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Advertising Assignment 3 PowerPoint

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Coffee lovers

on 30 November 2014

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Transcript of Advertising Assignment 3 PowerPoint

Ok jisoo, Camille Drumel, Diana Lim, Foo Jia yi Vanessa Chan


Coffee lovers

Agenda
Introduction
Striving to create and offer finest coffee
A Italian coffee brand
Relatively new in South East Asia
Illy is...
Consumer insight
"Coffee has become a reward and a source of inspiration that most Asian working women need on a daily basis."
Campaign Background
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
Objectives
Increase
awareness
of Illy Coffee amongst Asian working
women
, aged
25-35yo
, by
30%
in
ONE year
, and increase
engagement
with these women by
10%
through the use of
social media
and
face-to-face communication
in
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
Target Audience
25 to 35 years old
White collared females
Persona
Strategy
"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

Execution
Media Recommendation
"Over
90%
of the 150 million people on Instagram are under the age of 35 while
68%
of Instagram users are female."

Singapore: "
99.1%
of female internet users aged 25-34 use social networking sites"

Largest population of Facebook User
Indonesia:
4th
Malaysia:

11th
Research Findings
Consumer Insight
Target Audience
Campaign Objectives
Creative Strategies
Creative Executive
Limitations
Research Findings
"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
Female
Age 26
S$50,000 per year
Lives in the city

Enjoys social media
Hardworking and wants to excel at work

HR executive
Single
Close to family
3 years in the company
Stressful work life

JANE

Stalks of flowers placed around city area
A message (like the above) will be attached
Facebook link

“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
Recitals
Proposed Location for Recitals
Central Park in Indonesia
Fort Canning in Singapore
KLCC in Malaysia
Limitations
"Only few respondents to survey"
"Niche Market"
"Differences between 3 countries"
Conclusion
Get
Virtual
Get
Viral
Get
Real
"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."

Media Measurement
Surveys
Social Media Monitoring Dashboard
+
Campaign Budget
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
Stage Layout
FDC Dance School Jakarta & the Puspita W Vocal Studio
Sole to Soul Dance Studio & Shafi Vocal Studio
O School Dance Studio & The Vocal Studio
Campaign Phasing
Full transcript