final portfolio

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Observation + Live Experience + Love What You Do =Account Planning

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Final

Portfolio

4 About Me: Resume

1 Introduction: Account Planning

6 Campaign 01: The Big Rumble Org

19 Campaign 02: Aquarium Of Bay San Francisco California

26 Planning Project 01: Product & Service Development Method Cleaning Center

Table Of Contents

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50 Bonus: Portfolio CD-ROM

30 Planning Project 02: Creating New Utility “Localian”

38 Planning Project 03: Strategic Branding Midori Melon Liqueur

44 Planning Project 04: Sub-culture X Fashion The Strawberry Generation & Kenneth Cole

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About Me01 Vicky

Weiching

ChangAbout MeAbout Me01

09/2007~CurrentMaster of Fine Art Candidate, Advertising, Academy of Art University, San Francisco, California, U.S.A.

09/2000~06/2004Bachelor of Art, Advertising and Mass Communication, Fu Jen University, Taipei, Taiwan

Proficient in Adobe Photoshop, Illustrator, InDesign, Premiere, Final Cut Pro, Photo Impact, Quark Express, Microsoft Office Word, Power Point, Excel, etc.

English, Japanese, Mandarin, Taiwanese and Cantonese

About Vicky Chang

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Six Spoke Media Inc. TaiwanAccount Manager, 03/2010~Current

Academy of Art University, San FranciscoMFA Program, Advertising School, Account Planner,09/2007~CurrentAcademy of Art University 2009 Advertising Spring Show Account Planning Silver Prize

Cathay Pacific Airways TaiwanCustomer service Department, 05/2005-07/2007

Dayeh Takashimaya GroupAdvertising and Communication DepartmentAccount Planner and Copywriter, 08/2004-05/2005

Saatchi& Saatchi TaiwanInternship, 03/2003-04/2003

About Vicky Chang

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CampaignThe

Big

Rumble

/Instructor/Trevor Oldershaw

/Account Planner/

VickyChang

/Art Director/

Peiyun

Lai

/Art Director/DanielPradilla

/Art Director/

BrianOwens

Portfolio 02

Advanced Concept Developing

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Advanced Concept Developing

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Creative Brief.Why does our client need to advertise?

What is the advertising going to accomplish?

What are the most insightful things we know about them?

Who are we going to connect with?

What else is there to know that supports this message?

People are generally unaware of what The Big Rumble does, and don’t know how to prepare themselves eff ectively for a quake. The Big Rumble wants to encourage people to learn more about earthquake preparedness through their website and local events.

The Big Rumble wants to educate everyone, especially the residents of Bay Area, to get well prepared to face earthquakes, and to always be alert.

Independent Bay Area residents who are over 18, living on their own, with roommates or family members.

The Big Rumble will serve as the “go-to” website for earthquake preparedness, where people can obtain information by doing “Quake Quiz”, or by participating in Quake Events. These are the steps to make everyone in Bay Area become highly aware of earthquakes.

People who live in the Bay Area quite enjoy the environment. However, they must be wary at all times of the invisible threat that lingers around them---earthquakes. Although people become suddenly alert after an earthquake, they will soon forget and won’t remember until the next one happens. Generally speaking, the people there take little to no earthquake precautions. They need to be prepared at all times.

Actions and measurements

that can be HUGE.

The Big Rumble Org

9The Big Rumble Org

The Big IdeaActions and measurements that can be HUGE.

There are some supplies which people always neglect that can be “HUGE” during the after math of an earthquake. Being well prepared is the best precaution to take when facing an earthquake. We want to make our tagline “This can be HUGE after an earthquake” in to the secondary logo of the campaign. We place a great deal of emphasis on emergency equipment and supplies to remind people in Bay Area to prepare these things in advance.

10The Big Rumble Org

01.Bus ShelterPortable lantern light tubes glow in the dark. People waiting for the bus at night will realize how important it is to have light in the dark.


02.Matchbook BoardIn order to emphasize the importance of matchbooks, plenty of matchbooks would be attached on the outdoor board, and this board would be settled in a location where many people pass by. There will be a poster saying “A matchbook is huge after an earthquake” after all matchbooks have been taken off.

