HAVAS CHICAGO INTERN MISSION 2013 M ARIE DE KERGORLAY PLANNER/STRATEGIST 773.732.6828 [email protected] for International Calendar Tribunal Rebrand Tuesday
Rebrand Tuesday, the dullest day ever
Jan 19, 2015
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HAVAS CHICAGO INTERN MISSION 2013
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forInternation
al
CalendarTribunal
RebrandTuesday
TODAY’S SPECIAL: HAVAS INTERN MISSION P.3
DAY IN, DAY OUT: TUESDAY’S PERCEPTION BY ITS CONSUMERS P.4
EVERY DOGS HAS ITS DAY: TUESDAY AND ITS COMPETITORS P.6
REBRAND TUESDAY IS THE ORDER OF THE DAY P.11CONSUMER INSIGHT P.12
SOCIAL TREND P.13
CATEGORY WHITE SPACE P.15
BEHAVIOR CHANGE P.17
BRAND DNA P.18
SEIZE THE DAY: A NEW BRAND STRATEGY FOR TUESDAY P.19TWITTER SOCIAL STRATEGY: GET MILLENIALS INTO ACTION P.20
FACEBOOK SOCIAL STRATEGY: GET MILLENIALS INTO ACTION P.21
INSPIRE THE MILLENNIAL COMMUNITY: TUESDAY WEBSITE P.22
INSPIRE THE MILLENNIAL COMMUNITY: MEETUP P.23
PROMOTION AND ADVERTISING: SEM P.24
SCHEDULE
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TODAY’S SPECIAL
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What is Tuesday for Millenials?
?
DAY IN, DAY OUT: TUESDAY’S PERCEPTION AMONG MILLENNIALS
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« Tuesday, the day of the week I hate the most »
« The usuallame
Tuesday »
« Tuesdays don't really seemto have any purpose in my
eyes »
« I have alwaysassociated this daywith bad weather
and miserabletasks »
« Terrible Tuesday »
« Don't start your diet on aTuesday!»
« The most depressing day of the week »
DAY IN, DAY OUT: TUESDAY PERCEPTION BY MILLENNIALS
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What about the competitors, anything better?
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS
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Case of the Monday: to start the weekfull of weekend « energy »
Hump Day: couldn't have arrived anySooner!
Thirsty Thursday: one day closer to theweekend
Last working day
Celebrate the first day of the weekend
Celebrate the last day ofthe weekend
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS
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And Tuesday: the most boring day of theweek.
https://robert.accettura.com
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS
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Happiness
WAKEFULNESS
DULLNESS
HAPPINESSSADNESS
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS
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WAKEFULNESS
DULLNESS
SADNESSHow
to p
ush
Tuesd
ay in
a p
ositive
dire
ction?
HAPPINESS
EVERY DOG HAS ITS DAY: TUESDAY AND ITS COMPETITORS
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What is stopping Millennials from enjoying Tuesday?
How to change Millennials’ mind about Tuesday?
How Tuesday could improve Millennials’life?
What behavior would we like to change or toimprove?
REBRAND TUESDAY IS THE ORDER OF THE DAY
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What is stopping Millennials from enjoying Tuesday?
They feel that their time and energy are beingwasted because they are bored. They are notmoved by what they are doing (or not doing).When bored at work, they feel trapped and whenbored at home, they feel lazy.
Results of face to face interviews with 10 men and women (18 -24) between the 16th and 22th of April 2013
Millennials feel that their actions are meaninglessbecause they are bored.
CONSUMER INSIGHT
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For them Tuesday is a boring day. It has no strongpurpose in a week balanced between work and restdays.
Let’s return the problem then: What if boredomwasn’t as bad as they think?
What if boredom was a terrific way to developcreativity, altruism, or meaningful behavior, outsideof the day-to-day routine?
How to change Millennials’mind about Tuesday?
SOCIAL TREND
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"Boredom makes people long for different and purposeful activities, and as a result they turn towards morechallenging and meaningful activities ».
