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Presentazione proposte amplifonpersonas_userfarm

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Davide De Carolis
Davide De Carolis
SportBusinessWeiterbildung und Persönlichkeitsentwicklung
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PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO INT. CAFE/RESTAURANT! ! An attractive young WAITRESS talks directly to camera.! ! WAITRESS! You may have heard about Amplifon’s five customer profiles,! now it’s time to have lunch with them.! ! The waitress leads us to one of the tables where JACK (self- confident, white, not fashionable, bit of a gut) is finishing his meal.! ! WAITRESS (CONT’D)! Save room for desert? We have a! chocolate cake and ice cream sunday.! ! JACK! What the heck, gimmie one of each.! You only live one, right?! ! The scene freezes. DING! A bell sounds and an arrow points to Jack.! ! CHYRON: Cluster 1. Self confident! ! WAITRESS (V.O.)! Jack is self confident.! He accepts his age! ! Arrow points to his gut:! ! WAITRESS (V.O.)! Doesn’t care too much about taking! care of his health, but does keep a positive outlook.! ! Arrow points to his shoes (sandles with socks)! ! WAITRESS (V.O.)! Black socks with sandles?! Clearly he’s not worried about what others think.! ! ! !  !  ! PROPOSTA 1
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO The scene unfreezes.! ! JACK! When you get to be my age,! who do you have to impress?! ! We move on to a table with MARTHA (openhearted, black, dressed her age).! ! WAITRESS! Hi Martha. Having the usual?! ! MARTHA! I had some birthday cake at the boys & girls club! where I help out, so something lighter today, just the fish?! ! The scene freezes. DING!! CHYRON: Cluster 2. Openhearted! ! WAITRESS (V.O.)! Martha is part of the cluster we call “openhearted.”! She wants to feel useful to others, and worries about others.! ! Arrow points to graying hair.! ! WAITRESS (V.O.)! Gray hair - she doesn’t care about! trying to appear younger. She accepts getting older and,! she’s flexible enough to change her opinion.! ! WAITRESS! Well, the fish smells... a little! fishy today. I’d go with the chicken.! ! MARTHA! Perfect.! ! !  !  !  ! !  ! ! PROPOSTA 1
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO We move to another table where ALAN (subservient, overweight, poorly dressed white man) is sitting.! ! WAITRESS! Anything else I can get you? ! ! ALAN! What? It’s hard to hear! all this noise in here.! ! Freeze. DING.! CHYRON: Cluster 3. Subservient! ! WAITRESS (V.O.)! Alan is part of the group we call! subservient.! ! WAITRESS (V.O.)! He doesn’t take good care of his body or! appearance and may have a negative attitude about life.! ! Arrow on him leaning in and scrunching his face to hear.! ! WAITRESS (V.O.)! As you can see’s likely to be in denial about! his hearing loss or at least take a! longer time getting around to testing it.! ! We move to a table with JENNIFER (self-image protector, white woman, plastic surgery, fashionable clothing) sitting with one or two younger friends.! ! WAITRESS! Anything else I can get you?! ! JENNIFER! Better not, we’re off to our yoga! class after this.! ! !  !  !  ! ! PROPOSTA 1
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Freeze.! Cluster 4. Self-Image Protector! ! WAITRESS (V.O.)! Jennifer is what we call a! Self-image protector.! ! Arrow on makeup and dyed hair.! ! WAITRESS (V.O.)! She takes great care of her body and stays in shape! because she absolutely wants to look younger.! She also likes to feel like she’s part of a group.! ! JENNIFER! I’ll take a glass of wine, too.! ! WAITRESS! You got it.! ! JENNIFER! Aren’t you going to ask for ID?! ! We move to another table and meet CHUCK (Self-complacent, black or asian man) dressed in workout clothes, working on his book, not looking up.! ! CHUCK! Just bring me a kale salad! and the check please.! ! Freeze. DING! ! WAITRESS (V.O.)! Chuck is what we call,! Self-Complacent.! ! Arrow on clean shave! !  ! !  ! !  ! PROPOSTA 1
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO WAITRESS (V.O.)! Fresh shave, haircut - just like Jennifer, he takes great care of! his body and physical appearance,! ! Wide angle, arrow on his face buried in his book.!  ! WAITRESS (V.O.)! But he’s less social - and he! doesn’t feel the need to be useful to others.! He pursues his own goals.! ! The waitress walks to her starting position. As she names the various types of people, their faces appear in corners of the screen.! ! WAITRESS! There you have it. Self confident,! openhearted, subservient, self- image protector! and self-complacent.! Now excuse me while I circle back to check on! ms openhearted over there - she’s the best tipper.! ! !  !  ! !  ! !  ! 
 
 ! ! PROPOSTA 1
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Concept Amplifon seeking a way to introduce Managers and other employees to the five types of identified customers in an efficient, yet memorable way. !  ! !  ! 
 
 ! ! PROPOSTA 1 Production Addendum Concept Kantar Health is seeking a way to introduce Managers and other employees to the five types of identified customers in an efficient, yet memorable way. Our video will do this by meeting the customers where they naturally might congregate, in a relaxed, casual setting - a cafe at lunchtime. Our video will do this by meeting the customers where they naturally might congregate, in a relaxed, casual setting - a cafe at lunchtime.    !  
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Meet our host When the video begins, a young waitress greets us and provides some basic background infor- mation about the customer profiles. She’ll also serve as our narrator and guide throughout the video, both interacting with the customers and explaining the different personal- ity types to us  !  ! 
 
