[PPB] WEEK 9 Campaign Strategy, Tagline & Logo Design

Campaign Objective

The objective for this campaign is to change people opinion on the value of sharing by building trust on sharing and create aware on collaborative consumption for people who do not know about sharing business model.

Time Frame and Approach

There are total 7 months for us to prepare and run this campaign. We use 4 months to do our research regarding this campaign, 1 month to run the campaign and do 1 month of post-campaign evaluation. 

Target Audience

The target audience for this campaign will be working adult who are in the age group of 25 – 45 years old with the middle class income level between RM 1000 – RM 5000 and their education level are high school and above. In addition, they must have the IT knowledge and accessibility to technology. 

Messages

In this campaign, we would like to prepare messages to reach and convince our target audience based on our qualitative and quantitative research. Through the interview, we knew that most of the respondents do know about sharing instead of the term collaborative consumption, and they have an experience on sharing their stuff with their friends or siblings no matter they do or do not understand the sharing concept. After we analysis all the primary research data, we found out that people share because it will help them to save cost, they care for their daily expenses in life. Since we know our target audience are care about their money, we decide to choose save cost and increase income as our campaign direction to prepare the message. In order to encourage people start to sharing, we would like to invite a speaker who did sharing in his/her life and used sharing business model to increase his/her income successfully to talk about the benefits of sharing concept that help people to save cost and introduce different types of sharing business model. In addition, we wish to invite two Malaysian to do testimonies and share their experience regarding how they save cost and earn money through sharing. 

Creative

Based on the survey questionnaire we had done, most of our target audience spend more time on connected to internet and social network in their daily life. We plan to advertise our campaign through 2 media which are create a web page and Facebook page to let people access and obtain the information regarding this collaborative consumption campaign. These online sources will help people to understand and read the message clearly through the content we post.  Besides, we will design an interesting print advertisement which able to catch people attention and they recognize and remember it easily after they see the advertisement. We will choose a suitable place where usually our target audience will be and place the advertisement.

Tagline & Logo

Save Cost + Increase Income = Sharing

Sharing will do you good

Ways of promoting

Social medias

Get people to retweet and share. Create a hashtag #sharingisgood to promote

Upload photos on why sharing is good, why sharing is important. Always can be promote with a hashtag.

Create a fan page on sharing, where people can join and find out what is sharing all about. Open up a forum where people can discuss their experience with sharing, good or bad.

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