Lomo "Expect The Unexpected" Campaign

Post on 18-Nov-2014

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This is for college task (of University of Indonesia major: Advertising

Transcript of Lomo "Expect The Unexpected" Campaign

LOMOPLAN

Prepared by :Marselina Agusta

0706245804

The PHOTOGRAPHY TREND among youngster

The LOMO camera brings a new ART of photography called “LOMOGRAPHY”

LOMO creates random, unique, artistic, unpredictable photos, depends on the type of the camera.

Lomography Community in Indonesia called “LOMONESIA”

Lomonesia makes a routine activity such as Photo hunting, Gathering, Exhibition and Workshop.

The Macro Analysis

The Micro

Analysis

Youth Loves ART + PHOTOGRAPHY

LOMO - The “Young” people Community

LOMO brings something “new”, fresh, unique, different, fun, and unpredictable

Match the Psychography of Urban Youngster

The Lomo Camera : Diana+, Diana Mini, Lubitel, Colorsplash, Fisheye, Frogeye Underwater, SuperSampler, ActionSampler, Oktomat, POP9,

Horizon Panoramic, Pinhole camera, Lomolitos, etc.

What the Hell is Lomo?

Price : Rp. 155.000,00 – Rp. 6.500.000,00

Place : Website (lomonesia.co.id, shop.lomography.com), Online store @ kaskus, multiply, facebook, etc

Lomography Embassy Store JakartaAksara Store

Promotion : Sales Promotion, Advertising, Word Of Mouth, Event – Exibhition – Workshop, In store -

promoPress Conference, Community Offer-Discount-

Gathering, Social Network media

Male, Female

15-25 yrs old

URBAN

Highschool - College StudentYoung and FreeGaul & Eksis

CreativeAlways try to be different

Into ART

Love Challenge

Open to try new things

The Target Audience

Insight:“I’m attracted and mused with

everything that creative, artistic,unique, random,

different,and spontanious”

Problem

Low awareness aboutwhat REALLY is LOMO

in youngster

Solution

Introducing LOMO and Lomographyas a new form of photography

that artistically“unexpected”

Advertising Objective

Introducing LOMO to Youngster so they can be attracted and use it.

LOMO creates the UNEXPECTED photos

+“I’m attracted and mused

with everything that creative, artistic, unique, random, different, and

spontanious”

What To Say ( Proposition)

The Message :

“Get the unique, random, and unexpected photo with LOMO”

Magazine, Newspaper

Radio Talkshow

Sales Promotion – Discount to LOMONESIA MEMBER

Event

LOMO photo COMPETITION

Print Ad & Advertorial

Social Networking Media

Word Of Mouth

How and Where To Say

Before we jump to theBIG idea,

Let’s check outthis video..

And the 11th rule is:

EXPECT

THEUNEXPECTED

EXPECTTHE

UNEXPECTED

LOMO (CHARACTERISTIC) – EFFECT PHOTOS

College School Student “Expect the Unexpected”-againts their routine-

The LOMOOut of the Box

RULES

The Campaign Strategy

1. Build AwarenessUsing Print Ad and Advertorial on magazine and newspaper(Kompas, Concept, Versus, GoGirl!, CosmoGirl, Trax)Radio Talkshow titled “Expect the Unexpected” with LOMOby LOMONESIA(on Prambors and Trax)

2. Special Promo for member of LOMONESIA (drive sales and community member)

3. Call to Action WORKSHOP – PHOTO COMPETITION titled “Expect the Unexpected” – promo using radio adlibs, poster, social networking, etc

4. Exhibition titled “Expect The Unexpected”

THAT’S IT

AND THANK YOU