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- 3. From Lego blocks to spices and raw ingredients, story prompts to puzzle pieces, I have always enjoyed bringing together basic elements to create something new and interesting. I try to embody the philosophy that humans are sponges. In my vanity, I like to see myself as a collector of experi- ences and ideas -- Temporarily trapped inside an Egyptian pyramid? Check! Develop a cost-effec- tive method to reduce power consumption in India? Check! I believe that there are opportunities to be found all around us: A difficult project is a chance to test myself. A strange place is an adventure. An exceptionally cold day the perfect excuse to try out that new chili recipe! Through some cosmic magic, I have found a profession that celebrates and demands the very characteristics I see in myself. Udit Sinha +1 740 818 7049 uditsinha@gmail.com www.uditsinha.com
- 5. THE ASK CULTURAL CONTEXT Creative THE BRAND To develop an POS marketing campaign for Trader Joes 17c bottled water. To build Trader Joes brand equity and increase sales. Trader Joes is known for their competitive pricing and quality products. They are socially and environmentally conscious. In fact, they would make no pro鍖t off their bottled water sales. Even though the bottled water industry sees millions of dollars in revenue, millions of people across the world face water scarcity every day. Target Consumer: Socially and environmentally conscious individuals across all demographics. Consumer Insight: You cant put a price on water because you cant put a price on life. Mark up the price of the water to 89c and donate the difference (72c) to people in need of potable water. In the interest of transparency and freedom of choice, the 17c option will also be available. However, these bottles will be clearly labeled to create a sense of societal pressure that encourages customers to purchase the 89c bottle for a good cause. All donations will go to The Drinkable Book (www.pagedrinkingpaper.com). The Drinkable Book is both a water 鍖lter and an instruction manual for how to clean drinking water. STRATEGY Trader Joes c89 500 ml Nutrition Facts Serving Size: 8.0 fl. oz. (500 ml) Servings Per Container about 2 Amount Per Serving % Daily Value* Calories 0 Calories from Fat 0 Total Fat 0 g 0% Sodium 0 mg Protein 0 g 0% Potassium 0 mg Saturated Fat 0 g 0% Total Carbohydrate 0 mg 0% Dietary Fiber 0 g 0% Not a significant source of trans fat, cholesterol, fiber, calcium and iron *Percent Daily Values are based on a 2,000 calorie diet. c17 Nutrition Facts Serving Size: 8.0 fl. oz. (500 ml) Servings Per Container about 2 Amount Per Serving % Daily Value* Calories 0 Calories from Fat 0 Total Fat 0 g 0% Sodium 0 mg Protein 0 g 0% Potassium 0 mg Saturated Fat 0 g 0% Total Carbohydrate 0 mg 0% Dietary Fiber 0 g 0% Not a significant source of trans fat, cholesterol, fiber, calcium and iron *Percent Daily Values are based on a 2,000 calorie diet. 500 ml
- 6. 02Hyve
- 7. THE ASK Creative THE BRAND To engage and connect with college students on social media. To generate buzz online prior to the launch of the app. Hyve is an app that makes it easy to 鍖nd out whats happening around the campus for busy college students who want to spend less time planning and more time having fun. The app aspires to be a multilayered platform that helps college students manage their social life. Target Consumer: College students (1824 year olds) Consumer Insight: I want to spend more time having fun and less time planning how to have fun. TEAM Social Media Strategist - Meg Omecene Copywriter - Alexandra Macleod Designer - Allison Paxton Account Manager/Brand Planner - Udit Sinha Hyve
- 8. 03Pet 鍖rst
- 9. CULTURAL CONTEXT THE ASK THE BRAND Communicate PetFirsts USP and differentiate the brand from its competitors. Increase market share and sales at $100 CPA. PetFirst provides pet health insurance for all dogs and cats of any breed. PetFirst is committed to deliver the best consumer-centric experience to their clients. Nonetheless, being a small competitor with a limited marketing budget, they were struggling to carve out a substantial market share for themselves. The cost of pet healthcare is steadily rising over the years. While many people share a very intimate relationship with their pets, they are often unable to foot the veterinarian bills if their pets are seriously injured or sick. Only 2% of all pet owners in the US currently have pet insurance. Our research showed that people do not trust pet insurance providers Target Consumer: Upper-class and upper-middle class suburban households with one or more pets. Consumer Insight: I dont trust the insurance industry and I know very little about pet insurance. Creative Bus Wrap Billboards Bark Box Gift Card Banner Ads TEAM Account Manager - Ian Holbrook Account Planner - Udit Sinha Public Relations - Jacklin Byers Copywriter - Tommy OHynes Graphic Designer - Collin Pagenstecher Media Planner - Taylor Heck Campaign Positioning: For pet parents who are skeptical of insurance policies, PetFirst offers carefree coverage without traps, loopholes, or gotchas. PetFirsts visual identity was differentiated and established based on competitor and industry analysis. A multi-pronged owned, earned and paid media strategy was devised to put PetFirst on the map. A CRM program for PetFirst clients was also recommended keeping in mind consumer lifecycles and needs. STRATEGY Note: PetFirst Pet Insurance was the Doe Anderson Summer 2015 Internship Client. After our 鍖nal pitch, PetFirst decided to elect Doe Anderson as their agency of record to launch their campaign in 2016.
