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ready to transform
3



CONTENTS.
                                                              We Are    4
                                                    The Opportunity     5
                                                Existing Campaigns      6
                                                   The Competition      7
                                       Band-Aid: Their Advantage        8
                                                Band-Aid: Past Ads      9
                                         Band-Aid: Aus Campaign         10
                                          Band-Aid: Int. Campaign       11
                                                   The Competition      12
                                                           Strengths    13
                                                        Weaknesses      14
                                                         Opportunity    15
                                                              Threats   16
                                                 The Stats: Primary     17
                                                         The Survey     18
                                             The Stats: Secondary       19
                                                          The Target    20
                                                  Point of Difference   21
                                                        Market Map      22
                                                        The Big Idea    23
                                                        Our Method      24
                                Brand Extension - ‘Ready To Wear’       27
                  Print & Street - “Ready to...” Campaign Phase 1       28
            QR Codes & Events - “Ready to...” Campaign Phase 1          29
            Online & Interactive - “Ready to...” Campaign Phase 1       30
                        Ambient - “Ready to...” Campaign Phase 1        32
                           Print - “Ready to...” Campaign Phase 2       34
                                                         Media Plan     38
4



WE ARE.




                 director of possibilities




    innovative strategic solutions
5



THE OPPORTUNITY.




   Elastoplast has graced us with the pleasure of allowing MADE to nurture the future of its brand.
6



EXISTING CAMPAIGNS.

   Elastoplast has been a famous brand in first aid and advanced wound care for
   many years, therefore we expected to have a long list of past campaigns to
   examine to determine the direction of Elastoplast, however this was not the
   case.

   Throughout this research we have come to the conclusion that there currently
   is no existing campaign for Elastoplast. Communication has been lost between
   this iconic brand and the market of Australia.

   MADE is concentrating on Elastoplasts strong First-Aid products – which
   generate the most income. We believe using these products to locate our niche
   is what Elastoplast needs to revamp its brand positioning and personality.

   There has been no signal of a solid rollout of any campaign throughout recent
   times, including any campaignable ideas. This has left the brand in a very vulner-
   able position.
7



THE COMPETITION.


   #1 Band-Aid
   #2 Generic adhesive bandage brands
   #1 Band-Aid
   Established: 1920
   History: Invented by a mother who consistently burnt herself whilst preparing the evening meal.
   She needed a bandage that she could apply herself without assistance of someone else and with
   experimentation of making the adhesive bandage sticky this product was created.


   Band Aid Facts
          - In 2001 Band Aid had sold over 100 billion bandages
          - No.1 bandage brand in America
          - Band-Aid is available to purchase in more stores than other adhesive bandage brand



   Their Advantage
   Brand Position
   Band-Aid owns the adhesive bandage product category in Australia.

   The term Band-Aid has become a generic term that is used in everyday conversation. The term Band Aid has more than one meaning this is:

   1 Band Aid - A well known brand of adhesive bandage
   2 Band Aid - A temporary or make shift solution to a problem created ad hoc often used with a negative connotation of a lack of foresight
8



BAND-AID: Their Advantage.


   The secondary definition for the term is widely used including in political related
   media.

   The brand Band-Aid is a trusted brand. Children grow up with the brand, and
   when injure themselves ask for a Band-Aid not an adhesive bandage to
   provide instant relief to their injury. The brand is trusted by families and there
   belief and loyalty to the product is past through generations it is a product that
   helps people - people find it to be reliable and provide immediate temporary
   relief.

   People keep Band-Aids in convenient places, as they don’t know when they may
   receive an injury. A common place a Band-Aid is kept is in a handbag/mums
   handbag, wallet, office draw, first aid kit, child care centre, home medicine
   cupboards.

   Band-Aid has tried to differentiate themselves from the other plaster brands
   through offering adhesive bandages with various images on them. This includes
   designs that are created by well known designers from overseas and also
   adhesive bandages with characters which appeal to kids.

   When you think of the product Band-Aid you think of kids with a minor
   injury, bump, bruise or cut.
9



BAND-AID: Past Ads.




                  Campaign: Band-Aid Almost
                  Type: Print
                  Country Created: JWT Dubai
                  Country Ad runs in: Dubai, UAE




                  Campaign: Roberto
                  Type: Print
                  Country Created: America
                  Country Ad runs in: America & Brazil
10



BAND-AID: Aus Campaign.




    Band Aid has not conducted a lot of advertising campaigns
    in Australia - The brand instead has established it’s name
    and reputation through word of mouth and trust of the brand
    expressed and passed down through families. Overseas a
    few campaigns have been conducted: See next page to view
    an overseas campaign.
11



BAND-AID: Int. Campaign.
12



THE COMPETITION.

   #2 The Generics

   Generic adhesive bandage brands are gaining ground within this market.
   Generic brands are offering the same product but in slightly different
   packaging. Band Aid has lost a differentiating identity to these brands and now
   these gernic products are being put in the shopping basket. With Economic
   instability people, especially families are looking for as many ways as possible to
   save money off their grocery bill.

   These generic brands offer the product at a lower cost they pass on the savings
   to the consumer through not spending money on promotion of this product.
13



STRENGTHS.

  Durability
  We believe the products durability is an incredible strength for the brand. Unlike
  its competitors who thrive on poor quality for a cheaper product, Elastoplast
  recognises their markets intelligence. They offer a product that is trustworthy
  and durable, that can be used and will prove reliable in the long run.

  Variety
  Elastoplast has 12 categories of products, which range from plasters,
  therapeutic heating, sensitive plasters to silver healing. This shows the diversity
  in its range and its ability to reach various wounds by various ages. Elastoplast
  also offers a kids range of plastic strips which reiterates its message as a brand
  that has the potential to be a family brand as well as a product for the younger
  market.

  Strong Website Ideas
  One main strength for Elastoplast was its ability to interact with its customers via
  online media. One example is the ‘Interactive Plaster Master’. This is a method
  used by Elastoplast to help people at home decide what kind of plaster is best
  for their wound. It does this by asking a few simple questions, which will take
  minutes of the customers time at home.

  Elastoplasts “Safety” messages online are also a great aspect of this brand.
  It lists the safety precautions which should be taken to minimise the rate of injury
  in households as well as businesses.

