Last year I completed a media channel planning subject which gave me thorough insight into the necessity of understanding each media type, when to use it, and the benefits of each. Learning about different media channels was incredibly helpful in our task to develop a media plan and strategy for the energy drink Green Life Co. The key thing I learnt from this task, was the importance of developing Integrated Marketing Communications strategies to set brands apart from competitors, by determining effective channel planning across paid, owned, earned and shared media.
In my role, I:
- Determined specific media objectives for the brand post consumer research and competition analysis
- Identified key media problems and insights from statistics and research
- Identified the relationship between the target audience and media channels
- Developed an overarching strategy statement
- Developed a media strategy mix and a big media idea
- Developed media vehicles and execution
- Developed a media schedule with different strategies
Here are excerpts from the final submitted document of my contribution.
Continue reading My Media Plan and Strategy for Energy Drink Green Life Co
We received a brief from Hyundai to create a print advertisement for the Hyundai-i30, to convey the single-minded proposition “The intelligent option is now sexier”. The main communication objective was to get consumers to call into a Hyundai dealership on the way home, with their renewed perspective that the Hyundai-i30 is cool, trendy and high tech.
My main role in this project was to undertake thorough research to really understand the target market, by tapping into their buying habits around cars and their passions. By doing this I was able to identify what matters to consumers when buying new cars, and what appeals to the male ego when buying a new car. This role taught me the essentiality of consumer research when developing any media or creative strategy for a brand, and has equipped me with an ideation process of how to approach developing campaign ideas.
My research then informed the creative process of my partner, who took key consumer insights from my research and created a print advertisement.
Continue reading Hyundai i-30 Campaign