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..
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 <ul><li>Build Awareness </li></ul><ul><li>Using Print Ad and Advertorial on magazine and newspaper </li></ul><ul><li>(Kompas, Concept, Versus, GoGirl!, CosmoGirl, Trax) </li></ul><ul><li>Radio Talkshow titled “Expect the Unexpected” with LOMO </li></ul><ul><li>by LOMONESIA </li></ul><ul><li>(on Prambors and Trax) </li></ul><ul><li>Special Promo for member of LOMONESIA (drive sales and community member) </li></ul><ul><li>Call to Action WORKSHOP – PHOTO COMPETITION titled “Expect the Unexpected” – promo using radio adlibs, poster, social networking, etc </li></ul><ul><li>Exhibition titled “Expect The Unexpected” </li></ul>