Final print

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Final print

  1. 1. BASECREATIVE<br />
  2. 2. Media<br />Director<br />Hinson Law<br />Debby Wong<br />Jenny Tam<br />Marketing<br />Director<br />PR<br />Director<br />Jam<br />Chan<br />Creative<br />Director<br />Timmy Tam<br />Financial<br />Director<br />Wincy Tang<br />Strategic<br />Planner<br />
  3. 3.
  4. 4. Creative!<br />Too New?<br />2003<br />Differentiate Your<br />Products and<br />Services<br />We Hire The MOST talented marketing team!!<br />Speaking….<br />English, Cantonese, Mandarin, French, Spanish<br />Italian and Dutch…<br />BASECREATIVE<br />
  5. 5. And a<br />GLOBAL <br />500<br />network of over<br />clients.<br />BASECREATIVE<br />
  6. 6. Phillips Celebration brochures.<br />CyberportNewsletter<br />Promotion Packaging Design<br />BASECREATIVE<br />
  7. 7. SWANA<br />Packaging and visual merchandising<br />Loewe<br />Exhibition Booth<br />Loewe<br />Fashion Show<br />BASECREATIVE<br />
  8. 8. Integrated Marketing Campaign – Hysan<br />Newsletter<br />Hysan Direct Mail<br />BASECREATIVE<br />
  9. 9. Integrated campaign….<br />Indoor design<br />PR event<br />Chinese New Year gift<br />BASECREATIVE<br />
  10. 10. Most importantly…<br />Hong Kong-based<br />China-based<br />Choose Best Places for Ads!!<br />BASECREATIVE<br />
  11. 11. Agenda<br /> Situation Analysis<br /> Your Brand Communication History <br /> Target Market Analysis<br /> Campaign Objectives<br /> Key Messages<br /> Media Strategies<br /> Creative Strategies<br /> Budget<br /> Evaluation<br /> Conclusion<br />BASECREATIVE<br />
  12. 12. Situation Analysis<br />
  13. 13. 1. Growing Jewellery Retail Market<br />TSL<br />PITCH<br /><ul><li>Major competitors including other retailers in luxury giftsand products market
  14. 14. Steady growth in the field
  15. 15. A tremendous market of HK$4,566 million as in September 2010
  16. 16. 43% increase in retail values in the last 2 years</li></ul>BASECREATIVE<br />Situation analysis<br />
  17. 17. 4566<br />3179<br />43% increase in 2 years<br />(Source: Census & Statistics Department, HKSAR, 2010)<br />BASECREATIVE<br />Situation analysis<br />
  18. 18. 2. Mainland Chinese Tourists<br />TSL<br />PITCH<br />Proportion of mainland tourist increase from 55% to 63%<br /><ul><li>Increasing number of mainland Chinese tourists with impressive purchasing power
  19. 19. Proportion of mainland tourists increase from 55% to 63% </li></ul>(Source: Census & Statistics Department, HKSAR, 2010)<br />BASECREATIVE<br />Situation analysis<br />
  20. 20. 2. Mainland Chinese Tourists<br />TSL<br />PITCH<br /><ul><li>Increasing expenditure
  21. 21. 36% increase for overnight visitors
  22. 22. 67% increase for same-day in-town visitors
  23. 23. China's retail market is growing at 16.8% annually
  24. 24. Now the world's second biggest consumer of luxury goods behind Japan with 27.5% of the global share</li></ul>(Source: Census & Statistics Department, HKSAR, 2010)<br />BASECREATIVE<br />Situation analysis<br />
  25. 25. 3. A Competitive Market<br />TSL<br />PITCH<br /><ul><li>A “Big 4” market in jewellery market
  26. 26. Chow Tai Fook
  27. 27. Chow Sang Sang
  28. 28. Luk Fook
  29. 29. Tse Sui Luen
  30. 30. Market share:
  31. 31. Market leader
  32. 32. 1st: Chow Tai Fook owns 10%
  33. 33. 2nd: Chow Sang Sang
  34. 34. Ambiguous position for the 3rd and 4th
  35. 35. Tse Sui Luen:
