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TEAM 3 Noor Valerie Don Wei Siti Shameera

TEAM 3 Noor Valerie Don Wei Siti Shameera. Target Audience. Females 19-35 Sporty E ngage in outdoor activities 2-3 times a week Image-conscious. Communication Objectives. To inform sporty females aged 19 to 35 years old about the USP of the Superblock

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TEAM 3 Noor Valerie Don Wei Siti Shameera

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  1. TEAM 3 Noor Valerie Don Wei SitiShameera

  2. Target Audience • Females • 19-35 • Sporty • Engage in outdoor activities 2-3 times a week • Image-conscious

  3. Communication Objectives • To inform sporty females aged 19 to 35 years old about the USP of the Superblock • To persuade sporty females aged 19 to 35 to buy the Superblock.

  4. Key Message • Prevent sun burns and skin aging while keeping it comfortable with the hydrating sun block you can barely feel.

  5. All princesses deserve the best. With Sunplay’s revolutionary Solarex-3 Technology, you can treat yourself like the princess you are today. Prevent your skin from sun burns, dehydration and wrinkles with the help of Sunplay Superblock’s 130 SPF, the highest in skincare protection.

  6. Why Disney Princesses? • Well-known • Iconic • Timeless • Relatable to our target audience – Female 19-35 • Chosen Princesses: Bears qualities that are similar to qualities of those who do sports

  7. Mulan Skillful warrior Gentle & Playful Tomboy, but still dolls herself up Goes through a lot of physical training

  8. Princess Jasmine Pretty, dolls herself up Adventurous, outgoing, brave Setting: Middle East Cheeky, fun

  9. Snow White Gentle, graceful Resilient Playful and always outdoors Fun, well-loved

  10. Protection from Skin Aging Protection from Dryness Protection from Sunburn Playful, fun, outgoing

  11. Video Advertisements Social Media Advertisements Posters Print Advertisements Guerilla Marketing

  12. Video advertisement • Large screen commercials Location: Bugis Junction and Orchard Isetan TV screens • In-stream • Before exercises tutorials and sports-related videos

  13. Video advertisement script

  14. Print Advertisements

  15. Print Advertisements • Target Audience: Females aged 20-29 • Young, fun-loving, spirited • Readership: 101,000

  16. Print Advertisements • Target Audience: Females in their 20s-40s • Want to live an active life in style • Readership: 52,000

  17. Posters A series of posters catering to our different target audience. Bus stops and MRT stations • Central (Orchard & Somerset) • Sentosa beach (Sentosa beach tram, Tanjong Beach, Pahlawan Beach, Siloso Beach) • East Coast Park

  18. Taglines • Spin-off of famous songs/quotes from the Disney movies • Memorable • Relatable • Funny • “Let’s get down to business to defeat the Huns” • “Let’s get down to business to defeat the sun”

  19. Mock-ups January - March October - December May - August

  20. Guerilla Marketing Princesses in their sports gears will be parading around three areas in Singapore carrying a huge Sunplay Superblock. • Disney Princesses parade

  21. Central (Stretch between Orchard and Somerset MRT)

  22. Sentosa (Merlion Park, Tanjong Beach, Pahlawan Beach and Siloso Beach)

  23. East Coast Park (Area A to D)

  24. Alternate weekends from January to March • Peak hours hour (12pm, 3pm, 6pm) • Dancers : • Dressed as a Sunplay Super Block bottle • Give out Sunplay Super Block samples to public

  25. Total = $252 658

  26. Schedule Guerrilla Marketing Print Ads Large LCD Screens/Tram advertisement Posters, Youtube, Facebook April - June January - March October - December July - September Persuasion Awareness & Educating Awareness Educating & Building trust

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