LEAKED: Horsemeat Council - New Ad Campaigns
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The document summarizes an advertising presentation for the International Horsemeat Council. It outlines three potential advertising campaign concepts - "Taste a Champion", "The Majestic Meat", and some extra ideas. "Taste a Champion" plays on the misconception that horsemeat comes from racehorses and includes sponsorship of horse races. "The Majestic Meat" highlights the historical role of horses in human civilization. Extra ideas include a video game tie-in and a mobile app that lets users modify photos to include horses. The overall goal is to capitalize on recent media attention around horsemeat and reposition the brand.
LEAKED: Horsemeat Council - New Ad Campaigns
- 1. The International Horsemeat Council "A Problertunity Awakens" Advertising Presentation March 2nd, 2013
- 2. Agenda 1. People are talking 2. Taking advantage 3. Creative possibilities
- 3. People are talking Massive awareness in social/traditional media Several active #hashtags
- 4. Taking advantage Brand swoon --> brand boon
- 5. Creative possibilities Concept 1: "Taste A Champion"
- 6. "Taste A Champion" The insight: Many people falsely believe that horsemeat comes from racehorses. Let's use that.
- 7. "Taste A Champion": billboard FLAVOR THAT'S WORTH RACING HOME FOR. Taste a horse. Taste a champion.
- 8. "Taste A Champion": online banner ad BET ON DELICIOUSNESS. Taste a horse. Taste a champion.
- 9. "Taste A Champion": print ad (emotional angle) IT DOESN'T HAVE TO END HERE. Taste a horse. Taste a champion.
- 10. "Taste A Champion" Sponsorship/Event Promo: Partner with leading horse races, i.e. Kentucky Derby If you bet on a horse that dies on the track, you get to eat part of it for free Roll out to smaller race tracks, building on brand buzz
- 12. "The Majestic Meat" The insight: Horses have a unique and inspiring role in human history, unlike any other edible animal.
- 13. "The Majestic Meat": print ad A KING RODE YOUR BURGER INTO BATTLE. Horse. The Majestic Meat.
- 14. "The Majestic Meat": print ad YOUR STEAK ELECTRIFIED THE WORLD. Horse. The Majestic Meat.
- 15. "The Majestic Meat": print ad YOUR SAUSAGE STARRED IN EVERY GREAT WESTERN. Horse. The Majestic Meat.
- 16. "The Majestic Meat": interactive banner ad SO WHAT'S IN A HORSE ANYWAY? Roll over the banner below to find out. Roll over to expand
- 17. "The Majestic Meat": interactive banner ad BRAVERY. It's a fact. Every chop, flank, and skirt of horse contains 100% more bravery than over 980 chickens combined. Horse. The Majestic Meat. CLICK HERE Horse. The Majestic Meat. CLICK HERE
- 18. "Extra" Ideas Thought-starters & blue-sky thinking
- 19. "Extra" Ideas Video Game Tie-In "Red Dead Redemption": Wild West epic, broadly successful Likable main character kills, skins, sells, eats horses Could surprise avid players with real horsemeat delivery, record on hidden camera, upload to YouTube Sponsored achievements Social sharing
- 20. "Extra" Ideas "Horse Yourself" Mobile App Fun, low-involvement app lets users horse-ify any photo Relates to hot trend as noted by viral aggregator Buzzfeed Feature "best" submissions on Pinterest "Winners" win horsemeat Social sharing
- 21. Thank-you.