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03.

The Big Rumble Org

Earthquake Supplies Vending MachineA vending machine in need is a real vending machine indeed. An earthquake supplies vending machine would be set up in Bart Station. This machine sells bottled water, flashlights, can food, cup noodles, and batteries, etc. We want to provide the real supplies to our audience and tell them these things would be important after an earthquake. Besides, people need to have some cash with them in case they need to buy these supplies.

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04.

The Big Rumble Org

Generator with Refrigerator Set this up in the public.This peice of equipment can be vitally important during blackouts, and food can still be preserved.

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05.

The Big Rumble Org

MailerThrough this radio-like mailer we want to emphasize the importance of batteries. Batteries can be used in flashlights and radio devices, which are very important pieces of equipment during an earthquake.

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06.

The Big Rumble Org

Packaging StickersTo emphasize the importance of can food and cup noodles, we have designed and attached labels to can food and cup noodles lids. Before people going to have the food, make them think first: It’s huge after an earthquake.

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07.

The Big Rumble Org

InteractiveBased on the idea that people often use cell phones for light in the dark, we came up with the “iCandle” application idea to help people out during blackouts. People can access and download iCandle for their iPhones through web banner. They can use iCandle to make their iPhones’ screens light up for a long period of time. The message we want to deliver is “A candle can be huge after an earth-quake.” The iCandle is a very fine alternative to the traditional candle.

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08.

The Big Rumble Org

T-shirtA cool give away that highlights those individuals that are well informed and prepared for the next earthquake.

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Aquarium of BaySan FranciscoCampaignPortfolio 03

/Account Planner/

VickyChang

/Instructor/

LisaDorman

/Instructor/

NicolasMathisen

/Account Planner/

ReneeZallers

/Account Planner/

JohnQuintana

/Art Director/

Mani Hatami

/Copywriter/

Nurkastelia Anugrasindy /Copywriter/

DaveCramer

Campaign 1

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C a m p a i g n 1

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Creative Brief.Why does our client need to advertise?

What is the advertising going to accomplish?

What are the most insightful things we know about them?

Who are we going to connect with?

What else is there to know that supports this message?

To reach out to local families and make the Aquarium a regular part of family fun.

Increase local attendance and generate interest in their new exhibits: Banana slug, hedgehog, and skink.

Mid- high income families with children in Bay Area.

Parents want to fi nd a place where their kids can be kids:Free to ask loud questionsTo touch thingsTo be curiousTo laughTo run around a bitTo make some of their own choiceswhile still having friendly, supportive non-parentals to connect with• Taking the kids out should not be a hassle.• Parents want give their kids a “real” experience, something outside of video games.• Restless, rainy days are when parents need a way to get those ants out of the kids’ pants.

The Aquarium of the Bay is

your local kid expert.

There’s a friendly naturalist around every corner• Each naturalist is comfortable with kids and knows how to keep them engaged.• Special learning programs and arts & crafts sessions are off ered by the Aquarium to kids.• The joy of witnessing new discoveries is a motivation for everyone who works there; making connecting with kids even more meaningful.• The Aquarium off ers a unique experience for playground bragging rights:“Guess what! I got to touch a shark this weekend!”

Aquarium Of Bay

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01. Print : Banana Slug

Named after the fruitThey’re yellow like banana. Only slimier. -Maddy, Age 10

Tagline: An experience that inspires

Aquarium Of Bay

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02.

Print : Hedgehog

Prickly Prick hedgehogAren’t really blue like sonic. Ouch! They’re really sharp! –Karen, Age 7


Aquarium Of Bay

24Aquarium Of Bay

03.Print : Skink

Mini dinosaur with a curious blue tongue. Blueberry ice cream?- Alex, Age 9


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04. Billboard: New Animals to inspire yours.

Aquarium Of Bay

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Method

Cleaning

Center

/Account Planner/

VickyChang

/Instructor/

JustinCox

PlanningProjectPortfolio 03

Creative Planning

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Creative PlanningNew Product and Service Development

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People always see laundry as a time-consuming job. People who send their clothes to cleaners may also have to wait for a long time to get their things back. To those people, these services are sub-par. They don’t really know what to do with their clothes.

