Copywriting
The Final Assignment:
The Final Assignment:
At the beginning of the class we got told to pick any company for the final project. I chose TRMNL, an e-ink desktop accessory. For the final project we got told to make a presentation of our idea and to include the following -
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Background
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Strategy (CTB)
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Selling Line
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TV (Audio/Visual + Storyboard)
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Radio (60s Script)
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Print (Two 8.5'x11' ads)
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OOH
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Promotion
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Digital/New Media - "Consider this as a simple diagram; come up with an idea that can exist in a digital space – what form would it take; where would you put it. So –if it is a video of some thing, describe what the idea is, and how it lives/spreads in digital( series of videos, use of character across channels, etc.)"
You can download the zip folder for everything i had created by clicking HERE
CTB:
CTB:
Convince people aged 22-30 with a passion for technology that TRMNL is the best desktop accessory for their productivity because they can preprogram the information they want to see when they believe it will be the best time for them to see it.
TV:
TV:
Visual | Audio |
|---|---|
Woman (Jenny) talking about her teams progress on a project while on a video call with her boss. Establishing of her on Zoom with 5 other people, 4 others are on the team and 5th on is the boss as a screen recording. | Jenny: We were successfully able to increase sales by 7.5% compared to last month while also researching ways to advertise our product. I’ll let Josh take over. |
Jenny puts her mic on mute as josh continues to talk about the project. | (Mute sfx) |
Cut from screen recording to MCU of Jenny. | So, we conducted different focus groups to see what new demographics we could market our product towards… |
While trying to pay attention to what’s happening on the call, Jenny gets a notification on her phone and tries to check it without making it obvious to the people on the video call. CU of the phone getting the notification, Video Call view of Jenny noticing the notification to an MCU of her picking up subtly picking up the phone and reading it. | (Notification Ping SFX) |
Notification says: (Girlie Gang) - What time is everyone free this weekend for a beach day. | Josh gets cut off by the notification sound |
Dolly Zoom of Jenny slowly pulling her phone closer and closer to her face from the previous MCU as she swipes and taps on her phone faster and faster. Background slowly vingettes to black the closer she gets to her phone. | (Notification pings get faster) |
(Different notification sounds also begin) | |
(Typing SFX begin and speed up) | |
(Sending SFX also begins) | |
Hard cut to the boss calling Jenny out for not paying attention and asking for a follow up meeting over the weekend. Flustered, Jenny finds it difficult to unmute herself. | Boss: Jenny… Hello… Can you hear us? |
Jenny: (No sound but starts mouthing words) | |
Boss: Jenny, it seems like you are on mute dealing with bigger problems. Josh what about you? You can pick where we go. | |
MCU side shot of Josh looking over to TRMNL with his calendar displayed. | Josh: Oh, I heard about this new sushi place not too far from HQ. Does 1-2 pm on Saturday, does that work for you? |
Close Up of the device with his calendar on it. Hold on this CU for the bosses line as well | Boss: Oh yea I was there last week and yes, that time works as well. |
Hold on the close up as the TRMNL device cycles through the different displays it has to offer during different times of the day. From the calendar – weather – clock – Playlist of shopify stats and calendar – Playlist of To-Do list, Clock and The Office Quotes. | (On the white background) |
(Unmute SFX) | |
Cut to white background with the TRMNL logo in black with a QR Code to the website. | Jenny: I can be free that day. |
Radio:
Radio:
1 Speaker
Client: TRMNL
Length: 60 seconds
(Wrestling bell ringing and audience cheering)
ANNOUNCER VOICEOVER:
WHAT A KNOCKOUT! This beast has great stamina with up to 3 months of battery life which on its own has beaten every other phone and tablet that has faced it so far. Would anyone else like to challenge this machine? (Audience sound dies down) Really? No one would like to go up against the THE E-INK DISPLAY OF EASE?! THE DESTROYER OF DISTRACTION?! Well that..., that makes sense actually. Why any of you would want to compete with a device that (Speeds up speech) understands it user so well because the user literally programmed it to do exactly what they want to see at whatever time of the day they want to see it is (Slows back down to regular pace) frankly beyond me. Oh wait… is that a charger I see? Is a phone really going to try to CHALLENGE THE TRMNL (audience sounds slowly fades back in) oh no wait (audience sounds fades back out) it’s being traded in for a newer model that only has different color options. (Whispers) TRMNL already 6 case colors to match your vibe perfectly. Head over to usetrmnl.com that’s use (Spell it out) T-R-M-N-L .com to step into the ring and see how PRODUCTIVITY GETS VISUALISED YOUR WAY WITH TRMNL! (WRESTLING BELL RINGS AGAIN)
Print:
Print:
1)
1)
Background was created in Blender. Assets were all pulled from www.usetrmnl.com.
2)
2)
All of this was created using PowerPoint. The 3 wallpapers from the background were taken off google. The TRMNL and their brand colors were from their website www.usetrmnl.com.
OOH:
OOH:
I have 2 different ideas for this
Both are billboards that will be on highways connecting suburbs to cities with major universities. This make sure we hit the target of 22-30 with the CTB while also not specifically targetting university students.
1)
1)
Have a large version of the device and show what someone else is actively looking at. Have it be opt in by the user so that no important information gets to the public. Have a custom username for the person as well if they want.
2)
2)
Have the TRMNL device with a joke car safety and staying focused on the road and compare it with staying focused on the road
Promotion:
Promotion:
TRMNL SMMR CDNG PRGRM:
Create a learning course on the basics of web development that lasts 3 months (June, July, August). The Prize: Everyone that enters has a chance to win one of 15 TRMNL Devices.
NEW/DIGITAL MEDIA:
NEW/DIGITAL MEDIA:
Lo-Fi Music on Youtube
Have a series of very long videos that have calming and relaxing music to help people focus.
The video itself could either do something with Lo-Fi Girl (or any other musician of this style) but have the device on the desk, or it could just have calming visuals using the branding and colors of TRMNL.