team 3 noor valerie don wei siti shameera. target audience females 19-35 sporty – engage in...
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Communication Objectives To inform sporty females aged 19 to 35 years old about the USP of the Superblock To persuade sporty females aged 19 to 35 to buy the Superblock.TRANSCRIPT
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TEAM 3Noor Valerie Don Wei Siti Shameera
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Target Audience
• Females• 19-35• Sporty– Engage in outdoor activities 2-3 times a week
• Image-conscious
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Communication Objectives
• To inform sporty females aged 19 to 35 years old about the USP of the Superblock
• To persuade sporty females aged 19 to 35 to buy the Superblock.
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Key Message
• Prevent sun burns and skin aging while keeping it comfortable with the hydrating sun block you can barely feel.
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All princesses deserve the best. With Sunplay’s revolutionary Solarex-3 Technology, you can treat yourself like the princess you are today. Prevent your
skin from sun burns, dehydration and wrinkles with the help of Sunplay Superblock’s 130 SPF, the highest in skincare protection.
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Why Disney Princesses?• Well-known• Iconic• Timeless• Relatable to our target audience – Female 19-35• Chosen Princesses: Bears qualities that are
similar to qualities of those who do sports
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MulanSkillful warrior
Tomboy, but still dolls herself up Goes through a lot of physical training
Gentle & Playful
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Princess Jasmine
Adventurous, outgoing, brave
Setting: Middle East
Pretty, dolls herself up
Cheeky, fun
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Snow White
Gentle, graceful Resilient
Playful and always outdoorsFun, well-loved
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Protection from Skin Aging
Protection from Sunburn
Protection from DrynessPlayful, fun, outgoing
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Video Advertisements
Print Advertisements
Guerilla Marketing
Posters Social Media Advertisements
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• Large screen commercials
Location: Bugis Junction and Orchard Isetan TV screens
Video advertisement
• In-stream • Before exercises
tutorials and sports-related videos
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Video advertisement script
Microsoft Word Document
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Print Advertisements
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Print Advertisements
• Target Audience: Females aged 20-29• Young, fun-loving, spirited
• Readership: 101,000
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Print Advertisements
• Target Audience: Females in their 20s-40s• Want to live an active life in
style• Readership: 52,000
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PostersA series of posters catering to our different target audience.
Bus stops and MRT stations
• Central (Orchard & Somerset)• Sentosa beach (Sentosa beach tram, Tanjong
Beach, Pahlawan Beach, Siloso Beach)• East Coast Park
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Taglines• Spin-off of famous songs/quotes from the
Disney movies
– Memorable– Relatable– Funny
“Let’s get down to business to defeat the Huns”“Let’s get down to business to defeat the sun”
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Mock-ups
January - March
May - August
October - December
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Guerilla Marketing• Disney Princesses paradePrincesses in their sports gears will be parading around three
areas in Singapore carrying a huge Sunplay Superblock.
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Central (Stretch between Orchard and Somerset MRT)
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Sentosa (Merlion Park, Tanjong Beach, Pahlawan Beach and Siloso Beach)
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East Coast Park (Area A to D)
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Dancers :
• Dressed as a Sunplay Super Block bottle
• Give out Sunplay Super Block samples to public
• Alternate weekends from January to March
• Peak hours hour (12pm, 3pm, 6pm)
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Total = $252 658
Type Area Size Number Price Reasons
Poster Sentosa Tram Safety Doors
A3 4 $3 X 4 X $1500
Young and sporty beach lovers
Poster Orchard Road &East Coast parkBus stops
12-sheet (2.45m x 1.62m)
15 Approx.. $90 000
Large format backlit displays in the city to reach larger pool of potential customers.
Banners Orchard and Somerset MRT
1.5m X 0.5m
6 $1800 per month X 10
Centralized town area meeting our target audience
Projector screen
Orchard Lido building
3 months 3024 spots (30 sec)
$15 000 For motorists and passerby
Facebook ad Online 1 year $13 608
YouTube Ads Online 1 year $20 000
Guerrilla Marketing
Outdoor 3 months $40 000 Create hype
Magazine Ads
Inside Back Cover For CLEO and SHAPE
3 months $28 050
$242 658
Targeted to main target audience.
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Schedule
January - March April - June July - September October - December
Posters, Youtube, Facebook
Large LCD Screens/Tram advertisementGuerrilla Marketing
Awareness Awareness& Educating
Educating &Building trust
Persuasion
Print Ads