To create a memorable laundry experience for customers. People rarely remember the last time they did their laundry , and struggle to recall any laundry in general.

A forever-growing number of more sophisticated, more demanding, but also more try-out-prone, super-wired urban consumers are snapping up more ‘daring’ goods, services, experiences, campaigns and conversations.

Primary: Urban young people (25-30), who work from Mon-day to Friday, and have big social circles and busy social lives during the weekends. Secondary: Urban mothers (30-45), who also work 5 days a week, and spend weekends with her family.

Current Situation

Insight

Urbany Trend Target Audience

Big Idea

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2

3 5

Method Cleaning Center is based on the membership system. People need to become members in order to enjoy the service.

-New option for urbany laundry-Create a community for your laundry-A transparent laundry service-A better management for your laundry

Description Positioning4 6

Method Cleaning Center+ Urban Pride+ Transparency= Your laundry is a member of theMethod Cleaning Community.

Method Cleaning center

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1 Agenda this New Method Cleaning Center in supermarket laundry product areas, ex. Safeway, Costco, Target, etc. 2 Put this new business on Google Map, which will allow people to see New Method Cleaning Center on it.3 Cooperate with 24hr Fitness Centers, to let their members know about this service, and have them become members. 4 Cooperate with urban apparel retailers, like Urban Outfitters, American Apparel. Discount coupons will be provided when they register for Method membership. Customers who register online through these two stores, can get one free Method Laundry Detergent.

1 Men& Self: Feel safe and comfortable2 Men& Men: Build a relationship and trust circle3 Men& Machine: Identity& safety4 Men& Nature: Protect the environment by using Method product & service5 Men& Society: You and your laundry are in the community, and all of us should be responsible for the environment and be concerned about the environmental issues around the globe.

1 Inquiry Ask Method Laundry Experts about garment caring, washing tips, or product/service information.2 Home Delivery Service Schedule your pick-up& home delivery dry clean service online, Method Cleaning Center will help you out.3 Laundry Pick-up Service4 Laundry Reminder Trough E-mail or text message to remind customers to do their laundry.

How to get the word out about its awesomeness?

Human Needs Engagement

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Social Relationship+ Social ConsciousnessDoing the laundry is a kind of relationship between you and your laundry service company. Both of you should bear the responsibility of protecting the environ-ment, and having the consciousness of making the world a better place.

Method Cleaning center

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LocalianMediaUtilityPlanning

Project

/Account Planner/

VickyChang

/Instructor/

BradyBaltezore

/Instructor/

JoshuaBrandau

Media Planning

Portfolio 04

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Media PlanningCreating New Utility

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People always assume travel planning to be a long, tedious process and time consuming job. The most complicated part of traveling is fi guring out the Metro route map, and fi nding the way around.

Backpackers.

TARGET

INSIGHT

BIG IDEA

FEATURESPROBLEM

Our target audience does not want treated as strangers or tourists while they’re traveling. They want to be involved in the city and the culture of the country, talking to local people in their language with simple phrases, and trying local food. These things will make them feel more comfortable, as if they were in their home countries.

Be Local.

1 Public Transportation route map around the World+ GPS2 Language translator3 Weather forecaster4 Next Transportation Service tracking system5 Culture tips and country information

Localian Util ity

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1 Lonely Planet+ digital map/Electronic device.2 Search by station name.3 Wi-Fi Access.4 Language support.5 Weather Forecasting. You were here tracking.

1 On-the-go travel information2 All information is updatable by connecting with the Internet. 3 Overcome the language barrier4 Fit into local culture.

