About GoPro

Founder & CEO: Nick Woodman

Headquarters:

San Mateo, California,

USA

Lightweight camcorders mountable on vehicles

Client Brief

Previous Campaign:

Be a Hero

Present Campaign:

Beat Your Fear,

Experience Yourself

Objective

To create a buzz about the brand

To achieve top awareness

To increase reach by 65% and frequency by 40%

WeaknessInnovative, Quality

Versatile & Brand Name

StrengthLow Market Penetration

Integration into Media,Potential Market

ThreatIncrease competition,

Expensive

SWOT

Opportunity

Strategy

USP-

Captures high speed HD motion pictures Brand Image-

“Capture and Share your world.” Position-

“Miniature” camera

Target Audience

Demographic Region: Metro Cities

(Mumbai, Bangalore, Delhi and Kolkata) Gender: Male/Female Age: 18-35 Qualification: Graduate/ Post

Graduate Occupation: Photographer, Traveler,

Sportsman. SEC: A1, A2 , B1

Target Audience

Psychographic: Consumers having same pattern of

planning their vacation. They refer to blogs, v logs, magazines

and guides. Likeability to better deals They are happy to share their

documented memories with others

Campaign Idea

#Beat the fear

PAN India Social Media contest Microsite

Online Psychometric test Execution

Capture experience, share moments

60 sec TVC: Montages,

Testimonies of each participant

Duration

The Campaign will launch on the first quarter of the year.

Campaign will be of three months

Media

Print Media: Outlook Business & Outlook Traveler

Broadcast Media: Discovery channel, Nat Geo Adventure, MTV

Billboard: Near Airports, Adventure Sports Places

Social Media

OOH

Advertorial

Campaign Evaluation

Traditional Media

New Media

TVC's20%

Digital65%

OOH10%

Print5%

Budget Allocation

Brand Associations

Shows:

> Khatron Ke Khiladi

> Roadies AFP:

> National Geographic Channel

THANK YOU

Antara Acharya – 1 Sayali Prabhu – 34 Sneha Prasad – 35 Pankaj Ramteke – 37 Ekagra Upadhyay –48