Advertising_strategy_SOULVIBE

CINDYRAMITHA – FARIKHA – SARAH

Indonesia has rising jazz, soul, and other cutting edge music environment This is shown by the increasing number of the festivals and also an award

Followed by the rise of young jazz, soul, cutting edge bands or musicians

Meet the BIG two of them ,[object Object],[object Object],[object Object],[object Object],MALIQ & D’ESSENTIALS Genre: pop, soulful jazz Twitter followers: 50,773 FB fanpage likes: 327,659

They are… SOULVIBE! ,[object Object]

[object Object],[object Object],[object Object],Genre: pop, organic soul Twitter Followers: 9,244 (by May 29 th 1.41PM) FB fan page likes: 15,043 (by May 29 th 1.42 PM)

Brand Dynamics Pyramid ,[object Object]

CHALLENGE ,[object Object],[object Object],[object Object]

Meet our TARGETS ,[object Object],[object Object],[object Object],[object Object],[object Object],About 37% of them still don’t recognize Soulvibe!

COMMUNICATION PROBLEM ,[object Object],To increase their knowing about Soulvibe by create interest of the songs OBJECTIVE

FINDINGS about our targets ,[object Object]

1. High use of handset ,[object Object],Arrad (21) ..download lagu abis itu ditaruh di HP atau laptop Fenkie (20) ..dengerin lagu atau enggak lewat handphone + headset Etrin (21) ...terus dengerin lagunya dari hape..

2. They still listen to the radio ,[object Object],[object Object],[object Object],[object Object]

Irham (22) Gw biasa denger di radio pas gw lagi bawa mobil, soalnya kalau di mobil, gw denger radio mulu Reza (22) ..denger lagu dari winamp di laptop, gen fm radio... Sisil (21) Biasanya dengerin radio pagi-pagi... Tiffany (15) Tau Soulvibe, taunya dari radio.. Ayoe (18) Tahu sama Soulvibe awalnya dari radio..

Based on those findings, the campaign we decided to propose is…

Radio Drama titled “H-14” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Episode 1-2 Dian Sastro Episode 3-4 Vokalis Maliq Episode 5-6 Gamaliel&Audrey Episode 7-8 Raditya Dika

Angga Dwimas Sasongko Movie and Video Clip Director ,[object Object],[object Object],[object Object],[object Object]

Gimmicks ,[object Object],[object Object]

Album Launching ,[object Object],[object Object],[object Object]

Media Strategy BURSTING! Mural Billboard BB Launcher Social Media Radio Magazine Media

Media Phasing & Period Early A ug - Sept Early Sept - Oct Early Oct - Nov

TOTAL BUDGET ,[object Object],[object Object]

Advertising_strategy_SOULVIBE

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