  This portrays the message that Elastoplast actually cares, throughout all these
  technological advancements, it is great to see a brand building a bridge
  between itself and the customer at home.
14



WEAKNESSES.

  No clear marketing direction
  MADE believes Elastoplast has great potential to grow and see their brand gain
  marketshare, however without a clear marketing direction this does not have
  the ability to occur. The lack of personality behind the brand leaves the market
  confused about who Elastoplast are and what they do. It has been overrun by a
  force, and that force is ‘bland’ Just like the taste sensation; the ‘bland’
  represents the fact that our market are aware of its presence but cant find
  anything to set it apart from the rest, it leaves no aftertaste, or in this case an
  afterthought to allow the consumer to purchase an Elastoplast. They will instead
  purchase a product from which they have seen an ad.

  Not easily accessible
  MADE undertook a method of its own primary research. We visited local
  Convenience/7-Eleven Stores around the CBD and its neighbouring suburbs.
  We alarmingly found out that not one of those stores stocked an Elastoplast
  product. We feel this is limiting Elastoplasts exposure to its consumers – they
  are given one option and they will readily find the competitor stocked on every
  shelf. Impulse buying is a trait of our younger target market, therefore when
  something suddenly occurs they will flock to those convenience stores to pur-
  chase a
  product to suit their busy lifestyle.

  Dependency on website
  Elastoplast has one medium of communication between itself and their
  market – that is online. All information about Elastoplast, including giveaways
  and product description is done via the website. Great promotional ideas are
  visible online, however how will the consumer know to visit the website. There
  was a huge lack of communication and a huge loss of product awareness due
  to this ill mistake.
15



OPPORTUNITY.

   Solid Products
   Elastoplast plaster quality is one feature that surpasses its competitors.
   We need to communicate the fact that these plasters work – you will put them
   on and they will not come off. Made has defined the fact that consumers will
   always choose quality over price and at the moment the quality standards have
   slipped for our major competitors therefore consumers are currently searching
   for a durable product that does what it claims to do.

   ‘Everyday Item’
   Elastoplast is in a limited category of products which allows it to be bought on a
   regular basis. There is an Elastoplast for every wound and every person. We will
   need to communicate this to our market. One example may be to outline what
   the Elastoplast Plastic Strip is for and what purpose the ‘Blister Plaster’ has so
   the one item does not become a general product used for all wounds. Having
   this as an everyday item means increased income will be generated and result in
   a faster rolling cycle for Elastoplast

   Summer Market Season
   We have recognised the target market to have a higher spending pattern
   throughout the summer season. This is mainly due to the increased social
   scene, such as Music Festivals, Christmas ‘silly’ Season as well as the outdoor
   activities that are undertaken at this time. We believe Elastoplast has the
   products to contain the injuries and wounds created at this time, from blisters
   to bruises, swelling and cuts – we are ‘Ready To Wear’. The summer season is
   forecast to bring in the majority of usage as well as higher growth patterns.
16



THREATS.

   Band-Aid
   MADE has identified one major competitor, Band-Aid. This brand is well estab-
   lished within the market and currently owns market share. It has strong growth
   and has become a generic brand used in many Aussie households. Although we
   believe product quality is very poor, this brand gives nothing back to the con-
   sumer besides an insult to their intelligence.

   Cheap Generic Brands
   With every product on the current market, there will be a cheaper ‘Home Brand’
   alternative. Although product quality is hardly visible there are people who will
   purchase this cheaper product and expect it to work. We will need to commu-
   nicate to the market that cheaper does not mean better. We will need to expose
   the fact that spending a portion more will mean more value for yourself and your
   family. Can you put a price on trust? Well trust Elastoplast to solve your prob-
   lems.

   Current Financial Situation
   The current economic state is in a global meltdown. Consumers are spending
   less in more ways than one. The buying patterns have changed and Elastoplast
   sees this as an uncontrollable threat. Not only do they have the possibility of
   eliminating all ‘disposable’ purchases, consumers may lead to a cheaper com-
   petitor.
17



THE STATS: Primary.

   1 fine day
   35 people
   Location Martin Place
   MADE conducted a form of primary research in the central district of Sydney to
   analyze current perceptions and opinions of the market. We eliminated middle-     the verdict
   men to better understand the wants of the people who would potentially buy the
   products and to who our campaigns would be aimed at.                              92% say they use plaster on a regular basis
                                                                                     80% could not describe an Elastoplast ad
   We limited our sample size to better represent the demographic suitable for       75% would choose quality over price
   Elastoplast.
                                                                                     80% women did not know about the ‘Blister Plaster’
   The summary outlines product confusion from the consumers as well as              product
   opportunities for Elastoplast to consider. We have potential to see growth come   65% would embrace the Elastoplast ‘Handy Pack’
   from 92% of the market from which purchase and use plasters on a regular          73% males could not relate to plaster campaigns
   basis. 75% are sick of cheap knock-offs and are looking for real products that
   actually work. This signals a much more intelligent market that will no longer
   purchase the cheapest product on the shelf, therefore finances should be spent
   to revamp the current Elastoplast to inform customers that our product does
   work.

   One alarming statistic is that 80% of the sample could not describe an
   Elastoplast ad. This once again reiterates the point from the Existing Campaign
   that the public do not know who Elastoplast are, and cannot recall the last
   advertisement they have seen of the products available. MADE aims to change
   this – our creative media and strategy will allow us to be heard and be
   recognised.
18



THE SURVEY.

   1. Gender:                                                            6. Can you recall the most recent Elastoplast ad you saw?
    Male           Female                                               Yes                     No
                                                                         If so, please describe:
   2. Age Group
    18-24                                                               7. Have you heard of the Elastoplast ‘Blister Plaster’ product?
    25-34                                                                Yes  No
    35-44
                                                                         8. Would you find it easier to carry plasters if they were readily
   3. What brand of Plaster/Bandage have you heard of? Please choose     available in a ‘Handy Pack’?
   one from the below                                                     Yes                      No
    Elastoplast
    Band-Aid                                                            9. Do you believe males are targeted in any current plaster
    Home Brand                                                          campaigns or ads?
    Other:                                                               Yes                     No

   4. How often would you use a bandage or a related product?            10. Would you be happy to trial Elastoplast?
    All the time                                                         Yes                      No
    Regularly                                                           If so, please supply us with your email address:
    Occasionally
    Never

   5. What factor is most important to you when deciding what brand of
   plaster to use? Please choose one from the below
    Quality
    Price
    Brand Name
    Other:
19



THE STATS: Secondary.

