The Tei Pei Problem
As a part of the National Student Advertising Competition, our task was to reintroduce the brand Tai Pei Asian Food. The following are selected pages from our plans book which was submitted and took home second place in the district competition. My role on the creative team was to develop our campaign idea into commercial story boards, copy lines, retail activation concepts, and other marketing plans to raise brand awareness.
As a member of the creative team, we brainstormed for weeks on how to make Tai Pei relevant to the young millennial. Our final execution centered on "tough luck" scenarios through humor and our brand ambassador: Nai Nai.
Nai Nai is the grandma that tells it like it is. She holds nothing back, and gives you the tough luck responses you deserve, whether you want to hear them or not. Nai Nai still has love for the Tai Pei customer, and ultimately aims to make sure she offers the right mix of her blunt humor and a delicious dish of Tai Pei food.
The creative team was dealt the task of commercials, and the following are two of the four examples of story boards that were created for personas that we found related most to our brand.
The concept that I developed was the "party owls," which was created into an actual video and used in our final presentation to the judges. Being a college student, I wanted to add an all too relatable situation and exaggerate it for humor.
For this part of the campaign we needed to create retail activation concepts that would draw the customer to the point of purchase. I created copy lines and the idea of a fortune cookie coupon dispenser to add a different experience in the grocery store. To include our tough luck mantra with an old time saying, I came up with the copy line "My dear, crying over spilt milk is only allowed in the dairy section." This copy was to be posted as our freezer door stickers to draw the consumer to Tai Pei.
We all know the best stores are the ones with the free samples. After working with focus groups, we concluded that millennials are the most responsive to in-store experiences.
This part of our plans book was dedicated to sampling ideas to increase our consumer base, and I created the copy line for the sampling booth for Nai Nai: " Do what I say, take one from the tray."
Our team placed second in our district, and was unique in our brand ambassador concept. It allowed me to use my strengths of being both pragmatic in our brand strategy/direction, and my creativity in developing copy lines and in-store concepts.