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Experiential Campaign

Experiential Campaign . Company Profile. ACE HAS AN 87-YEAR HISTORY OF HELPING PEOPLE IN COMMUNITIES ACROSS THE COUNTRY WITH THEIR HOME MAINTENANCE AND REPAIR NEEDS. Current Communication Strategies: “The helpful place” remains Ace’s tagline

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Experiential Campaign

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  1. Experiential Campaign

  2. Company Profile ACE HAS AN 87-YEAR HISTORY OF HELPING PEOPLE IN COMMUNITIES ACROSS THE COUNTRY WITH THEIR HOME MAINTENANCE AND REPAIR NEEDS Current Communication Strategies: • “The helpful place” remains Ace’s tagline • “Get your weekend back” has been added as a new ramp line Ace is different from the “big box” competition due to a long standing commitment to great customer service, knowledgeable associates, local ownership, and small, more easily navigate-able stores.

  3. Competitive Environment ACE’S MAIN COMPETITORS ARE THE HOME DEPOT AND LOWE’S The Home Depot – “More Saving, More Doing” 2,248 Stores Nationwide Lowe’s – “Let’s Build Something Together” 1,710 Stores Nationwide • The competitors both have a similar media mix • Very Heavy on Spot Radio • Moderate on Spot TV • A presence in Cable TV

  4. Industry Analysis In recent years, the term “home improvement” has become synonymous with “home maintenance” in the mind of the consumer. Consumers have made product availability a priority over the helpful knowledge of an associate, leading many consumers to big box stores that carry enough products to accomplish any imaginable task. Challenges: • Continued economic pressure • Soft housing market • Loosing share to home improvement warehouses

  5. Current Standing Ace is not like other guys. Ace knows there needs to be a place where people can go to get advice and get in and out quickly for all their home maintenance needs.

  6. Target Deep Dive Adults 25-34: • 88% more likely than average to purchase a new home in the next year • 33.5% of all respondents who are likely² to purchase a first home in the next year are adults 25-34.

  7. Goals and Objectives OBJECTIVES CREATE DIRECTION, DIRECTION CREATES GOALS. WE CREATE THE REST Marketing Objectives: • Increase Ace’s share of the maintenance and repair business by uniquely positioning Ace against its competitors • Continue educating people about the distinction between improving your home and taking care of your home. • Wake people up! Experience Campaign Objectives: • Increase Ace Rewards Membership sign-up rate by 25% during the one year campaign • Increase knowledge of “Home Maintenance” vs“Home Improvement” for those exposed to campaign by 25%

  8. Campaign Overview Players compete against friends in a backyard baseball game. While playing, the neighbors house/yard gets damaged and you must fix the damaged property. This game allows for the bAceball experience to be highly scalable because the target does not have to actually be present at the event to get a similar experience.

  9. Campaign Overview Recreate aspects of the mobile game at Minor League Baseball games. The experience combines baseball with carnival activities in order to communicate with the large number of New Movers present at the games.

  10. Campaign Overview Both the experience and the mobile game seek to generate new Ace Rewards members. Players who choose to sign up, either in the mobile game or at the experience, will receive rewards for doing so. Ace will be able to communicate with “New Movers” via the information they provide.

  11. Big Idea The mobile game and the MiLB experience can work in tandem or independently to increase Ace’s share of the home maintenance business through waking up “New Movers” through the understanding that with Ace you can “get your weekend back.” The Target, Objectives, and Brand are a natural fit for “America’s Game” • The target has a high interest in baseball • Minor League games have the same community feeling that is found in Ace stores • Highly scalable mobile game is a perfect medium to encourage direct response of Ace Rewards sign-up

  12. Campaign: Step OneMobile GameOnline-Offline-Online

  13. Mobile/Web Game Objective CREATE AN ONLINE VIDEO GAME FEATURING ACE AND BASEBALL THAT CAN BE SHARED AMONG FRIENDS AND GENERATE EXCITEMENT FOR THE TOUR • Demonstrative use of the Ace brand and Ace products • Demonstrative advergames have been proven to “boost messaging effectiveness by presenting the product in its natural context and inviting the consumer to interact with it.”

