Ring
The Ask: Expand market share and reach new customers by sharing the less-than-obvious benefits of Ring doorbells.
The Who: A member of the Deaf community who feels disconnected from their city and neighbors. They don’t see the purpose in owning a Ring doorbell if they’re still unable to communicate with whoever’s at their door.
A Spooktacular Takeover
This campaign is throwing out boring old Halloween for the new craze: ASLoween. We’re launching an initiative to teach simple ASL and encourage everyone to sign their ‘trick-or-treats’ this year and every year after. Community starts with communication, so why not take Halloween into your own hands?
Something Mysterious is at Your Door…
We’ll introduce this campaign with a social takeover that mimics our usual content, but with an eerie twist. Instead of seeing your typical sweet and silly moments caught on a Ring camera, you’ll see some scary characters approach your doorbell and sign a terrifying tale.
All Treats No Tricks
This video spot illustrates all that ASLoween will be. We’ll be able to see the true joy of community made through communication and how life is better when everyone’s invited to the celebration.
The Execution: My team and I knew almost immediately that we wanted to launch a sort of ASL initiative, but we struggled with making it seem personal. We came to the idea of Halloween as a point of connection because it’s a major community-based holiday that occurs right at your front door. I created the mock website as a way to explain our idea and provided the name ASLoween for our campaign, as well as collaborated with my team to flesh out the concepts for our other deliverables.