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Project Overview

Project Name Company Name Presenter Name. Project Overview. Project Goals. Smth more?. Description: Target audience. Q: What's common between all of them? A: they love “GAMES ”. Description: STRATEGY. To communicate with target audience via popular type of character.

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Project Overview

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  1. Project Name Company Name Presenter Name Project Overview

  2. Project Goals Smth more?

  3. Description: Target audience Q: What's common between all of them? A: they love “GAMES”

  4. Description: STRATEGY • To communicate with target audience via popular type of character. • Promo – character should be androgenic to attract both genders. • As far as men usually take decisions of buying software, the promo character could have HiTech Features f.e. a robot-transformer. • The aim is to promote MS Office for Home and Student, so the character could be associated with popularized home robots. • The promo-character should bring up an association with features of Office2007 and provoke interest and emotions.

  5. Description: STRATEGY Associations: • HiTech for life • Innovations • The great features and possibilities • High quality • Multifunctional • Tested and certified Emotions: • Delight (user should take a look at promo-hero and say WOW) • Trust • Will to explore and discover • Will for use it again

  6. Description: TACTICS Pre-launch stage: • This stage give us an opportunity to inform audience about MS new and soon launching promo. The aim is to increase an interest of audience by some teaser information: • The placeholder on the web-page should be placed. This placeholder should contain some interactive content such as flash promo-games which shows how home robots help in everyday life and give people an opportunity to have more free time. • A link to promo-site should by posted by authoritative BLOG’susers to invite users in discussion “what product will be promted?” • Give audience an opportunity to register for receiving newsletter which will inform user the site is opened. • All digital teaser Ads should be placed on selected sites • All promo-video should be putted up in selected points of sales • Inside Office Newsletter should be sent to subscribers

  7. Description: TACTICS Launch stage: • Web-site placeholder should be removed. • AD Units should be updated. • Some news about promo should be posted by authoritative BLOG’susers. • Press release should be send to all selected recipients.

  8. Description: TACTICS Activity downturn stage: Office 2007 H&Scould be placed in a prominent position in a film or television programme as a form of advertising( min. budget ~ $100k, audience coverage – the audience of channel) To keep audience interest …shto-to nadopridumat’.

  9. Description: web-site Placeholder: • Placeholder contains a few promo-games( to invite audience in communication to web-site), registration fields to receive personal invitation to just-open site, time-bomb (an object which will transform into promo-hero).

  10. Description: web-site • Promo-site made in “intelligent things” trend. • Promo-site is the place of acting of promo-hero where home robot-transformer follows his aim to teach people how to manage everyday’s home deals(with the help of Office 2007) efficiently. • There is a section, devoted to the Special offer - purchase MS Office 2007 H*S for 1990 RUB.

  11. 1-4задача: вызвать интерес - динамика, экшн, движущяяся конструкция, вызывающяя восхищение. вызвать устойчивую ассоциацию с МС - как примером передовых технологий в области ПО. 5 - внутренняя страница слабо заметное выдвижное меню, которое (если не открыто в первые несколько секунд прибывания на сайте) открывает для пользователя робот помошник. Если же ссылка открыта самостоятельно - Робот может выказать свое одобрение и восхищение проницательностью пользователя.

  12. Description: AD Units

  13. Technology • Web-site platform: ASP.Net, Adobe Flash • Style: hi-tech 3D • Promo-video: 3D, Flash • AD Units: lightweight cardboard constructions, paper POS-materials, digital AD materials( banners, promo-wallpapers for demo-computers in point of sales)

  14. Team Resources • Design team: • Artworks designer • Web-designer • 3D- designer • Development team: • ASP.Net developer • Flash-developer • Content production team: • Copywriter • Content manager • Management team: • Project manager • AD manager

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