 ! ! PROPOSTA 1 Production Addendum Meet our customers Our waitress takes us into the restaurant, stopping by each table.  !   Meet our host When the video begins, a young waitress greets us and provides some basic background infor- mation about the customer profiles. She’ll also serve as our narrator and guide throughout the video, both interacting with the customers and explaining the different personal- ity types to us. As she does, she has a quick, natural interaction with the customers, each one representing a different personality category. The quick exchange from the customer will allow us insight into their personalities  
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Freeze During the exchange, the scene will freeze. Now that we have a face associated with each type of customer, text on the screen accompa- nied by narration will allow us to go a little deeper, explaining more about the various customers. Finally, our narrator will do a quick summary of what we’ve learned. PROPOSTA 1 Production Addendum
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Preface Goal Our goal is to create an engaging two minute video that teaches Amplifon managers and employees how to distinguish the five key customer personas. We will create an informative film that celebrates the tasty American tradition of baking pies. Each character persona will not only be displayed by a shift in actor, but also in set decoration and the type of pie they make. The audience will not only have the statistical information of each persona, but will be able to witness them in their natural environment. Thus we will inspire empathetic learning that lasts, and continue to hook their attention through the use of succulent ingredients.     TITLE: PIES" " !  ! 
 
 ! ! PROPOSTA 2 **ALL DIAGETIC SOUNDS ON SCREEN WILL SOUND FAR AWAY, LIKE! WE’RE HEARING WITHOUT AN AID.! **WITH EACH CHANGE OF PERSON, THE DECORATION OF THE SETTING! WILL ADAPT TO HELP DISPLAY THEIR CHARACTERISTICS AND! PERSONALITY! ! INT. SELF-CONFIDENT MAN KITCHEN - DAY! A slightly out of shape, SELF-CONFIDENT HISPANIC MAN (55+)! enters into his kitchen. One of his GRANDSON (10) carries the groceries in after him.! ! VO! The Self-confident man doesn’t! accept his hearing loss, 3,00 on 5.! ! Title over: 3,00 on 5.!  
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (CONT’D)! ! The Self-Confident man uses a nearby table for support as he takes a break from walking.! ! The Grandchild says something, but the Self- Confident man can’t understand. He pretends to with a smile and waves the child over to the counter.! VO! Due to their fear of! discrimination, they keep! hearing loss a secret, 2,48 on 5.! ! Title over: 2,48 on 5.! ! The Self-Confident man reaches into his pocket and pulls out a planner.! ! VO (CONT’D)! Hearing aids remind them of disease! and disability, 2,43 on 5.! ! Title over: 2,43 on 5.! ! In the planner, there is a list. The man checks the box next to ‘buy groceries'. Underneath is written ‘make a pie’. He checks that box as well.! ! VO (CONT’D)! They realize their hearing loss at! 55 and take their first test around! the age of 59.! ! He closes the planner, slips it in his pocket.! !  !  
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (INT. OPEN HEARTED WOMAN KITCHEN - DAY! ! An OPEN HEARTED BLACK WOMEN (55+), in dated conventional attire, walks over to her GRANDDAUGHTER (10) at the kitchen counter.! ! VO! The Open hearted accept their! hearing loss, 3,39 on 5.! ! Title over: 3,39 on 5! ! She rushes over and helps her granddaughter lift the groceries on the counter.! ! Her granddaughter says something as they unload FRESH FRUIT and PIE INGREDIENTS from the groceries. With a quick gesture she tells the girl to wait and turns up her HEARING AID.! ! VO (CONT’D)! They don’t mind if other people know! about their loss of hearing, 1,93 on 5! ! Title over: 1,93 on 5! ! She fixes her granddaughter’s hair with a smile.! The open hearted woman looks between the two. She picks up an apple, looks at it and then chooses the box of Blueberries.! ! VO (CONT’D)! They feel accepted by society and! don’t mind having hearing aids, 1,9! on 5.! Title over: 1,9 on 5! ! The open hearted woman changes her mind. She puts down the blueberries and picks up the apple again.!
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (VO (CONT’D)! When realizing they’re loosing! their hearing soon, around 51,! they’ll make their first test! around 55.! ! She bends down behind the cabinet to grab a mixing bowl.! ! SUB-SERVIANT KITCHEN - DAY! ! A WHITE SUB-SERVIANT man rises up from behind the cabinet with a mixing bowl. The ingredients of the pie have changed to chocolate. He catches his granddaughter stuff a pile of CHOCOLATE CHIPS in her mouth. She says something he can’t! understand.! ! VO! They don’t accept their hearing! loss, 3,08 on 5.! ! Title over: 3,08 on 5! ! He gives her a look of concern. He tries to take the chocolate away from her.! ! The girl grabs the other end of the bag.! ! VO (CONT’D)! Mostly, they’re less educated and! realize they have hearing loss from! 53-54 years but don’t have a test! until they’re 57 to 58 years old.! ! He relents and lets her have them.! The Subservient man pours pie ingredients into the mixing bowl.!
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 INT. SELF-IMAGE PROTECTOR KITCHEN - DAY! ! A SELF-IMAGE PROTECTOR WOMAN (55+), beats ingredients in a mixing bowl. She wears clothes that fit her form. By her side is her granddaughter (10) in a MATCHING OUTFIT.! ! VO! It’s mostly Women, 63 percent, who! don’t accept their hearing loss! internally 3,01 on 5.! ! Title over: 3,01 on 5.! ! She looks over at the RECIPE. It says GLUTEN- FREE PIE on the top.! ! VO (CONT’D)! They hide their hearing loss,! 2,57 on 5.! ! Title over: 2,57 on 5! ! She takes out the dough and pushes it into the pie pan as her granddaughter’s voice rambles off in the distance. The Selfimage protector smiles and nods like she can hear.! ! VO (CONT’D)! And feel that people will discriminate! against them for loosing their hearing.! Hearing aids are an ugly object, 2,60 on 5.! ! Title over: 2,60 on 5! ! She displays the pie crust to her granddaughter for approval.! The little girl nods her head ‘yes’.! !
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 VO (CONT’D)! Loss of hearing is recognized, on! average at 55 years and first test! is made at 58-59 years.! ! The self-image protector grabs another bowl, full of mixed PIE FILLING.! ! ! INT. SELF-COMPLACENT KITCHEN - DAY! ! A mixing bowl of PIE FILLING (fruit) falls into the pie crust. A SELF-COMPLACENT MAN (55+) in modern attire takes a second to fix his hair, and then puts down the mixing bowl.! His grandson rambles on next to him, but the Self-complacent man doesn’t pay any attention to him accept for the occasional nod.! ! VO! The Self-Complacent don’t accept! their hearing loss, 3,00 on 5.! ! Title over: 3,00 on 5.! ! He smoothes over the top of the pie filling with a spatula. The man looks over and sees his grandchild stare at him for a response.! ! The self-complacent man shrugs and goes back to smoothing the pie.! ! VO (CONT’D)! From fear of discrimination, they! hide the fact from the people they! know best, 2,48 on 5.! ! Title over: 2,48 on 5.! !
