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Advertising Assignment 3 PowerPoint
Transcript of Advertising Assignment 3 PowerPoint
Striving to create and offer finest coffee
A Italian coffee brand
Relatively new in South East Asia
"Coffee has become a reward and a source of inspiration that most Asian working women need on a daily basis."
Inspire and energize
Target audience made to feel appreciated
Various art forms incorporated
Aim : recognize talents among target audience
Social media platform
Face to Face interaction
of Illy Coffee amongst Asian working
, and increase
with these women by
through the use of
Singapore, Malaysia & Indonesia
Increase the likability of ILLY Coffee amongst working Asian women
By developing an integrated campaign through the use of social media, direct selling and event hosting, working women will be more exposed to Illy Coffee, which may result in increased engagement with Illy Coffee in Singapore, Malaysia and Indonesia
Target Audience & Persona
25 to 35 years old
White collared females
"Illy is a brand providing premium coffee, seeking to reward and inspire working women who might feel burned out or that they are working too hard."
Balance everything without losing individual identity as a woman
of the 150 million people on Instagram are under the age of 35 while
of Instagram users are female."
of female internet users aged 25-34 use social networking sites"
Largest population of Facebook User
"Asian women have heavier workload than men"
Spends time in the workforce
Plays traditional role expected of females in the family
Act of drinking coffee may have emotional impact on women
S$50,000 per year
Lives in the city
Enjoys social media
Hardworking and wants to excel at work
Close to family
3 years in the company
Stressful work life
Stalks of flowers placed around city area
A message (like the above) will be attached
“You don’t need an occasion to give someone flowers.
Give this flower to a woman in your life who inspires you”
Illy Facebook Page
Series of photographs shared on Illy’s Facebook page that features women engaging happily in a form of art that they enjoy
Collaboration with Performing Arts Studios
Proposed Location for Recitals
Central Park in Indonesia
Fort Canning in Singapore
KLCC in Malaysia
"Only few respondents to survey"
"Differences between 3 countries"
"I don't think I'm all too different from any other woman out there. I wake up in the morning, grab a coffee to ensure I am functioning, head to work, leave 8 hours later and head home to have dinner with my family. After? I scroll through a little facebook, watch some tv with my family and then get some rest."
"What's different about me?
Monday, Thursday and Saturday nights are my destress nights - that's when I head to the studio and magic happens."
Social Media Monitoring Dashboard
Winners of best posts on Facebook contest will be invited to perform
Family members of performers given free VIP seating
To encourage them to attend the recital
Show support and appreciation for their family member who is performing
FDC Dance School Jakarta & the Puspita W Vocal Studio
Sole to Soul Dance Studio & Shafi Vocal Studio
O School Dance Studio & The Vocal Studio