1. Marketing communication & Branding
Prof. Dr. Frank Goedertier
‘BASE check’ case
Group 8
Tim Borremans
Laurens Laane
Olivier Van Buyten
Nailya Makhmudova
Kirsten Gabrio
Sara Roelandt
12. Check… What?!
• Based on the app
• Interactive city game
• Create interaction & build a community
• Focus on music, all styles
• Target student cities
• Create a Buzz & positive WOM
13. Check out my life
• Connect with a band, experience their life
• Start with a coffee, end with a party
• Short period – 2 weeks
• Checkers get a party invite
• Create your own Maps/Spots/Lists/Perfect day for
friends
25. …Commitment … Unique as a To be
to brand diamond continued…
26. How interested would you be in a
telecom operator that offers you more
then just the regular services?
33.33
22.92
18.75
% Respondents
10.42
8.33
6.25
0.00
1 2 3 4 5 6 7
Very interested - not interested at all
31. Pre-campaign
• Create awareness by using
– Beer cards
– Fans of the band & Base, motivate to share
– Street presence
– QR codes
– Twitter #checkoutmylife
32. Non-traditional advertising campaign
Proximity Exclusivity
• Check close to • Check is
consumers everywhere the
• In student cities competition is not
Invisibility Unpredictability
• Disguise & surprise • Surprise them in
tactic relevant places
• Non traditional
formats
33. Non-traditional advertising campaign
• Intrusion:
– Check is integrated in 8 different places, in 8 surprising
ways
– E.g: CD Store – Music Mania
• Target the music lovers
• Interaction:
– Checkers are able to communicate on
facebook, twitter, site,…
• Stunt:
– Big, unusual city event: free publicity, WOM, work on
curiosity