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Transcript of BONIA
Bonia is owned by Bonia Corporation, a large holding group.
Founded by Mr S.S. Chiang in the year of 1974.
Creative Brief: BONIA
Market Analysis 1
The reason we do market analysis is to analyze how people think about Bonia.
We distribute the questionnaire manually to 50 respondents around Sunway Pyramid.
The survey form consists of 4 questions.
Long lasting quality
A strong & familiar brand that already exist for few decades
Lack of online presence
Less direct interaction with retail customers
Old fashioned logo and design
Perception in mind of consumers that Bonia is meant for lower class category.
A high-end fashion retailer based in Malaysia.
Has a network of over 1100 sales outlets and 140 standalone boutiques throughout the world.
It markets leather wear, footwear, accessories and men's apparel.
Approach online market through social media
Product and services expansion
Change of the look & feel of Bonia to approach youths
Strong competitors such as Aldo,Charles & Keith and Padini
Competitor's product designs are close to the trend
Bonia’s products are slightly expensive compared to the competitors’ which provides lower price range
E-commerce prefer to buy online than visit the outlets physically
Being overwhelmed by social media marketing
To create brand awareness among public
To increase online presence
To increase footfall during campaign period
1. To increase number of appearance of the print media
2. To have more radio spot during the morning drive to increase brand awareness
3. To convince consumers to follow Bonia's social media account
4. To have POS in different places to lead consumers to visit the outlets near to them
20 - 45 years old
Lives in urban area
Middle range household income
Unique Selling Points
Bonia encourages people to be unique and feel the new height of fashion with Bonia's special customization and delivery services.
Tone: Happy & confidence
Color: Colorful & bright
Tactic 1: Print ads
Key Visual: Trunks
: Lifts someone's spirit today
: To advertise the special delivery service provides by Bonia
: Berita Harian, The Star & Sin Chew Daily
: Inner page
: Get spirited away on your vacation with Bonia
: To introduce the customization service of Bonia
: Travel 3sixty
: Inner page
2 versions of radio ad: To promote the special
of Bonia. To promote the
of Bonia's trunks.
Announced during the morning drive from 7am to 10am daily.
The radio stations we've chosen are:
Print ad @ Airport luggage carts: Provides the location of Bonia's outlet in KLIA
Radio ad will be announced in 2 different language of radio stations which have the highest frequency among the others.
4th quarter of the year: October till December as this is the time when people start to shop for new things to welcome a brand new year and also visit shopping malls for year end sales.
Pulsing model: combination of continuity & flighting scheduling
: Bonia uplifting the inner woman in you
: To promote Bonia's trunks
: Female & ELLE
: Full page full colour
: Inner page
Shopping mall event: Follow the helium balloons path to receive a mysterious gift from Bonia.
Outdoor: Scan QR code & play a game
To promote special delivery service of Bonia
Indoor: Augmented reality
To promote the customization service of Bonia's trunks.
: Reaching new heights of style
: To promote the special customization of Bonia's trunks.
2 versions of online banners in gif file
3 microsites: homepage, trunks, special delivery service.
Instagram: #travelwithstyle and #bonia to win RM500 voucher to purchase Bonia's trunks
The POS provided in KLIA & shopping malls will lead consumers to visit Bonia's outlets
To grab audiences' attention in social media
BONIA will be having a hashtag competition by following BONIA's instagram
Market Analysis 2
We distribute the questionnaire to 50 respondents via Google Form.
The survey form consists of 13 questions.
We choose out the top 5 questions that help us in this campaign.
12. As a Malaysian, if you come across an interactive advertisement in public, will you stop by and involve in it?
13. Which do you think is the most efficient way to help local brand to improve the trustworthy among the Malaysians towards the local products?
Existing Advertising Methods
Bonia's Outdoor Ad
Billboard in Jakarta
Bonia's Online Banner
Fashion Magazine Ad
Travel Magazine Ad
Point Of Sales
KLIA Luggage Cart
Follow the balloons path way and footsteps to get surprises in Bonia's outlet.
Special Delivery Service
Outdoor Interactive Ad
Scan QR code with your phone to access the game
Enter your name
Start the game. Drag away the distracting items and save the parcel
Redeem the vouchers from Bonia's outlets
Save the parcel and win RM100 discount voucher!
Indoor Interactive Ad
Augmented reality mirror
Stand in front of the mirror and wave your hand to get in touch with it.
Take a photo and share it to social media to win a free voucher!
Choose any color that you want
in Bonia's Outlet
Thank you! :)
Bonia's Special Delivery Service Version
Bonia's Customization Service