PROFESSIONAL PRACTICE BRIEF (Week 5)

Campaign Objective and Target Audience

Objective

Change opinion on the value of sharing

·         Building trust on sharing

·         Create awareness on collaborative consumption

Target Audience

·         25-45 age groups

·         Income level: middle class (1000-5000)

·         Education: high school above (IT knowledge & accessibility to technology)

·         Working adult

Reflection:

After discussing in a group we have come to a solution on our objective and targeted audience as stated above. Based on our target audience we have first list down three category of consumer that are:

a) Consumers who already has a positive opinion on Collaborative Consumption

b) Consumers who have build their opinion on Collaborative Consumption

c) Consumers who has a negative opinion on Collaborative Consumption

Base on this we have decided to choose the category B this is because they are the group of Consumer who haven't built their opinion on Collaborative Consumption. In this way it would be easier to create awareness/understanding on the benefits of Collaborative Consumption and at the same time impart the value of sharing to them.

Besides that we have chosen the age group of 25-45 and this age group stands from high school above students and working adults. The reason why we choose this age group of consumers is because they are the group of people that are more expose and have interest in the knowledge and accessibility of technology so it is much easier to communicate with them. Apart from this the income level we choose is around (1000 -5000) which in our opinion we feel is appropriate amount that will encourage them to share.

As for our objective, firstly we aim to create awareness/understanding on Collaborative Consumption to the targeted audience and by doing so we hope to change the consumer opinion on the values of sharing. Moreover we also aim to build a trust in consumers on the "Sharing" Business Model.