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FIND IT PITCH v2.1

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FIND IT PITCH v2.1

  1. 1. Advertising proposal for 2 Aug 2014
  2. 2. BACKGROUND
  3. 3. WHERE WE’RE AT QUALITY CURRENT RATING Brand Equity 2 Product & Service 4 Market Share 3 Partnerships 5 Online Presence 1 Based on this, a gauge on current brand perceptions: Scale: 1 – Poor  6 - Best RELATIVELY “NEW” IN MALAYSIA o LOW AWARENESS & BRAND EQUITY LARGEST DIGITAL DIRECTORY IN MALAYSIA o OVER 200,000 LISTINGS PLACES, SERVICES & DEALS OVER 27,000 APP DOWNLOADS PARTNERS WITH MAXIS & MATTA o WITH MORE PARTNERSHIPS IN THE HORIZON CLOSE TO NO ONLINE PRESENCE o FACEBOOK PAGE WITH 1K FANS
  4. 4. WHERE WE WANT TO BE QUALITY CURRENT RATING TARGET Brand Equity 2 4 Product & Service 4 5 Market Share 3 4 Partnerships 5 6 Online Presence 1 3 o STRONG BRAND PRESENCE IN MALAYSIA o MORE LISTINGS o INCREASED APP DOWNLOADS o SUCCESS TO CREATE PARTNERSHIP OPPORTUNITIES o INCREASED ONLINE PRESENCE Scale: 1 – Poor  6 - Best
  5. 5. PRIORITIES URGENCYLONG TERM IMPACT ON BUSINESS AwarenessApp Downloads Daily Usage Online Presence What should we focus on? Scale: 1 – Poor  6 - Best
  6. 6. MOVING FORWARD IMMEDIATE OBJECTIVE • Create interest via a launch campaign and build brand equity and awareness in the Malaysian market LONG TERM OBJECTIVES • Trigger users to download and use Find It app • Build brand’s online presence
  7. 7. THE TARGET AUDIENCE • WHO ARE WE SPEAKING TO? o 18 – 35 YEAR OLDS o DIGITALLY-SAVVY o LIKE GOING PLACES o COMFORTABLE WITH RECOMMENDATION AND USING TECHNOLOGY o RAISED IN THE WORLD OF INSTANT GRATIFICATION o VALUE CONVENIENCE
  8. 8. THEIR DILEMMA FASHIONABLE FIONA • HUNTING DOWN THE LATEST FASHION BOUTIQUE AT JALAN TELAWI, BANGSAR, FIONA FINALLY ARRIVES AT HER DESTINATION. • ONLY TO REALISE IN HORROR, THAT THERE ARE ROWS AND ROWS OF SHOPS, AND SHE SIMPLY CAN’T FIND IT. HUNGRY HAIKAL • AFTER 3 YEARS OF WORKING AT SS2, HAIKAL IS LITERALLY STARVING. BUT HE’S SICK AND TIRED OF EATING AT THE SAME PLACES OVER AND OVER AGAIN. • HE DESPERATELY WANTS TO TRY SOMETHING NEW. IF ONLY HE COULD FIND IT. BARGAIN-HUNTING BOB • A FIRM BELIEVE OF THE CHEAPER, THE BETTER, BOB’S ALWAYS ON THE LOOK OUT FOR THE HOTTEST, MOST AWESOME DEALS IN TOWN. • HE’D LOVE FIND HIM SELF A HOT DISCOUNT, AND IS REALLY IRRITATED THAT HE CAN’T FIND IT.
  9. 9. THEIR DILEMMA LOOKING FOR WHAT THEY WANT IS ESPECIALLY HARD SOME TIMES IN MALAYSIA, THERE ARE SPECIFIC AREAS POPULAR FOR CERTAIN REASONS E.G: • JALAN TELAWI (FASHION) • SS2 (FOOD) • CHANGKAT (CLUBBING AREA) • PETALING STREET (BARGAINS)
  10. 10. CHANGKAT SS2
  11. 11. PETALING STREET JALAN TELAWI
