Thumb TrackerCreative Plan

Roles● Client Marketing Director - Cindy Ramirez● Agency Account Supervisor - Jeanie Pham● Creative Director - Biruk Ameha● Creative Team - Nicole Dang, Alicia Cuadra-

Cutler

Creative Team

Thumb Tracker is a small tracking device that attaches to several objects and allows tracking of the objects using an app that functions on smartphones or computers.

Product Description

Target: ● Primary: Student (18 - 25)● Secondary: Working class (26+)Goals:Be the leader tracking device in

among the target market in the San Jose-Bay Area.

Marketing Goals

Create a television commercial approximate 1 minute long to show the Thumb-Tracker device in action and appeal the target market.

Advertising Plan

● Thumb-Tracker concept will portray a young woman and man losing their keys in a classroom.

● The girl does not have a Thumb-Tracker device, the boy does.

Creative Plan - Storyboard

● The boy uses Thumb-Tracker and finds his keys before she does.

● When the boy finds the girl he recommends the product by highlighting its benefits such as small-size tracker device and easy-to-use app.

• The creative team found actors and location to shoot the commercial.

• They exemplify the use of the device and app highlighting the benefits through dialog and visuals.

• Result TV commercial

Implementation

The creative plan will make people aware of the product by explaining how it works (knowledge) and portraying the performance of the product in an appealing and fun TV commercial. People that like the product are more likely to commit to the sale.

Creative Plan – Sales spectrum