  36. 36. Ranked as the 3rd in “Most frequently mentioned brand” in the jewellery market</li></ul>BASECREATIVE<br />Situation analysis<br />
  37. 37. Your Brand Communication History<br />
  38. 38. Major Problems<br />TSL<br />PITCH<br /><ul><li>Failed to create words of mouth
  39. 39. Outshone by competitors</li></ul>BASECREATIVE<br />Brand Communication<br />
  40. 40. Media Used<br />TSL<br />PITCH<br /><ul><li>TV ads on TVB, iCable
  41. 41. Print ads on newspaper, magazines
  42. 42. Radio
  43. 43. Direct marketing
  44. 44. PR</li></ul>BASECREATIVE<br />Brand Communication<br />
  45. 45. Ineffectiveness of Communication<br />TSL<br />PITCH<br /><ul><li>Low media exposure
  46. 46. Low Awareness
  47. 47. Promotion went unnoticed</li></ul>BASECREATIVE<br />Brand Communication<br />
  48. 48. Our Suggestions<br />TSL<br />PITCH<br /><ul><li>The IMC campaign of TSL to
  49. 49. Deliver a consist, persist and impressive message
  50. 50. Re- enforcing the image of TSL</li></ul>Change Perception<br /> Grasp Attention <br />High Exposure <br />BASECREATIVE<br />Brand Communication<br />
  51. 51. Target Market Analysis<br />
  52. 52. Target Market Analysis<br />TSL<br />PITCH<br />Target Market<br />
  53. 53. Campaign Objectives<br />
  54. 54. Sales Campaign Objectives<br />TSL<br />PITCH<br />Increase the monthly flow of visitors to two “Wedding Concept Stores” by 20%<br />Increase in sales of wedding jewellery and related services by 20%<br />BASECREATIVE<br />Campaign Objectives<br />
  55. 55. Non-sales Campaign Objectives<br />TSL<br />PITCH<br />BASECREATIVE<br />Campaign Objectives<br />
  56. 56. Key Messages<br />
  57. 57. KEY Messages of IMC Campaign<br />TSL<br />PITCH<br />TSL is not just an ordinary jewellery seller, but a wedding jewellery partner.<br />TSL supports a perfect wedding by standing by your side during proposal, planning a wedding and wedding anniversaries, offering fine jewellery and advices.<br />After-sales wedding services should be important to a wedding’s success, and a good jewellery company offers professional advice as well.<br />BASECREATIVE<br />Key Messages<br />
  58. 58. Impacts on Consumer Belief<br />TSL<br />PITCH<br />Customers will seek advice from TSL whenever they encounter problems about wedding.<br />Customers form loyalty with TSL and purchase all jewellery for wedding anniversaries from TSL.<br />BASECREATIVE<br />Key Messages<br />
  59. 59. Media Strategies<br />
  60. 60. Means – end chains<br />Values<br />Consequences<br />Attributes<br />Great Product Satisfaction<br />Pleasure<br />High Quality Products<br />Quality Assurance <br />Security<br />Specialist in Wedding Jewellery<br />Unique Wedding Experience<br />TSL Wedding Jewellery<br />Reliance<br />Wholehearted Services<br />Warm, Prestigious Experience<br />Sincerity<br />Differentiated Wedding Jewellery products<br />Variety of Choices<br />Freedom of Choices<br />BASECREATIVE<br />Media Strategies<br />
  61. 61. Media Schedule<br />BASECREATIVE<br />Media Strategies<br />
  62. 62. Advertising Strategy : Flighting<br />Advertisements ($)<br />Months<br />BASECREATIVE<br />Media Strategies<br />
  63. 63. Media Strategies: 6 Media<br />BASECREATIVE<br />Media Strategies<br />
  64. 64. 1. MTR Station<br />TSL<br />PITCH<br />Broadview Banner<br />Trackside 12-sheet Panel<br />BASECREATIVE<br />Media Strategies<br />
