Campaign Strategy
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.
Campaign Tagline
Give and Take. Share!
This is a good question. When the
moment you give something out, but at the same time you take something from
others, do you think you had lost or missing anything in your life? Since this
is not a deficit action, take a small step to
You Know What I Mean
This is mainly to create a sense of mystery to aroused curiosity, to make people have a feeling to know and understand more about this campaign. We use this tagline to pretend that people know about something they should know, even they do not know what happen indeed.
Sharing = Gaining
Sharing doesn't mean minus or less, but it help you gain something at the same time. When people share their things to other people, and know how to make money through sharing, they already gaining the value of sharing and earn money through sharing business.
Sharing Is Not FOOL, It Makes You FULL
Sharing is not a foolish action, it will make your life different when you start sharing, like what this tagline said:"your life will be full." You will have a different life once you know how to share, sharing will help people gain a good value and learn how to earn money by doing good things.
What’s Next?
After you do sharing, what's next? There are many thing waiting people to explore, it is not enough just to know the term "collaborative consumption", but also how can we start to do sharing, and understand different types of sharing model.
Mind Map & Logo Design
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| Mind Map |
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| Campaign Logo Initial Sketch |
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