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Youthful Connections: Relaunching GencCard for Today's Generation

This project aims to revitalize the GencCard, a GSM operator's youth-oriented card, by increasing awareness, expanding its user base, and enhancing its image. The target audience ranges from high school students to young graduates. Understanding their lifestyle, preferences, and media consumption habits is crucial for effective communication and engagement. By strategically planning media campaigns across various channels, we can reach the target audience at key times and maximize the impact of our messaging.

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Youthful Connections: Relaunching GencCard for Today's Generation

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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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