Our focus group to sell a typewriter to is early middle-aged people who enjoy travelling and keeping up with the latest technology. Our struggle was trying to sell such a simple piece of a equipment to those who are always up and out and don't want something big and bulky. Some of our main selling points were to show the consistency, the simplicity, and the nostalgia of the typewriter.
Since, our focus was to bring back the simplicity of the typewriter as our focus, we decided only to use print and tv ads, excluding any social media campaigns.
For the print ad, we had the idea of showing the typewriter throughout the decades. First in an office dated in the 1960's with wooded floors having only a typewriter and a radio. In the 1970's, shaggy carpet and tile, with the typewriter, a technicolor tv, and a radio collecting dust. And in modern office, there would be a flatscreen tv with stainless steal appliances, and still, a typewriter. This would show that even with life passing you by, the typewriter is always a constant.
For the tv ad, there would be a son on a typewriter writing to his son and it would be set as a flashback. Then fast forward, the son will be writing to his son on a typewriter.
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