Hangout by Bote
CREATIVE STRATEGY
BACKGROUND / CONTEXT:
Hangout is a division of Bote company, which is a leading boat manufacturer, and the idea of the products is to offer high quality, comfort and design for leisure in the water. The Global Leisure Boat Market was valued at USD 42,803 million in 2021, and expected annual growth rate of 4.7%.
This collection offers floating living rooms and other artifacts to play and stay long in the water while enjoying drinks and food.
THE CHALLENGE:
To relaunch the Hangout collection with a limited budget, taking advantage of the summer and warm weather of Florida, California and the cities near the ocean or lakes.
THE OPPORTUNITY:
Going back to college after two years of pandemic makes students enthusiastic, but also it generates scary feelings of the unknown. This is an opportunity for Bed Bath and Beyond to offer them products to decorate their own new space, their freedom, their expression of personality. This will help students feel confident and stronger.
TARGET AUDIENCE:
Men and Women, in their 40s and 50s (Generation X), average income is $130,000+, live in water-accessible cities and towns. This generation is feeling young and wants to live as much as they can. They already have settled economically and want to experience social life with their families and friends.
INSIGHT
No matter how old you are, popularity always feels good.
STRATEGY
Hangout and be cool.
CREATIVE IDEA
Since the budget is limited, the idea is to create very high standard events on boats that invite possible users of the brand, and generate an unforgettable experience that can be shareable with their friends and relatives. The invitation and the advertising is direct and the word of mouth is expected.
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