   3rd Party Research

   Where Roy Morgan Single Source
   When 07.07.08
   Who 18 to 34 YO
                                                                   Our Secondary Research outlines the opportunity Elastoplast
                                                                   will aim to target. Our market is in need of a plaster product
   the verdict                                                     that looks and stands for something young and stylish, which
                                                                   follows the marketing direction of Elastoplast.

   51.5% enjoy tough physical activity                             Our target are busy, and live full happy lives filled with physical
                                                                   activity. It also outlines the broad view our market takes –
   75.3% try to look stylish
                                                                   they will give a product the opportunity to prove themselves
   60% live a full and busy life                                   and prove this product does what it states, however our
   65% are willing to try different products                       research also found that impressions dramatically changed if
   73% will not try the same product after a negative experience   the first experience was a negative one.
20



THE TARGET.

   MADE has recognised a potential target market to better suit the new direction
   Elastoplast is heading.

   This market includes females and males aged between 18 and 35 years of age.
   They are classified as ‘Generation Y’ and the money spending generation. This
   market is known to have fewer worries than their older counterparts. They live to
   play and believe the ultimate gain from life is to have fun and live it to its fullest.
   They are the ones that will work a very busy week with minimal sleep, although
   don’t expect them to catch up on any rest on the weekend because they are
   out shopping, at the beach, playing a sport or just socialising with friends. They
   would earn an average income, although most would be disposable.

   MADE specifically targeted these demographics as we felt there was a gap in
   the market which Elastoplast could own by following certain creative steps.
21



POINT OF DIFFERENCE.

   MADE has identified one major component of Elastoplast which sets it apart
   from other plaster brands on the market and this is the durability. We believe the
   strongest message we can portray to the market is the fact that this product
   actually works. The fabrics and plastic used is generated from the highest
   quality to fight against water resistance, body perspiration and physical activity.

   Consumers are more intelligent than ever, therefore if the advertising message is
   that this product works and in reality it does not meet our markets needs, they
   will automatically turn to another brand. If this does occur, regaining trust from
   a disappointed market is almost impossible – this will prove detrimental to the
   overall positioning of Elastoplast.
22



MARKET MAP.
                                                   !                           IDENTIFIABLE
   MADE has outlined the current market
   situation of Elastoplast and its competitors.
   We have noticed a market gap where great                                                     Opportunity Here
   quality products and an identifiable brand
   coincide. This is recognised as the
   Elastoplast opportunity to which we see
                                                                      !
   room for movement and growth.

                                                       POOR QUALITY                                          GREAT QUALITY




                                                                                                             !

                                                                          !



                                                                              UN-IDENTIFIABLE
23



THE BIG IDEA.




           everyday convenience
    Elastoplast can be an elegant, sleek and fashionable...

                        MUST HAVE
24



OUR METHOD.

  MADE is proposing to Elastoplast to spread their wings and capture markets
  that have rarely been thought about or specfically targeted.

  We are going to target a time poor, high disposable income, socially active & the
  fashion savvy. Ths will generally target the more youthful markets.

  This is a segment which are high users of ‘plasters’, unknowingly. These con-
  sumers generally have 1 - 2 ‘plasters’ in their wallets, purses or handbags. More
  than often, these ‘plasters’ end up dirty, and unhygienic.

  Again, the challenge is to make carrying these ‘plasters’ more hygienic whilst
  being in transit, and to keep it convenient and as unintrusive as possible.

  The solution to this, is to extend Elastoplast’s brand identity and to broaden it’s
  appeal to a wider audience, other than family households and sports related
  segment.

  We will instigate a brand extension, and create a line that is both fashionable,
  convenient and hygienic.

  This brand extension will be met with a strong strategic integrated advertising
  program.
ready to hold
ready to party
ready to mend
ready to create
ready to imagine
are you ready for the possibilities?
Brand Extension - ‘Ready To Wear” Handy Pack                                                                                                                         27




                     The ‘Ready To Wear’ handy pack is a compliment to our everyday              Psychologically consumers will see this as a revitalised look and
                     convenience promise. This will be a beautifully presented slimline tin      feel compared to the traditional cardboard packaging, and will
                     with a sliding lid. This tin is perfect for any occasion, and is compact    automatically engage with the new product.
                     enough to keep in your wallet, purse, or handbag. It is so compact
                     that you won’t even notice it’s there, and as a bonus we’ll throw in        This is the first step in moving towards building and extending
                     some hygiene!                                                               Elastoplasts revitalised brand identity.

                     This is a refreshng new take on the classic tin packaging. The designs
                     on the tin will vary, according to which sex we are trying to reach, this
                     way no one is excluded.
Print & Street - “Ready to...” Campaign Phase 1                                                                                                      28


                                                                                                             The “Ready to...” campaign will kick
                                                                                                             start with the “Ready to... Party”
                                                                                                             strapline where we will be promoting
                                                                                                             one of the obvious benefits of the
                                                                                                             ‘Ready To Wear’ handy pack range,
                                                                                                             that is, its sheer convenience and
                                                                                                             slimline packaging that enables it to
                                                                                                             be stored in the smallest of spaces.

                                                                                                             The imagery used in these print
                                                                                                             items are very experiential based,
                                                                                                             which allow for viewers to gain an
                                                                                                             insight into the various positive
                                                                                                             attributes this new range holds.

                                                                                                             These images will be seen on bus
                                                                                                             shelters and magazines. The
                                                                                                             magazines chosen will be targeted,
                                                                                                             and will include titles such as Mens
                                                                                                             Health, Madison, YEN, Grazier &
                                                                                                             Shop Til’ You Drop.

                                                                                                             The campaign will feature a
                                                                                                             technology quite new to Australia,
                                                                                                             the Quick Response (QR) code. This
                                                                                                             code allows for data such as WAP
                                                                                                             site addresses and address book
                                                                                                             details to be transferred immediately
                                                                                                             to your phone. We will use this to
                                                                                                             direct consumers to the “Ready to...”
                                                                                                             campaign WAP site, and will have a
                                                                                                             data capture capability.

