Forever Young Slides Revised
-
Upload
cecilia-setiawan -
Category
Documents
-
view
225 -
download
0
Transcript of Forever Young Slides Revised
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 1/19
An Integrated Marketing Campaignby Cecilia Setiawan, Tammy Wang & Kristie Lahey
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 2/19
- Leading cause of death in Western Australia?Cancer
- The most common type of cancer in WA?Skin cancer- WA state with most sun exposure- The culture of tanning
SKIN CANCER - THE PROBLEM
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 3/19
DEMOGRAPHIC PROFILE
- Young West Australians- Age: 14-29
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 4/19
PHSYCOGRAPHIC PROFILE
- Favor suntan over sunscreen- Motivated by popular culture and social norm- Enjoy the outdoors
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 5/19
- People dont want to use sunprotection because they would like a tan
- Believe tans look more ‘healthy’- Young West Australians think that skin cancer won’t affect them- Most likely are aware of the dangers of sun exposure but choose to ingnore
AUDIENCE INSIGHT
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 6/19
- Engage target consumers- Make skin cancer messaging more appealing to young Australians
- Prove the importance and relevance of suncare to our Australian lifestlyes- Shift current attitudes and behaviours of sun exposure and protection- Build awareness of skin cancer and the Forever Young organization- Increase needed support for skin cancer research.
CAMPAIGN OBJECTIVES
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 7/19
- Skin cancer = premature aging = premature death- Fitting for image-conscious consumers- Personality: fresh, youthful, contemporary
CAMPAIGN IDEA
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 8/19
IMC TOOLS- Public Relations- Internet
- Advertising- Support Media
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 9/19
PUBLIC RELATIONS - POP UP FESTIVAL
- An event with no prior notice- A “treasure hunt”- Audience are given on clues on whereabouts- Final concert will be the grand prize for
competition
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 10/19
INTERNET: Facebook Page- Used to release clues
- Used to generate buzz and word-of-mouth- A fundamental role in our Public Relations events- Spread Awareness and reach our target audience
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 11/19
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 12/19
INTERNET: You Tube
- Competition “choose your own ending”- Using YouTube annotations to create interactive video series
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 13/19
INTERNET: You Tube
- Audience submits idea to website- Voting enabled- Prize:
Final concert in your backyardBackstage pass
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 14/19
ADVERTISING- Magazines:Girlfriend, Yen, Waves, Frankie,Zoo, Express Magazine and Drum Media
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 15/19
SUPPORT MEDIA: Merchandise
- Sold during Pop-Up concerts- Proceeds to Skin Cancer research- Prize for YouTube competition entries
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 16/19
SUPPORT MEDIA: Outdoor
Billboard Bus Shelter
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 17/19
SUPPORT MEDIA: Outdoor
Flyer Poster
7/31/2019 Forever Young Slides Revised
http://slidepdf.com/reader/full/forever-young-slides-revised 18/19
- Sales Promotion:
Because we are campaigning a social cause- Direct Marketing:Will not effectively engage our target audience
IMC TOOLS NOT USED