  12. 12. THEIR DILEMMA • WAZE AND GOOGLE MAPS DON’T BRING YOU TO THOSE SPECIFIC, HARD TO FIND LOCATIONS • SO, SOME TIMES IT’S LIKE TRYING TO FIND A NEEDLE IN A HAYSTACK • SHOPPING MALLS HAVE DIRECTORIES. • USERS ON THE GO, HAVE FIND IT.
  13. 13. INSIGHT • Urbanites often get frustrated trying to find specific locations and deals while on the go BRAND BENEFIT • Malaysia’s most comprehensive mobile directory with over 200k listings
  14. 14. BRAND POSITIONING WHO I AM • LARGEST DIGITAL DIRECTORY IN MALAYSIA WITH OVER 200,000 LISTINGS PLACES, SERVICES & DEALS WHY ME • I’M YOUR DIRECTORY WHEN THERE ARE NO DIRECTORIES
  15. 15. OUR PROPOSAL
  16. 16. CAMPAIGN CONCEPT • WE FOUND IT, SO YOU CAN FIND IT • WE’VE DONE ALL THE HARD WORK, FINDING THOSE TOUGH, TOUGH TO SPOT PLACES AND DEALS, SO THAT YOU DON’T HAVE TO! • IT’S FUN, FUNNY, CUTE, TOUCHING AND MOST IMPORTANTLY, EMOTIONALLY RELEVANT!
  17. 17. ONGROUND WHERE HIGH TRAFFIC ZONES CONGESTED WITH TONS OF OPTIONS AND OUTLETS OTHER EXAMPLES: • JALAN ALOR • UPTOWN • BUKIT BINTANG • HARTAMAS • SUNWAY GIZA
  18. 18. ONGROUND WHAT HAPPENS? GIANT BALLOONS ATTACHED TO FIND IT KIOSKS PEOPLE NEAR KIOSKS GET ASSISTANCE FROM APPLINGS APPLINGS?
  19. 19. NAME THE BRAND
  20. 20. MAKE IT ICONIC APPLINGS! • A MASCOT FOR FIND IT • LITTLE FIND IT HELPERS WHO GET YOU TO THE PLACES AND DEALS YOU WANT • GIVES A FACE TO FIND IT FOR A UNIQUE AND INSTANTLY RECOGNISABLE BRAND ASSET
  21. 21. SNEAK PEEK • IMAGINE WALKING INTO A CITY CENTER • THERE ARE HUGE GOOGLE LOCATION-LIKE BALLOONS YOU CAN SEE FROM MILES AWAY • AT EACH BALLOON, THERE’S A KIOSK WITH CUTE LITTLE APPLINGS RUNNING ALL AROUND APPROACHING PEOPLE • THE KIOSK CAN ALSO BE LEFT THERE PERMANENTLY, AS A PERMANENT FIND IT DIRECTORY FOR THAT LOCATION
  22. 22. BUZZ… BUZZ.. BUZZ • EYE-CATCHING & ATTENTION GRABBING • CURIOUSITY PROVOKING • TALKABILITY – SHAREABLE, VIDEOABLE, PHOTOGRAPABLE… VIRABLE!
  23. 23. TVC / VIDEO
  24. 24. TVC IDEAS SCENARIO 1 • A granny’s looking very lost, and frowning as she is looking for something • Applings appear to give her items such as her glasses, dentures, cat. SCENARIO 2 • Guy looking very nervous as he meets his date • As they walk together, Applings appear, passing him flowers, chocolates and food
  25. 25. Print
  26. 26. PRINT • DIRECTORY FOR NEWSPAPER • ADAPTATIONS FROM TVC / VIDEOS • BRANDING ADS
  27. 27. FACEBOOK ADS
  28. 28. We have everything! FINDIT.COM.MY Findit on Malaysia’s largest mobile directory with over 200,000 places, services & deals • RUN TARGET FACEBOOK ADS TO DRIVE USERS TO DOWNLOAD THE FINDIT APPLICATION • FINDIT IS THE LARGEST MOBILE DIRECTORY IN MALAYSIA WITH OVER 200,000 LISTINGS PLACES, SERVICES & DEALS
  29. 29. CALL TO ACTION ADS TO DRIVE USERS TO DOWNLOAD FINDIT APP

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