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HOME >> Portfolio >> Asolo Boots Mock Commercial
Asolo Boots Mock Commercial
30 second Mock Radio Spot
Written January 29, 1999 by Katie M. (Miller) Kleinman
PURPOSE:
To present
Asolo boots as a product that will help take the customer into the enjoyment of the calm outdoors.
FORMAT: 30-second, Univoice
ATTRACTIONS: Indulgence (Rational), Sensation (Emotional), People Interest – nostalgia (Emotional)
BROADCAST TIMES:
6 A.M. – 9 A.M. and 4 P.M. – 6 P.M. weekdays
10 A.M. – 5 A.M. weekends
(Rush-hour and daylight on weekends)
TARGET AUDIENCE:
Primary: Career oriented, stressed person seeking an escape from their worries
Secondary: Outdoor, nature-loving person already familiar with the rewards of nature
Demographics: Persons 16-35, male or female, from households with average to above average income. There is no geographic preference
Psychographics: Staying Alive, Cashing Out, work-oriented
COMMUNICATION OBJECTIVE: To convince individuals that this boot can be a tool used to get away from the stresses of everyday life and into the calm of nature. Use nostalgia to remind the audience of the past fun and peace of mind they enjoyed as a child in nature. To communicate to the audience that this fun and peace of mind can again be had as an adult, with the help of Asolo boots.
ASOLO BOOTS
ANNCR: Your boss wants more from you. Your mother wants more from you. Even your own dog wants more from you. So you do what you’re told. But what about you? You need to get away. You need to get out. Remember romping through your childhood backyard? Exploring the woods behind grandma’s house? Explore again. Romp again. Asolo boots are prepared to take you where you want to go - if you only let them. Asolo.
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