2. Campaign summary
• The central campaign focus
• The whole campaign is focused on the young and energetic target
audience. As it says in the brief the aim is 18 – 24 years old females with
unique passion for fashion. As most of the female that age like to take
selfies and like celebrities I tried to combine it.
• Key aspects of creative unit 1
As Shakespeare said ‘’ World is a stage..’’ .. In my case the subway is the
stage. Most of the females that age , when they are preparing for a party
they are getting dressed like they are going to the red carpet. That’s why I
decided to make oxford station ( one of the most busiest in London) to
represent the red carpet for Hollywood stars. The flashlights and cameras
around and the red painted stairs also helped in order to make it as
realistic as possible.
AS the summer festivals will come in no-time , Top Shop is preparing it’s
customers to enjoy the festivals with a sense of fashion.
3. Campaign Summary
Key aspects of creative unit 2
The idea of the Digital screen is simple – people want to see themselves,
after a picture is taken. And more importantly , there will be a team that
randomly will put someone’s picture on the screen and that picture will
stray there for 30 seconds. The reason for choosing a team of people
instead of a programme is because the programme may choose a picture
of a person that is hiding their face and don’t want to be a part of the
campaign. However the pictures that will be on the huge digital screen will
add a satisfaction on the consumers feelings and make them feel a star.
4. Campaign Summary
• Key aspects of creative unit 3
After the campaign is launched, the cameras on the station will take
videos as well as pictures. Later on a video will be released as a part of
the campaign. The content will be a summary of the people’s reaction to
the cameras in the station. Also it will include what people said in the
twitter using the campaign hash tag. Of course the video will include
only the positive responses and it will be shared towards the social media
raising more awareness.
• Future evolution of campaign
• Even though I had enough time and I am happy with the current
campaign If I had more time I would make a research and find out how
many females between 18 and 24 are going through each station in
Central London so I can pick the most appropriate one.
7. Video Script
• The 15 second video will include mainly the positive responds
from the guerrilla campaign e.g. people enjoying the spotlight
and posing for the digital screen. Also it will include some of
consumers positive responses on twitter using the hash tag
‘’Celebrate as Celebrity’’. The sound will be very energetic and
cool and at the end of the video it will appear a white screen
and it will appear the text ‘’ Top Shop , Celebrate as Celebrity’’
8. Twitter Posts
• Summer festivals are coming and if you are wondering what
to wear - come to Top Shop and feel like
celebrity #celebrateascelebrity #TopShop
• ICYM: Go to Oxford station and be a part of Top Shop 's
Celebrities for the summer festivals #CelebrateasCelebrity
• You were cool in oxford and now you want to have a copy of
your photo..., just go to our web page and find
yourself #celebrateascelebrity