                                                                                                             Consumers will then have access to
                                                  Left: “Ready to... Party” Advertisement targeting males.   regular updates on Elastoplast secret
                                                  Top Right: “Ready to... Party” Advertisement targeting     events and the latest product news.
                                                  females - shown on street furniture.
                                                  Bottom Right: QR Code on bus shelter.
QR Codes & Events - “Ready to...” Campaign Phase 1                                                                            29


                                                                                     The roll out of the “Ready to...”
                                                                                     campaign will consist of QR codes,
                                                                                     WAP sites and special events and
                                                                                     promotions at these events. This use
                                                                                     of QR codes is quite unique and is
                                                                                     an interesting way to communicate
                                                                                     with our tech savvy audience.

                                                                                     The reason for these special events
                                                                                     is to create a new outlet to give out
                                                                                     samples of the ‘Ready To Wear’
                                                                                     handy packs during the beginning
                          outdoor!                      QR code!   data retrieval!   stages of the lauch. It is very im-
                                                                                     portant to connect with our target
                                                                                     audience in the environments and
                                                                                     situations which they are naturally
                                                                                     drawn to, hence the use of events.

                                                                                     These events are not limited to clubs,
                                                                                     they could be music festivals and
                                                                                     smaller concerts as well. We build
                                                                                     meaningful relationships through
                                                                                     understanding their needs and
                                                                                     wants.

                                                                                     The use of creating events or
                                                                                     having strategic alliances with exist-
                                                                                     ing organisers and promoters will
                       Ready To Wear pack samples given out!        party time!!     allow further recognition in the brand
                                                                                     and Elastoplasts core products. This
                                                                                     means that Elastoplast will be their
                                                                                     first choice when they need a
                                                                                     bandage.
Online & Interactive - “Ready to...” Campaign Phase 1                                                                                    30


                                                                                                The My 24/7 website provides the
                                                                                                correct demographic and psycho-
             My 24/7 Website Sponsorship                                                        graphic audience for the Elastoplast
                                                                                                ready to campaign.

                                                                                                This site provides content relevant to
                                                                                                Elastoplast’s campaign. Elastoplast’s
                                                                                                campaign is about people socialising
                                                                                                and the my 24/7 website is about
                                                                                                finding bars, clubs and events that
                                                                                                are on in your state.

                                                                                                Details of Website Vistors

                                                        Elastoplast sponsorship across          Age 18-39
                                                        the My 24/7 website would provide       Social
                                                        Elastoplast added reach to the target   (74% go out at least fortnightly)
                                                        audience 18-35 year olds.               Affluent with high-disposable income
                                                                                                (23% with a household income of
                                                        Alignment with a social site is         over $100K)
                                                        positioning Elastoplast in the right    Savvy
                                                        area of people who are wanting to       Connected
                                                        socialise. This creating Elastoplast
                                                        to be top of mind when people are
                                                        planning where they are going out to.

                                                        Elastoplast could sponsor certain
                                                        areas of the site to promote their
                                                        secret events they are holding
                                                        throughout the proposed campaign.
Online & Interactive - “Ready to...” Campaign Phase 1                                   31




            ‘Ready To Wear’ Web Portal



                        The ‘Ready To Wear’ range will have their own feature
                        web portal where it will incorporate the various elements of
                        the current “Ready to...” campaign collatoral. These includes
                        ‘Ready To Wear’ news, updates on events, advice and
                        interactive games.

                        The dedicated web portal supplements the campaign
                        message, and takes it past national boundaries and
                        into cyber space and beyond.

                        It reaches millions of potential customers with a touch of
                        a button, and is customisable to do whatever we please.

                        Our proposed target market is tech savvy and connected.
                        In order to with this audience, we must recognise that the
                        only way to build and maintain meaningful relationships with
                        these consumers is to meet them where they feel at ease
                        and in control.
Ambient - “Ready to...” Campaign Phase 1                                                                                                                             32
‘Ready To Wear” Handy Pack Sampling - Product Awareness Phase 1




                      Product sampling is key in the introduction of new         The added bonus of this method is that, in order to      Above: Martin Place with
                                                                                                                                         ‘Ready To Wear’ sampling
                      ranges, especially in FMCG goods. At MADE, we              receive a free pack of the new ‘Ready To Wear’ range
                                                                                                                                                vending machines
                      believe that the traditional methods of sampling, such     plasters, the person has to send their details to
                      as using promotional staff and the use of magazines        Elastoplast HQ. In return for the details, they will
                      was just not effect or inventive enough, so we pushed      instantly receive details on upcoming Elastoplast
                      it further. Our plan is to have our very own Elastoplast   events and a unique code to enter into the vending
                      vending machines strategically positioned in key high      machine. This also deters repeat offenders which will
                      pedestrian areas that are vistied by our determined        guarantee one sample per person.
                      target market in order to expose the new
                      ‘Ready To Wear’ range.
Ambient - “Ready to...” Campaign Phase 1                                                                                                                           33




      We have devised the use of key landmarks to gener-         The notion behind the use of this medium was to not
      ate interest & intrigue for the “Ready to...” campaign.    exclude anyone. This big impact idea will generate
      The result of this method will drive more people to the    hundreds of thousands of consumers to the campaign
      campaign website, where they will be able to view the      website, and as a result they will be put through an
      variety of events and activities on offer.                 “education process” that is the campaign website
                                                                 (www.readytowear.com.au) & its parent website
                                                                                                                               Top Left: Sydney Harbour Bridge
      For example, by placing a giant ‘plaster’ on the side      (www.elastoplast.com.au). This “education process”              ‘Plastered’. Top Right: Sydney
      of the Sydney Harbour Bridge, it would immediately         will set the foundation for future ‘plaster’ purchases,                       Tower ‘Plastered’
      draw attention from all areas of society, from the press   where one will think of Elastoplast first, and the rest are
      and media, and from the general public and politicians     all substandard imitations.
      alike.
Print - “Ready to...” Campaign Phase 2                                                                                                                   34