  65. 65. 1. MTR Station (Cont’d)<br />TSL<br />PITCH<br />Escalator Crown Networks<br />Digital Escalator Crown Bank With Poster Extension<br />BASECREATIVE<br />Media Strategies<br />
  66. 66. 1. MTR Station (Cont’d)<br />TSL<br />PITCH<br />MTR Exhibition<br />BASECREATIVE<br />Media Strategies<br />
  67. 67. 2. Bus Stop Shelter<br />TSL<br />PITCH<br />At Central<br />BASECREATIVE<br />Media Strategies<br />
  68. 68. 3. Bus Ads (Mega Rear) + Tramcar<br />TSL<br />Bus Ads Mega Rear<br />PITCH<br />Tramcar<br />BASECREATIVE<br />Media Strategies<br />
  69. 69. 4. Train Body + In-train Campaign<br />TSL<br />PITCH<br />Train Body Advertising + In-train Campaign<br />BASECREATIVE<br />Media Strategies<br />
  70. 70. 5. Billboard<br />TSL<br />PITCH<br />Outside Quarry Bay MTR Station<br />Cotton Tree Drive<br />BASECREATIVE<br />Media Strategies<br />
  71. 71. 5. Billboard (Cont’d)<br />TSL<br />PITCH<br />Outside YauMa Tei MTR Station<br />At Central (Charter Garden)<br />BASECREATIVE<br />Media Strategies<br />
  72. 72. Media Schedule<br />BASECREATIVE<br />Media Strategies<br />
  73. 73. CreativeStrategies<br />
  74. 74. General Strategy<br />TSL<br />PITCH<br />Use of consistent Color – warm color – Pink & Purple<br />Use of slogan – 緣.途有你 (Along Your Love Way) <br />BASECREATIVE<br />Creative Strategies<br />
  75. 75. TV Commercial<br />TSL<br />PITCH<br />BASECREATIVE<br />Creative Strategies<br />
  76. 76. TV Commercial<br />TSL<br />PITCH<br />Phase I, Week 1 – 2: TVC1<br />BASECREATIVE<br />Creative Strategies<br />
  77. 77. TV Commercial<br />TSL<br />PITCH<br />BASECREATIVE<br />Creative Strategies<br />
  78. 78. TV Commercial<br />TSL<br />PITCH<br />Phase I, Week 3 – 4: TVC2<br />BASECREATIVE<br />Creative Strategies<br />
  79. 79. TV Commercial<br />TSL<br />PITCH<br />Phase I, Week 5 – 6: A Mix of TVC1 & TVC2<br />BASECREATIVE<br />Creative Strategies<br />
  80. 80. After 1 Month of TVC…<br />
  81. 81. Digital Escalator Crown Bank<br />TSL<br />PITCH<br />On Poster Extension of both sides of the escalators: <br /> On the left: Boyfriend (busy in buying wedding rings)<br /> On the right: Girlfriend (busy in planning the wedding and the banquet)<br />On Digital Screen:<br /><ul><li>Extract of Scenes from TV Commercial, </li></ul> combining to form the story of the whole wedding planning <br />BASECREATIVE<br />Creative Strategies<br />
  82. 82. Digital Escalator Crown Bank<br />TSL<br />PITCH<br />Advertisement Soundtrack<br />Soundtrack - Harmonic music<br />Print-Ads<br />Voice Over<br />Billboards<br />(in purple)<br />Digital <br />Screen <br />(in yellow)<br />Poster extension <br />(in green)<br />BASECREATIVE<br />Floor Plan - Causeway Bay MTR Station<br />
  83. 83. Digital Escalator Crown Bank<br />TSL<br />PITCH<br />Billboard<br />Ad 1<br />Ad 2<br />Ad 2<br />BASECREATIVE<br />Floor Plan - Causeway Bay MTR Station<br />
  84. 84. Advertisement Sample<br />TSL<br />PITCH<br />Ad 1<br />……Women look for a life-long promise. We simply do it……<br />Man, 2010<br />BASECREATIVE<br />Creative Strategies<br />
  85. 85. Advertisement Sample<br />TSL<br />PITCH<br />Ad 2<br />BASECREATIVE<br />Creative Strategies<br />
  86. 86. Digital Escalator Crown Bank<br />TSL<br />PITCH<br />From Top to Bottom:<br /><ul><li>1st : “What would be needed in your Wedding?”婚期將至,你最需要甚麼?
  87. 87. 2nd : A pair of nice Shoes?一對名貴皮鞋 ?
  88. 88. 3rd : Shirts?裇衫?
  89. 89. 4th : Bow tie?煲呔?
  90. 90. 5th : Suit?西裝?
  91. 91. 6th : Any more? 還有嗎?
