Unsubscribe to Gravity

A proactive idea for Young Glory 2021

The ask:
It’s 2022 and the fictitious ‘Flubber’ technology has become a reality. You simply rub it onto your outsole and get instant gravity-defying vertical leap ability.

The NBA, NCAA, and professional leagues across the world are still undecided on if they will ban or allow the technology. But it’s now available to consumers - in the form of a $100 USD monthly subscription - and your job is to drive sign-ups to the subscription.

The solution:
The target consumers are Americans in their 30s who are working a day job they think they needed just to pay their bills. But they spend every waking hour thinking about what they really want to do with their lives.

They are the people who would throw money at the problem, convincing themselves that a new subscription would make their mundane lives better.

In order for us to get them to subscribe to Flubber, we have to shift the consumer’s perception of life’s limitations from being an inescapable fact that grounds life as we know it to being a limiter to life’s true potential.

AWARENESS PHASE

LEAD GENERATION PHASE

CREDITS

Copy lead: Hazwan Norly
Art lead: Trang Dang