  14. Mobile Game Premise DEMONSTRATIVE VIDEO GAMES PRODUCE A HIGHER LEVEL OF BRAND RECALL AND RECOGNITION THAN ASSOCIATIVE OR ILLUSTRATIVE • Backyard baseball • Game play takes place from the perspective of the batter • Ace logo is shown during game play and players interact with Ace branded tools

  15. Spring Training Mode SpeedPitch: Batter tries to hit pitches being thrown at varying speeds CurveBall: Batter tries to hit pitches that change in level/plane Home Run Derby: Batter tries to hit as many homeruns in a row as possible Designated Hitter: Goal is to improve batter’s placement of the ball after hitting it. Section of the cul-de-sac will be highlighted – Batter tries to hit that specific spot

  16. Community Mode THE ABILITY TO PLAY WITH OTHERS WILL ENCOURAGE INDVIDUALS TO PLAY THE GAME MULTIPLE TIMES Leagues are formed by the players or they can be added to a random league. Team names, jerseys, and houses can all be customized. Play is similar to “Words with Friends” • Computer creates schedule so each player plays each team in the league once • Push notifications sent to players at start of each game and for turns at-bat • Game length will vary depending on how quickly the players respond to each at-bat

  17. Community Mode THE GAME FUNCTIONS AS A “GAME IN A GAME” Traditional baseball game with innings of 3 outs, 3 strikes to an out and the winner is determined by the number of runs scored. To utilize the touch screen nature of smartphones players will flick the screen and get on base by hitting balls in designated areas on the diamond Community bonus mode • During game, opponent’s house is located outside the home run fence • Hitting the house earns batter bonus points • When player hits a house some damage is caused, broken window, dented mailbox, chipped paint. • After three at bats player is given time to fix each broken item • Occurs at the end of an inning, not at the end of an at-bat

  18. Bonus Mode EVERYONE LOVES BREAKING THINGS The bonus mode play differentiates this game from any other available baseball game on the market. It gives the game an interactive and whimsical aspect that will keep people coming back to play the game ---because it is FUN If player fixes items in allotted amount of time, player can use points to • Bribe umpire to earn one more at-bat • Fortify players own house • Purchase “fix-it” items from Ace to place on the field as obstacles • Save points for later use

  19. Campaign: Step TwoThe ExperienceOnline-Offline-Online

  20. Before the Event One of Ace’s biggest strengths is that the face of the company are the thousands of local owners and operators. It is important to include these individuals in the experiential plan. • Weeks before bAceballrolls into town Ace owners in a 25-mile radius of the stadium will be contacted • Ask them to allow in-store marketing materials • Provide them with tickets to the game • Encourage them to be a part of the event and tell • people in their stores about it

  21. At the Ballpark NOT ALL GUESTS ARE CREATED EQUAL Ace Enthusiasts • Individuals who have already played the Ace Game AND signed up for an Ace Rewards membership • Goal: to get them to act as stewards for the experience • Will be invited to compete against other enthusiasts in front of a crowd to win bigger prizes Rewards Members • Individuals that did not know Ace would be at the game but they ALREADY have an Ace Membership, but it is only one of many cards they carry with them • Goal: to get them involved in the Ace community. We want them to interact with the Ace game and to re-invigorate their Ace affiliation • Will be immediately rewarded for their Ace membership by receiving digital rewards. No Ace Affiliation • Individuals who had not heard about the Ace Experience prior to going, they had tickets to the baseball game and wandered in because it looked fun • Goal: to get them to sign up for Ace Rewards and identify where their closest Ace is located • If they sign up for Ace Rewards at the experience they will be given digital rewards

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