Shwazooki Your Gear!
This past week Real Life Brand Architecture launched the sister campaign to Dana Point’s Hide it. Lock it. Or Lose it. campaign. Uniquely named SHWAZOOKI.
As we were developing the Hide it campaign we knew that we needed to speak a different language to get the attention of the younger audience of Dana Point. To the point, the high school students at Dana Hills High School have had their own challenges of petty thefts. Many of which are unattended backpacks, which have things such as cell phones, iPods, credit cards and cash.
We discovered the word Shwazooki frrom the urban dictionary, meaning “to hide or stash your stuff.” Please, take a look at the new site: Shwazooki.com. As part of the campaign launch we’ve printed up stickers for the students to put on notebooks and lockers, as well as surfboard hang-tags to place on their backpacks as a friendly reminder to “Hide it. Lock it. Or Lose it.”
CHALLENGE: As a complementary campaign to “Hide it. Lock it. Or lose it.,” a specific awareness effort was required to target younger audiences in Dana Point with a similar message.
STRATEGY: Enlist high school students to participate in the development of the campaign, which features imagery and messaging relevant to this audience.
CREATIVE: Development and promotion of “Shwazooki” as a slang term meaning “to hide or protect” your belongings.
RESULTS: Campaign is currently being launched, but “Shwazooki” is already gaining attention and use among teenagers.
