BRAND ACTIVATION CAMPAIGN PROPOSAL Brand Ajio is a bold, exuberant and flamboyant online fashion space where the consumers are treated with handpicked/curated fashion for both men and women.
ABOUT US Cravants Media is a brand identity design and advertising firm. We ideate, create, and accentuate for our clients via successful brand design frameworks and creative design campaigns. We aspire to change the conventional ideology of marketing and advertising through our project deliverables and work ethics. We specialize in creating an environment for speedy idea-generation through optimum utilization of resources. - Brand Identity Design - Brand Collateral Concepts - Brand Campaign Design and Execution (Image Building and Positioning) - Marketing Collateral Designs - Advertising - Digital Marketing Campaign Design and Execution
OUR CLIENTELE Brand Activation Master Plan
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ABOUT A JIO Our Understanding of A JIO as a brand, its core values, brand positioning and market.
BRAND A JIO Brand Ajio is a bold, exuberant and flamboyant online fashion space where the consumers are treated with handpicked/curated fashion for both men and women. Ajio houses popular categories, collections, and brands, making it a one-stop for all consumer needs pertaining to fashion. AJIO promises to offer a range of well-assorted collections, helping fashion lovers to make quality purchase decisions faster than the competitors.
Doubt Is Out
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TARGET GROUPS (18-35) Brand Activation Master Plan Age Group (18-25) Youth engaged in education. This TG is highly active on social media and other online platforms but has more inclination towards discounts and offers because of the limited disposable income. The better way of capturing this TG is through offline campaigns as they have a lot of extra time and therefore engagement is easy. This target group is more concerned about the designs and styles of clothing.
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Age Group (25-35) Young Corporate professionals This TG is also active on Social Media and other online platforms and is easy to tap through innovative online campaigns along amazing corporate activities that can be carried out at their workplace. They have disposable income and they are more concerned about quality of product.
The target groups listed above includes newly-wed, and young migrants to the city. With 356 million 10-24 year-olds, India has the world's largest youth population despite having a smaller population than China, according to a UN report published in 2014.
REASONS TO START WITH TG 18-25 Brand Activation Master Plan
Young people don’t fit neatly into categories. They are less bothered if a brand is on the high street or online if it has what they want. And they’re not concerned it might seem uncool if it gives them a convenient service. It’s important to understand this TG as an individual across different taste, interest and channels. This TG values products that are cool and edgy and has some fun factor. Fashion brand can add fun factor by engaging them into offline activities and connect with them.
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Age 18-25 Excellent Brand Propagators
The median age of India’s population as a whole is 28 years (Reports CNBC, 2013). With ample time and avenues to explore, the selected target group can become effective brand propellers for future.
REASONS TO START WITH TG 18-25 Brand Activation Master Plan
Rising Disposable Income Easier Engagement, Better Conversion Consumers instinctively ignore most single-way communication as they live their lives bombarded with brand messaging; they demand conversations and experiences, which create an impact on their life. The favourable consumption of quirky marketing campaigns by the youth or exposure to collaterals in general will assist brand Ajio in penetrating the target group. The brand propositions showcased by Ajio through direct engagements on the ground would result in meaningful conversions and a positive brand positioning. 9
Rising disposable incomes, especially, among the middle and upper-middle class, increasing consumer base in urban areas, credit availability, growing number of nuclear families, working women, easy accessibility and convenience will fuel the growth in the near future (ET, 2014).
REASONS TO START WITH TG 18-25 Brand Activation Master Plan
The power of youth today is evident in its
large numbers, tendency to consume and in its ability to influence larger household decisions. With majority of the youth being self-dependent and others aspiring to be one, decisions pertaining to buying and consumption rests with them.
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There are three aspects that influence
Decision Making
today's purchase decisions –– uniqueness, contemporariness and of course, value equation. More and more consumers want products that are unique so that they make a statement of being different. The second aspect is related to the need to change products frequently in order to appear modern or contemporary. Brand Ajio stands for all the purchase decisions
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Identifying Educational Institutions Brand Activation Master Plan While identifying the educational institutions for campaign activities, we have considered the following: BRAND
- Among Tier-1 top colleges - Higher campaign acceptability - Higher Fashion Quotient
TG
- Tech savvy students - Trends related to number of Students enrolled - Popularity among the student communities - Higher affordability & better income group - PR friendly campuses
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Identifying Educational Institutions Brand Activation Master Plan
Fashion Conscious Campus
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Middle, Upper Middle and high Class crowd
Public Relation Friendly Campuses
Our Approach Brand Activation Master Plan GUERILLA MARKETING Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way. Guerrilla marketing is well known for ‘High Attention - Deep Penetration’ effect, which can be used for educating and persuading masses to develop loyalty towards a brand or services.
Alternative Marketing.
There are aspects of Guerrilla Marketing that are carefully picked for successful implementation of A JIO marketing campaigns/activations – Ambient Advertising
- Experiential Marketing - Ambient Advertising - Alternative Marketing.