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 The self-complacent man carries the pie over to the oven.! When his grandchild tries to help him open it, he shoos the boy away with his hand.! ! VO (CONT’D)! To them, a hearing aid is an ugly! object that brings uncomfortable! feelings, 2,43 on 5.! ! The self-complacent man slips the pie in the oven.! ! Title over: 2,43 on 5.! ! VO (CONT’D)! They realize that their hearing! loss is happening around 55 and get! their first test at 59.! ! The self-complacent man closes the oven door.! ! FAST PACED MONTAGE:! We see a transition of the five different pies as they cook in the oven, one becomes the next in the sequential line.! ! The montage ends with the oven door opening.! GRID SHOT: All five people eat their pies with their grandchildren. Underneath is the title over of what they are.! !
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO   Purpose of this video is to enable Amplifon managers and employees to detect customer typologies (5), highlighting different behaviors.   Style: narrative documentary   A good-humored voiceover follows our 5 personas, narrating with a documentary tone their daily lives and habits.   Ref: http://www.youtube.com/watch?v=8Eg6yIwP2vs (for the voice over tone)         Title: AMPLIFON TYPES DOCUMENTARY     Il video si apre con un’animazione della map positioning, che già introduce all’interno delle cornici le 5 personas protagoniste.!  ! V.O. (m) w/ documentary tone and strong British accent:! Amplifon customers and prospects have different behaviors and personalities that let us identify and segment them into 5 types.!  ! 1.! Cut.! Da una macchina di grossa cilindrata scende un uomo sulla cinquantina, elegante e sorridente.! VO: The self-confident.!  ! Cut.! Lo ritroviamo a capotavola che parla durante una cena (di lavoro).! (se vogliamo tagliare le comparse possiamo vederlo alla lavagna che disegna un grafico e indica gli obiettivi a degli interlocutori che non vediamo)! ­VO: He has an amazing ego and is always positive!       .         PROPOSTA 3
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! -Il nostro protagonista è ora in ufficio e si esercita con grandissima attenzione con un tappetino mini-golf da ufficio: simulando uno swing perfetto mette la pallina in buca….! VO: He’s totally fine with getting older (no need to appear young) and see? He’s totally goal-oriented.!  ! So hearing well can become a goal for him: think about it.!  ! 2.! Cut.! Ci apre la porta di casa una donna sorridente sulla cinquantina.! VO: Then there’s the so-called openhearted: the one everybody loves.!  ! Cut.! La vediamo in salotto mentre gioca con i nipotini.! VO: She loves being useful to others…!  ! Cut.! Ora gioca a carte con le amiche.! VO: she really seems to enjoy her age!  ! Sorride in camera facendo il segno di vittoria! VO: she’s so nicely optimistic and open to changes.!  ! I think she’s open to take your suggestions too…!  !  ! 3.! Cut.! La camera mette a fuoco una donna sui 55 molto normale, in abiti da tutti i giorni, che cammina su un marciapiede.! VO: Here we have the subservient: a very normal person. Not to be underestimate though.!  ! La seguiamo che passeggia al mercato rionale.! ­VO: She doesn’t care that much of being in shape or not,! appearance is not her priority !  !       PROPOSTA 3
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! Ora si trova davanti all’armadio con in mano 2 camicie che chiede consiglio a un’amica.! VO: she’s not competitive! ­but she’s sensitive to what others think and always looking for advices.!  ! I’m sure you won’t miss the opportunity to give her yours about hearing well.!  !  ! 4.! Cut.! Una donna sulla sessantina, visibilmente curata e truccata, con indosso un abitino attillato e grandi occhiali da sole, compare sulla soglia della porta di casa, pronta per uscire.! V.O. Uh-uh, here she comes: the Self-image protector.! Quite simple to identify.!  ! Cut.! La vediamo di fronte a una porta con scritto “Centro estetico”.! V.O. First: ­She doesn’t accept getting older at all.!  ! Cut.! La vediamo uscire dalla porta mentre si guarda compiaciuta le unghie smaltate.! V.O. And for this she’s always longing of having an attractive appearance and looking young; !  ! Cut.! Ora fa yoga sul tappetino in salotto ! V.O. she spends a lot of time training to be in shape… !  ! Cut.! Al telefono con le borse dello shopping.! V.O. ..and she just loves being part of a community, feeling accepted. !  ! Does she know already that hearing can improve her image?!!  !  !  !   PROPOSTA 3
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO 5.! Cut.! Al parco ci viene incontro un prestante sessantenne, abbronzato e sorridente, in tuta da jogging.! V.O. And speaking of personality, we can’t ignore the Self- complacent.!  ! Ora sta facendo gli esercizi al parco.! V.O. He doesn’t like ageing neither.!  ! Cut.! Ora si da la crema contorno occhi e…! ­V.O. He takes great care of body and shape!  ! Cut.! sorridente e soddisfatto davanti allo specchio.! ­ V.O. …because he loves appearing young and attractive. ! -Oh boy, you look gorgeous!- (lo speaker sembra rivolgersi direttamente al protagonista)!  ! But we all know that hearing well can just better his life.!  ! Cut.! Torna la mappa iniziale delle personas, ma questa volta dentro le cornici scorrono le immagini del video.!  !  !  VO: So, all these types, they are waiting for you. Go and find them! It will be quite fun.!  ! Cartello+logo Amplifon.!  !  !  !         PROPOSTA 3
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Name: THE A PEOPLE (Alt. THE FIVES or FANTASTIC FIVES)   Style: TV series trailer   A friendly voiceover introduces 5 customer/prospect types to the audience, showcasing their peculiarities and habits, like they were characters in a TV series trailer. ! When the video plays, each character is first introduced with her face smiling inside a graphic frame. ! In super absolves the name of the type (the self-confident, the openhearted, etc). then the super dissolves, and we see the scenes full screen.*! *Everytime the voiceover gives an advice, at the end of each description, we can have the V.O. over the final scenes or, bdgt permitting, we can put a graphic icon symbolizing the character personality (love icon for the openhearted, a target for the self- confident, etc).!  ! Ref for how the graphic frame could work: Love Boat trailer!  ! Parte la musica, sigla pop. ! Il video si apre in esterni, su un flusso di folla/persone che passa sul marciapiede come accade in qualsiasi città metropolitana.!  ! V.O. (m) w/ friendly voice:! Out there, there are tons of Amplifon customers and prospects. To detect them, we have segmented them into 5 fantastic types.!  ! SUPER: logo illustration THE A PEOPLE!  ! 1.! Cut.! Da una macchina di grossa cilindrata scende un uomo sulla cinquantina, elegante e sorridente. Sulla faccia sorridente che guarda in camera per qualche secondo assolve la cornice grafica.! VO: The self-confident.! SUPER: THE SELF-CONFIDENT!  ! !  ! 
 
