1. AJA Group
“We think outside the square”
Creative Presentation
Client: Tourism Western Australia
Campaign: Experience Perth
Date: 06/3/2010
Account Managers: Aimie Smith, Jessica Abood and Ashleigh Wright
4. Brand Awareness Grid
Brand Recognition Brand awareness
(at point of purchase) (Prior to Purchase)
AJA Group
“We think outside the square”
5. Brand Preference Grid
Informational Transformational
Low involvement Low risk “relief” Low risk “reward”
purchases purchases
Established Audience
High- involvement High risk “relief” High risk “reward”
purchases purchases
New Audience
AJA Group
“We think outside the square”
6. THE BIG IDEA
AJA Group
“We think outside the square”
7. The Black Swan Theory: The Black Swan Theory
or "Theory of Black Swan Events" explains the
role of high-impact, unpredicted and rare
events that are beyond the realm of normal
expectations.
- Nassim Nicholas Talib
10. Concept 1. Experience your own Black Swan Event
• Perth has long been renowned as The city of the black swan
• The symbolism of the Black swan and “Black swan theory” will act as a visual
conveyor to leverage the KBC “Experience something unexpected”. Use of this
conveyor will illustrate the mysterious allure of Perth emphasising the destination
in terms of its distinctiveness of experience.
• This should create a chain reaction of meaning within the target audiences mind
Black swan intriguing/unpredictable/different Perth
• The concept of the “black swan theory” will be tactical in that it intellectually
stimulates the target audience leaving them searching for answers.
• In terms of emotions this campaign centralises on intrigue and particularly
Empowerment. The target audience should experience feelings of excitement and
freedom, prompting them to engage in behaviour to express these emotions.
• The concept also over claims the Key benefit, and strives towards emotional
authenticity for the target audience to create a “that could be me” effect. This is
best illustrated through the outdoor executions “tourist photographs”.
• Branding will be incorporated extensively throughout the campaign in order to
promote brand recognition
11. Executions
Phase 1.
Outdoor
Online
During phase 1 two below the line executions will be utilised to generate a
viral response. We are hopeful to create an aura of mystery surrounding
the “black swan theory” and get people talking, while not directly
pinpointing an immediate connection to Perth.
Phase 2.
Mystery TVC Commercial
Phase 2 of the campaign will be used to associate Perth with the black
swan conveyor and promote brand recognition. In this respect all questions
will be answered and… Specific Attention tactics are detailed as follows.
12. Outdoor P E R T H…
Experience your own Black
Swan Event
13. P E R T H…
Experience your own Black
Swan Event
14. Online Tell us about your black swan
experience for your chance to
win …
16. Concept Check against Grids
Brand Preference Creative Tactics Check Concept Check Concept
1. 2.
1.Use a logo or pack shot that is realistic and
exposed
2. Ensure sufficient exposure of logo or brand
item
3. Category need should be mentioned or
portrayed unless it is immediately obvious
17. Brand Preference Creative Tactics Concept 1. Concept 2.
1. Branding – new key benefit positioning of a brand or
sub-brand using an ISP, ASP or ESP – should be regarded
as high involvement/transformational and 2,3,5 should
be applied
2. The overall ad and the specific portrayal of the
product or service must be highly emotionally authentic
in the reaction of the target audience.
3. The transformational key benefit claim or claims
should be extreme (Overclaimed)
4. There may be secondary informational benefits which
should be pitched at the upper level of the target
consumers latitude of acceptance
5. Any person shown or hear in the ad is automatically a
presenter and must strongly have the characteristics of N/A
expertise ( expertise user) and ideal – similarity (
aspirational for the target customer )
