CONEY ISLAND. IT'S NOT WHAT YOU THINK.
Producer: Jermine Hodge I Writers: Brittany Wright & Gigi Tekat
The Struggle: Inconsistency of product and singular experience makes it challenging to entice New Yorkers back and create better buzz
among residents who are the ones necessary for authentic validation.
The Process: Life is full of surprises, a lot of times we find that what we think to be true isn’t and vice versa.
Solution: Highlight amusements at Coney Island by using raunchy headlines and showing that it is - like many things we see and encounter, not what you think.
Print Ads - Show bold double entendres that can be perceived as inappropriate/raunchy but are determined to be descriptions of Coney Island amusements.
Interactive - Using the same raunchy concepts, we created an interactive 2D ad with a bold headline to capture the audience's attention. Except these ads will be placed where bystanders are beckoned to interact with, such as bus stops. Bystanders can check the required height to ride and gain some interesting insights on Coney Islands Cyclone.
Curveball- The AccuWeather announced a heatwave for 6 days. To capitalize on this phenomenon we created a coupon that advertises major discounts (50% OFF) on Wild River Ride. This coupon will be redeemable online and at Coney Island ticket booths. For these ads, we used PPC (Pay-Per-Click) services: The ads will be placed based on behavioral retargeting, webpages, and social media sites.
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