                                         The idea behind this concept was to play on pop culture, and its       Above: “Ready to... Hold” print advert
                                         ever changing trends. Featured, is a portrait of a family with their
                                         “emo” son. Hair style, and big side fringes complement the “emo
                                         look”, and thus we have used a Elastoplast plaster to illustrate how
                                         this “emo” child has utilized the product.
Print - “Ready to...” Campaign Phase 2                                                                                                                35




                                         We have gone with the simple notion of being able to fix anything   Above: “Ready to... Mend” print advert
                                         with a plaster.
Print - “Ready to...” Campaign Phase 2                                                                                                                       36




                                         Creation... isn’t it a great feeling? What if, by chance, your glasses   Above: “Ready to... Create” print advert
                                         broke and you had a very important task to do and you needed
                                         your glasses? If you had an Elastoplast plaster on the ready, you’ll
                                         be saved!
Print - “Ready to...” Campaign Phase 2                                                                                                                     37




                                         Imagination, we all have it, it just comes down to how we choose to   Above: “Ready to... Imagine” print advert
                                         use it.

                                         We have created an ad where we let the viewer use their imagina-
                                         tion to work out what is happening in the scene.

                                         There is a sweaty arm, under bed sheets, reaching for an
                                         Elastoplast which is in the draw next to a packet of condoms...
                                         we’ll let you work it out the rest.
38


MEDIA PLAN.




  BUS SHELTERS                      QR CODES              MOBILE                    ONLINE
  Who AdShel                        What Quick Response   What Mobile Sponsorship   What Integrated Ad
  Where Metro Bus Shelters          Codes                 Who My 24/7               Placements
  When Weekly                       Cost $1000/week       Where Everywhere          Who My 24/7
  Cost $1000/week                                         Cost $2500/month          Where www.my247.com.au
                                                          Production $2000 x 1      Cost $3000/month




                      MAGAZINES
                      Who Various
                      Where National
                      When Weekly/Monthly
                      Cost $4000 - 40000
                      (dependent on size & frequency)
let’s get this party started!

