NyQuil Mock Campaign
Advertising Capstone, Ohio University, Spring 2012
Advertising Capstone, Ohio University, Spring 2012
This is a mock campaign for NyQuil entitled The Nicer You Campaign. We focused on the critical insight that not getting enough sleep at night due to cold symptoms can make you grumpy and lead to negative impressions the next day. We focused on women who had developed a bad rap due to their cold symptoms.
TV SPOT: storyboard, 15 sec
Here's Ursula. She's having problems getting to sleep on her moss covered rock due to cold symptoms. The next day she has a huge interview with King Triton for a prominent position in the castle. She sneezes on him and blows the whole thing. She swears revenge over his kingdom and decides to manipulate him through his daughter. It didn't end well: She gets run through with a boat. Here's what would have happened had she taken NyQuil the night before. She rests peacefully, her blue skin fades to normal. She aces her interview with King Triton and moves into the castle. Triton and Ursula begin to get lunch together and a love interest develops. They get married and she inherits the kingdom naturally.
NyQuil: The Nicer You with a Cold Medicine.
**Animation credit goes to Daniel Ahrens
Here's Ursula. She's having problems getting to sleep on her moss covered rock due to cold symptoms. The next day she has a huge interview with King Triton for a prominent position in the castle. She sneezes on him and blows the whole thing. She swears revenge over his kingdom and decides to manipulate him through his daughter. It didn't end well: She gets run through with a boat. Here's what would have happened had she taken NyQuil the night before. She rests peacefully, her blue skin fades to normal. She aces her interview with King Triton and moves into the castle. Triton and Ursula begin to get lunch together and a love interest develops. They get married and she inherits the kingdom naturally.
NyQuil: The Nicer You with a Cold Medicine.
**Animation credit goes to Daniel Ahrens
TV SPOT: storyboard, 15 sec
Here's Queen Marie Antoinette. She's having problems getting to sleep due to cold symptoms. The next day the Queen's aide frantically rushes to her, "Queen Marie, your people are starving! What should we do?". Queen Marie sniffles grumpily, "LET THEM EAT CAKE!". It didn't end well: a guillotine drops. Here's what would have happened had she taken NyQuil the night before: She sleeps peacefully and awakes well rested. Her aid rushes to her the next morning, "Queen Marie, your people are starving! What should we do?". Queen Marie pauses, "I'll come up with a 5-year plan to get my country out of starvation!". A guillotine drops on a loaf of bread, the camera pans out happy Frenchmen are everywhere holding baguettes and smiling. Queen Marie waves from a parapet.
NyQuil: The Nicer You with a Cold Medicine.
**Animation credit goes to Daniel Ahrens
Here's Queen Marie Antoinette. She's having problems getting to sleep due to cold symptoms. The next day the Queen's aide frantically rushes to her, "Queen Marie, your people are starving! What should we do?". Queen Marie sniffles grumpily, "LET THEM EAT CAKE!". It didn't end well: a guillotine drops. Here's what would have happened had she taken NyQuil the night before: She sleeps peacefully and awakes well rested. Her aid rushes to her the next morning, "Queen Marie, your people are starving! What should we do?". Queen Marie pauses, "I'll come up with a 5-year plan to get my country out of starvation!". A guillotine drops on a loaf of bread, the camera pans out happy Frenchmen are everywhere holding baguettes and smiling. Queen Marie waves from a parapet.
NyQuil: The Nicer You with a Cold Medicine.
**Animation credit goes to Daniel Ahrens
Part 1 of a 2 part PRINT AD
The caption reads "Drop the evil routine and that past remedy of poison apples for..."
The second print ad will a much nicer evil queen, dressed in white, natural make-up and hair, holding a bottle of NyQuil instead of the apple and dagger. The copy will read:
NyQuil: A Nicer You with a Cold Medicine. Sure Poison apples help you sleep but they leave you feeling grumpy and give you an all around bad reputation. So, replace the poison apples with NyQuil. Taking NyQuil at night makes your cold once upon a time and your morning happily ever after.
The caption reads "Drop the evil routine and that past remedy of poison apples for..."
The second print ad will a much nicer evil queen, dressed in white, natural make-up and hair, holding a bottle of NyQuil instead of the apple and dagger. The copy will read:
NyQuil: A Nicer You with a Cold Medicine. Sure Poison apples help you sleep but they leave you feeling grumpy and give you an all around bad reputation. So, replace the poison apples with NyQuil. Taking NyQuil at night makes your cold once upon a time and your morning happily ever after.
MICROSITE
Mock up of a microsite. The not-so-wicked women (the name we've given to our women who have become nicer with NyQuil) are arranged much like the iconic Desperate Housewives but are holding bottles of NyQuil instead of the apples.