 ! PROPOSTA 4
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO In sequenza molto veloce.! Cut.! Lo ritroviamo a capotavola che parla durante una cena (di lavoro).! (se vogliamo tagliare le comparse possiamo vederlo alla lavagna che disegna un grafico e indica gli obiettivi a degli interlocutori che non vediamo)! ­VO: He has an amazing ego and is always positive!  ! Cut.! Il nostro protagonista è ora in ufficio, concentratisso con un set mini-golf da ufficio: con un colpo di pat perfetto mette la pallina in buca.! VO: He’s totally fine with getting older (no need to appear young) and see? He’s totally goal-oriented.!  ! Just make hearing well a goal for him: you’ll win.!  ! 2.! Cut.! Ci apre la porta di casa una donna sorridente sulla cinquantina. Sulla faccia sorridente che guarda in camera per qualche secondo assolve la cornice grafica.!  ! VO: the openhearted: the one everybody loves.! SUPER: THE OPENHEARTED!  ! In sequenza molto veloce.!  ! Cut.! La vediamo mentre gioca con i nipotini in salotto.! VO: She’s the most helpful person on earth…!  ! Cut.! Ora gioca a carte con le amiche.! VO: she really seems to enjoy her age!  ! Sorride in camera facendo il segno di vittoria! VO: she’s so nicely optimistic and open to changes.! Give her a honest advice, she’ll surely take it.!  !  !  ! !  ! PROPOSTA 4
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO 3.! Cut.! La camera mette a fuoco una donna sui 55 molto normale, in abiti da tutti i giorni, che cammina su un marciapiede. Mentre guarda in camera, per qualche secondo assolve la cornice grafica che inquadra il suo volto.! VO: The subservient ! SUPER: THE SUBSERVIENT! In sequenza molto veloce.!  ! La seguiamo che passeggia al farmer’s market di quartiere. !! ­VO: She doesn’t care that much of being in shape or not,! appearance is not her priority !  ! Cut.! Ora si trova davanti all’armadio con in mano 2 camicie, mentre chiede consiglio a un’amica.! VO: she’s not competitive! ­but she’s sensitive to what others think and always looking for advices.!  ! Hearing well is a normal need, just the way she is.!  ! 4.! Cut.! Una donna sulla sessantina, visibilmente curata e truccata, con indosso un abitino attillato e grandi occhiali da sole, compare sulla soglia della porta di casa, pronta per uscire. Mentre ci sorride in camera, per qualche secondo assolve la cornice grafica a incorniciare il suo volto.! V.O. There she goes: the Self-image protector.! Quite simple to identify.! SUPER: THE SELF-IMAGE PROTECTOR!  ! In sequenza molto veloce.!  ! Cut.! La vediamo di fronte a una porta con insegna “Istituto Estetico”.! V.O. ­She doesn’t accept getting older at all.!  ! !  !  !  ! PROPOSTA 4
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! La vediamo uscire dalla porta mentre si guarda compiaciuta le unghie smaltate.! V.O. She’s always longing of having an attractive appearance and looking young; !  ! Cut.! Ora sta facendo yoga sul tappetino in salotto. ! V.O. she spends a lot of time training to be in shape… !  ! Cut.! Al telefono con le borse dello shopping.! V.O. ..and she loves being part of a community, feeling accepted. !  ! She’ll be more than interested to know that hearing can improve her image.!  ! 5.! Cut.! Al parco ci viene incontro un prestante sessantenne, abbronzato e sorridente, in tuta da jogging. La cornice grafica assolve incorniciandone il sorriso autocompiaciuto.! V.O. And speaking of types, we can’t ignore the Self-complacent.! SUPER: THE SELF-COMPLACENT!  ! Ora sta facendo gli esercizi al parco.! V.O. He doesn’t like ageing neither.!  ! Cut.! Ora si da la crema contorno occhi e…! ­V.O. He takes great care of body and shape!  !  ! !  ! 
 
 ! ! PROPOSTA 4
PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! posa sorridente e soddisfatto davanti allo specchio.! ­ V.O. …because he loves appearing young and attractive. !  ! Make him aware that hearing well can better his life.!  ! Cut.! Su quest’ultima scena assolvono tutte e 5 le graphic frame con dentro i nostri personaggi! VO: Now it’s your turn. Go out and meet them!! ! ! Cartello+logo Amplifon.!  ! !  !  ! !  ! !  ! 
 
