Bennington Pontoons
Within my Strategic Communications Campaigns class, we were tasked with devising a plan and campaign in order to target a new audience of pontoon buyers for Bennington Pontoons. The usual consumer for pontoons is someone quite a bit older within that baby boomer generation, and Bennington wanted us to open their market to millennials after noticing that they were gaining a large amount of interest from this demographic. After 4 months of research into this demographic, and finding what is truly important to them, we came up with our creative brief in order to inform our creative deliverables.
Our consumer: With men oftentimes being the person proposing the idea of purchasing a boat, and wanting to have all of the necessary information before proposing it to the rest of the family we decided to focus on men among millennials. These people understand that you get what you pay for and truly value quality within their products. They make a higher salary of 100k, giving them the necessary disposable income in order to purchase a high ticket item like a boat. They value spending time with their family and are always looking for new ways to do so.
We found that the greatest usage factor among millennials was the opportunity for them to bond with their children. Boating is something that parents are able to do with their kids actively, rather than their children’s usual activities that leave them sitting on the sidelines watching.
Main Idea: Dive into the moment
Social media Ad
We used this ad in order to show parents how Bennington can offer them time to bond with their kids by being a kid themselves again. Bennington allows them to get in those precious memorable moments right their along with their children.
Digital Display Ads
Our digital display ads will be put on social platforms like Youtube where our target consumer often goes to inform their purchase decisions. These ads focus less on the pontoon itself and instead highlight the family fun that they can provide.
With our ad spot we are able to exemplify parents actually getting right in on the moment with their children. Allowing the whole family to make memories that will last a lifetime, just like their Bennington pontoon.