BENEFITSBENEFITS THE UTILITY

DESIGN INFLUENCE

Localian Util ity

34Localian Util ity

Design InterfaceSearch by Countries / Cities

35Localian Util ity

Design InterfaceSearch by Stations

36Localian Util ity

Street View Navigation

37Localian Util ity

Design InterfacePhrase Book : Two-Way Translation

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Midori

Melon

Liqueur

PlanningProject

Portfolio 05

/Account Planner/VickyChang

/Account Planner/

SydelSakuma/Account Planner/

ApoBordin

/Instructor/

ShaunaAxton

/Instructor/

RyanRileyAccount Planning 2

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Account Planning 2Strategic Brandingfor Midori

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Why does our client need to advertise?Midori Melon Liqueur needs re-position because of its low awareness and vague recognition in the U.S liqueur market. People who have heard of Midori, only know it’s a green, melon-fl avored liqueur, but are not really aware of how it should be drank. People generally have the wrong idea of what Midori is, so our task is to straighten those misconceptions have help it make its second debut in the liqueur market.

What is the advertising going to accomplish?We want Midori to have a unique personality and give Midori a diff erent time, place, and experience to asso-ciated with. Help Midori get rid of the “girly, too sweet” stereotypes, or the reputation of being known as just Midori Sour.

Who are we going to connect with?Social Butterfl ies and Worker Bees who are working from 9am to 5pm, every week on each week day. They are not heavy drinkers but like to spend time drinking and sharing life experiences with friends. They need to enjoy weekends and relax by being with a close group of friends.

Midori l iqueur

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What are the most insightful things we know about them?The way that they relax themselves is by drinking some soft, and light drinks with their friends. While drinking, they share what they do, and what has happened during the past few days. Light drinking is a way to balance their social time with work time, which resets their minds and relieving the pressure they have accumulated from work, helping them get ready for next week’s work.

What else is there to know that supports this message?These people have their reasons to say “cheers.” It doesn’t have to be on a holiday or a special event, as long as they feel like celebrating anything with friends, there’s a need for a quick “cheers.”

What is the personality and tone?The personality should embody a celebratory and festive quality without being overly zealous or shallow. And the feeling should be genuinely welcoming with a casual tone, like friends chat-ting with one another.

Midori is the taste of everyday celebrations.

Midori l iqueur

42Midori l iqueur

BRAND IMAGES

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Social Marketing:-Create events and e-vites on social communities-A place to post new recipes and mixes

Sponsored events:-Gallery/restaurant events: royalt.com-Bottomless brunch specials-Restaurants to give complimentary drink before dinner-1 free bottle a month to participating bars/lounges/clubs that put this drink on their specialty cocktail menu-Midori nights at supper clubs, everyone who wears green gets in free, and all midori + champagne drinks are discounted-Bottle/table service comes with free round of midori+champagne-‘House drink’ for charity events at clubs/lounges/bars-Co-sponsor events with Skyy spirits

MARKETING INITIATIVES

Midori l iqueur

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The

Strawberry

Generation

X Kenneth

ColePlanningProject

Portfolio 06

/Account Planner/VickyChang

/Instructor/

CameronMaddux

One-On-One Directed Study

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One-On-One Directed StudySub-Culturex Fashion

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Who “The Strawberry Generation” refers to young people born between 1981 and 1990 in Taiwan.

Why Their image is pretty, and appetizing, but in reality they’re fragile and weak--- just like strawberries.

Where does it come from? “The Strawberries” originally targeted consumers under 15 years old, because they are especially attentive towards things that are new and fresh.

What is the reason? There was a book called “Offi ce Report”, published in 1993, and the author talked about how young people nowadays are too unaggressive towards their work, always being indecisive and never endeavoring to keep their jobs for a long time. The author calls these people “strawberries”, for they re-semble strawberries in every sense; from the pretty image and delicate minds.

The Strawberry Generation

The StrawberryGeneration

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Kenneth Cole

The Strawberries

The StrawberriesWork hard, party even harder, but creative and active

Kenneth ColeIndependentResponsible

Help the Strawberriesbe aware of socialconsciousness

X


Social Rights

Well-Being

Hard Times

Political Landscape

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Kenneth Cole“Awareness”


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Kenneth Cole’s ideals can encourage the Strawberry Generation to contribute to the world, and give back to society by broadcasting their voices through social media. The people of the Strawberry Generation who purchase his products will be inspired by his ideals and become a little less self-centered and develop a stronger social consciousness.


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Thank You.