Campaign
Strategy
When
working with the creative brief we come together with some creative solutions
and aims for the campaign strategy. Our biggest aim is to create more awareness
of Cultural Olympiad, we want more people to know and understand the meaning of
the festival. We want to make the advertising fun and different compared to
normal TV and print adverts. Another aim relating to our creative solutions is
to get people involved. After them knowing about the festival due to the
advertising we now want people involved with the activities and going there
just to see what it’s like. As we know Cultural Olympiad is a different type of
Olympics for creative people we want our advertising and awareness in a
creative way too.
Marketing
Plan
In order to use our creative solutions and
bring them to life we have created a media plan to show off how we will
complete our aim as explained below.
Product
Definition
Cultural
Olympiad is a alternative Olympics for the creative minds. It gives people who
are not interested in sport an opportunity to showcase their creative talents
in this festival. The festival has different events such as music, fashion, art
& literature, film & digital, theatre, dance and comedy.
Situation
Analysis
Unfortunately,
Cultural Olympiad wasn’t publicised well enough to raise the awareness it
should have gotten. Having asked our target audience if they knew anything
about cultural Olympiad the answer was a majority of “no”.
Competitive
environment
Most
people are focusing on the sport Olympics and that is our biggest competition.
With Cultural Olympiad being not well known and publicised the Olympics is
gaining all the attention, with our creative solutions we hope to level the
competition more equally.
Budget
With
a budget of £10million we are unable to be able to price how much each event we
have planned will cost.
ACTION PLAN
Advertising
For
our TV adverts we will only be showing the Cultural Olympiad logo for ten
seconds on main TV channels. We only want it to flash for ten seconds because
we want people to search the logo and ‘Cultural Olympiad’. For our print adverts
we are having photos of the famous people involved for example, Leona Lewis,
Florence and the Machine and Giles Deacon. We are just having them in the
advert, very simple with a sentence “I’m going, are you?” with the Cultural
Olympiad logo and a QR code taking them to the official website but the section
relating to that artist. We want our print adverts in magazines, newspapers,
buses and billboards. Also we want our logo on drinks bottles such as Buxton
water, Oasis, Fanta and Tango as these are all very well known branded drinks
that are frequently sold.
Events
To get
the kids involved with the festival we want to bring in official people taking
part to go into junior and senior schools and do event days where the kids can
try out all the subjects going on at the festival such as music, film, fashion
and art. The kids can then get more knowledge about it and then if they enjoy
the subjects they can suggest it to their families and possibly get more
families to go. For the musicians taking part in the festival we want to do
mini free concert for each artist on the same night but in different parts of
the UK.
Competition
We
will be holding one big competition for anyone to enter that enjoys any of the
subjects in the festival. We want people to create a “piece” whether it’s a
dance they made, a song they have written, to create an outfit ect. The prize
of the competition is for the winners to showcase their talent at the festival
and also one musician, the fashion designer and the dancer will be picked to be
part of the opening ceremony of the Olympics.
Products
When
people visit the festival many might want to pick up a souvenir of the event if
they enjoyed their time. We want to make the souvenirs interesting and
different to ones you would normally buy. We want the artists involved with the
products sold. The artist’s original artwork can be copied and then sold to the
public. The musicians can have their music on sale, the filmmakers can have
their films on sale ect. We want the fashion designers to create a small range
of products ranging from scarves, bags, socks and T-shirts. We will also be
selling key rings and pins/badges.
We
want to be able to help out families that will have to travel into and around
London. We will be offering a discount pass ticket. This will mean anybody or
family that has this pass can get train tickets cheaper to and from London,
cheap transport around London like tubes and buses.
One of Ray-Ban’s most
famous campaign is “Never Hide”. One of which they have been using since 2007
and are still continuing to use. The concept behind the campaign is to never
hide behind fashion trends or brands. Never hide from being who you are and
expressing your individuality and uniqueness, the brand Ray-Ban make trends not
follow them. When the campaign first started they used musicians in the marketing
but not famous musicians. All the models in these print adverts are very cool
and fashionable looking; they reinforced their image of a ‘laid back lifestyle’
and tried to communicate this to the consumer showing anybody that wears
Ray-Ban can have a chilled lifestyle and can look as cool as the models in the
poster because they are wearing Ray-Ban. 
perfection. They take
their brand value so serious they paid the cast of ‘Jersey Shore’ not to wear
their products because they felt it effected their image of an elite perfected
brand[5]. Some young people who look at these images of perfection aspire to
become this. By buying Abercrombie & Fitch consumers feel like they belong
and are part of an elite group of people who also wear the brand. The CEO of
Abercrombie and Fitch Mike Jefferies gave a statement about the brand values.
“in every school there are the popular kids and there are the not so cool kids.
Candidly we go after the cool kids. We go for the attractive all-American cool
kid with great attitude and with lots of friends. A lot of people don’t belong
in our clothes and can’t belong, exclusionary? Absolutely.” [6] To sum up
Jefferies quote A&F are over in their desire to be a certain type of
consumer – they want to ensure that people who wear their clothes contribute to
promote their brand values of perfection.