@12... Break Smart!

I was thinking about my slogan the other day, in terms of how would I incorporate my DV and MV at the same time in a concise slogan.

actually, before I talk about my slogan, I first have to talk about my final MV and DV.
Well, I reread our Big Picture textbook again and wrote down specifically that I virtually have 2 ways to go about this:

1. Stimulate demand

-be a new category leader in “Exercise time-efficiently”

-Main Variable thus will be “Time-efficient exercise”

-Dynamic Variable is “have fun!”

2. Steal share

-category leader will be some kind of exercise company already successful

-main variable defined by the category leader is “promoting health through exercising”

-Dynamic variable is “efficient time use”

-thus will lack the emphasis on “FUN” part

I originally said that I would go with Stimulate Demand, but when I looked at it again, Steal share looked more appropriate this time. This was frustrating.... The consumers are expecting this program will be something to do with the enhancing physical activities and should that not be the MV ? However I really do not want to lose the "FUN" emphasis here. But consumer expectations change over time, and I assume that my target audience whom I narrowed down (to college students and office workers who are too busy and have sedentary lifestyles ) have a reasonable amount of knowledge on the need for exercise to stay fit and healthy . Thus, I think the "increasing physical activity" variable might not be too appealing or too innovative for my audience to be attracted to participate in Dfun@12. Instead, I would rather consider that "increasing physical activity" part should be already expected, and set the new, MV as " efficient time use ". This will make Dfun@12 a category leader of the exercising activities which make efficient use of time for those who are busy. DV then will be "have fun" part of the program.

Reflecting all these thoughts, the slogan for Dfun@12 is "@12... Break Smart!"

Again, as I talked about in an earlier post, @12 does not necessarily have to be exactly the noon time, but it implies lunchtime. Even though some people at some times might not, lunch break is the longest break of the day that office workers or college/university kids have - instead of having just eating break, try Break Smart by exercising with your friends and coworkers and reduce your eating time short.