Uploaded byChee Ching
Simply Se7en Campaign
The document discusses a marketing campaign for a new smartphone called Simplyse7en targeting Australian students. It describes the campaign as having three phases: 1) Building hype through social media and blogs, 2) A simultaneous 7-city launch event with live streaming and competitions, and 3) Continued engagement through YouTube, websites and influencer marketing. The goal is to increase brand awareness, trials and conversations around the new phone among students through an integrated on and offline approach.
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Simply Se7en Campaign
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- 2. Chee Ching |Danny New | Felicia Chow | Luke Wesney | Rachel French
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- 4. Live tile isunique
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- 6. ACCESS TO MSOFFICE
- 7. Most relevant hub Organized to 6 hubs
- 8. WHY ?
- 9. Australians have embracedthe smartphone trend. Shipments surged 101% in Q4 2010, with smart phones forming 62% of the mobile market.
- 10. They are alwayslooking for something more innovative.
- 11. Australian economy hasstayed strong with AUD gaining more power on the global stage.
- 12. Employment rates andwages for Australia students have remained consistent Most importantly, students in Australia have high employment rates and wages.
- 13. 21% 25% 11% 40% 3% AUSTRALIA SMARTPHONE MARKET SHARE (April 2011)
- 14. We need toincrease market share In order to stay in the competitive Smartphone market
- 15. Becky is going to help us
- 16. She is individualistic She is an early adopter She look forward for Becky isand freedom fun going to help us She is aware of the different options of smartphones out there Most importantly, she is heavily influenced by her friends
- 17. CONNECTING WITH ONE ANDANOTHER
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- 26. Building the hype The launch Keeping the momentum
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- 38. Using the phonein an everyday basis Generate conversations Report insights Publicize the launch event
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- 42. Live telecast between the 7 cities
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- 45. First simultaneous launchevent Generates publicity Engages becky and her friends via an engaging event
- 46. Traditional & new media 3 integration
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- 62. Foursquare & Facebook places promo
- 63. mrgadget | markipaviz | thatvideogame notquitenigella | violet lebeaux | Amanda thomas | Karen Cheng
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- 67. Ambient: live tilepreview
- 68. Ambient: live tilepreview
- 69. Ambient: live tilepreview
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- 71. ALL OF These WORKTOGETHER
- 72. to INCREASE Brand awareness and trials among the students
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- 75. Evaluation Increase in trial use in telcos Hits on microsite & social networks Event launch turn out Ambient media engagement Brand conversations
- 76. recommendations Simply se7en Battleof the bands Second phase of the Simply se7en microsite
- 77. It’s targeted It’s simplicity It Connects It maintains brand recall