Title: A Nicer You With a Cold Medicine
Subtitle: Brought to you by Vick's NyQuil and the Not-So-Wicked Women
The cite will include Facebook, Twitter, Youtube and viewer generated content along the right side
Under the graphic we'll put links that allow you to meet the Not-So-Wicked Women, How to Become a Not-So-Wicked person, and wellness tips/allergy-cold-flu forecasts for your area brought to you by the Not-So-Wicked Women.
Mock up of a microsite. The not-so-wicked women (the name we've given to our women who have become nicer with NyQuil) are arranged much like the iconic Desperate Housewives but are holding bottles of NyQuil instead of the apples.
Title: A Nicer You With a Cold Medicine
Subtitle: Brought to you by Vick's NyQuil and the Not-So-Wicked Women
The cite will include Facebook, Twitter, Youtube and viewer generated content along the right side
Under the graphic we'll put links that allow you to meet the Not-So-Wicked Women, How to Become a Not-So-Wicked person, and wellness tips/allergy-cold-flu forecasts for your area brought to you by the Not-So-Wicked Women.
DIGITAL: Youtube page
Would include our interviews, commercials, PR videos, etc.
Would include our interviews, commercials, PR videos, etc.
Here is our NyQuil Facebook page.
Would have prompts using the Not-So-Wicked Women that encourages user participation and consumer connection with the brand. Would also include a contest to find the next Not-So-Wicked Woman using consumer content.
Would have prompts using the Not-So-Wicked Women that encourages user participation and consumer connection with the brand. Would also include a contest to find the next Not-So-Wicked Woman using consumer content.
NyQuil doesn't currently have a Twitter page, so we decided to incorporate it into the digital facet of our campaign. We would have a NyQuil page as well as pages for all the Not-So-Wicked Women. Our Microsite as well as the Vick's NyQuil website would be prominently featured.
PRINT AD: execution 2
Copy1: NyQuil: The Nicer You with a Cold Medicine
Copy2: Drop the poison apples for a better, greener alternative...
SubCopy: Sure the apples help you sleep but they don't help your cold symptoms and they leave you with a bad rap. So, drop the apples for NyQuil. Taking NyQuil at night helps to relieve symptoms as well as get you off to sleep. We'll make your cold once upon a time and your morning happily ever after.
Copy1: NyQuil: The Nicer You with a Cold Medicine
Copy2: Drop the poison apples for a better, greener alternative...
SubCopy: Sure the apples help you sleep but they don't help your cold symptoms and they leave you with a bad rap. So, drop the apples for NyQuil. Taking NyQuil at night helps to relieve symptoms as well as get you off to sleep. We'll make your cold once upon a time and your morning happily ever after.
OUT-OF-HOME: Billboard
Before: a green Wicked Witch of the west grumpy.
After: a no longer greed version, smiling and sleeping
**The NyQuil breaks normal billboard dimensions drawing attention to the ad.
Before: a green Wicked Witch of the west grumpy.
After: a no longer greed version, smiling and sleeping
**The NyQuil breaks normal billboard dimensions drawing attention to the ad.
OUT-OF-HOME: Elevator Wraps
The doors show the Wicked Witch of the West with a tissue looking very grumpy and sleep deprived.
The door open to a not so green very happy witch holding NyQuil
Copy: A Nicer You with a Cold Medicine
The doors show the Wicked Witch of the West with a tissue looking very grumpy and sleep deprived.
The door open to a not so green very happy witch holding NyQuil
Copy: A Nicer You with a Cold Medicine
PUBLIC RELATIONS: Stay Well baskets
We would create baskets containing things like vitamin c, tea and other wellness products. The basket would also contain a note saying: " We here at NyQuil hope you stay well, but on the off-chance that this basket doesn't do the trick we've included some NyQuil as well. Take it at night to make your cold once upon a time and your morning happily ever after".
We would create baskets containing things like vitamin c, tea and other wellness products. The basket would also contain a note saying: " We here at NyQuil hope you stay well, but on the off-chance that this basket doesn't do the trick we've included some NyQuil as well. Take it at night to make your cold once upon a time and your morning happily ever after".
We would also suggest that NyQuil incorporate a gala and perhaps become a National Series Sponsor of Susan G. Komen Race for the Cure. This organization caters to find a cure for a cancer seen predominantly as female (our target audience) and incorporates 1.6 million participants annually as well as 100,000 volunteers. This would greatly spread awareness about the wellness factor of the brand.
(Disclaimer: I didn't make this graphic, I got it from google images).
(Disclaimer: I didn't make this graphic, I got it from google images).