 ! ! PROPOSTA 4
  Claudio Ferilli Sales manager claudioferilli@userfarm.com   Patrik Gallo Global Production Coordinator patrikgallo@userfarm.com CONTACT

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Presentazione proposte amplifonpersonas_userfarm

  • 1.
  • 2. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO
  • 3. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO INT. CAFE/RESTAURANT! ! An attractive young WAITRESS talks directly to camera.! ! WAITRESS! You may have heard about Amplifon’s five customer profiles,! now it’s time to have lunch with them.! ! The waitress leads us to one of the tables where JACK (self- confident, white, not fashionable, bit of a gut) is finishing his meal.! ! WAITRESS (CONT’D)! Save room for desert? We have a! chocolate cake and ice cream sunday.! ! JACK! What the heck, gimmie one of each.! You only live one, right?! ! The scene freezes. DING! A bell sounds and an arrow points to Jack.! ! CHYRON: Cluster 1. Self confident! ! WAITRESS (V.O.)! Jack is self confident.! He accepts his age! ! Arrow points to his gut:! ! WAITRESS (V.O.)! Doesn’t care too much about taking! care of his health, but does keep a positive outlook.! ! Arrow points to his shoes (sandles with socks)! ! WAITRESS (V.O.)! Black socks with sandles?! Clearly he’s not worried about what others think.! ! ! !  !  ! PROPOSTA 1
  • 4. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO The scene unfreezes.! ! JACK! When you get to be my age,! who do you have to impress?! ! We move on to a table with MARTHA (openhearted, black, dressed her age).! ! WAITRESS! Hi Martha. Having the usual?! ! MARTHA! I had some birthday cake at the boys & girls club! where I help out, so something lighter today, just the fish?! ! The scene freezes. DING!! CHYRON: Cluster 2. Openhearted! ! WAITRESS (V.O.)! Martha is part of the cluster we call “openhearted.”! She wants to feel useful to others, and worries about others.! ! Arrow points to graying hair.! ! WAITRESS (V.O.)! Gray hair - she doesn’t care about! trying to appear younger. She accepts getting older and,! she’s flexible enough to change her opinion.! ! WAITRESS! Well, the fish smells... a little! fishy today. I’d go with the chicken.! ! MARTHA! Perfect.! ! !  !  !  ! !  ! ! PROPOSTA 1
  • 5. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO We move to another table where ALAN (subservient, overweight, poorly dressed white man) is sitting.! ! WAITRESS! Anything else I can get you? ! ! ALAN! What? It’s hard to hear! all this noise in here.! ! Freeze. DING.! CHYRON: Cluster 3. Subservient! ! WAITRESS (V.O.)! Alan is part of the group we call! subservient.! ! WAITRESS (V.O.)! He doesn’t take good care of his body or! appearance and may have a negative attitude about life.! ! Arrow on him leaning in and scrunching his face to hear.! ! WAITRESS (V.O.)! As you can see’s likely to be in denial about! his hearing loss or at least take a! longer time getting around to testing it.! ! We move to a table with JENNIFER (self-image protector, white woman, plastic surgery, fashionable clothing) sitting with one or two younger friends.! ! WAITRESS! Anything else I can get you?! ! JENNIFER! Better not, we’re off to our yoga! class after this.! ! !  !  !  ! ! PROPOSTA 1
  • 6. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Freeze.! Cluster 4. Self-Image Protector! ! WAITRESS (V.O.)! Jennifer is what we call a! Self-image protector.! ! Arrow on makeup and dyed hair.! ! WAITRESS (V.O.)! She takes great care of her body and stays in shape! because she absolutely wants to look younger.! She also likes to feel like she’s part of a group.! ! JENNIFER! I’ll take a glass of wine, too.! ! WAITRESS! You got it.! ! JENNIFER! Aren’t you going to ask for ID?! ! We move to another table and meet CHUCK (Self-complacent, black or asian man) dressed in workout clothes, working on his book, not looking up.! ! CHUCK! Just bring me a kale salad! and the check please.! ! Freeze. DING! ! WAITRESS (V.O.)! Chuck is what we call,! Self-Complacent.! ! Arrow on clean shave! !  ! !  ! !  ! PROPOSTA 1
  • 7. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO WAITRESS (V.O.)! Fresh shave, haircut - just like Jennifer, he takes great care of! his body and physical appearance,! ! Wide angle, arrow on his face buried in his book.!  ! WAITRESS (V.O.)! But he’s less social - and he! doesn’t feel the need to be useful to others.! He pursues his own goals.! ! The waitress walks to her starting position. As she names the various types of people, their faces appear in corners of the screen.! ! WAITRESS! There you have it. Self confident,! openhearted, subservient, self- image protector! and self-complacent.! Now excuse me while I circle back to check on! ms openhearted over there - she’s the best tipper.! ! !  !  ! !  ! !  ! 
 
 ! ! PROPOSTA 1
  • 8. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Concept Amplifon seeking a way to introduce Managers and other employees to the five types of identified customers in an efficient, yet memorable way. !  ! !  ! 
 
 ! ! PROPOSTA 1 Production Addendum Concept Kantar Health is seeking a way to introduce Managers and other employees to the five types of identified customers in an efficient, yet memorable way. Our video will do this by meeting the customers where they naturally might congregate, in a relaxed, casual setting - a cafe at lunchtime. Our video will do this by meeting the customers where they naturally might congregate, in a relaxed, casual setting - a cafe at lunchtime.    !  
  • 9. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Meet our host When the video begins, a young waitress greets us and provides some basic background infor- mation about the customer profiles. She’ll also serve as our narrator and guide throughout the video, both interacting with the customers and explaining the different personal- ity types to us  !  ! 
 
 ! ! PROPOSTA 1 Production Addendum Meet our customers Our waitress takes us into the restaurant, stopping by each table.  !   Meet our host When the video begins, a young waitress greets us and provides some basic background infor- mation about the customer profiles. She’ll also serve as our narrator and guide throughout the video, both interacting with the customers and explaining the different personal- ity types to us. As she does, she has a quick, natural interaction with the customers, each one representing a different personality category. The quick exchange from the customer will allow us insight into their personalities  
  • 10. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Freeze During the exchange, the scene will freeze. Now that we have a face associated with each type of customer, text on the screen accompa- nied by narration will allow us to go a little deeper, explaining more about the various customers. Finally, our narrator will do a quick summary of what we’ve learned. PROPOSTA 1 Production Addendum
  • 11. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Preface Goal Our goal is to create an engaging two minute video that teaches Amplifon managers and employees how to distinguish the five key customer personas. We will create an informative film that celebrates the tasty American tradition of baking pies. Each character persona will not only be displayed by a shift in actor, but also in set decoration and the type of pie they make. The audience will not only have the statistical information of each persona, but will be able to witness them in their natural environment. Thus we will inspire empathetic learning that lasts, and continue to hook their attention through the use of succulent ingredients.     TITLE: PIES" " !  ! 
 