  92. 92. 7th: A TSL wedding ring is what you need most! 一隻結婚戒指,謝瑞麟合你心意!</li></ul>Similar context for Women on the other side of the escalator<br />BASECREATIVE<br />Creative Strategies<br />
  93. 93. Digital Escalator Crown Bank<br />TSL<br />PITCH<br />What would be needed in your Wedding?<br />婚期將至,你最需要甚麼??<br />The “Male” side<br />Any more?<br />還有嗎?<br />BASECREATIVE<br />Creative Strategies<br />
  94. 94. Train Body + In-train Ads<br />TSL<br />PITCH<br />Train Body<br />On Train Body: <br /><ul><li>Pink
  95. 95. Scenes of Wedding
  96. 96. Colorful and demonstrate the atmosphere of pleasure in wedding</li></ul>On Train Door:<br /><ul><li>Couple kissing each other (boyfriend on the left door, girlfriend on the right) and holding the TSL wedding jewellery
  97. 97. Boyfriend kneeling down and proposing to her girlfriend (Left Door)</li></ul> Girlfriend standing and looks very satisfied (Right Door)<br />BASECREATIVE<br />Creative Strategies<br />
  98. 98. Train Body + In-train Ads Sample<br />TSL<br />PITCH<br />Scenes of Wedding<br />Doors opening<br />BASECREATIVE<br />Creative Strategies<br />
  99. 99. Train Body + In-train Ads Sample<br />TSL<br />PITCH<br />Scenes of Wedding<br />Doors opening<br />BASECREATIVE<br />Creative Strategies<br />
  100. 100. Train Body + In-train Ads Sample<br />TSL<br />PITCH<br />On A<br />Boyfriend looking to the right on his girlfriend, holding a wedding gift from TSL<br />On B<br />Girlfriend looking to the right on his boyfriend<br />On C<br /><ul><li> Same as the train door on the train body</li></ul>A<br />B<br />C<br />BASECREATIVE<br />Creative Strategies<br />
  101. 101. MTR Station Exhibition<br />TSL<br />PITCH<br />On Site<br /><ul><li>Bird Cage
  102. 102. Decorate as a palace
  103. 103. Warm and romantic
  104. 104. Photo area included to attract couples</li></ul> (a bench in the middle)<br />BASECREATIVE<br />Creative Strategies<br />
  105. 105. MTR Station Exhibition – Photo Area<br />TSL<br />PITCH<br />Bird Cage<br />Bench<br />BASECREATIVE<br />Creative Strategies<br />
  106. 106. MTR Station Exhibition<br />TSL<br />PITCH<br />TsimSha Tsui MTR Station<br />Exhibition Site<br />BASECREATIVE<br />Creative Strategies<br />
  107. 107. Bus Shelter<br />TSL<br />PITCH<br />Bus Shelters<br />(5 “special” one)<br /> Top of the bus shelter: 3D figure of couple kissing each other will be place, with a TSL diamond at the bottom<br /> Shelter panels: print Ads<br />Other Bus Shelters:<br /><ul><li>Shelter panels: print Ads</li></ul>BASECREATIVE<br />Creative Strategies<br />
  108. 108. Bus Advertisement<br />TSL<br />PITCH<br />Bus Mega Rear<br /><ul><li>10 buses for 6 months
  109. 109. Aman proposing and holding a diamond ring from TSL</li></ul>BASECREATIVE<br />Creative Strategies<br />
  110. 110. Public Relations<br />TSL<br />PITCH<br />世紀婚禮 – 謝瑞麟(與您)攜手到白頭<br />Centennial Wedding – TSL。Hand in Hand to Eternity<br />BASECREATIVE<br />Creative Strategies<br />
  111. 111. PR – Centennial Wedding<br />TSL<br />PITCH<br />Objective<br /> Complete love journey<br /> Public exposure<br />2. Appeal<br /> Emotional appeal<br /> Touching, romantic, resonate<br />3. Message<br /> TSL is a caring wedding jewellery specialist<br /> A good Wedding Ceremony is<br /> crucial<br />BASECREATIVE<br />Creative Strategies<br />
  112. 112. Budgeting for IMC Campaign<br />
  113. 113. Budgeting (Media Category)<br />TSL<br />PITCH<br />*A large amount of the total expense in Public Relations are counted as<br />Miscellaneous items and would be spread among 3 Phases.<br />BASECREATIVE<br />Budgeting<br />
  114. 114. Budgeting (Media Function)<br />TSL<br />PITCH<br />BASECREATIVE<br />Budgeting<br />
  115. 115. Evaluations<br />
  116. 116. 3 Stages of Evaluations<br />BASECREATIVE<br />Evaluations<br />
  117. 117. 3 Stages of Evaluations<br />BASECREATIVE<br />Evaluations<br />
  118. 118. Conclusion<br />
  119. 119. Conclusion<br />TSL<br />PITCH<br />A comprehensive IMC campaign to promote the idea of TSL as “ Your Wedding Jewellery Specialist”<br />A cost-effective “Flighting” media schedule with the limited budget<br />A combination of Creativity & Practicality<br />BASECREATIVE<br />Conclusion<br />

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