THE OVERVIEW
Client: BOTE
Time for execution: 7 days
Miami Ad School Strategic Planning Portfolio Assignment
THE ASK
Develop an awareness campaign under Chispa’s “Sin Filtros” umbrella that increases the number of app downloads among US Hispanic females.
Location: United States
NO broadcast
Focus on events, socials, actions, and stunts.
The already existing products in the floats market do not match the quality and looks the BOTE consumer is looking for.
THE CHALLENGE
An aesthetic environment is the ultimate go-to disguise to make believe that wealth equals comfort.
THE INSIGHT
There’s power in aesthetics.
THE STRATEGY
creative IDEA
Where quality meets taste
“What we are trying to do with this new suite of products is match those people who are out on their yachts, on their boats, their pools or their houses that do not want something that looks like sh*t floating around and hanging out with them”
context
Bote is a watersports brand driven by a singular mission: To Stand Apart through industry-shaping innovation, fresh ideas and simplicity to create a product that defines a lifestyle. BOTE pushes the boundaries of technology and style, stirring the soul and inspiring adventure. They have already established themselves in the water sports boards industry and are looking to breakthrough in the booming market of pool floats with “The Hangout Suite”, a line of luxurious floating devices looking to revolutionize the way their audience hangs out on the water.
This is when we start discovering what the lifestyle of our user looks like:
target persona
“MOM”
Georgina is a stay-at-home mom in her mid-30s with a household income of $150k/yr with two children. Her family loves to go boating on the weekends in Florida and have a vacation home in the Hamptons that is on the water. Their family loves to travel and has a hunger for adventure, but also the parents love to watch their kids play while relaxing with friends. She has a specific style and quality standards and refuses to settle for less. She is willing to pay for convenience and quality. To get inspiration for her next adventure/vacation, she searches through Instagram via her favorite influencers to see what must-haves she “needs.” She follows reality TV and pop culture closely and gets influenced easily by their luxurious lifestyles. Since she’s a stay-at-home mom, she relies heavily on her husband's income to make large purchases. Even though her responsibilities may seem less, she still carries a lot of pressure to be a good mom and wife. Everything in her life is curated down to the trash can in her bathroom.
“DAD”
George is an investor in his early 40s that enjoys time off with his family. He travels back and forth from FL to NY for business and has a vacation home in the Hamptons he can take advantage of. He loves having new experiences with his family of 4. He takes on a lot of pressure being the family's breadwinner and openly communicates with his wife about finances and large purchases, they do it together as a team. One of the things that attracted him to his wife was her appreciation for aesthetics and design. He really appreciates quality and functional products that compliment his high-end lifestyle.
THEIR LIFESTYLE
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The price of retail of The Hangout Suite products suggest that our user has a higher than average income.
Hangout suite average price point per product: US$ 736
Compared to their main competitors:
Frontgate: US$ 160
FunBoy: US$ 90
Big Joe: US$ 85
Electric Life: US$ 135
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According to Linkedin, of those who make an income of $200,000 or more, nearly 70 percent said they feel stressed.
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Wealth X, a Research firm that provides data on the world's wealthiest individuals, came to the conclusion that from a list of 20 common hobbies:
Boating and yachting come in at number 7 with a 14.9% rate
Travel comes at number 2 with a 31% rate
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A study done by Procedia to learn the effect of Visual Product Aesthetics on Consumers’ Price Sensitivity suggest that:
Visual aesthetics create significant value for a product and makes it more special.
Participants were asked to respond to the following statements on a scale from 1 to 5
(1 = strongly disagree, 5 = strongly agree)
Owning products that have superior designs makes me feel good about myself scored a 3.98/5
A product’s design is a source of pleasure for me scored a 3.81/5
THE CHALLENGE
The already existing products in the floats market do not match the quality and looks the BOTE consumer is looking for.
THE opportunity
Showcase this collection not only as a practical high-quality suite of floats for adults but as a fun product that matches their lifestyle aesthetic as well.
INSIGHT
INSIGHT
An aesthetic environment is the ultimate go-to disguise to make believe that wealth equals comfort.
STRATEGY
STRATEGY
There’s power in aesthetics.
creative idea
Where quality meets taste
