MCGA PHASE 2 v3

Updated October 25th

Spots #3, #4 & #5

To Be Directed by: Shane Nelson / Art by Eight Hour Day

Produced by Molly Worre & Omni-Fusion Media Production / Cinematography by TJ Schwingle

TO BE FILMED TUES OCT 26th

Thanks for the opportunity to continue to build on this fantastic campaign for this important product!

We are calling this “Phase 2” for short since it initiated a new contract, budget and timeline.

PHASE 2 GOAL:

Continue to spread the word about UNL 88 with a few more videos that reinforce key messages, communicate new info, additional market touch points and leverage the Hawkey celebrity affiliation.

IDEAS

Here are the final spots for PHASE 2 spots that include the Green Screen Studio formula.

We are scheduling Phase 2 videos around a single standard 10hour shooting day and we will capture ALL SHOTS needed in that time with Covid safety considerations.

We understand Hawk has some time limitations and will plan accordingly.

SCOPE:

We further developed the 3 key videos that will continue to advance this product launch and build on the campaign established in the Animated Spots. They will be evergreen, match our prior work on “Better” & “Chore” and able to be able to be used for years to come.

“BETTER” (links to dropbox files)

“CHORE” (link to dropbox files)

We plan to draw off some of the existing videos and art to maximize budget and timing efficiencies but adjust the formula to feature a live action real life HAWK in studio and on green screen. These spots will continue to evangelize UNL 88 and illustrate clear feature/benefits with a call to action but we will also seek to address some potential

MECHANICAL AND LOGISTICAL BARRIERS YOU OUTLINED based on focus market research like:

> Finding UNL 88 in real life by using the website

> Communicating clearly that virtually every vehicle on the road can use this product.

NEW PHASE 2 VIDS (HAWK IN STUDIO & ON GREEN SCREEN)

All videos will feature a formula where real life CHRIS HAWKEY is integrated INTO Eight Hour Day art which help illustrate all the key feature benefit and takeaways.

Here is some VERY OLD work we created for BUCK HILL that we think holds up and used this formula well. :)

NOTE: It will be fun to make the Eight Hour Day artwork pass in front of the real life Hawk and this style works perfectly to work in the hand drawn animation vibe that set this whole UNL 88 2021 aesthetic in motion!

Hawk can interact with the artwork and key marketing phrases and TEXT.

Also we can continue to move the (digital After Effects) camera around to create more energy and focus on the key takeaway TEXT featuring the feature benefits.

VIDEO DELIVERABLES
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CELEBRITY LIFESTYLE VIDEO

Spot #3 “LIKE A HAWK”

Hawkey specific video leveraging how UNL 88 is now a long term part of his unique lifestyle.

Aimed at his core demo and of course his KFAN & music fanbase. (See below)

This is the same basic pitch we delivered last spring for cartoon Hawkey character but this version is adjusted to maximize Live Action Hawk on green screen as he guides us through how UNL 88 benefits his unique life as he literally “criss crosses the state” pursuing his passions for Radio, Tv, Snowmobiling and playing music.

As Hawk talks, we simply show a mix of the Eight Hour Day artwork AND WE PLAN TO MIX IN REAL LIFE SHOTS OF HAWK DRIVING HIS TRUCK.

We love this concept because it leverages the momentum of previously established successful EHD art and Minnesota icon but has the added dimension of showing a real life video of Hawk appearing on screen describing his awesome life!

OPTIONAL: We also have the option to show anything we want in the background since it’s a green screen. i.e. Hawk filling up in his real truck using the actual product at a real gas station (Nondescript so we cant tell brand or location and pre approved by MCGA - which may have value in other capacities and add a authenticity.

> Updated V3 Script Link Here

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2. HOW TO VIDEO “EASY AS 1-2-3”

Spot #4 “Easy as 1-2-3”

This is an educational vid for the landing page of your website but can also be used on TV, purchased media and socials.

We have Hawk simply walk us through how easy it is to find and fill up with UNL 88:

#1 Go to BetterFuel.org

#2 Find a UNL 88 Station near you!

#3 Add power, efficiency to your engine, while saving $… and the planet. (NEED FINAL APPROVED COPY)

We will of course work in: (Better for: Your Air, Your Engine Your Wallet)

Having this video will be Super Helpful to deal with previously stated barriers around driving traffic and helping customers find UNL 88 stations and

We can also address +2001 vehicle concerns or any other emerging data and make custom cut-downs for use in all media.

Our hope is that making one of the spots main messages be about how EASY IT IS will knock down the barriers your focus group brought up.

We plan to shoot all these in the same setup. This is the spot where Hawk will interact with some of the EHD graphic elements

As HAWK does his lines we can have him trigger the animation. i.e. He clicks on his phone and then casually pushes the graphics off the screen like the reference above.

The background will be displayed a phone with simplified graphics that match the UNL88 graphic aesthetic and general user experience and the MAIN text will animate over HAWK in the foreground in similar speed and physics and motion similar to gifs above.

>Updated V2 Script Link Here

3. TESTIMONIAL VIDEO

Spot #5 “Testimonial”

Link to Sample Questions Doc Here

We will shoot Hawkey using his own words to describe why he likes UNL 88. (less graphics heavy but same cool EHD style)

We think he should be sitting in a Directors chair for this one casually answering our questions in his own words.

Screen Shot 2021-03-05 at 12.51.48 PM.png

The Graphics will animate up behind the greenscreen studio where he is sitting and some of the key things he says will be supported with existing and (some) new graphics.

We also plan to cut away to actual B-ROLL of Hawk driving and filling up at the approved UNL88 station.

We will make sure to shoot it in a way that feels more generic vs promoting a specific fuel station brand. This will be shot with a smaller crew directly after the main studio shoot.

We will use the same ending and lockup for consistency but might have him say the same sentiment in a more casual delivery. “I have been telling my freinds to check out BetterFuel.org and try UNL 88… even if it’s just for a month and see what they think…