Lomo "Expect The Unexpected" Campaign
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Lomo "Expect The Unexpected" Campaign

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This is for college task (of University of Indonesia major: Advertising

This is for college task (of University of Indonesia major: Advertising

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Lomo "Expect The Unexpected" Campaign Lomo "Expect The Unexpected" Campaign Presentation Transcript

  • LOMO PLAN Prepared by : Marselina Agusta 0706245804
  • The Macro Analysis The PHOTOGRAPHY TREND among youngster The LOMO camera brings a new ART of photography called “LOMOGRAPHY” LOMO creates random, unique, artistic, unpredictable photos, depends on the type of the camera. Lomography Community in Indonesia called “LOMONESIA” Lomonesia makes a routine activity such as Photo hunting, Gathering, Exhibition and Workshop.
  • The Micro Analysis Youth Loves ART + PHOTOGRAPHY LOMO - The “Young” people Community LOMO brings something “new”, fresh, unique, different, fun, and unpredictable Match the Psychography of Urban Youngster
  • The Lomo Camera : Diana+, Diana Mini, Lubitel, Colorsplash, Fisheye, Frogeye Underwater, SuperSampler, ActionSampler, Oktomat, POP9, Horizon Panoramic, Pinhole camera, Lomolitos, etc. What the Hell is Lomo? Price : Rp. 155.000,00 – Rp. 6.500.000,00 Place : Website ( lomonesia.co.id, shop.lomography.com), Online store @ kaskus, multiply, facebook, etc Lomography Embassy Store Jakarta Aksara Store Promotion : Sales Promotion, Advertising, Word Of Mouth, Event – Exibhition – Workshop, In store - promo Press Conference, Community Offer-Discount-Gathering, Social Network media
  • Male, Female 15-25 yrs old URBAN Highschool - College Student Young and Free Gaul & Eksis Creative Always try to be different Into ART Love Challenge Open to try new things The Target Audience
  • Insight: “ I’m attracted and mused with everything that creative, artistic, unique, random, different, and spontanious”
  • Problem Low awareness about what REALLY is LOMO in youngster Solution Introducing LOMO and Lomography as a new form of photography that artistically “ unexpected” Advertising Objective Introducing LOMO to Youngster so they can be attracted and use it.
  • LOMO creates the UNEXPECTED photos + “ I’m attracted and mused with everything that creative, artistic, unique, random, different, and spontanious” What To Say ( Proposition) The Message : “ Get the unique, random, and unexpected photo with LOMO”
  • Magazine, Newspaper Radio Talkshow Sales Promotion – Discount to LOMONESIA MEMBER Event LOMO photo COMPETITION Print Ad & Advertorial Social Networking Media Word Of Mouth How and Where To Say
  • Before we jump to the BIG idea, Let’s check out this video..
  • Click to watch
  • Click to watch
  • And the 11 th rule is:
  • EXPECT THE UNEXPECTED BIG IDEA
  • EXPECT THE UNEXPECTED LOMO (CHARACTERISTIC) – EFFECT PHOTOS College School Student “Expect the Unexpected” -againts their routine- The LOMO Out of the Box RULES
  • The Campaign Strategy
    • Build Awareness
    • Using Print Ad and Advertorial on magazine and newspaper
    • (Kompas, Concept, Versus, GoGirl!, CosmoGirl, Trax)
    • Radio Talkshow titled “Expect the Unexpected” with LOMO
    • by LOMONESIA
    • (on Prambors and Trax)
    • Special Promo for member of LOMONESIA (drive sales and community member)
    • Call to Action  WORKSHOP – PHOTO COMPETITION titled “Expect the Unexpected” – promo using radio adlibs, poster, social networking, etc
    • Exhibition titled “Expect The Unexpected”
  • THAT’S IT AND THANK YOU 