Lomo "Expect The Unexpected" Campaign
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LOMO PLAN Prepared by : Marselina Agusta 0706245804
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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
