KelleyDeveny
"MAKE IT TO SUNDAY"
Art Direction: Ringo Joon, Alexis Bayani, Mateo Perez-Lara
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Copywriting: Kelley Deveny
Ideas from: all of the above
Insight: Without a hangover stopping you, who's to say you can't party again and again...and again?
Audience: Older Party Animals. 30-something "young people at heart" who want to keep partying like they did in their 20s… but need a little help to do so and still have a great morning.
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Concept: NotHangover can help our audience party hard. It's the only way to get the most out of a music festival, helping concert-goers make it through Friday, Saturday, and all the way to Sunday.
The Task (YoungOnes 2024): Create a launch campaign for NotCo's NotHangover to be deployed in the USA. Objective is PR and social media buzz. We know we cannot change the world alone, which is why we look for partnerships and collaborations.
The NotHangover™, a single shot created by NotCo that helps lessen the effects of a hangover when taken at the beginning of the night.
It contains probiotics that break down acetaldehyde during a night of drinking, working as the night goes along.
First of all...what's a NotHangover?
Now back to the fun stuff...
Wild Postings
"Can't stop, won't stop, don't have to stop"
When it comes time to punch that clock on Friday afternoon,
there's not a second left to waste.
Somewhere not too far away, there are lights flashing, music bumping, drinks to be had (and had and had again). You’ve got a killer weekend lined up, and tomorrow morning isn't quite your concern.
NotHangover is the ultimate festival must-have.
When you skip out on the hangover pain, you can take on
the weekend––the entire weekend––the only way you know how:
spending more time partying and less time perishing.
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Start your Day 3 feeling like it’s Day 1,
and get your ticket price’s worth by making it to Sunday.
Mini-festo:
"Don't take time off from your time off"
Body copy: Drinking with NotHangover allows you to be the life of the party over and over and over again. Long gone are the days of letting your hangover win out over a wild night; here to stay are weekends maxed out on fun. Cheers to that, party animals.
Social Caption: Because the whole weekend is full of surprises. Don’t waste a day on the couch. Use NotHangover to fight the pain of a morning-after and Make it to Sunday.
Social Caption: Sunday scaries = those wasted on your couch. One shot of NotHangover battles hangover-causing chemicals in your body throughout the night, letting you party on, all weekend long. Make it to Sunday.
Partnership
Never again will a perfectly good concert ticket go to waste on a bad hangover.
Through a partnership with LiveNation, NotHangover will sponsor an expanding festival booth that travels to Coachella, Stagecoach, EDC Las Vegas, Bottlerock, Governors Ball, Bonnaroo, Electric Forest, Lollapalooza, and Austin City Limits.
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Here’s how it works.
Day 1:
NotCo’s NotHangover booth looks like any other, with ambassadors handing out NotHangover samples so that concert-goers can experience the awesomeness of partying without a hangover.
Day 2:
The NotHangover booth has transformed to an event area, complete with a bar, merchandise, eye-catching decor, and of course, free samples.
Those who stop by the bar on Day 2 will receive special instructions to return early Sunday morning for a special surprise.
Secret Sunday Morning Set :
Sunday morning at the NotHangover stage, one of the festival’s top headliners will perform an intimate, never-before-seen set – exclusive to those who can thank NotHangover for making it to Sunday.
Day 3:
NotHangover no longer has a booth at the festival – it has its own stage. Those who arrived early enough got to witness the Secret Sunday Set, but the fun doesn’t stop there. NotHangover will keep partying all day and all night long.
Congratulations, you made it to Sunday.
Make it to Every
Sunday Competition :
The last person standing to party at the
NotHangover stage, even after the festival's
end, will be deemed the winner of 2 all-access
passes for the next festival tour stop to keep the
party going like only they know how.
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If you didn't leave with cool merch, did you even go to the festival?
Last but not least...
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*Only available to purchase on Sundays, obviously.