street to school - strategic advertising

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Advertising Campaign Fund raising for street children Welfare N.N.I De Silva 2010/MBA/WE/MKT/14 N S D Nishantha De Silva 2010/MBA/WE/MKT/09 R Shyamali Dias 2010/MBA/WE/MKT/15 A.W.B. Karalliyadda 2010/MBA/WE/MKT/12 Parakrama Sumanarathna 2009/MBA/WE/MKT/07

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Advertising Campaign for fun raising projects for street children in Sri Lanka

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Page 1: Street to School - Strategic Advertising

Advertising Campaign Fund raising for street children Welfare

N.N.I De Silva 2010/MBA/WE/MKT/14

N S D Nishantha De Silva 2010/MBA/WE/MKT/09

R Shyamali Dias 2010/MBA/WE/MKT/15

A.W.B. Karalliyadda 2010/MBA/WE/MKT/12

Parakrama Sumanarathna 2009/MBA/WE/MKT/07

Page 2: Street to School - Strategic Advertising

Introduction, background and overview of the status of the welfare for street children

Introduction to the Campaign and Key issues identified

Creative strategy - The Brand promise, The real insight, Big Idea and the Creative expression

Advertising Campaign – Advertising strategy, Target audience, media and medium strategy

Conclusion

Order Of Presentation

Page 3: Street to School - Strategic Advertising

Why are these children on the streets? Why is it a problem ? Current status The Department of Probation and

Child care Services

Introduction, Background & Overview Of The Status

Page 4: Street to School - Strategic Advertising

Introduction To The Campaign And Key Issues Identified

• Objectives of the Campaign• To Raise a fund - Rs. 10 million• To get entire nation participating• To change the attitude and perception

• Stakeholders of the Campaign• Corporate – Government institutes and private

organizations• Villages/towns as one community • Schools and Universities• Families and Individuals• Clubs, Associations and Charity organisations,

and Sri Lankan Expats

Page 5: Street to School - Strategic Advertising

1. Inadequacy of capital to handle the welfare of street children

2. The public reluctance to give to fund raising campaigns

3. A wide coverage and reach is required in order to cover the 360 degree scope

Key Issues

Page 6: Street to School - Strategic Advertising

CREATIVE STRATEGY

The Big Idea

The Big Idea

InsightInsightBrand PromiseBrand Promise

Creative ExpressionCreative Expression

Brand Promise

“ Responsibility” (in collecting) and “Accountability” (in using)

Page 7: Street to School - Strategic Advertising

The Real Insight

We have used a combination of three insights:

“donating” culture “togetherness in need / Ape kama” “reactive/better follower” concept

The big idea is developed on the above insight and the creative expression is build and designed on the big idea.

Page 8: Street to School - Strategic Advertising

Generated from the insights : kind heartedness to give (reason being that they are our own children) through which the funds will be raised. Emphasis : nation’s responsibility

“ One and all can give ”

Everyone may not have earned or saved money to donate, but yet, there are many ways to give and we need to open their eyes to see these ways.

The Big Idea

Page 9: Street to School - Strategic Advertising

Creative Expression

Brand promise : “Responsibility” and “Accountability”

Real insight : “Giving culture”, “Togetherness / Ape kama” with “better follower” concept

Big Idea : “One and all can give”

Campaign Theme Name - “Street to School”, the

the potential story

Campaign Fund Name - “Doo Daruwo”

Page 10: Street to School - Strategic Advertising

Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;

Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;

Page 11: Street to School - Strategic Advertising

Campaign Execution

Advertising strategy :– Phase I : A “60 seconds” teaser

campaign with a unique background music and song

– Phase II : Campaign to generating funds for Street Child

Page 12: Street to School - Strategic Advertising

Depending on the Stakeholders• Schools and Universities • Corporates• Government & Private Organizations

• Family and Individuals • Villages • Clubs, associations and charity

organisations

360 degree Consumer / Stakeholder Touch points

Page 13: Street to School - Strategic Advertising

Media and medium strategy

Television Print media Radio broadcasting BTL advertising and Digital media

Page 15: Street to School - Strategic Advertising

Identity created is consistent Changing consumer perception and

positioning the brand Consumer insight is very cultural

based Big Idea developed based on the

insights Creative Expression was designed in

the Sri Lankan context 360 degree reach in campaign news

CONCLUSION

Page 16: Street to School - Strategic Advertising

Use of celebrity - brand ambassador is used based on relevant factor rather than the popularity factor, link his personality traits and true life style - caution is taken not to overshadow nor dominate

the real objective and insight

Page 17: Street to School - Strategic Advertising

Q & AThank you !