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Elastoplast Presentation

  • 1.
  • 3. 3 CONTENTS. We Are 4 The Opportunity 5 Existing Campaigns 6 The Competition 7 Band-Aid: Their Advantage 8 Band-Aid: Past Ads 9 Band-Aid: Aus Campaign 10 Band-Aid: Int. Campaign 11 The Competition 12 Strengths 13 Weaknesses 14 Opportunity 15 Threats 16 The Stats: Primary 17 The Survey 18 The Stats: Secondary 19 The Target 20 Point of Difference 21 Market Map 22 The Big Idea 23 Our Method 24 Brand Extension - ‘Ready To Wear’ 27 Print & Street - “Ready to...” Campaign Phase 1 28 QR Codes & Events - “Ready to...” Campaign Phase 1 29 Online & Interactive - “Ready to...” Campaign Phase 1 30 Ambient - “Ready to...” Campaign Phase 1 32 Print - “Ready to...” Campaign Phase 2 34 Media Plan 38
  • 4. 4 WE ARE. director of possibilities innovative strategic solutions
  • 5. 5 THE OPPORTUNITY. Elastoplast has graced us with the pleasure of allowing MADE to nurture the future of its brand.
  • 6. 6 EXISTING CAMPAIGNS. Elastoplast has been a famous brand in first aid and advanced wound care for many years, therefore we expected to have a long list of past campaigns to examine to determine the direction of Elastoplast, however this was not the case. Throughout this research we have come to the conclusion that there currently is no existing campaign for Elastoplast. Communication has been lost between this iconic brand and the market of Australia. MADE is concentrating on Elastoplasts strong First-Aid products – which generate the most income. We believe using these products to locate our niche is what Elastoplast needs to revamp its brand positioning and personality. There has been no signal of a solid rollout of any campaign throughout recent times, including any campaignable ideas. This has left the brand in a very vulner- able position.
  • 7. 7 THE COMPETITION. #1 Band-Aid #2 Generic adhesive bandage brands #1 Band-Aid Established: 1920 History: Invented by a mother who consistently burnt herself whilst preparing the evening meal. She needed a bandage that she could apply herself without assistance of someone else and with experimentation of making the adhesive bandage sticky this product was created. Band Aid Facts - In 2001 Band Aid had sold over 100 billion bandages - No.1 bandage brand in America - Band-Aid is available to purchase in more stores than other adhesive bandage brand Their Advantage Brand Position Band-Aid owns the adhesive bandage product category in Australia. The term Band-Aid has become a generic term that is used in everyday conversation. The term Band Aid has more than one meaning this is: 1 Band Aid - A well known brand of adhesive bandage 2 Band Aid - A temporary or make shift solution to a problem created ad hoc often used with a negative connotation of a lack of foresight
  • 8. 8 BAND-AID: Their Advantage. The secondary definition for the term is widely used including in political related media. The brand Band-Aid is a trusted brand. Children grow up with the brand, and when injure themselves ask for a Band-Aid not an adhesive bandage to provide instant relief to their injury. The brand is trusted by families and there belief and loyalty to the product is past through generations it is a product that helps people - people find it to be reliable and provide immediate temporary relief. People keep Band-Aids in convenient places, as they don’t know when they may receive an injury. A common place a Band-Aid is kept is in a handbag/mums handbag, wallet, office draw, first aid kit, child care centre, home medicine cupboards. Band-Aid has tried to differentiate themselves from the other plaster brands through offering adhesive bandages with various images on them. This includes designs that are created by well known designers from overseas and also adhesive bandages with characters which appeal to kids. When you think of the product Band-Aid you think of kids with a minor injury, bump, bruise or cut.
  • 9. 9 BAND-AID: Past Ads. Campaign: Band-Aid Almost Type: Print Country Created: JWT Dubai Country Ad runs in: Dubai, UAE Campaign: Roberto Type: Print Country Created: America Country Ad runs in: America & Brazil
  • 10. 10 BAND-AID: Aus Campaign. Band Aid has not conducted a lot of advertising campaigns in Australia - The brand instead has established it’s name and reputation through word of mouth and trust of the brand expressed and passed down through families. Overseas a few campaigns have been conducted: See next page to view an overseas campaign.
  • 12. 12 THE COMPETITION. #2 The Generics Generic adhesive bandage brands are gaining ground within this market. Generic brands are offering the same product but in slightly different packaging. Band Aid has lost a differentiating identity to these brands and now these gernic products are being put in the shopping basket. With Economic instability people, especially families are looking for as many ways as possible to save money off their grocery bill. These generic brands offer the product at a lower cost they pass on the savings to the consumer through not spending money on promotion of this product.
  • 13. 13 STRENGTHS. Durability We believe the products durability is an incredible strength for the brand. Unlike its competitors who thrive on poor quality for a cheaper product, Elastoplast recognises their markets intelligence. They offer a product that is trustworthy and durable, that can be used and will prove reliable in the long run. Variety Elastoplast has 12 categories of products, which range from plasters, therapeutic heating, sensitive plasters to silver healing. This shows the diversity in its range and its ability to reach various wounds by various ages. Elastoplast also offers a kids range of plastic strips which reiterates its message as a brand that has the potential to be a family brand as well as a product for the younger market. Strong Website Ideas One main strength for Elastoplast was its ability to interact with its customers via online media. One example is the ‘Interactive Plaster Master’. This is a method used by Elastoplast to help people at home decide what kind of plaster is best for their wound. It does this by asking a few simple questions, which will take minutes of the customers time at home. Elastoplasts “Safety” messages online are also a great aspect of this brand. It lists the safety precautions which should be taken to minimise the rate of injury in households as well as businesses. This portrays the message that Elastoplast actually cares, throughout all these technological advancements, it is great to see a brand building a bridge between itself and the customer at home.
  • 14. 14 WEAKNESSES. No clear marketing direction MADE believes Elastoplast has great potential to grow and see their brand gain marketshare, however without a clear marketing direction this does not have the ability to occur. The lack of personality behind the brand leaves the market confused about who Elastoplast are and what they do. It has been overrun by a force, and that force is ‘bland’ Just like the taste sensation; the ‘bland’ represents the fact that our market are aware of its presence but cant find anything to set it apart from the rest, it leaves no aftertaste, or in this case an afterthought to allow the consumer to purchase an Elastoplast. They will instead purchase a product from which they have seen an ad. Not easily accessible MADE undertook a method of its own primary research. We visited local Convenience/7-Eleven Stores around the CBD and its neighbouring suburbs. We alarmingly found out that not one of those stores stocked an Elastoplast product. We feel this is limiting Elastoplasts exposure to its consumers – they are given one option and they will readily find the competitor stocked on every shelf. Impulse buying is a trait of our younger target market, therefore when something suddenly occurs they will flock to those convenience stores to pur- chase a product to suit their busy lifestyle. Dependency on website Elastoplast has one medium of communication between itself and their market – that is online. All information about Elastoplast, including giveaways and product description is done via the website. Great promotional ideas are visible online, however how will the consumer know to visit the website. There was a huge lack of communication and a huge loss of product awareness due to this ill mistake.