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Experiential Marketing
Our Approach Brand Activation Master Plan
Engagement marketing, sometimes called "experiential marketing," "event marketing," "onground marketing," "live marketing," or "participation marketing," is a marketing strategy that will directly engage prospective A JIO consumers and invites and encourages them to participate in the on-ground campaign activities. This would ensure building of loyalty and trust between Ajio and its consumers.
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AMBIENT ADVERTISING
EXPERIENTIAL MARKETING
ALTERNATIVE MARKETING
Ambient advertising is about placing ads on unusual items or in unusual places you wouldn’t normally see an ad. An ambient ad doesn’t have to be placed outside. Ambient advertising can be found anywhere and everywhere! The key to a successful ambient media campaign is to choose the best media format available and combined with effective message. "Alternative marketing strategies" are ways to target specific neighbourhoods, age groups, and communities. Such strategies include branding buses, metro trains, popular public transit options and cabs. For brand A JIO, the alternative marketing option will be used to a minimal extent through carefully picked mediums of alternative marketing.
Examples Brand Activation Master Plan
EXPERIENTIAL MARKETING 15
AMBIENT ADVERTISING
ALTERNATIVE MARKETING
THE BIG IDEA Brand Activation Master Plan CONFIDENCE [#DoubtIsOut] It’s no secret that assembling an outfit is like selecting social armour, and that what we wear has power over others. Emotions such as ‘flaunt’, ‘explore’, ‘express’ exudes confidence. So the keyword is “Confidence” Doubt kills confidence so we will carry out on-ground activities, which boosts their confidence or kills their doubts adhering to A JIO’s hash tag “Doubt Is Out (DIO)” This way we will be successful in getting the campaign #DoubtIsOut viral and making it a hit amongst youngsters.
DOUBT
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BELIEF
CONFID ENCE
The Keyword is “CONFIDENCE” Supporting the campaign #DoubtIsOut
Brand Activation Master Plan
THE A JIO SHUTTLE
#DIO 17
Team Cravants proposes to brand two buses, one for male, and one for female. These buses will have A JIO products from each verticals of clothing, footwear, accessories etc..
Background to A JIO Shuttle Campaign Brand Activation Master Plan Steps to Self Confidence
Dress
Shun
Smarter
Negativity
Self-confident people are admired by others and inspire confidence in others. They face their fears head-on and tend to be risk takers. They know that no matter what obstacles come their way, they have the ability to get past them. Self-confident people tend to see their lives in a positive light even when things aren't going so well, and they are typically satisfied with and respect themselves.
20%
80%
100%
Achievement
Never
List
Give Up
60%
Be Prepared 18
40%
And to gain self-confidence we may follow few steps. 1. Shun negativity 2. ‘Dress for the kill’ and improve body language 3. Be prepared for everything (Including critics) 4. Never give up attitude 5. Create an “Achievement list” and applaud yourself
PROPOSED CAMPAIGN We propose the campaign around such pointers and infuse a positive attitude amongst the youngsters. All with regards to fashion, lifestyle, or dressing. Team Cravants proposes to brand two buses, one for male, and one for female. These buses will have A JIO products from each verticals of clothing, footwear, accessories etc‌ The bus will tour DELHI-NCR region in the first phase of the campaign. The buses will travel the city to different colleges and universities in Delhi for a week.
Spreading the Message Brand Activation Master Plan The shuttle will be visiting the colleges in Delhi. We will spread the news of The Ajio Fashion Shuttle coming to colleges and the event dates through different mediums: 1. Radio Ad Campaign for 14 days. (Announcing dates for college visits after slogan/jingle) 2. Banners and hoardings near the college premises and posters inside the college. 3. Social Media notifications and events on popular event portals 4. Newspaper advertisement. The university will be informed in advance about the shuttle visit via student communities and informal channels. 20
Brand Activation Master Plan
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Wifi Registration Brand Activation Master Plan Free Wifi 1. Give access to free Wi-Fi (Free for 15 minutes/person, only after logging in through a registration page). The following details will be taken for registration:
GENDER
NAME
a. Name. b. Gender. c. Email id.
d. Phone number.
The second step is downloading A JIO app, but not all will be interested in that so we collect the data through this method so that we have maximum number of enrolled youngsters. This will get us the database and can be used for follow-up marketing later. This Wifi hotspot near the bus will help to consolidate the crowd around the bus so that ongoing activities have maximum participations. Also it will enable users to post photos on their social media for viral spreading of the campaign. 22
App Download & Registration Brand Activation Master Plan
Wifi Registration
App Registration
Eligible for contest
Chance to Win
COMPULSIVE APP DOWNLOAD & REGISTRATION The condition for participating in ongoing activities is to download and register on the A JIO app using a special CODE. This special code will help us keep track of the prospects who have registered through this campaign. Moreover, we will give them a DIO coupon code on registering for buying products later. Messaging: Discover unique styles and upgrade your wardrobe on-the-go with the A JIO app. Available on iOS & Android, the app brings the best brands, international fashion, curated capsules and an extravagant Indie wardrobe to your smartphones. Subtle and statement making, classy and quirky, ethnic and punk, there’s something for everyone, here on A JIO!
