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DUREX_FINAL
- 5. DUREX Mel Zianne Teo Zoroaster Tan Paulina Tylus Kim Hwa Ym Harmony Lee Qi Xian
- 6. Contents ● Company background ● Communication objectives ● The “Big Idea” ● Target audience profile ● Positioning ● IMC Message ● Budget ● Evaluation
- 7. Company Background - Durex
- 9. The “Big Idea” They keep you safe, We keep you extra safe
- 10. Incorporating the CAN elements Connectedness is going to be built through the flashmob event. Appropriateness is proved by the funny and meaningful connection between the extra safe umbrella and the Durex condom. Novelty is presented by the unexpected, unique and fresh idea of using extra safe umbrellas to represent Durex condoms across all marketing communication tools.
- 11. Target Audience Profile Geodemographic: • Gen Y aged 18 to 25 • Middle Income → $3,500 monthly Behaviorgraphic: • Obtain through credit card activities • Introduce membership cards / online database • Focus: Favorable brand switchers, other brand switchers & new category users They keep you safe, We keep you extra safe
- 12. Target Audience Profile Psychographic: • VALS segments - Innovators, strivers and experiencers • Data can be bought from companies like Nielson, McCann Worldgroup They keep you safe, We keep you extra safe
- 13. Positioning They keep you safe, We keep you extra safe Relevant Distinctive Benefits ● Durex condom gives the customer a reassurance of safety and a comfortable feeling of getting something familiar. ● Appeal to the symbolic needs of people who desire to have control over their lives, are sophisticated, creative, and fun. ● Durex offers high quality latex condoms for protection against unwanted pregnancies and STDs thereby addressing functional needs of the intended consumers.
- 14. Positioning They keep you safe, We keep you extra safe
- 15. Product benefits Durability test of Durex: ● International standard → 15 litres of water ● Durex supersedes the test with 40 litres of water They keep you safe, We keep you extra safe
- 16. IMC - Message Brand benefits: Fun and refreshing They keep you safe, We keep you extra safe
- 17. Brand benefits:Excellence They keep you safe, We keep you extra safe
- 18. Brand benefits: Creative lifestyle They keep you safe, We keep you extra safe
- 19. Brand benefits: Prestige They keep you safe, We keep you extra safe
- 20. Creative execution 1. Giving out the extra safe umbrellas 2. Viral marketing, “They keep you safe, we keep you extra safe” video release 3. Viral sharing contest 4. Flashmob at the heart of Orchard road 5. Print ads attached with the slogan “They keep you safe, we keep you extra safe” will be advertised in magazines They keep you safe, We keep you extra safe
- 21. Storyboard
- 22. Storyboard
- 23. Flashmob
- 24. Sample of the Print ad: We keep you extra safe Theykeepyousafe They keep you safe, We keep you extra safe They keep you safe We keep you extra safe
- 25. Sample of the print ad: They keep you safe We keep you extra safe + “self-made video contest”
- 26. Executional consistency They keep you safe, We keep you extra safe: Uniform message Sent coherently through all media channels and vehicles
- 27. IMC - Media Objectives They keep you safe, We keep you extra safe
- 28. They keep you safe, We keep you extra safe Medium(s) to reach the target audience ● Social media IMC - Media
- 29. IMC - Media ● Magazines They keep you safe, We keep you extra safe
- 30. Media Calendar
- 31. Behavioral Sequence modelling / Communication effects modelling
- 32. Budget They keep you safe, We keep you extra safe
- 33. Budget They keep you safe, We keep you extra safe
- 34. Evaluation They keep you safe, We keep you extra safe
- 35. Guess which one is Durex’s umbrella! [1] Very Safe [2] Too Safe [3] So Safe [4] Extra Safe They keep you safe, We keep you extra safe
Editor's Notes
- MEL AWESOME!!! :D tee hee cant wait to share this with the class and WOW that Chin Choo HAHA now discussing how to start off so that it sounds fluid cool :D let me know if you need anything, Im stilll at the hairdresser :) cool, appreciate you being on task. its fine get yourself beautiful tmr and get the print ads ready. i need you to do up the storyboard as well - including the narration (as you’ve seen from the other teams) But you want me to do the backgrounds for the story board? Or what? I’ve already done up the backgrounds of the storyboards sent it to Harmony. Please liase it with her? I am gettin’ the slides together . someone needs to start on the storyboard, it has to be clear and easily understand from the instant I can write the text on the backgrounds, or below the backgrounds, what is harmony doing then? okay i will contact her -- thanks get back to ya again whichever you deem fit, that works well its fine with me. could you app her now cos im tryina’ save it in ppt. form - seems like we cant save it :( trying it out now that would be so weird if we can’t save it…. mel could you send me jus the cutout of us? cause otherwise i can’t make the print add, cause idk how to cut it out better
- MEL
- MEL
- **this slide is to prevent the class from seeing slide 5 from the beginning (on the left panel) and burst our bubble
- MEL
- MEL
- ZORO
- ZORO
- MEL + PAULA - **emphasize on brand awareness not product benefits (because that is already fundamental) babe, this is where we can demo the physical umbrella probably you holding the opened umbrella QR code → lead users to video based on STORYBOARD I WOULD SAY: The slogan as everyone can see would be - “They keep you safe, we keep you EXTRA safe”. So why this slogan? Right, this is particularly because Durex has to eventually underline its functional benefit as a contraceptive product. The rationale behind the slogan is to contrast normal/typical umbrellas denoting other condom brands such as Espire and Okomoto, with the “Extra Safe” Durex umbrellas. This is aimed to achieve indirect comparisons alongside with its competitors. Do notice that the shape of the umbrella is designed to act as a metaphor to the “condoms” as direct advertising of the physical product is banned for it is deemed as sexually explicit.
- PAULA + MEL hey Mel :) you can write here what would you like to say, and i will write what i want to say, so that we have a perception for tmr, b4 we start rehearsing I will hold the umbrella while you go through the CAN elements? CAN - requires elaboration (i.e. how can connection be built through flashmob? i.e. direct interaction, touch emotions etc
- ZORO (Emphasis on the new logo with the new slogan on top)
- ZORO
- QIXIAN
- QIXIAN **Functional benefits + Symbolic benefits (PLEASE EMPHASIZE COS WE ARE DOING IT ON BRAND BENEFITS)
- PAULA → **highlight to the audience that this campaign focuses on driving brand awareness not product While we get creative in our IMC, the slogan “They keep you safe….” utilized throughout the campaign would still addresses the fundamental existence of Durex products.
- PAULA
- PAULA
- PAULA **please make changes→ prestige
- PAULA: I will explain differently of course I will change slide after the 3 point to go to the flashmob
- http://www.youtube.com/watch?v=ByhG8qkXsDw → sample flash mob by CEB
- PAULA
- I have to add the note about the contest I will present to you tmr so that you guys see why i need it :)
- PAULA keep it short; summary
- QIXIAN **Focus on TRPs → why that over ? (narrowed audience …..please elaborate) Reach - which is defined by the amount of potential customers that can be reached by the campaign. Frequency - which represents the number of interactions between the advertising party and a potential customer.
- QIXIAN **why are we not using traditional media (i.e. TV ads ...etc) due to media regulations set by the MDA in Singapore → we are challenged in this area and hence …...
- QIXIAN **
- QIXIAN
- QIXIAN
- HARMONY
- HARMONY
- HARMONY
- HARMONY