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Media Planning Game

Media Planning Game. GencCard Brief. Relaunch of X GSM operator’s GencCard to youth GencCard has been launched 3 years ago. Penetration of GencCard is low. After the launch, GencCard has not been supported with a campaign in media. Objectives: Increase awareness

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Media Planning Game

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  1. Media Planning Game

  2. GencCard Brief • Relaunch of X GSM operator’s GencCard to youth • GencCard has been launched 3 years ago. • Penetration of GencCard is low. • After the launch, GencCard has not been supported with a campaign in media. • Objectives: • Increase awareness • Increase the number of GencCard holders with different offerings • Increase the image of GencCard as youth GSM card Brand Positioning: GencCard is a GSM card that offers competitive prices and different offers for youth.

  3. Question 1: Target Audience • Target Audience: Youth-High school students to young university graduates • Who are these people? • How do they live, what do they do? • What are their likes and dislikes? • What are their expectations? • .... Group 1: Young female high school student Group 2: Young male high school student Group 3: Young female university student Group 4: Young male university student Group 5: Young female graduate Group 6: Young male graduate

  4. Question 2: A Day of Target Audience • How does the target audience spend a day? • Which media does the target audience consume? At what time? • When can the target audience use GencCard? Group 1: A week day Group 2: A weekend day Group 3: A day in summer Group 4: A day in winter

  5. Question 3: GencCard Media Planning • How/when/where can we reach target audience? • Which media would be suitable, why? • How can we use the media we choose?

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