FY19 Initial KO
September 17, 2018
What we’re kicking off today
Bring the UNC website with up to date templates (uniform with the enterprise)
WEBSITE OVERHAUL
Standardized JMS templates across the site
WEBSITE
OVERHAUL
SCHEDULE
Logistics
PID: 196755
Timesheet Tasks:
PID
Box
Combined for all 3 components, we do have an expense budget for third party video, stock images, stock video, music, fonts - $20k
Expenses
Testing Stimuli
BRAND IS LOOKING TO TEST CREATIVE AHEAD OF PRODUCTION
ASI TESTING STIMULI
�
What we need to create:
YOU THE MOM CELEBRATION
OLV Scripts
��When your kids notice your mom game is on fire, that's a great feeling. Let’s show off that internal Mom celebration in a hilarious, showstopping way, paired with the bold “You the Mom!” phrasing for shareable and memorable online videos.��We’ll make a series of :15s set in simple family home, with special effects and clips of stock footage celebration, to dramatize that feel-good moment when your kids notice: You the Mom! ��We can also create targeted, text only :06 bumpers that use You the Mom! Themed headlines and are tailored to the targets or videos being watched. Or pick up little bumpers of one simple video scenario on the shoot day.
We open on a family gathered in a kitchen around the island. A kid enters and throws his back pack up on a hook. He casually walks by shares a nonchalant positive comment with his Mom - which is answered with a super bold and visually hilarious “YOU THE MOM!” graphics and celebratory stock footage. An Uncrustable box is sitting on the counter in the opening shot. The rapid change from everyday life to super bold and loud back to normal life will be humorous. Our VO is a heroic announcer. ��Billy: Mom, thanks for lunch today - super tasty.�Suddenly a big bold graphical treatment of You the Mom! Appears and stock footage of celebrations start popping off. Think flailing inflatable car dealership men, marching bands, fireworks, and Uncrustables falling from the sky. There is much revelry and explosions of confetti, and bold graphics.��Announcer/SUPER: You The Mom!�Suddenly all the graphics / boldness disappear and we’re back in the kitchen.
�Mom: You’re welcome!�We zoom out to a Uncrustable counter shot, with the family out of focus in the background. A piece of confetti falls, playing off the celebration.
�Announcer: Happy kids deserve some celebration. No Mess. No Prep. Deliciously soft bread. Uncrustables. You The Mom!
SUPER: No Mess. No Prep. Deliciously soft bread. Uncrustables. You The Mom!���
OLV - AFTERSCHOOL PRAISE: 15
Message: Taste kids love
In-Market Testing of RTBs
RTB SOCIAL TESTING
IN-MARKET TESTING TO DETERMINE WHICH RTBs RESONATE BEST
��Brand would like to use this “down time” to do some in-market testing on FB/IG on which RTBs resonate the most with consumers. The RTBs they’d like to test are:
WAITING FOR CLIENT CONFIRMATION
Logistics
PID: 196755
Timesheet Tasks:
PID
Box
Combined for all 3 components, we do have an expense budget for third party video, stock images, stock video, music, fonts - $20k
Expenses
RTBs