Penny Skateboards Integrated Advertisements
Objective: To improve Penny Skateboard’s lack of advertisement for their line of fully customizable 22 inch plastic cruiser skateboards. The campaign needs to motivate people to go outside, play, and have fun.
Background Information: Ben Mackay created Penny Skateboard company in 2010. The plastic skateboards are inspired and designed after a plastic cruiser his dad bought him when Mackay was five years old. Mackay named the company after his sister, Penny.
Key Facts: Penny boards have become an accessory for students on college campuses. The boards are made of a specially formulated blend of plastic that makes the boards indestructible and light weight. It is guaranteed to withstand the weight of a car and not break. The waffle texture of the deck is designed for grip, even when ridden barefoot.
Creative Objective: Ultimately, the campaign must create a sense of nostalgia of a time when kids went outside and played in the neighborhood. The tagline “Make your move” will motivate people to get out and be active.
Approach and Tone: The personality of the campaign must convey fun through the use of interactive ads.
Key Consumer Insight: Consumers need a reliable, durable skateboard to get around college campuses and use as an alternative to walking. The boards can be used to cruise or shred. Penny boards are a smooth ride, easy to learn, and inexpensive compared to wooden skateboards.
Audience: Males and females, ages 17-25, high school through college aged young adults living in commuter heavy, suburban areas.
Mandatories: The campaign must feature color and emphasize Penny’s customizable options. The campaign must motivate people to “make your move” through multiple mediums of movement and activity.