  • 15. 15 OPPORTUNITY. Solid Products Elastoplast plaster quality is one feature that surpasses its competitors. We need to communicate the fact that these plasters work – you will put them on and they will not come off. Made has defined the fact that consumers will always choose quality over price and at the moment the quality standards have slipped for our major competitors therefore consumers are currently searching for a durable product that does what it claims to do. ‘Everyday Item’ Elastoplast is in a limited category of products which allows it to be bought on a regular basis. There is an Elastoplast for every wound and every person. We will need to communicate this to our market. One example may be to outline what the Elastoplast Plastic Strip is for and what purpose the ‘Blister Plaster’ has so the one item does not become a general product used for all wounds. Having this as an everyday item means increased income will be generated and result in a faster rolling cycle for Elastoplast Summer Market Season We have recognised the target market to have a higher spending pattern throughout the summer season. This is mainly due to the increased social scene, such as Music Festivals, Christmas ‘silly’ Season as well as the outdoor activities that are undertaken at this time. We believe Elastoplast has the products to contain the injuries and wounds created at this time, from blisters to bruises, swelling and cuts – we are ‘Ready To Wear’. The summer season is forecast to bring in the majority of usage as well as higher growth patterns.
  • 16. 16 THREATS. Band-Aid MADE has identified one major competitor, Band-Aid. This brand is well estab- lished within the market and currently owns market share. It has strong growth and has become a generic brand used in many Aussie households. Although we believe product quality is very poor, this brand gives nothing back to the con- sumer besides an insult to their intelligence. Cheap Generic Brands With every product on the current market, there will be a cheaper ‘Home Brand’ alternative. Although product quality is hardly visible there are people who will purchase this cheaper product and expect it to work. We will need to commu- nicate to the market that cheaper does not mean better. We will need to expose the fact that spending a portion more will mean more value for yourself and your family. Can you put a price on trust? Well trust Elastoplast to solve your prob- lems. Current Financial Situation The current economic state is in a global meltdown. Consumers are spending less in more ways than one. The buying patterns have changed and Elastoplast sees this as an uncontrollable threat. Not only do they have the possibility of eliminating all ‘disposable’ purchases, consumers may lead to a cheaper com- petitor.
  • 17. 17 THE STATS: Primary. 1 fine day 35 people Location Martin Place MADE conducted a form of primary research in the central district of Sydney to analyze current perceptions and opinions of the market. We eliminated middle- the verdict men to better understand the wants of the people who would potentially buy the products and to who our campaigns would be aimed at. 92% say they use plaster on a regular basis 80% could not describe an Elastoplast ad We limited our sample size to better represent the demographic suitable for 75% would choose quality over price Elastoplast. 80% women did not know about the ‘Blister Plaster’ The summary outlines product confusion from the consumers as well as product opportunities for Elastoplast to consider. We have potential to see growth come 65% would embrace the Elastoplast ‘Handy Pack’ from 92% of the market from which purchase and use plasters on a regular 73% males could not relate to plaster campaigns basis. 75% are sick of cheap knock-offs and are looking for real products that actually work. This signals a much more intelligent market that will no longer purchase the cheapest product on the shelf, therefore finances should be spent to revamp the current Elastoplast to inform customers that our product does work. One alarming statistic is that 80% of the sample could not describe an Elastoplast ad. This once again reiterates the point from the Existing Campaign that the public do not know who Elastoplast are, and cannot recall the last advertisement they have seen of the products available. MADE aims to change this – our creative media and strategy will allow us to be heard and be recognised.
  • 18. 18 THE SURVEY. 1. Gender: 6. Can you recall the most recent Elastoplast ad you saw?  Male  Female  Yes  No If so, please describe: 2. Age Group  18-24 7. Have you heard of the Elastoplast ‘Blister Plaster’ product?  25-34  Yes  No  35-44 8. Would you find it easier to carry plasters if they were readily 3. What brand of Plaster/Bandage have you heard of? Please choose available in a ‘Handy Pack’? one from the below  Yes  No  Elastoplast  Band-Aid 9. Do you believe males are targeted in any current plaster  Home Brand campaigns or ads?  Other:  Yes  No 4. How often would you use a bandage or a related product? 10. Would you be happy to trial Elastoplast?  All the time  Yes  No  Regularly If so, please supply us with your email address:  Occasionally  Never 5. What factor is most important to you when deciding what brand of plaster to use? Please choose one from the below  Quality  Price  Brand Name  Other:
  • 19. 19 THE STATS: Secondary. 3rd Party Research Where Roy Morgan Single Source When 07.07.08 Who 18 to 34 YO Our Secondary Research outlines the opportunity Elastoplast will aim to target. Our market is in need of a plaster product the verdict that looks and stands for something young and stylish, which follows the marketing direction of Elastoplast. 51.5% enjoy tough physical activity Our target are busy, and live full happy lives filled with physical activity. It also outlines the broad view our market takes – 75.3% try to look stylish they will give a product the opportunity to prove themselves 60% live a full and busy life and prove this product does what it states, however our 65% are willing to try different products research also found that impressions dramatically changed if 73% will not try the same product after a negative experience the first experience was a negative one.
  • 20. 20 THE TARGET. MADE has recognised a potential target market to better suit the new direction Elastoplast is heading. This market includes females and males aged between 18 and 35 years of age. They are classified as ‘Generation Y’ and the money spending generation. This market is known to have fewer worries than their older counterparts. They live to play and believe the ultimate gain from life is to have fun and live it to its fullest. They are the ones that will work a very busy week with minimal sleep, although don’t expect them to catch up on any rest on the weekend because they are out shopping, at the beach, playing a sport or just socialising with friends. They would earn an average income, although most would be disposable. MADE specifically targeted these demographics as we felt there was a gap in the market which Elastoplast could own by following certain creative steps.
  • 21. 21 POINT OF DIFFERENCE. MADE has identified one major component of Elastoplast which sets it apart from other plaster brands on the market and this is the durability. We believe the strongest message we can portray to the market is the fact that this product actually works. The fabrics and plastic used is generated from the highest quality to fight against water resistance, body perspiration and physical activity. Consumers are more intelligent than ever, therefore if the advertising message is that this product works and in reality it does not meet our markets needs, they will automatically turn to another brand. If this does occur, regaining trust from a disappointed market is almost impossible – this will prove detrimental to the overall positioning of Elastoplast.
  • 22. 22 MARKET MAP. ! IDENTIFIABLE MADE has outlined the current market situation of Elastoplast and its competitors. We have noticed a market gap where great Opportunity Here quality products and an identifiable brand coincide. This is recognised as the Elastoplast opportunity to which we see ! room for movement and growth. POOR QUALITY GREAT QUALITY ! ! UN-IDENTIFIABLE
  • 23. 23 THE BIG IDEA. everyday convenience Elastoplast can be an elegant, sleek and fashionable... MUST HAVE
  • 24. 24 OUR METHOD. MADE is proposing to Elastoplast to spread their wings and capture markets that have rarely been thought about or specfically targeted. We are going to target a time poor, high disposable income, socially active & the fashion savvy. Ths will generally target the more youthful markets. This is a segment which are high users of ‘plasters’, unknowingly. These con- sumers generally have 1 - 2 ‘plasters’ in their wallets, purses or handbags. More than often, these ‘plasters’ end up dirty, and unhygienic. Again, the challenge is to make carrying these ‘plasters’ more hygienic whilst being in transit, and to keep it convenient and as unintrusive as possible. The solution to this, is to extend Elastoplast’s brand identity and to broaden it’s appeal to a wider audience, other than family households and sports related segment. We will instigate a brand extension, and create a line that is both fashionable, convenient and hygienic. This brand extension will be met with a strong strategic integrated advertising program.
  • 25. ready to hold ready to party ready to mend ready to create ready to imagine
  • 26. are you ready for the possibilities?