 ! ! PROPOSTA 2 **ALL DIAGETIC SOUNDS ON SCREEN WILL SOUND FAR AWAY, LIKE! WE’RE HEARING WITHOUT AN AID.! **WITH EACH CHANGE OF PERSON, THE DECORATION OF THE SETTING! WILL ADAPT TO HELP DISPLAY THEIR CHARACTERISTICS AND! PERSONALITY! ! INT. SELF-CONFIDENT MAN KITCHEN - DAY! A slightly out of shape, SELF-CONFIDENT HISPANIC MAN (55+)! enters into his kitchen. One of his GRANDSON (10) carries the groceries in after him.! ! VO! The Self-confident man doesn’t! accept his hearing loss, 3,00 on 5.! ! Title over: 3,00 on 5.!  
  • 12. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (CONT’D)! ! The Self-Confident man uses a nearby table for support as he takes a break from walking.! ! The Grandchild says something, but the Self- Confident man can’t understand. He pretends to with a smile and waves the child over to the counter.! VO! Due to their fear of! discrimination, they keep! hearing loss a secret, 2,48 on 5.! ! Title over: 2,48 on 5.! ! The Self-Confident man reaches into his pocket and pulls out a planner.! ! VO (CONT’D)! Hearing aids remind them of disease! and disability, 2,43 on 5.! ! Title over: 2,43 on 5.! ! In the planner, there is a list. The man checks the box next to ‘buy groceries'. Underneath is written ‘make a pie’. He checks that box as well.! ! VO (CONT’D)! They realize their hearing loss at! 55 and take their first test around! the age of 59.! ! He closes the planner, slips it in his pocket.! !  !  
  • 13. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (INT. OPEN HEARTED WOMAN KITCHEN - DAY! ! An OPEN HEARTED BLACK WOMEN (55+), in dated conventional attire, walks over to her GRANDDAUGHTER (10) at the kitchen counter.! ! VO! The Open hearted accept their! hearing loss, 3,39 on 5.! ! Title over: 3,39 on 5! ! She rushes over and helps her granddaughter lift the groceries on the counter.! ! Her granddaughter says something as they unload FRESH FRUIT and PIE INGREDIENTS from the groceries. With a quick gesture she tells the girl to wait and turns up her HEARING AID.! ! VO (CONT’D)! They don’t mind if other people know! about their loss of hearing, 1,93 on 5! ! Title over: 1,93 on 5! ! She fixes her granddaughter’s hair with a smile.! The open hearted woman looks between the two. She picks up an apple, looks at it and then chooses the box of Blueberries.! ! VO (CONT’D)! They feel accepted by society and! don’t mind having hearing aids, 1,9! on 5.! Title over: 1,9 on 5! ! The open hearted woman changes her mind. She puts down the blueberries and picks up the apple again.!
  • 14. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 (VO (CONT’D)! When realizing they’re loosing! their hearing soon, around 51,! they’ll make their first test! around 55.! ! She bends down behind the cabinet to grab a mixing bowl.! ! SUB-SERVIANT KITCHEN - DAY! ! A WHITE SUB-SERVIANT man rises up from behind the cabinet with a mixing bowl. The ingredients of the pie have changed to chocolate. He catches his granddaughter stuff a pile of CHOCOLATE CHIPS in her mouth. She says something he can’t! understand.! ! VO! They don’t accept their hearing! loss, 3,08 on 5.! ! Title over: 3,08 on 5! ! He gives her a look of concern. He tries to take the chocolate away from her.! ! The girl grabs the other end of the bag.! ! VO (CONT’D)! Mostly, they’re less educated and! realize they have hearing loss from! 53-54 years but don’t have a test! until they’re 57 to 58 years old.! ! He relents and lets her have them.! The Subservient man pours pie ingredients into the mixing bowl.!
  • 15. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 INT. SELF-IMAGE PROTECTOR KITCHEN - DAY! ! A SELF-IMAGE PROTECTOR WOMAN (55+), beats ingredients in a mixing bowl. She wears clothes that fit her form. By her side is her granddaughter (10) in a MATCHING OUTFIT.! ! VO! It’s mostly Women, 63 percent, who! don’t accept their hearing loss! internally 3,01 on 5.! ! Title over: 3,01 on 5.! ! She looks over at the RECIPE. It says GLUTEN- FREE PIE on the top.! ! VO (CONT’D)! They hide their hearing loss,! 2,57 on 5.! ! Title over: 2,57 on 5! ! She takes out the dough and pushes it into the pie pan as her granddaughter’s voice rambles off in the distance. The Selfimage protector smiles and nods like she can hear.! ! VO (CONT’D)! And feel that people will discriminate! against them for loosing their hearing.! Hearing aids are an ugly object, 2,60 on 5.! ! Title over: 2,60 on 5! ! She displays the pie crust to her granddaughter for approval.! The little girl nods her head ‘yes’.! !
  • 16. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 VO (CONT’D)! Loss of hearing is recognized, on! average at 55 years and first test! is made at 58-59 years.! ! The self-image protector grabs another bowl, full of mixed PIE FILLING.! ! ! INT. SELF-COMPLACENT KITCHEN - DAY! ! A mixing bowl of PIE FILLING (fruit) falls into the pie crust. A SELF-COMPLACENT MAN (55+) in modern attire takes a second to fix his hair, and then puts down the mixing bowl.! His grandson rambles on next to him, but the Self-complacent man doesn’t pay any attention to him accept for the occasional nod.! ! VO! The Self-Complacent don’t accept! their hearing loss, 3,00 on 5.! ! Title over: 3,00 on 5.! ! He smoothes over the top of the pie filling with a spatula. The man looks over and sees his grandchild stare at him for a response.! ! The self-complacent man shrugs and goes back to smoothing the pie.! ! VO (CONT’D)! From fear of discrimination, they! hide the fact from the people they! know best, 2,48 on 5.! ! Title over: 2,48 on 5.! !
  • 17. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO PROPOSTA 2 The self-complacent man carries the pie over to the oven.! When his grandchild tries to help him open it, he shoos the boy away with his hand.! ! VO (CONT’D)! To them, a hearing aid is an ugly! object that brings uncomfortable! feelings, 2,43 on 5.! ! The self-complacent man slips the pie in the oven.! ! Title over: 2,43 on 5.! ! VO (CONT’D)! They realize that their hearing! loss is happening around 55 and get! their first test at 59.! ! The self-complacent man closes the oven door.! ! FAST PACED MONTAGE:! We see a transition of the five different pies as they cook in the oven, one becomes the next in the sequential line.! ! The montage ends with the oven door opening.! GRID SHOT: All five people eat their pies with their grandchildren. Underneath is the title over of what they are.! !
