rhombus & co.
The Creative Execution
I. YouTube Ad
One of the creative executions is YouTube In-Stream Video Ad. The purpose of having a video ad on Youtube is to boost the brand awareness among the campaign’s targeted audience – Millennials. According to a survey done by Comscore and Youtube, millennials (aged 18-34) prefer to go on Youtube to watch video contents (Comscore, 2016).
The video compares two ways to enjoy natural soda - the difficult way and the easy way. The purpose of the video is to tell the public that Instead of spending so much time and effort, they can just order The Tapping Tapir online and enjoy the natural soda.
II. LED Displays
#1
The idea of the ad is easy to interpret at first glance, showing all of the floral tea leaves being mixed together and then the Grand Hornbill series appear at the end to show what beverages were behind it. We aim to highlight the ingredients of The Grand Hornbill series, so for tea lovers out there, it might catch their eye and instantly let them understand the unique ingredients that formed the unique sparkling iced tea line. And from the ad, they will understand that The Grand Hornbill series offer three different tea flavours. The final CTA will drive them to the brand’s website to find out more.
#2
Extreme close-up shots of the soda being poured out will help enchant our audience into watching the short ad until the end to find out which brand of soda this is. We wanted to highlight the fizziness of the soda and use keywords like ‘rich’, ‘smooth’ and ‘fizzy’ to let our audience imagine the sensation this soda can give them if they own one. It also relates back to our campaign idea– our natural soda comes in wonderfully different real fruit flavours, but it is still familiar because it’s a fruit soda that’s fizzy too. There’s also a CTA at the end to direct our audience to the website.
Locations
The first LED Display Ad will be placed at the side of the highway, a populated area in the city where traffic jams occur during the drive time in the morning and the evening. People who are stuck in a jam will look up and see the ad play in front of them.
The second LED Display ad will be placed at Masjid Jamek LRT Station for people who are waiting for the train. The station is often very populated starting from early morning, as it is an interchange station for a lot of working adults and university students too. Benches are also prepared at the station for people to sit down while they wait for the next train, so the ad is placed near the waiting area so that people will pay attention to the ad.
III. Print Ads
Non-interactive
Copy:
What’s better than drinking a bottle of sparkling fruit juice? The Tapping Tapir brings you a simple blend of REAL fruits that will put you in a good mood.
Get them now at www.thetappingtapir.com!
This print ad shows a flatlay of all the slices of fruits that came together to form The Tapping Tapir series. The print ad consists of a headline that describes the visual, a short body copy that explains the product and a picture of the full The Tapping Tapir series. The idea of this print ad is to highlight on how The Tapping Tapir series are made from genuine real fruits, so we utilised the beautiful colors of each ingredient and emphasized on the use of real fruits that are used as key ingredients for the product line.
Interactive
Copy:
This is not a juice ad, it’s a soda ad.
The Tapping Tapir is a natural soda that’s made of pure fruit juices that are fresh and non-artificial.
The hints of fresh fruits hidden within the soda makes it wonderfully different but familiar.
Get it now at www.thetappingtapir.com.
This print ad is an interactive print ad, people are able to flip up the bottles to see slices of fruits hidden underneath it. The headline also suggests that there are fresh fruits hidden underneath, so it will prompt the reader to flip up the bottles to look at the ingredients. It’s a very straightforward headline that can be easily understood by the readers on the intention of the ad, the body copy of the ad also further explains what makes The Tapping Tapir series wonderfully different, but familiar.
IV. Social Media Sponsored Posts
Facebook Story Sponsored Ad
Copy:
Here's a bottle of natural soda that is made up of fresh grapefruit, bringing you notes of sweet and bitter taste to up your soda game.
Get yours now at www.thetappingtapir.com
#thetappingtapir #wonderfullydifferentbutfamiliar
This Facebook sponsored ad aims to communicate what makes the product unique by emphasizing on short phrases like ‘unique flavours’, ‘refreshing taste’ and ‘natural ingredients’. The idea is to catch our target audience’s attention within the first three seconds with calming visuals of beautiful slices of grapefruits floating on the surface of the water and see the product reveal, then the ad will further introduce the product’s USP to hook their interests even more.
Instagram Sponsored Ads
#1
The idea of this instagram sponsored ad is straightforward. The product being surrounded by fruits will let our audience see the connection between The Tapping Tapir and real fruits. It’s a gif that resembles the motion of blinking, so it will definitely catch the attention of people who are scrolling through their instagram feed quickly.
#2
The carousel feature is added for the audience to swipe to the left if they want to know more about the flavours included in the product line. The idea of the ad utilises keywords like ‘natural’, ‘fizzy’ and ‘fruity’ to help us to communicate the product’s USP to our audience within seconds.
#3
For this sponsored ad, it’s just a simple and direct picture about the product’s unique flavour that’s made from unique ingredients. We wanted to highlight the product’s ingredients in this simple picture that’s promoting Rose Green Tea.
Copy:
Sodas are consumed more than any other sugar-sweetened beverages and remains the largest source of added sugar in our diets. How about trying natural sodas for a change?
#thetappingtapir #wonderfullydifferentbutfamiliar
#4 Sponsored Story
This story ad will catch the attention of our target audience when they see the first few seconds of the ad, the ad aims to inform them about how sodas are the largest source of added sugar in our diets. Then, we will show The Tapping Tapir bottle and educate them that natural sodas exist, differentiating the product from other artificial sodas.
V. Social Media Postings
VI. Website Design
Website link:
www.thetappingtapir.com (original website)
bbonnie3254.wixsite.com/mysite (mock-up page)
Website is one of the most important platforms for the brand to sell its products. Hence, we decided to change the design of the original website and add in one new feature, which is the map.
The purpose of the map is to let the users to find where to get the drinks physically. As The Tapping Tapir is a well established brand, many hotels and cafes are selling the drinks. It would be easier for the customers to know where the nearest place can get the drinks immediately.
VII. Electronic Direct Mail
The EDM is one of the requested executions made by the client. The aim of the EDM is to show the different ways of enjoying The Tapping Tapir to the potential customers. In the EDM, it mentions how people can use the brand’s product to match with other things.
VIII. Advertorial
The angle we have chosen to write for the advertorial is the various tea cultures in Malaysia. The advertorial narrowed the topic down from Teh Tarik, Chinese Tea, Boba Tea to The Grand Hornbill. The advertorial is useful to better inform our audience about the merits of the brand and product as it is effective in conveying in-depth messages the consumers need to know about the product. It’s written in a soft-sell approach, but at the same time, we included our CTA to direct the reader to our website to learn more about the other products offered by the brand.
