PROPOSAL

1. Brand Awareness

For brand awareness, we will be employing social media as one of the vehicles. The agency will be uploading advertorial posts on Instagram and Facebook, which will showcase the brand All is Amazing and the photography services they provide. Social media platforms have a large consumer population and the usage of such mediums to advertise is free. A series of Instagram posts will be uploaded onto a newly made Instagram page for the campaign. We will also upload content through the Insta Story feature, however, for this we will employ All is Amazing’s Instagram page.

 

Apart from that, we will be employing Facebook to also upload advertorial content regarding the brand as well. We will create a separate Facebook page for the campaign which will be used to advertise both the brand and the campaign. We will also be employing Facebook sponsored posts to advertise the brand (All is Amazing), their services and linking it to the brand’s website, in order to increase online traffic to their brand page.

 

YouTube is another media vehicle that we are employing to enhance brand awareness. A visual banner will be designed to showcase All is Amazing as a brand. This key visual is meant for the banner poster that appears on the home page. Another Google platform that will be used as a media vehicle would be Google Adwords. This media vehicle will be more copy heavy as the advertorial size available on Google Adwords is limited. Therefore it will contain the brand, it’s services and the call-to-action.

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One of the traditional media vehicles we will be employing is print ads for magazine. These print ads will showcase the brand, with a visually prominent call-to-action accompanied with strong visuals. This is to ensure we capture and engage the attention of audiences who read through the magazines. As for the magazines that will be advertising our print ads, the agency is still analyzing through a list of magazines we feel will best suite our advertorial theme and contain the target market we are aiming to capture.

 

At the same time, Key Opinion Leaders (KOLs) will be engaged to share our advertorial content as they too have a large follower base that can be influenced. We will carefully curate the list of KOLs we want to employ as this campaign has a specific target market to encapsulate. As for now, the KOLs are @flareywings, @thesliz, @supershelhiel, @imvely and @sofiaharon.

 

Another form of somewhat traditional media vehicle being employed would be LED billboards. LED billboards are much interactive and engaging as the visual content can have motion, which can much more easily capture the attention of audiences who pass by these billboards. One of the ideas we intend to implement with these LED billboards are GIF-based visuals. Once again these LED billboard posters are meant to showcase the brand and their services.

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To engage the target market on a personal and physical level, brand merchandising will also be undertaken. Merchandises such as tote bags and sketchbooks thematically influenced by the brand will also be sold during the exhibition, providing visitors something to bring home from their visit. Merchandising done this way helps to build brand awareness as visitors will be constantly reminded of the campaign, the brand behind the campaign and messaging everytime they use the merchandise.

 

Last but not least, our agency will be creating a 30 second video ad that will act both as brand advertisement and teaser to the upcoming campaign exhibition. In this 30 second ad, we will showcase the creative minds behind All is Amazing, talking about the brand, the services they provide and also their upcoming project (campaign exhibition).

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2. Campaign Exhibition

Several third party advertorial content will be employed as well to create brand awareness of our campaign with the public. Online sites such as SAYS and Level.My will be contacted to publicize our upcoming exhibition. However, we will provide them with the copy and narrative in order to fit the approach of our campaign direction. Since these websites have a larger viewer base, we will be able to reach a wider set of audiences who frequent these pages on a daily basis.

 

Once again, social media will be employed as well. However, the ads for this specific category will specifically market on exhibition being held. This is to attract a large number of audience to come attend the exhibition and allow them to hear the stories of artists we want to showcase. For this we will be using the campaign’s Instagram and Facebook page and also All is Amazing’s Instagram page (Insta-Story feature only). These posts will also contain engagement as well by implementing tag and sharing elements so that audiences can interact and engage to garner buzz.

 

Flyers and e-flyers will also be designed to create buzz for our exhibition. The physical flyers will be distributed in key location areas that attract the target market audience we are aiming for, namely places like Gasket Alley, Burger Lab and trendy places around Bangsar. The agency will also be manufacturing stickers that will be sold and/or given away during the exhibition. This enables high recall for not only the campaign but also the brand itself as visitors will have something to bring back as remembrance.

 

Traditional posters will also be posted in key areas around Taylor’s University and trendy, artsy areas such as Bangsar. However, the traditional posters will have a different twist. Since we are implementing augmented reality in our exhibition, we intend to implement augmented reality into the posters as well. These posters will contain AR codes to which audiences can scan using their phones to see the advertisement. We believe this an unorthodox and exciting way to attract audiences to our key campaign deliverables. By providing the hook (augmented reality), the audiences will reel themselves in and will continue to follow through with the other campaign elements (social media, web videos, website) as they are willing to put in the effort to consume our advertorial content. The novelty of using AR itself provides reason enough to engage said audiences.

 

And to top it off, we will also be producing a radio jingle to appeal to the mass audience. Radio is found to be one the largest and most effective means of communication in current day Malaysia. Almost every single Malaysian, particularly those that live in urban areas listen to the radio. What better way to engage them and to get them to be aware of our client’s campaign than by creating a catchy jingle? A highly effective and well executed jingle can produce better awareness regarding the exhibition as it will appeal to the lowest common denominator of auditory and cognitive stimuli.

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