Educate the target market, people ages 18 to 25, on national energy issues. A daunting task to say the least, but after exhaustive research and careful planning we were able to boil down what we learned into the backbone of our campaign.
As for our target, research was critical and the findings undeniable. People ages 18 to 25 know very little about energy. Women showed a desire to learn and a desire to conserve. Men, on the other hand, did not. As it turns out, men in our target are not very forward thinking. They also, on the whole, do not care about conservation. The campaign we have devised is as brilliant as it is simple. It all stems from two facts:
1) Men ages 18 to 25 don’t know or care about energy.
2) Men love energy drinks.
Do you see where we’re going with this? Use energy drinks to educate the target on energy issues.