"Boredom can paradoxically be a very strong motivator for people to seek out unpleasant yet meaningfultasks, such as blood donations
"Being bored may be miserable, but at the same time it provides benefits for others who are in need ofsupport, »
"Boredom stimulates the search for better ways to things like nothing else does."
« Taking time to be bored and letting yourself pause from friends, obligations, and technology is actuallyone of the best things you can do for your health ».« Slowing down can actually make you more productive in the long-term -- not to mention more creative,happier and less stressed ».« Discover New Hobbies & Interests. Doing Nothing Can Help You Cultivate Mindfulness ».
SOCIAL TREND
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OM BOREDOM IS GOOD FOR YOU.
How Tuesday could improve Millenials’ life?
Research finds that acts of kindness—especially spontaneous, out-of-the ordinary ones—can boost happiness in the persondoing the good deed. www.pbs.org « altruism qnd hqppiness » and The How of Happiness, by Sonja Lyubormirsky
Bored people seek out for meaningful tasks that canprovides benefits for others who are in need ofsupport.
Altruism is a key to the social connections that are soimportant to happiness.
CATEGORY WHITE SPACE
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« Even more than other generations,this cohort is motivated by doinggood. A recent study shows thatMillennials get involved inmembership-based organizations,like museums, art galleries and othercivic institutions »
« Supporting good causes — andbeing seen to support good causes— are likewise important. Making apositive impact on the world isabsolutely crucial as a definingfeature of this generation. »
http://www.prweb.com/releases/2012/11/prweb10176566.htm#.UXdTdWejjcY.mailto
CATEGORY WHITE SPACE
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What behavior would we like to change or improve?
We want people to feel happy on Tuesday. On this« boring » day, they could finally feel good aboutthemselves by trying to do something new. Somethingthey haven’t done before to fight the boredom. Dosomething that could be useful for others.
Boredom Altruism Happiness
BEHAVIOR CHANGE
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Developing meaningful behaviour could beTuesday’s DNA.
BRAND DNA
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Tuesday should be the special day to escapeboredom by trying to do something somethingnew, by changing behavior, being altruistic,empathatic and to engage in prosocial tasks.
Try something new Tuesday.
SEIZE THE DAY: A NEW BRAND STRATEGY FOR TUESDAY
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Get Millennials into action on Twitter!Spread #trysomethingnewtuesday
I cooked Tilapia fish with White Chocolate Beurre Blanc#trysomethingnewtuesday
On a mission to the south side to see the museum ofscience#trysomethingnewtuesday
Chicago, time to make the good weather happens#trysomethingnewtuesday
TWITTER SOCIAL STRATEGY: GET MILLENIALS INTO ACTION
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A Facebook page « Try something new Tuesday » toinspire the Millennial community to learn, discoverand do new things.Give them a place to share new ideas or stuff theyhave heard or have tried (cooking recipe, buildinga bench...). A place to connect people with otherpeople.Each week, « Try something new Tuesday » willinspire its community by giving a tip on an altruistnew action that could be done (volunteer in ananimal shelter; giving blood...).
FACEBOOK SOCIAL STRATEGY: GET MILLENIALS INTO ACTION
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INSPIRE THE MILLENNIAL COMMUNITY: TUESDAY WEBSITE
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A search tool to find how to help in your city,and depending of how much time youhave.
Aggregator of #trysomethingnewtodaywould be pulling into the website fromTwitter and Instagram.
Reports on people who accomplishedsomething new by helping people.
Social sharing tools
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Encourage and empower people to develop theyown association locally by giving inspiring tips tohelp them.
INSPIRE THE MILLENNIAL COMMUNITY: MEETUP
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SEM
Promote the website Trysomethingnewtuesday.comby increasing its visibility in search engine resultspages through optimization and advertising(keyword research like: « feeling bored », « Dullday »)
PROMOTION AND ADVERTISING: SEM
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TIME TO CALL IT A DAY…THANK YOU FOR YOUR ATTENTION!
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