- 10. 04Pizza hut
- 11. CULTURAL CONTEXT THE ASK THE BRAND Position Pizza Hut as the top choice for customers who order pizza digitally Provide the greatest digital ordering experience in the category Reach the target of 75 percent of all orders placed online or through mobile by end of 2015 Pizza Hut is the most well-known pizza company that has achieved many 鍖rsts in the industry.Consumers perceive Pizza Hut to be a premium pizza chain that has yet to catch up with the technological savvy of its competitors. Consumers are more comfortable with ordering pizza the traditional way, i.e. dialing a number and talking to a person. However, recent trends indicate more and more people are beginning to understand the convenience and simplicity of ordering online or through a mobile app. Target Consumer: Digital millennials aged 18-34 Consumer Insight: Consumers are frustrated and upset when their order is not accurate Digital ordering creates a more accurate ordering process TEAM Campaign Managers - Liz Gibson, Katie Quinn Account Planners - Sara Malone, Udit Sinha Creative Director - Lauren Casarona Media Planners - Emily Sun, Jennifer Hastings Big Idea: Pizza Hut I trust a real person more than an online order form. My 鍖rst instinct is to look up their number and call them. I dont even bother going to their website. order form. -Female, 18 -Male, 29 So perfect, its like you made it yourself! PIZZA HUT Pre-Roll Spot bit.ly/ounsac2015vid Producers - Liz Gibson, Katie Quinn Director - Lauren Casarona Videographer, Editor - Udit Sinha National Students Advertising Competition 2015
- 12. 05The gift of education
- 13. CULTURAL CONTEXT THE ASK THE COMMUNITY Create a positive, empowering experience for the local Athens community through Ohio University. Increase sales at the College Bookstore during the mid-semester slump. Athens County is one of the most impoverished counties in the US. Many local communities are struggling to get by and public schools lack the funds and resources to provide a good education to young students.The students at Ohio University love Athens. However, most have very little interaction with and interest in the local population. Ohio University Ohio University is one of the biggest employers in the region. However, the university has not launched a successful campaign to give back to the community in recent times. Students have positive perceptions of Ohio University. However, many are unhappy with the administration. College Bookstore Students frustration towards textbook publishers are sometimes directed towards the bookstore. They prefer to buy cheaper books online and usually do not have a reason to enter the store. Target Consumer: Primary: Greek life network at Ohio University Secondary: All Ohio University students Consumer Insight: I am here only because I had access to good education Campaign Positioning: For students who appreciate the opportunities they have been given at OHIO, the College Bookstore and Ohio University will work together to help them pass on the gift of education. The Gift of EDUCATION STRATEGY Ohio University College Bookstore Provide funding to kickstart the campaign. Use their owned media channels to advertise the campaign to students as well as the local community. Assist the student organization with delivering the book bags to local schools Act as a facilitator and liaison between Ohio University, student population, the local community, and College Bookstore. Set deadlines, move the project along, activate the campaign. Provide the book bags, stationeries and other school supplies. Package and brand the items appropriately. Recommend price points for the packaged book bags.Student Organization Motivate students to come to the College Bookstore to purchase a pre-packaged book bag 鍖lled with school supplies. This bag will then be delivered to middle school/high school students who cannot afford school supplies. Whoever purchases a bag will be asked to write their name and address on a tag attached to the bag. They will later receive a handwritten thank you note from the student who received that bag along with a gift card from College Bookstore. A student organization will be created to oversee the logistics of this operation.This committee will work with the College Bookstore and Ohio University to deliver the brand promise.