turner and Emery Hasenstab

For a class project, we were tasked with creating advertisements using print and out-of-home marketing tactics for Sharp Shopper through the lens of a product sold there. We created a concept, constructed a creative brief, and developed our ads accordingly.

Research and Planning

Research

Our first step in the project was conducting primary and secondary research. I went to Sharp Shopper to determine which products we thought would fit our target audience. We also researched the audience and the brands in-depth.

View Citations

Creative Brief

Our next step was to develop the creative brief. This included our objective, audience, positioning, competition, creative guidelines, and the big idea. We used this throughout the project to bring us back to our goals.

View Brief

Brainstorming

Finally, we brainstormed ideas for creative approaches.

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Print Ads

Our big idea for the ads was to create "characters" that embodied traits and interests of our target audience. We found that millennials with children are known to spend a significant amount of money on groceries and they aim to make their dinner plates as healthy as possible. So, I decided to make a series of three print ads; one showing a busy mom, one practicing yoga, and one at the gym. These ads would be placed in magazines such as Men's Health, Women's Health, Cooking Light, or Eating Well to target those yearning for healthy lifestyles or healthy foods. We would also place them in local magazines where Sharp Shopper locations are (areas of Pennsylvania and Virginia). For example, we could advertise in the magazine that Harrisonburg Downtown Renaissance publishes.

Billboard

Since people only have a few seconds to register advertising messages when driving past billboards, we had to make it simple and use the copy to connect to Sharp Shopper. We believe our six-word phrase and simple characters have plenty of time to be registered and create intrigue. This billboard would be placed by exit 245 in Harrisonburg or whichever exit is closest to the locations elsewhere.

Critique: In hindsight, something we could have done better is highlighting Sharp Shopper. a lot of the campaign is more Naked-focused. I also would have put directions of some sort on the billboard.

Out-of-home Bus Wrap

The bus wrap was made to be put on public transportation around town. We had HDTP busses in mind specifically because we were using Harrisonburg as our advertising testing location, but it would apply for any public bus system in Sharp Shopper communities. The idea was to have the lids of the "characters" cut off and the people sitting inside the bus would have their heads completing the characters instead. This is made to be both humorous for the viewers but also convey that real people are the ones using the product.