Zambezi | Creative Brief | Strategy
Win Holiday 2023 with a breakthrough campaign
Problem To Be Solved:
Fire pits and pizza ocean are seen as a luxury not a necessity.
How do we make Solo synonymous with a perfect holiday?
Real holiday magic happens when you can fully be your realest self.
Researched trends, audience. and competitive landscape surrounding the holidays and outdoor gear
Helped put together creative thought starters and jumping off points
Helped to craft the strategic approach and opportunity for the campaign
Show how Solo is the unofficial holiday from the holidays
Increase topline revenue for fire pit and pizza oven products of $80M by stealing share from other home entertainment products (ie. grills, playgrounds, outdoor essentials, etc)
This audience looks for products that are trendy, lifestyle driven, and quality. They want the products they buy to show off, entertain, and bring people together. Ultimately, they’re wanting experiences that bring
excitement, social recognition, and tradition.
While those that have a Solo Stove love it, brand awareness is still low at 6.6%. Fire pits and pizza ovens are lower on the consideration list for both gifting and personal home products.
Holiday gatherings can often feel forced and faked (ie. ugly sweaters you have to buy, awkward dinner conversations, lying about a well-cooked ham, disappointing gift exchanges).
Creative and Production Team:
Matt Babazadeh: Head of Strategy
Angelina Nguyen: Account Executive
Jeri Low: Executive Producer
Cat Marsh: Strategist
Marc Mason: Group Account Director
Dustin Mulstay: Head of Production
Alex Cohn: Head of Content
Matt Sherman: Group Creative Director
Gavin Lester: Chief Creative Officer
Jaimee Kiersted: Creative
Andy Holdeman: ACD / Copywriter