Last July 04, 2008 ICOMM Marketing Department held a competition which aimed the following: The pursuit of inspired creativity, inventive graphic design, witty copy, the bold impact of functional art, and one year's bragging rights.
Losing teams contributed 3 Large Yellowcab Pizzas and softdrinks.
We were divided into four groups with different energy drink brands assigned as shown below.
Group 1
Maya, Xylon, Jovir, and Albert for Gatorade
Group 2
Guile, Melvin, Jordan and Arnold for Lipovitan
Group 3
Mark Lorenza, Jobette Escobanas, Darlene Sanguenza and Tomas Estrada for Extra Joss
Group 4
Edon, Bianca, Camella, Owie and Jayraldine for Milo
Our Ad Campaign- Extr Joss Team
Extra Joss
- Is an energy drink brand produced by the Kalbe Group of Companies in Indonesia.
- Found a niche here in the Philippines mostly because of its cheap price.
- Most notable ad campaign locally is "Aanhin pa ang bote?"
- Said campaign aimed to market the benefit of product's packaging
- Comes in sachet compared to competition, which come in bottles and cans
Our own campaign
We will go beyond packaging and market the product's other benefits, namely:
1. Give extra energy/stamina
2. Cheap price
Extra Joss retails at around 5 to 8 pesos per sachet compared to the competition, which costs up to 30 to 40 pesos a bottle or can.
Objective and Purpose of the ad(s)
To convey to the target audience the benefits and advantages (extra energy/stamina, low price) of choosing Extra Joss as an energy drink.
Direct Competitors:
• Lipovitan
• Red Bull
• Bacchus
• Revicon I-ON
• Sting
• Cobra
Target Audience
• Lower class or lower middle class crowd
• Blue collar workers
• Students
• People who depend on manual labor to earn a living
These people are specifically targeted because Extra Joss is a cheaper alternative to other energy drinks. At a cheaper price, they don't need to have the buying power of the middle and upper middle class to enjoy Extra Joss.
Supporting rationale and emotional reasons for customers to act on the ads
People who work for a living especially those doing manual jobs, and even students, need a lot of energy. They will seriously consider purchasing a drink that can give them extra energy and stamina to perform their tasks well. That is, as long as the product is cheap.
In these hard times when workers and students need to put in extra hours, extra Joss comes to the fore. Anyone who needs a quick energy fix will enjoy its convenient sachet packaging, its refreshing fruity taste, and more importantly, its affordable price.
Tagline:
Extra Energy at No Extra Cost.
Campaign
A one-year ad campaign has been prepared to reintroduce Extra Joss to the buying public. Strategic advertising includes quarterly print ads, an annual radio and TV ad, bi-annual billboards, and other marketing collaterals such as stickers and a one-page brochure.
Radio Ad
SFX: (Sounds of various machinery in the background, and other sounds heard inside a factory. A sound of a door opening and a guy’s heavy sigh is heard.)
Guy1: O pare, anong problema?
Guy2 Tumaas na naman pala ang presyo ng pamasahe.
Guy1: Magkano na?
Guy2: Piso ang omento. 16 pesos na ang pamasahe ko papunta at pauwi
galing pabrika. Ikaw?
Guy1: Di na ako sumasakay ng jeep ngayon. Siete lang nagagastos ko.
Guy2: Bakit?
Guy1: Naglalakad nalang ako
Guy2: Ha? Di ba nakakapagod? Pa’no yon?
Guy1: Extra Joss.
SFX: (MUSIC IN BACKGROUND UP)
VO: Labanan ang pagod at pagtaas ng pasahe. Ang Extra Joss ay may
Caffeine, Taurine, Ginseng at Inositol na nagbibigay ng Extra
energy. Sa abot kayang halaga na siete pesos per sachet. Mag
Extra Joss ka na. Extra Energy at no Extra Cost.
SFX: (MUSIC OUT)
TV Ad
Scene opens showing a jeepney driver climbing aboard his jeepney. Before driving off, his wife comes over and gives him a goodbye kiss.
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