effect: commute reboot

caitlin condon · copywriter jamie lin · art director mariah raspen · copywriter

problems

lack of awareness

saturated category

energy drinks not thought of as “mental stimulators”

create a campaign to introduce effect (a new type of energy drink) to UK students.

objective

the big idea

effect is more than just an energy drink. It’s your mind’s energizer. To prove that we aren’t just another caffeinated sports drink, we have developed an app titled commute reboot for students and young professionals ages 18-26 to use on their commute to school or work, or in their spare time.

Say goodbye to grogginess and hello to positive effects.

the execution

An ad campaign focused around the app will be presented to our target audience with print ads on the Tube and in Tube cars and also on college and university campuses.

To enhance the campaign, a competition will be held between the colleges and universities to see which school can maximize their mind’s potential.

the app

icon inspired by the london underground & effect.

3 games

personal stats & profile

compare to other universities

sharing your scoretag @effectUK

hashtags: #commutereboot

& your university

the university challenge

Users earn points for their university by sharing their scores via social media, using the hashtags #commutereboot as well as the one for their own college, e.g. #imperialcollege or #universityofoxford.

Stats will be tracked by leading individuals and schools for each game and all three overall. The top university wins a free effect launch party.

print ads (the tube)

online ad (the guardian)

on campus extensionOn university campuses across the UK, effect will host simple outdoor brain games utilizing effect’s logo, much like the app. This adds a further interactive element while allowing our target to sample the product (provided by on-site representatives).

maximize your mind’s potential.