This is a draft video for the final presentation video to communicate our creative marketing message.
Context:
If you’ve ever had a car re-sprayed, chances are it involved one of Akzo Nobel’s car refinish products. Akzo Nobel Car Refinishes is a leading supplier of paints and services to car repair, commercial vehicle and automotive plastics markets around the world. StickerFix is a new brand concept from Akzo Nobel Car Refinishes (CR).
Unlike their other products, StickerFix is aimed directly at consumers. This demands a different communications approach to the business to business approach which Akzo Nobel CR is used to.
StickerFix is a do-it-yourself (DIY) repair and protection solution. It makes life much easier for car owners who’d like to get rid of minor scratches or protect vulnerable door edges from annoying nicks and scratches. StickerFix is an adhesive DIY repair system using patented AkzoNobel paint technology in combination with a specially developed vinyl sticker. The colour matched product is applied over the scratch making it almost undetectable.
Guidelines for project:
In the project “StickerFix’ your group will play the role of a project team aiming to create an Integrated Marketing Communication plan including a campaign concept, to launch the StickerFix brand in the target market.
The campaign should have a clear creative idea based on a meaningful consumer insight.
The creative idea is used to communicate your message to the target group. It forms a common theme which runs through all campaign communication activities.
The client’s primary target market is Europe. You should choose a specific country or region (We chose Poland) within this territory to focus on however you should take into consideration that the client may want to roll out the campaign to other countries in the near future. To develop a relevant creative idea for the campaign you need to understand the car driver/owner market: the specific car owner market in the target country as well as consumer attitudes towards their cars and related issues such as car maintenance. For example you need to understand how the target group feels when they scratch their car and how they feel about touch up products.
You will need to develop a campaign which clearly communicates the StickerFix positioning and brand concept. Your choice of messages, creative idea and communication tools should be relevant and appealing to your target group(s). The challenge therefore is to:
– Develop a relevant and appealing creative idea for the launch campaign which effectively communicates the brand positioning to the target group
– produce a detailed integrated marketing communication plan which helps to achieve communication objectives designed to make the new brand known and meaningful to the target groups. You plan should use at least three marketing communication tools in campaign.
Likes: 0
Views: 88