Snapshot briefs for underdog brands
Challenge: Many people see Coinstar as a scam because it takes a 12% convenience fee to convert your coins to cash. Those people often either fail to consider or are unaware of the gift card feature which charges no fee.
Key Learning: As online shopping becomes increasingly more popular, cash is becoming useless. While many still save coins out of habit we hardly ever think to use them because we’ve forgotten the value they hold.
Insight: When we do spend our coins, it becomes an opportunity to treat oneself.
Opportunity: Coinstar’s gift card feature can turn your unused coins into an exciting opportunity to go online shopping and buy something you might have otherwise held off on.
Target: The post-plastic generation grew up using cards and shopping online and are quick to adopt new technology like Apple-Pay or Venmo. Since most of their shopping is done online, to them gift cards are more valuable than cash.
Strategy: Coinstar turns your pocket change into possibility.
Challenge: As private label products crowd the shelves of office supply stores, the Hi-Liter brand is lost in a sea of similarly priced and designed products. While Sharpie owns the creative space, Hi-Liter lacks a unique point of view within the market.
Target Occasion: When our target picks up a highlighter it's not to be creative, it's because they're reading something meaningful and they need help remembering.
Insight: What’s considered worth remembering is completely subjective, it’s different for every person. If you give a dozen people a passage from a book they might all highlight something different. We all have different priorities when it comes to memory.
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COLEMAN SALU-SPA INFLATABLE SPAS
Challenge: Because this product is more functional than aesthetically pleasing, it has a perception of being tacky and even poor quality. While past purchasers report loving their spa, potential buyers need convincing to get over the perception issue.
Insight: People aspire to not give a fuck. At some point or another, we all wish we could give a middle-finger to what society thinks and do what we want. People who are able to successfully break conventions and live on their own terms are often admired and respected.
Target: Aspiring convention breakers are always seeking ways to do things on their own terms but practicality often gets in the way. They would love to get a Hummer or a pontoon boat but they’ve been convinced to make more practical decisions instead. They wish they could live the “I don’t give a fuck” lifestyle but it’s rarely realistic for them.
Opportunity: Coleman Inflatable spas are a practical way to break convention and do something for yourself. While some people may think it’s tacky, if you’re happy with your spa, that’s all that matters.
Strategy: You have more fun when you don't give a fuck.