  • 18. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO   Purpose of this video is to enable Amplifon managers and employees to detect customer typologies (5), highlighting different behaviors.   Style: narrative documentary   A good-humored voiceover follows our 5 personas, narrating with a documentary tone their daily lives and habits.   Ref: http://www.youtube.com/watch?v=8Eg6yIwP2vs (for the voice over tone)         Title: AMPLIFON TYPES DOCUMENTARY     Il video si apre con un’animazione della map positioning, che già introduce all’interno delle cornici le 5 personas protagoniste.!  ! V.O. (m) w/ documentary tone and strong British accent:! Amplifon customers and prospects have different behaviors and personalities that let us identify and segment them into 5 types.!  ! 1.! Cut.! Da una macchina di grossa cilindrata scende un uomo sulla cinquantina, elegante e sorridente.! VO: The self-confident.!  ! Cut.! Lo ritroviamo a capotavola che parla durante una cena (di lavoro).! (se vogliamo tagliare le comparse possiamo vederlo alla lavagna che disegna un grafico e indica gli obiettivi a degli interlocutori che non vediamo)! ­VO: He has an amazing ego and is always positive!       .         PROPOSTA 3
  • 19. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! -Il nostro protagonista è ora in ufficio e si esercita con grandissima attenzione con un tappetino mini-golf da ufficio: simulando uno swing perfetto mette la pallina in buca….! VO: He’s totally fine with getting older (no need to appear young) and see? He’s totally goal-oriented.!  ! So hearing well can become a goal for him: think about it.!  ! 2.! Cut.! Ci apre la porta di casa una donna sorridente sulla cinquantina.! VO: Then there’s the so-called openhearted: the one everybody loves.!  ! Cut.! La vediamo in salotto mentre gioca con i nipotini.! VO: She loves being useful to others…!  ! Cut.! Ora gioca a carte con le amiche.! VO: she really seems to enjoy her age!  ! Sorride in camera facendo il segno di vittoria! VO: she’s so nicely optimistic and open to changes.!  ! I think she’s open to take your suggestions too…!  !  ! 3.! Cut.! La camera mette a fuoco una donna sui 55 molto normale, in abiti da tutti i giorni, che cammina su un marciapiede.! VO: Here we have the subservient: a very normal person. Not to be underestimate though.!  ! La seguiamo che passeggia al mercato rionale.! ­VO: She doesn’t care that much of being in shape or not,! appearance is not her priority !  !       PROPOSTA 3
  • 20. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! Ora si trova davanti all’armadio con in mano 2 camicie che chiede consiglio a un’amica.! VO: she’s not competitive! ­but she’s sensitive to what others think and always looking for advices.!  ! I’m sure you won’t miss the opportunity to give her yours about hearing well.!  !  ! 4.! Cut.! Una donna sulla sessantina, visibilmente curata e truccata, con indosso un abitino attillato e grandi occhiali da sole, compare sulla soglia della porta di casa, pronta per uscire.! V.O. Uh-uh, here she comes: the Self-image protector.! Quite simple to identify.!  ! Cut.! La vediamo di fronte a una porta con scritto “Centro estetico”.! V.O. First: ­She doesn’t accept getting older at all.!  ! Cut.! La vediamo uscire dalla porta mentre si guarda compiaciuta le unghie smaltate.! V.O. And for this she’s always longing of having an attractive appearance and looking young; !  ! Cut.! Ora fa yoga sul tappetino in salotto ! V.O. she spends a lot of time training to be in shape… !  ! Cut.! Al telefono con le borse dello shopping.! V.O. ..and she just loves being part of a community, feeling accepted. !  ! Does she know already that hearing can improve her image?!!  !  !  !   PROPOSTA 3
  • 21. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO 5.! Cut.! Al parco ci viene incontro un prestante sessantenne, abbronzato e sorridente, in tuta da jogging.! V.O. And speaking of personality, we can’t ignore the Self- complacent.!  ! Ora sta facendo gli esercizi al parco.! V.O. He doesn’t like ageing neither.!  ! Cut.! Ora si da la crema contorno occhi e…! ­V.O. He takes great care of body and shape!  ! Cut.! sorridente e soddisfatto davanti allo specchio.! ­ V.O. …because he loves appearing young and attractive. ! -Oh boy, you look gorgeous!- (lo speaker sembra rivolgersi direttamente al protagonista)!  ! But we all know that hearing well can just better his life.!  ! Cut.! Torna la mappa iniziale delle personas, ma questa volta dentro le cornici scorrono le immagini del video.!  !  !  VO: So, all these types, they are waiting for you. Go and find them! It will be quite fun.!  ! Cartello+logo Amplifon.!  !  !  !         PROPOSTA 3
  • 22. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Name: THE A PEOPLE (Alt. THE FIVES or FANTASTIC FIVES)   Style: TV series trailer   A friendly voiceover introduces 5 customer/prospect types to the audience, showcasing their peculiarities and habits, like they were characters in a TV series trailer. ! When the video plays, each character is first introduced with her face smiling inside a graphic frame. ! In super absolves the name of the type (the self-confident, the openhearted, etc). then the super dissolves, and we see the scenes full screen.*! *Everytime the voiceover gives an advice, at the end of each description, we can have the V.O. over the final scenes or, bdgt permitting, we can put a graphic icon symbolizing the character personality (love icon for the openhearted, a target for the self- confident, etc).!  ! Ref for how the graphic frame could work: Love Boat trailer!  ! Parte la musica, sigla pop. ! Il video si apre in esterni, su un flusso di folla/persone che passa sul marciapiede come accade in qualsiasi città metropolitana.!  ! V.O. (m) w/ friendly voice:! Out there, there are tons of Amplifon customers and prospects. To detect them, we have segmented them into 5 fantastic types.!  ! SUPER: logo illustration THE A PEOPLE!  ! 1.! Cut.! Da una macchina di grossa cilindrata scende un uomo sulla cinquantina, elegante e sorridente. Sulla faccia sorridente che guarda in camera per qualche secondo assolve la cornice grafica.! VO: The self-confident.! SUPER: THE SELF-CONFIDENT!  ! !  ! 
 