  • 27. Brand Extension - ‘Ready To Wear” Handy Pack 27 The ‘Ready To Wear’ handy pack is a compliment to our everyday Psychologically consumers will see this as a revitalised look and convenience promise. This will be a beautifully presented slimline tin feel compared to the traditional cardboard packaging, and will with a sliding lid. This tin is perfect for any occasion, and is compact automatically engage with the new product. enough to keep in your wallet, purse, or handbag. It is so compact that you won’t even notice it’s there, and as a bonus we’ll throw in This is the first step in moving towards building and extending some hygiene! Elastoplasts revitalised brand identity. This is a refreshng new take on the classic tin packaging. The designs on the tin will vary, according to which sex we are trying to reach, this way no one is excluded.
  • 28. Print & Street - “Ready to...” Campaign Phase 1 28 The “Ready to...” campaign will kick start with the “Ready to... Party” strapline where we will be promoting one of the obvious benefits of the ‘Ready To Wear’ handy pack range, that is, its sheer convenience and slimline packaging that enables it to be stored in the smallest of spaces. The imagery used in these print items are very experiential based, which allow for viewers to gain an insight into the various positive attributes this new range holds. These images will be seen on bus shelters and magazines. The magazines chosen will be targeted, and will include titles such as Mens Health, Madison, YEN, Grazier & Shop Til’ You Drop. The campaign will feature a technology quite new to Australia, the Quick Response (QR) code. This code allows for data such as WAP site addresses and address book details to be transferred immediately to your phone. We will use this to direct consumers to the “Ready to...” campaign WAP site, and will have a data capture capability. Consumers will then have access to Left: “Ready to... Party” Advertisement targeting males. regular updates on Elastoplast secret Top Right: “Ready to... Party” Advertisement targeting events and the latest product news. females - shown on street furniture. Bottom Right: QR Code on bus shelter.
  • 29. QR Codes & Events - “Ready to...” Campaign Phase 1 29 The roll out of the “Ready to...” campaign will consist of QR codes, WAP sites and special events and promotions at these events. This use of QR codes is quite unique and is an interesting way to communicate with our tech savvy audience. The reason for these special events is to create a new outlet to give out samples of the ‘Ready To Wear’ handy packs during the beginning outdoor! QR code! data retrieval! stages of the lauch. It is very im- portant to connect with our target audience in the environments and situations which they are naturally drawn to, hence the use of events. These events are not limited to clubs, they could be music festivals and smaller concerts as well. We build meaningful relationships through understanding their needs and wants. The use of creating events or having strategic alliances with exist- ing organisers and promoters will Ready To Wear pack samples given out! party time!! allow further recognition in the brand and Elastoplasts core products. This means that Elastoplast will be their first choice when they need a bandage.
  • 30. Online & Interactive - “Ready to...” Campaign Phase 1 30 The My 24/7 website provides the correct demographic and psycho- My 24/7 Website Sponsorship graphic audience for the Elastoplast ready to campaign. This site provides content relevant to Elastoplast’s campaign. Elastoplast’s campaign is about people socialising and the my 24/7 website is about finding bars, clubs and events that are on in your state. Details of Website Vistors Elastoplast sponsorship across Age 18-39 the My 24/7 website would provide Social Elastoplast added reach to the target (74% go out at least fortnightly) audience 18-35 year olds. Affluent with high-disposable income (23% with a household income of Alignment with a social site is over $100K) positioning Elastoplast in the right Savvy area of people who are wanting to Connected socialise. This creating Elastoplast to be top of mind when people are planning where they are going out to. Elastoplast could sponsor certain areas of the site to promote their secret events they are holding throughout the proposed campaign.
  • 31. Online & Interactive - “Ready to...” Campaign Phase 1 31 ‘Ready To Wear’ Web Portal The ‘Ready To Wear’ range will have their own feature web portal where it will incorporate the various elements of the current “Ready to...” campaign collatoral. These includes ‘Ready To Wear’ news, updates on events, advice and interactive games. The dedicated web portal supplements the campaign message, and takes it past national boundaries and into cyber space and beyond. It reaches millions of potential customers with a touch of a button, and is customisable to do whatever we please. Our proposed target market is tech savvy and connected. In order to with this audience, we must recognise that the only way to build and maintain meaningful relationships with these consumers is to meet them where they feel at ease and in control.
  • 32. Ambient - “Ready to...” Campaign Phase 1 32 ‘Ready To Wear” Handy Pack Sampling - Product Awareness Phase 1 Product sampling is key in the introduction of new The added bonus of this method is that, in order to Above: Martin Place with ‘Ready To Wear’ sampling ranges, especially in FMCG goods. At MADE, we receive a free pack of the new ‘Ready To Wear’ range vending machines believe that the traditional methods of sampling, such plasters, the person has to send their details to as using promotional staff and the use of magazines Elastoplast HQ. In return for the details, they will was just not effect or inventive enough, so we pushed instantly receive details on upcoming Elastoplast it further. Our plan is to have our very own Elastoplast events and a unique code to enter into the vending vending machines strategically positioned in key high machine. This also deters repeat offenders which will pedestrian areas that are vistied by our determined guarantee one sample per person. target market in order to expose the new ‘Ready To Wear’ range.
  • 33. Ambient - “Ready to...” Campaign Phase 1 33 We have devised the use of key landmarks to gener- The notion behind the use of this medium was to not ate interest & intrigue for the “Ready to...” campaign. exclude anyone. This big impact idea will generate The result of this method will drive more people to the hundreds of thousands of consumers to the campaign campaign website, where they will be able to view the website, and as a result they will be put through an variety of events and activities on offer. “education process” that is the campaign website (www.readytowear.com.au) & its parent website Top Left: Sydney Harbour Bridge For example, by placing a giant ‘plaster’ on the side (www.elastoplast.com.au). This “education process” ‘Plastered’. Top Right: Sydney of the Sydney Harbour Bridge, it would immediately will set the foundation for future ‘plaster’ purchases, Tower ‘Plastered’ draw attention from all areas of society, from the press where one will think of Elastoplast first, and the rest are and media, and from the general public and politicians all substandard imitations. alike.
  • 34. Print - “Ready to...” Campaign Phase 2 34 The idea behind this concept was to play on pop culture, and its Above: “Ready to... Hold” print advert ever changing trends. Featured, is a portrait of a family with their “emo” son. Hair style, and big side fringes complement the “emo look”, and thus we have used a Elastoplast plaster to illustrate how this “emo” child has utilized the product.
  • 35. Print - “Ready to...” Campaign Phase 2 35 We have gone with the simple notion of being able to fix anything Above: “Ready to... Mend” print advert with a plaster.
  • 36. Print - “Ready to...” Campaign Phase 2 36 Creation... isn’t it a great feeling? What if, by chance, your glasses Above: “Ready to... Create” print advert broke and you had a very important task to do and you needed your glasses? If you had an Elastoplast plaster on the ready, you’ll be saved!
  • 37. Print - “Ready to...” Campaign Phase 2 37 Imagination, we all have it, it just comes down to how we choose to Above: “Ready to... Imagine” print advert use it. We have created an ad where we let the viewer use their imagina- tion to work out what is happening in the scene. There is a sweaty arm, under bed sheets, reaching for an Elastoplast which is in the draw next to a packet of condoms... we’ll let you work it out the rest.
  • 38. 38 MEDIA PLAN. BUS SHELTERS QR CODES MOBILE ONLINE Who AdShel What Quick Response What Mobile Sponsorship What Integrated Ad Where Metro Bus Shelters Codes Who My 24/7 Placements When Weekly Cost $1000/week Where Everywhere Who My 24/7 Cost $1000/week Cost $2500/month Where www.my247.com.au Production $2000 x 1 Cost $3000/month MAGAZINES Who Various Where National When Weekly/Monthly Cost $4000 - 40000 (dependent on size & frequency)
  • 39. let’s get this party started!