Campaign
Strategy, Tagline and Logo Design Sketches
Campaign
Objective
The objective for this
campaign is to change people opinion on the value of sharing by building trust
on sharing and create aware on collaborative consumption for people who do not
know about sharing business model.
Time
Frame and Approach
There are total 7 months for
us to prepare and run this campaign. We use 4 months to do our research
regarding this campaign, 1 month to run the campaign and do 1 month of
post-campaign evaluation.
Target
Audience
The target audience for this
campaign will be working adult who are in the age group of 25 – 45 years old
with the middle class income level between RM 1000 – RM 5000 and their
education level are high school and above. In addition, they must have the IT
knowledge and accessibility to technology.
Messages
In this campaign, we would
like to prepare messages to reach and convince our target audience based on our
qualitative and quantitative research. Through the interview, we knew that most
of the respondents do know about sharing instead of the term collaborative
consumption, and they have an experience on sharing their stuff with their
friends or siblings no matter they do or do not understand the sharing concept.
After we analysis all the primary research data, we found out that people share
because it will help them to save cost, they care for their daily expenses in
life. Since we know our target audience are care about their money, we decide
to choose save cost and increase income as our campaign direction to prepare
the message. In order to encourage people start to sharing, we would like to
invite a speaker who did sharing in his/her life and used sharing business
model to increase his/her income successfully to talk about the benefits of
sharing concept that help people to save cost and introduce different types of
sharing business model. In addition, we wish to invite two Malaysian to do
testimonies and share their experience regarding how they save cost and earn
money through sharing.
Creative
Based on the survey
questionnaire we had done, most of our target audience spend more time on
connected to internet and social network in their daily life. We plan to advertise
our campaign through 2 media which are create a web page and facebook page to
let people access and obtain the information regarding this collaborative
consumption campaign. These online sources will help people to understand and
read the message clearly through the content we post. Besides, we will
design an interesting print advertisement which able to catch people attention
and they recognize and remember it easily after they see the advertisement. We
will choose a suitable place where usually our target audience will be and
place the advertisement.
Campaign
Strategy
·
Animation Video
The
video mainly focus on the meaning of collaborative consumption and the benefits
of it.
·
Brochure
Simple
and strong information about the campaign to grab people’s attention.
·
Infographics Poster
Meaningful
info graphic poster designs which attract people very fast.
Tagline
·
Sharing Do Matters
If
we share, sure it will give us some benefits
·
Sharing is Caring
Sharing
is the way of caring.
Logo
Sketches
Hand drawn sketches
Computer tryouts
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