 ! PROPOSTA 4
  • 23. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO In sequenza molto veloce.! Cut.! Lo ritroviamo a capotavola che parla durante una cena (di lavoro).! (se vogliamo tagliare le comparse possiamo vederlo alla lavagna che disegna un grafico e indica gli obiettivi a degli interlocutori che non vediamo)! ­VO: He has an amazing ego and is always positive!  ! Cut.! Il nostro protagonista è ora in ufficio, concentratisso con un set mini-golf da ufficio: con un colpo di pat perfetto mette la pallina in buca.! VO: He’s totally fine with getting older (no need to appear young) and see? He’s totally goal-oriented.!  ! Just make hearing well a goal for him: you’ll win.!  ! 2.! Cut.! Ci apre la porta di casa una donna sorridente sulla cinquantina. Sulla faccia sorridente che guarda in camera per qualche secondo assolve la cornice grafica.!  ! VO: the openhearted: the one everybody loves.! SUPER: THE OPENHEARTED!  ! In sequenza molto veloce.!  ! Cut.! La vediamo mentre gioca con i nipotini in salotto.! VO: She’s the most helpful person on earth…!  ! Cut.! Ora gioca a carte con le amiche.! VO: she really seems to enjoy her age!  ! Sorride in camera facendo il segno di vittoria! VO: she’s so nicely optimistic and open to changes.! Give her a honest advice, she’ll surely take it.!  !  !  ! !  ! PROPOSTA 4
  • 24. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO 3.! Cut.! La camera mette a fuoco una donna sui 55 molto normale, in abiti da tutti i giorni, che cammina su un marciapiede. Mentre guarda in camera, per qualche secondo assolve la cornice grafica che inquadra il suo volto.! VO: The subservient ! SUPER: THE SUBSERVIENT! In sequenza molto veloce.!  ! La seguiamo che passeggia al farmer’s market di quartiere. !! ­VO: She doesn’t care that much of being in shape or not,! appearance is not her priority !  ! Cut.! Ora si trova davanti all’armadio con in mano 2 camicie, mentre chiede consiglio a un’amica.! VO: she’s not competitive! ­but she’s sensitive to what others think and always looking for advices.!  ! Hearing well is a normal need, just the way she is.!  ! 4.! Cut.! Una donna sulla sessantina, visibilmente curata e truccata, con indosso un abitino attillato e grandi occhiali da sole, compare sulla soglia della porta di casa, pronta per uscire. Mentre ci sorride in camera, per qualche secondo assolve la cornice grafica a incorniciare il suo volto.! V.O. There she goes: the Self-image protector.! Quite simple to identify.! SUPER: THE SELF-IMAGE PROTECTOR!  ! In sequenza molto veloce.!  ! Cut.! La vediamo di fronte a una porta con insegna “Istituto Estetico”.! V.O. ­She doesn’t accept getting older at all.!  ! !  !  !  ! PROPOSTA 4
  • 25. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! La vediamo uscire dalla porta mentre si guarda compiaciuta le unghie smaltate.! V.O. She’s always longing of having an attractive appearance and looking young; !  ! Cut.! Ora sta facendo yoga sul tappetino in salotto. ! V.O. she spends a lot of time training to be in shape… !  ! Cut.! Al telefono con le borse dello shopping.! V.O. ..and she loves being part of a community, feeling accepted. !  ! She’ll be more than interested to know that hearing can improve her image.!  ! 5.! Cut.! Al parco ci viene incontro un prestante sessantenne, abbronzato e sorridente, in tuta da jogging. La cornice grafica assolve incorniciandone il sorriso autocompiaciuto.! V.O. And speaking of types, we can’t ignore the Self-complacent.! SUPER: THE SELF-COMPLACENT!  ! Ora sta facendo gli esercizi al parco.! V.O. He doesn’t like ageing neither.!  ! Cut.! Ora si da la crema contorno occhi e…! ­V.O. He takes great care of body and shape!  !  ! !  ! 
 
 ! ! PROPOSTA 4
  • 26. PROPOSTE CREATIVE PER “AMPLIFON CUSTOMER SEGMENTS” VIDEO Cut.! posa sorridente e soddisfatto davanti allo specchio.! ­ V.O. …because he loves appearing young and attractive. !  ! Make him aware that hearing well can better his life.!  ! Cut.! Su quest’ultima scena assolvono tutte e 5 le graphic frame con dentro i nostri personaggi! VO: Now it’s your turn. Go out and meet them!! ! ! Cartello+logo Amplifon.!  ! !  !  ! !  ! !  ! 
 
 ! ! PROPOSTA 4
  • 27.   Claudio Ferilli Sales manager claudioferilli@userfarm.com   Patrik Gallo Global Production Coordinator patrikgallo@userfarm.com CONTACT