Strategic Advertising & Marketing Engagement Submitted to: Gary Christensen
Street to School - Strategic Advertising
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Transcript of Street to School - Strategic Advertising
Advertising Campaign Fund raising for street children Welfare
N.N.I De Silva 2010/MBA/WE/MKT/14
N S D Nishantha De Silva 2010/MBA/WE/MKT/09
R Shyamali Dias 2010/MBA/WE/MKT/15
A.W.B. Karalliyadda 2010/MBA/WE/MKT/12
Parakrama Sumanarathna 2009/MBA/WE/MKT/07
Introduction, background and overview of the status of the welfare for street children
Introduction to the Campaign and Key issues identified
Creative strategy - The Brand promise, The real insight, Big Idea and the Creative expression
Advertising Campaign – Advertising strategy, Target audience, media and medium strategy
Conclusion
Order Of Presentation
Why are these children on the streets? Why is it a problem ? Current status The Department of Probation and
Child care Services
Introduction, Background & Overview Of The Status
Introduction To The Campaign And Key Issues Identified
• Objectives of the Campaign• To Raise a fund - Rs. 10 million• To get entire nation participating• To change the attitude and perception
• Stakeholders of the Campaign• Corporate – Government institutes and private
organizations• Villages/towns as one community • Schools and Universities• Families and Individuals• Clubs, Associations and Charity organisations,
and Sri Lankan Expats
1. Inadequacy of capital to handle the welfare of street children
2. The public reluctance to give to fund raising campaigns
3. A wide coverage and reach is required in order to cover the 360 degree scope
Key Issues
CREATIVE STRATEGY
The Big Idea
The Big Idea
InsightInsightBrand PromiseBrand Promise
Creative ExpressionCreative Expression
Brand Promise
“ Responsibility” (in collecting) and “Accountability” (in using)
The Real Insight
We have used a combination of three insights:
“donating” culture “togetherness in need / Ape kama” “reactive/better follower” concept
The big idea is developed on the above insight and the creative expression is build and designed on the big idea.
Generated from the insights : kind heartedness to give (reason being that they are our own children) through which the funds will be raised. Emphasis : nation’s responsibility
“ One and all can give ”
Everyone may not have earned or saved money to donate, but yet, there are many ways to give and we need to open their eyes to see these ways.
The Big Idea
Creative Expression
Brand promise : “Responsibility” and “Accountability”
Real insight : “Giving culture”, “Togetherness / Ape kama” with “better follower” concept
Big Idea : “One and all can give”
Campaign Theme Name - “Street to School”, the
the potential story
Campaign Fund Name - “Doo Daruwo”
Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;
Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;
Campaign Execution
Advertising strategy :– Phase I : A “60 seconds” teaser
campaign with a unique background music and song
– Phase II : Campaign to generating funds for Street Child
Depending on the Stakeholders• Schools and Universities • Corporates• Government & Private Organizations
• Family and Individuals • Villages • Clubs, associations and charity
organisations
360 degree Consumer / Stakeholder Touch points
Media and medium strategy
Television Print media Radio broadcasting BTL advertising and Digital media
Designed Advertisements
Web site
FB account
Print ads
Video ad
Identity created is consistent Changing consumer perception and
positioning the brand Consumer insight is very cultural
based Big Idea developed based on the
insights Creative Expression was designed in
the Sri Lankan context 360 degree reach in campaign news
CONCLUSION
Use of celebrity - brand ambassador is used based on relevant factor rather than the popularity factor, link his personality traits and true life style - caution is taken not to overshadow nor dominate
the real objective and insight
Q & AThank you !