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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
Base Check Case
Base Check Case
Product
            Subbrand
Extension
Base Check Case
Base Check Case
Gen Y




Freedom           Relevant




           Own
          image
Value proposition
Unlimited SMS
Long talks
Mobile Internet
Freedom for customers
Cloud message
 App 2.0
Check Out My Life
Cloud
message
Freedom
             Value
          proposition
              2.0
Check
out My
 Life
Base Check Case
Base Check Case
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
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
Base Check Case
Base Check Case
Café Labath
Music Mania
Wasbar
Vooruit
Martino
Pink Flamingos
Limonada
Culture Club
Base Check Case
…Commitment   … Unique as a      To be
  to brand      diamond       continued…
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
Base Check Case
Base Check Case
Branded house
  +        -
Check powered by Base
     +        -
Pre-campaign
• Create awareness by using
  – Beer cards
  – Fans of the band & Base, motivate to share
  – Street presence
  – QR codes
  – Twitter #checkoutmylife
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
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

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Base Check Case

  • 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
  • 4. Product Subbrand Extension
  • 7. Gen Y Freedom Relevant Own image
  • 8. Value proposition Unlimited SMS Long talks Mobile Internet Freedom for customers Cloud message App 2.0 Check Out My Life
  • 9. Cloud message Freedom Value proposition 2.0 Check out My Life
  • 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
  • 30. Check powered by Base + -
  • 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