1. 1. Still unsure?
2. 2. Getting there..?
3. 3. DUREX Mel Zianne Teo Zoroaster Tan Paulina Tylus Kim Hwa Ym Harmony Lee Qi Xian
4. 4. Contents Company background Communication objectives The Big Idea Target audience profile Positioning IMC Message Budget Evaluation
5. 5. Company Background - Durex
6. 6. Communication Objectives
7. 7. The Big Idea They keep you safe, We keep you extra safe
8. 8. Incorporating the CAN elements Connectedness is going to be built through the flashmob event. Appropriateness is proved by the funny and meaningful connection between the extra safe umbrella and the Durex condom. Novelty is presented by the unexpected, unique and fresh idea of using extra safe umbrellas to represent Durex condoms across all marketing communication tools.
9. 9. Target Audience Profile Geodemographic: Gen Y aged 18 to 25 Middle Income $3,500 monthly Behaviorgraphic: Obtain through credit card activities Introduce membership cards / online database Focus: Favorable brand switchers, other brand switchers & new category users They keep you safe, We keep you extra safe
10. 10. Target Audience Profile Psychographic: VALS segments - Innovators, strivers and experiencers Data can be bought from companies like Nielson, McCann Worldgroup They keep you safe, We keep you extra safe
11. 11. Positioning They keep you safe, We keep you extra safe Relevant Distinctive Benefits Durex condom gives the customer a reassurance of safety and a comfortable feeling of getting something familiar. Appeal to the symbolic needs of people who desire to have control over their lives, are sophisticated, creative, and fun. Durex offers high quality latex condoms for protection against unwanted pregnancies and STDs thereby addressing functional needs of the intended consumers.
12. 12. Positioning They keep you safe, We keep you extra safe
13. 13. Product benefits Durability test of Durex: International standard 15 litres of water Durex supersedes the test with 40 litres of water They keep you safe, We keep you extra safe
14. 14. IMC - Message Brand benefits: Fun and refreshing They keep you safe, We keep you extra safe
15. 15. Brand benefits:Excellence They keep you safe, We keep you extra safe
16. 16. Brand benefits: Creative lifestyle They keep you safe, We keep you extra safe
17. 17. Brand benefits: Prestige They keep you safe, We keep you extra safe
18. 18. Creative execution 1. Giving out the extra safe umbrellas 2. Viral marketing, They keep you safe, we keep you extra safe video release 3. Viral sharing contest 4. Flashmob at the heart of Orchard road 5. Print ads attached with the slogan They keep you safe, we keep you extra safe will be advertised in magazines They keep you safe, We keep you extra safe
19. 19. Storyboard
20. 20. Storyboard
21. 21. Flashmob
22. 22. Sample of the Print ad: We keep you extra safe Theykeepyousafe They keep you safe, We keep you extra safe They keep you safe We keep you extra safe
23. 23. Sample of the print ad: They keep you safe We keep you extra safe + self-made video contest
24. 24. Executional consistency They keep you safe, We keep you extra safe: Uniform message Sent coherently through all media channels and vehicles
25. 25. IMC - Media Objectives They keep you safe, We keep you extra safe
26. 26. They keep you safe, We keep you extra safe Medium(s) to reach the target audience Social media IMC - Media
27. 27. IMC - Media Magazines They keep you safe, We keep you extra safe
28. 28. Media Calendar
29. 29. Behavioral Sequence modelling / Communication effects modelling
30. 30. Budget They keep you safe, We keep you extra safe
31. 31. Budget They keep you safe, We keep you extra safe
32. 32. Evaluation They keep you safe, We keep you extra safe
33. 33. Guess which one is Durexs umbrella! [1] Very Safe [2] Too Safe [3] So Safe [4] Extra Safe They keep you safe, We keep you extra safe