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Ad Campaign for The Basement

Ad Campaign for The Basement. 25 November 2008 Alana Clarke Valeska Halpin Michaela Riedel Jonas Pieper ADVT-71 242 Creative Strategies in Advertising. Task. A new marketing concept for the surf and skate shop “The Basement”. Situation/SWOT. Low outlet prices

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Ad Campaign for The Basement

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  1. Ad Campaign forThe Basement 25 November 2008 Alana Clarke Valeska Halpin Michaela Riedel Jonas Pieper ADVT-71 242 Creative Strategies in Advertising

  2. Task A new marketing concept for the surf and skate shop “The Basement”.

  3. Situation/SWOT • Low outlet prices • American extreme sports brands • Gold Coast brands • Brand Diversity • Shop layout & decoration • Music & atmosphere • Location • Narrow range of clothes • Low shop awareness S W O T • Increase awareness & interest • Create unique shopping experience • Change shop layout to increase attractiveness and ambience • Use Car Park • Strong competitors • Competitors have a diversified product range and better service

  4. What makes a great shopping experience Great selection of brands Stylish shop environment Based on 45 surveys distributed at Bond University, Robina Town Centre and The Basement. Statements scored more than 50%.

  5. Objectives • To establish a strong and unique brand image • To increase awareness in the target area • To create a stylish shop environment

  6. Creative Strategy

  7. The Oxford Dictionary says: “A room or rooms in a building, partly or completely below the level of the ground.”

  8. Like this.

  9. But when we went there it looked different.

  10. Weird. They just ignored the rules.

  11. In a world where basementsare on the ground …

  12. … others things mightlook different as well.

  13. So we created a worldaround the basement.

  14. We just changed the rules.

  15. Positioning Statement The Basement is the retailer that does follow the conventions of other outlet shops and defines its own rules.That makes every visit an unforgettable shopping experience.

  16. Addressing a common mindset… Opinionated Curious Active lifestyle Industry savvy Independent Street smart

  17. …but different characters Opinionated Curious Active lifestyle Industry savvy Independent Street smart Character 1 Young (18-24) “Mates before Dates” Price sensitive Influenced by pros of the scene Member of sports club etc. Character 2 “Young at heart” (32-40) “Work hard, play hard”interested in pro scene Belonging/commitment to clubs

  18. Changing the rulesof the marketing mix Promotion Place/Distribution MarketingMix Price Product

  19. Changing the rulesof the marketing mix Promotion Place/Distribution MarketingMix Price Product

  20. Inspired by M.C. Escher

  21. Event. Changing social conventions

  22. Changing the rulesof the marketing mix Promotion Place/Distribution MarketingMix Price Product

  23. Shop Design

  24. Reversed Coathangers

  25. Changing the rulesof the marketing mix Promotion Place/Distribution MarketingMix Price Product

  26. Changing the rulesof the marketing mix Promotion Place/Distribution MarketingMix Price Product

  27. Dice the price The price of selected products can be determined by throwing dices at the cash desk. Customers have the chance to make a bargain.

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