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DRESSED TO KILL Brand Activation Master Plan First step of achieving self- confidence.The buses will be parked with their tails facing each other. And the entire side body will appear as a huge canvas that will be utilized for promoting the campaign. We will then randomly choose people by accessing the list of people who have registered, for the MAKEOVER. Inside the bus there will be stylists who would style/makeover a male and female contest winners from activities conducted outside the bus. The styles will resemble popular Bollywood or Hollywood movie characters. The objective is to engage the crowd and entertain them while propagating and popularizing the brand A JIO.
We will list out famous 5-10 scenes of Bollywood or Hollywood so that we have clothes/costumes with us in different sizes. 24
Dressed to kill First step to enriched selfconfidence is dressing in a proper and smart manner.
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APPLAUD YOURSELF APPLAUD YOURSELF / INSTILL CONFIDENCE Here both the candidates will be asked to introduce themselves and list out their 3 achievements. After that they will be asked to enact the scene they have been prepared for while getting makeover. (A screen will be placed near make up area in the bus where the scenes will be playing in loops for the candidates to prepare) Furthermore, the main campaign will be supported by smaller engagement activities running parallel to it. The smaller engagement activities would spike social media followers especially on platforms like Instagram and facebook.
It’s Showtime After makeover of the selected candidates they will be given a red carpet welcome to the stage, which will be located on the side of the buses.
SUB ACTIVITIES CARRIED OUT ALONGSIDE THE MAIN MAKEOVER ACTIVITES TO ENSURE THAT THE CROWD IS ENGAGED OUTSIDE THE BUS WHILE THE MAKEOVER IS GOING ON. For participation in any of the campus activities, the students would have to register themselves with A JIO. This ensures lead generation and tracking of campaign success.
GET HOOPED (#NeverGiveUp) People would try to win the A JIO shopper bag by hooping it from a distance. These shopper bags would have coupons and accessories up for grabs. Every candidate will be given 2 chances to hoop the gifts. People who couldn’t do it will other chance at photo booth to get clicked with props that define their mood (Emoticons) and win gifts. And the ones who manage to win coupons can either redeem them online through the apps on their phones or by shopping at the A JIO branded IPAD station or they can simply take it away for use later. The coupons would be valid for a maximum period 10 days. AIM & THROW HOOP
A JIO SHOPPER HOOPED
WINNER OF SHOPPER
#POSITIWITTY POSITIVITY PHOTO BOOTH: For clicking photos with props according to the mood selected by the audience. These photos can be uploaded to Instagram and FB page of AJIO with prior consent. The best photographs will be uploaded and the people will be rewarded. This will encourage audience to keep checking the facebook and Instagram pages of AJIO. OFFLINE SHOPPING: #POSITIWITTY Accessories and small items will be up for sale at a counter next to photo booth where on buying things (at discounted price) we will get them souvenirs with positive witty quotes (related to doubt, beliefs and confidence) from AJIO. These souvenirs can be badges, key rings, tote bags, notepads or Instant Photographs with AJIO Branding.
SUPPORTING QUOTES - Confidence is sexy. - She believed she could, so she did. - He believed he could, so he did. - The only limits you have are the limits you believe. - Confidence is the best outfit, own it, rock it. - Inhale confidence, Exhale doubt. - People who doubt me, motivate me. - Never doubt your instinct. - Underneath all the insecurities, there is a beautiful person. - Confidence is contagious, catch it, spread it. - Doubt your doubts, before you doubt your beliefs. - Doubt less, believe more. - Accept yourself. This souvenirs will be connectors of the brand’s imagery as the audience will carry these souvenirs to places and also share pictures of these souvenirs on their respective social media profiles. On sharing with hashtag #DOUBTISOUT they will be eligible for standard gifts and coupons.
Return of Investment Brand Activation Master Plan College Intensive Activities (Ajio Shuttle) 8k -12k students per college/university per day. For 6 days: 48k – 96k college students will be experiencing A JIO.
Radio Ads & Hoardings: Delhi has 6 million vehicles with 1200 vehicles added everyday. Around 30,00,000 commuters on daily basis commute by vehicles which has radio installed. As with any form of advertising, we have to understand our demographic audience when you advertise with Hoardings. This will allow you to easily select the size, placement and other details of our Hoardings. 31
Dressed to kill First step to enriched selfconfidence is dressing in a proper and smart manner.
Ballpark Investment Figure Brand Activation Master Plan
Dressed to kill First step to enriched selfconfidence is dressing in a proper and smart manner.
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Thank You Thank you for your time, We wish for a fruitful relation.