BMC3436 Advertising Campaign

AGENCY: THE WOLFS

Who are we? The Wolf – symbolizes sharp intelligence and strong

expression of instincts

LOGO – modern and technological face of a wolf.

-Designed to look more futuristic.

- Provide advice and any promotional efforts for clients

What do we provide?•Provide effective brand positioning strategies and solutions

•Advice on problems relating to promotions

•Re-branding tone and manner, or promote a brand to

higher levels

Creative Strategist

•Ragavendra Sunder aka Drake.

•Manages all the team members.

•Comes out with ideas to be

executed.

•Leads all the campaigns.

Executive Producer

•Khoo Shu Jean (Jean)

•Responsible for the overall quality

control of advertisements.

•Aids in developing the campaigns.

•Assists Drake in managerial matters.

Copywriter 1

•Heeral Bhatt a/p Chandrakant.

•Crafts body copy for all ads.

•Manages consistency of a brand’s

“voice”.

•Any work relating to text/body copy.

Copywriter 2

•Lycelle Aure Bajar.

•Assists Heeral in all body copies.

•Provides ideas to Heeral for.

Execution.

•Does all the brainstorm processes.

Graphic Designer

•Chew Jian Jie (JJ).

•Designs out all the advertisements.

•Executes the brand ideas and

implements the brand message.

The Old Lamari Logo

The Modified Lamari Logo

New Tagline for The Lamari

TRADITION REDEFINED

The Tagline

• We chose this tagline as our creative strategy is to combine tradition + style together

• Tradition is no longer a boring thing, and it will be redefined by The Lamari

• Thus, Tradition Redefined was born

SWOT AnalysisSTRENGTH WEAKNESS

•Lack of exposure (only Instagram).

•Does not have a physical store.

•Income heavily dependant on buyers.

•Free delivery within Malaysia.

•.

•Product varieties

•Affordable first and second hand items.

•Clothes affordable, classy yet covered up.

SWOT AnalysisOPPORTUNITY

•Broader exposure to various social

media sites.

• Official website for the business.

• Moving into new market

segments in the future.

•Huge competition in the market.

•Consistent change of consumer’s

taste.

•Changes in fashion trends

Target MarketPrimary

Muslim women population at the age of 17 until 25 years old.

To promote trendy modernized traditional clothes.

Age of about 17 until 25, females are still very well into fashion and new trends.

Secondary

Other local races Malaysia such as the Chinese and Indian market.

We also offer some accessories, bags and heels that any fashionable girl would be very interested to buy.

Positioning

•Provides affordable, covered up

clothes

•Main problem:

-Need to stand out from the rest

and strengthen the existence

Positioning•Position the brand to satisfy both parents and our target

audience.

•Solve the “dilemma” and the war of the skin show.

•Affordable and with high quality.

•Elegance + Style.

Short Term Goal•Promote the brand itself.

•Increase brand awareness by using power of social media & traditional media.

•To overcome the lack of reach the brand is facing.

•To make the brand stand out from the rest.

Long Term Goal•If positive results shown, we would want to open a

shop in Kuala Lumpur.

•Shop will be secondary source of revenue.

•Shop will have catalogues for people to order and

clothes to be sent to their doorstep.

Why these goals?

•Due to the results obtained from the questionnaire.

•Many people do not know the existence of The

Lamari so we would want to solve this issue.

•Majority prefers online shopping (thus the shop as

a secondary source of revenue, and not the first).

Questionnaire Results

Questionnaire Results

Questionnaire Results

Questionnaire Results

Advertising Objectives

•Enhance the brand image of The Lamari by using social media

and other types of media vehicles.

• To target 2,000 followers in Instagram and 1,000 Facebook

Likes within 3 months from July to September 2014. •The target will help us consistently work towards achieving to greater heights

The Media Strategy…..

•To use 10 media vehicles to promote The Lamari and make efforts for it to stand out from the rest.

•Our strategy is to publicize the brand elegantly as much as we can to make it come in notice.

•Media vehicles play an important part to execute strategy.

Media Vehicles

• Facebook page

• Official website

• Video 1 (Instagram) & Video 2 (YouTube)

• Flyers (with QR Code)

• Magazine ad (Wanita & Elle Magazine)

Media Vehicles (2)

• Bazaar Booth

• Sales Promotion

• Bloggers promotional efforts

• Online banners

The Magazine Advertisement…..

The Flyer….

The Bazaar Booth

The Online Banners….

The Sample of a FB Post….

Instagram contest announcement

The Sample of a FB Page

Sales Promotion

• Sales Promotion in Instagram

• 10% discount of second purchase.

• Using the hash tag #TheLamari

• 2 months, June and July.

The Sample of Instagram post …..

Video advertisements 1 & 2

Instagram 15 sec Video

OOTD Video in flash motion.

Blog Posts….

The Lamari – Official Website

In Conclusion….

• We hope to archive our short term & long term goals through the execution of our entire strategy

• We hope that our idea will increase the awareness and existence of The Lamari in the market

• We also hope to strengthen The Lamari’s image in the market through the execution of our ads