Miami Ad School Account Planning Bootcamp Portfolio Cases - Coca Cola, Nikon and Royal Caribbean

1. MICHA
E
L
PANG
Strate
g
ist
contact
me!
E: michaelpang89@gmail.com
C: 917-833-2782
T: @michaelpang115
www.linkedin.com/in/michaelpang115

2. I AM A MISSILE.
WHY, YOU ASK?
SIMPLE.

3. A MISSILE...
- IS A SEEKER!
- IS UNPREDICTABLE!
- Has An ADVANCED
TARGETING SYSTEM!
- Has a POWERFUL ENGINE!
ANd After I
reach my target....

5. "It’s how you get the
mysteries of the Universe to
fit on a bumper sticker.”
- HOward the Duck
“There are only two types of
people in this world: young
people and younger people”
- Michael Pang
From a city of 8 million, with a
heritage of 2 billion and ideas in
the trillions…
I take pride in all my crafts &
seek constant progress , whether
it is drawing, gaming, guitar or
advertising.
Curiosity is my compass and I am
helplessly drawn to its direction.
Curiosity leads me to problems
that need solutions.
There is no substitute for the joy &
satisfaction of being able to solve
a problem with your own mind &
hands. that can never be taken away
from you nor can it be given.
Curiosity

6. "Table" of contents
O Case 1 - coca cola
O case 2 - nikon
O case 3 - royal carribean
O interests & inspiration
O resume

7. "GRowing Up doesn't mean
growing old."
Coca Cola sales have been
declining yearly due to
cultural trends relating to
greater awareness of soda's
impact on health & obesity.
millenials who are transitioning to
young adulthood in the aftermath
of a financial crisis, unemployment,
debt etc.
Sell more coca cola to
America.
Challenge!
Objective!
Target!
INSIGht!
for millenials, growing up now
SUCKS. However, growing up for
them in the past was much more
fun.
Strategy!

8. “GROW YOUNG”
COKE WAS THERE FOR ALL YOUR
BEST CHILDHOOD MEMORIES.
EVERYTIME YOU DRINK A COKE,
EACH SIP BRINGS BACK YOUR
YOUTH.
COKE IS THE FOUNTAIN OF
YOUTH!
Here we have an interactive
Coke ad that is modeled
after the 90s game “Lite-
Brite” where consumers can
buy a coke from a vending
machine and receive lite
brites to fill up the ad
anyway they choose.
CREATIVE IDEA!

9. Additional executions include:
O a print ad that folds into a paper
airplane.
O magnetic coke cans that attract to
other cans.
O a print ad with bubble wrap.
O a print ad that folds into a
fortune game.
O TruTH AND Dare digital game.
O Radio spots on pandora for 90s
songs.
You will learn that a
co-worker has a
crush on you.
Grow Young
The stars will reveal
a secret, look up
tonight.

10. Create new brand positioning
that guides the path forward in
how to grow Nikon's business.
millenials who want to change
or improve the world.
Ensuring visionaries have the
best quality to share their
vision
You can’t share your
perspective without clear vision
"It takes great vision for
great change."
Challenge!
Target!
Purpose!
Insight!
Strategy!
Creative!
"Focus on the future."

11. Challenge!
Cruise industry suffers from
Perception that cruising is
for "The newly wed, the overfed
and nearly dead".
Negative PR from cruise incidents
such as ships stuck at sea,
crashes or illness have dampened
enthusiasm for crusing.
Cruising is not first of mind for
vacation compared to land vacations.
Objective!
Grow the cruising market
while creating brand
preference for royal
carribbean.
Insight!
Target!
MOTTS - Moms of teens &
tweens. chief organizing
officer. family first.
secondary - travel
agents. THey are
brand ambassadors.
When her family is happy,
mom shines.
Strategy!
Creative!
WOW
Help Mom wow her family
wow

12. Executions include:
O "wow mom" print showing
impressed family
O Ambient - sticker ads at
supermarkets showing "Wow
Mom" moments
O "Momumentary" - modern
family style mockumentary
spot
O crown agents - social
network for travel agents &
customers

13. Interests
POOL
guitar
Cooking
Knicks

14. Cornell University,
Class of 2011,
Bachelors in Government
Miami Ad School,
Winter 2014
Account Planning Bootcamp
RPA, Santa Monica, CA 10/14-1/15
Freelance Strategist
@ brand strategy for brands such as
ARCO, Clippers, Tempur Sealy, La-Z-Boy
@ Research and analyze consumer tar-
get through quantitative research and
qualitative research
@ Collaborate with account, media
planning and creative teams on presen-
tations, research and creative ideation
@ Analyze focus group data to extrap-
olate relevant consumer insights for
clients
@ Work directly with VP of Strategic
Planning and strategy team on creative
briefs, presentations, insights and new
business development
@MONITOR NEWS FOR TRENDS IN CULTURE,
TECH, AND ADVERTISING FOR RELEVANCE TO
CONSUMERS
Experience!
Education!
Distillery, New York, N.Y. 4/14-10/14
Freelance Strategist
@ Conduct primary research in focus
groups and create Excel models to gather
significant data insights through testing.
@ Work directly with Partner/Chief
Strategy Officer on brands such as LG and
PUR
@ Analyze and write reports with obser-
vations and strategic recommendations
@ Attend consumer focus groups to
observe and gain meaningful insights and
patterns
@ Attend Client meetings, briefings, and
proactive client services.
Experience!

15. MADE IN...

16. Thank you
for reading!