Oxford Street Market Campaign

1. Oxford Street Market Campaign

2. Campaign Overview • Oxford Street Market objectives • Target Market • The Insight • The Message • The Tag Line • Poster • Radio Script • TVC • Internet Banners

3. The Objectives Objectives: • Increase the talent pool by 50 this season • Raise awareness within the general community

4. The Target Market New Designers: Final year students, graduated students, local designers, and exhibitors at other markets

5. The Target Market Relevant Considerations: • They are young, keen and inexperienced • Do not know how to go about promoting their new designs • Do not have much money • Unsure if their designs will work • Do not know how to secure their lines in retail outlets

6. The Insight So much competition… So many closed doors… Where does a new designer start?

7. The Insight New designers want a place to exhibit that: • is easy to get into • is affordable and friendly • has contacts with retail industry • gives feedback on new projects • where they can make money

8. The Message Oxford Street Market is the perfect place for new designers to exhibit, and the perfect place for market goers to shop

9. The Tag Line Oxford Street Market has it all – except YOU The tag line implies that the Market has everything in it of value except the person being exposed to the advertisement • Designers will see this value as all his/her requirements (easy to get into; affordable and friendly; promotes designs to retailers; gaining valuable feedback and contacts) • Market goers will see this value as a market full of variety for good shopping

10. Uniformity • All advertisements use the Oxford Street Market corporate colours • They all have the same tag line • They all give a similar message

11. Poster The cut out of the missing person indicates what is missing from an otherwise ‘complete’ market. It is about the artisans knowing there is spot waiting for them in Oxford Street Market.

12. Radio Script • This advertisement is based on emotion and shows very real problems that new artisans have and can relate to. • The emotion is further accentuated by the contrast between the speakers. The 2 female employees who don’t care, and the male announcer who does care. The male speaks in a sincere way making the listener feel that he is someone who can help and be TRUSTED. • This advertisement shows the problem and gives the solution.

13. TVC • The visual and sound effects are attention grabbing. • This sketch is based on humour and sci-fi. It is meant to be different and consequently memorable in a good way. • It brings into play the ‘magic’ of Oxford Street Market and how it has the solutions to problems, such as the artist’s. • It urges artisans not to wait for a magic moment but to actively seek exhibiting there.

14. Banner Advertisement • These advertisements are short and simple. • They are tastefully distinctive. • They do not have annoying animations. • The first banner displays the main requirements that a designer is looking for. Consequently when they see the banner it will get their attention and interest.

15. THANK YOU