BACKGROUND
· FRENZY is the brand of condom that caters to the youth (18 to 25yo).
· The product character is FUN, COOL, HIP, LIVELY, ACTIVE, COLORFUL and YOUTHFUL. Therefore, all creative executions should portray the same character.
· FRENZY’s market cuts across the SOCIO ECONOMIC STATUS. The target market can go from Broad C to Upper A, as long as the consumer is within the age braket.
IDEA
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For FRENZY to have a marketing campaign capitalizing on the SUPERFRENZ
· SUPERFRENZ is group of FRENZY condom characters in 3D animation. They are initially launched online (Facebook and Youtube) by short skits (average of 2 minuter videos) that conveys the message of “use a condom” in a fun, clever and enlightening manner.
· To know more about SUPERFRENZ and to see their videos, you can check out the site
· SUPERFRENZ is FRENZY’s way to promote safe/responsible sex to the youth.
· DICK or DICKIE is the character who’s not wearing a condom. He is the butt of all jokes. All the videos of SUPERFRENZ end up with a line “Dont Be A Dick.. Stay Safe, use a condom. Brought to you by FRENZY.
SUPERFRENZ are the 3D animated condom characters of FRENZY. Each character represents the different personalities of the youth today.
Junior is the athletic type that represents the active, sporty youth, “astig” and chick magnet of the barkada.
Tutoy loves music. He is the artistic type, very creative, and up to date with gadgets. The techie dude.
Manoy is the party goer. He’s out almost every night, loves dancing, clubbing. He is the rich dude and chick boy of the group.
The SUPERFRENZ task is to come out with a short viral videos that promotes condom use (FRENZY) to the target audience by creating an educational videos but in a comical setting.
The last character is Dickie.
OBJECTIVE
· To drive audience to view SUPERFRENZ videos or call to action to watch the videos
· To make the SUPERFRENZ popular via various marketing avenues (print, TV, Radio, internet)
· To associate FRENZY and SUPERFRENZ
TARGET AUDIENCE
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Youth – M and F (18 to 25), college/university students, fresh graduates, call center employees, young professionals. Broad C, AB Market.
OVER ALL THEME
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Youthful, hip, cool, colourful, lively, youthful.
