Client: pgLang
Task: Create an activation for the pgLang Light Phone, speaking to social media-addicted Gen Z and millennial consumers.
Insight: Zillennials are seeking the thrill of real life and are turning to the real world to do so. A few seconds on social media are constant reminders of self doubts, peer pressure and the state of the world in general. Zillennials are looking for a way to get away from all the stress and just have fun.
Idea: Let’s use pgLang’s new light phone to prove what a Zillennials real life can be when away from the self doubts that blind them from doing what they truly love.
Execution: We will partner with Kendrick Lamar to release the pgLang light phone and promote it with headlines that play on the double meaning of the word light - minimal features and positivity. with ads featured in high volume, phone heavy locations.
Billboards
Leisure time hits different when you turn on the light
a play on the light phone and turning the lights on
These ads will be in train stations and billboards throughout NYC and LA, two phone and traffic heavy locations respectively.
Social Media
In addition to billboards, pgLang's new light phone will be advertised through YouTube, showcasing fun aspects the adventurous lifestyle that we all have inside, waiting to be unlocked with the Light phone.
Reset Rave
Pglang the “Reset Rave” popups where you can step away and be you for the day.
These recreation centers, possible through partnering with YMCA's throughout NYC, Miami and LA to host, promoting the phone and as a way for phone obsessed zillenials to get out and do things you normally are too closed off to do,
Come to event and the interface of your android or iPhone changes to the lightphone and you can navigate through the different events at the venue. featuring tons of recreational activities outside of your regular YMCA experience such as in-door rock climbing, bowling, swimming, sip n' paint, karaoke and more. 100 visitors will have a chance to win a free Light phone and to meet Kendrick Lamar.
