CCREATIVE REATIVE DDESIGN IN ESIGN IN CCOMMUNICATION OMMUNICATION AAND ND

MMARKETINGARKETING

Ho Chun Ying Corlis 073601C16

Lim Yi Siong 067535E03

GROUP GROUP 77: Neo MengYang Gary 068043B03

Teo Shi Yu Kenvin 061932E07

Yeo JieYing U0940025K

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LIST OF CONTENTS

1. Design Problem

2. Creative Strategy

•Promotional Objective

•Working Message

•Target Audience

•Distinctive Product Feature

•Positioning•Positioning

3. Creative Approach

•Brainstorm

•Choice of appropriate stratagem, appeal, perception, learning, persuasion

•Selling premises (claims; benefits; promises; unique selling preposition)

4. Forms

DESIGN PROBLEM

•How to publicise and create awareness of an environmentally friendly recycling company (Ori.©) that manufactures watches that are made from 100% recycled materials (metal).

CCREATIVE STRATEGYREATIVE STRATEGYCCREATIVE STRATEGYREATIVE STRATEGY

PROMOTIONAL OBJECTIVE

•To publicise and create awareness of an environmentally friendly recycling company (Ori.©) that manufactures watches that are made from 100% recycled materials (metal).

TARGET AUDIENCE

•Eco friendly young male working executives between 30 to 40 years old

DISTINCT PRODUCT FEATURE

•Environmentally friendly (only watch so far to be made from 100% recycled materials)•Respect – “Status is rising through the ranks, Respect is what you choose to wear”

POSITIONING

•100% recycled materials - people who choose to purchase and wear this watch wants to play a part in supporting the eco-friendly movement

•Commands Respect -purchasing and wearing this watch unintentionally portrays an image of someone prefers a less expensive environmentally friendly watch over an expensive famous watch. watch.

CCREATIVE REATIVE AAPPROACHPPROACHCCREATIVE REATIVE AAPPROACHPPROACH

BRAINSTORM

•Category of Keywords – Recycle, Executive, Watch, Green

•Recycle – Metal

•Executive – Suit

•Watch – Hand

•Green - Green

POSTER

CHOICE OF APPROPRIATE STRATEGEM

•Stratagem: Image

•A strong memorable identity – Metallic Hand

CHOICE OF APPROPRIATE APPEAL

•Appeal: Esteem

•The need for respect

CHOICE OF APPROPRIATE PERCEPTION

•Perception: Arousal

•Different from the norm – Hand and Metallic Hand

•Attention seeking – Metallic Hand

•Promotes curiosity•Promotes curiosity

•Excitement

•Similarity

CHOICE OF APPROPRIATE LEARNING

•Learning: Instrumental Conditioning

•Association – Successful executive gaining respect by purchasing an environmentally friendly watch to wear

•Ori.’s watch not only reflect high status but gain genuine respect

CHOICE OF APPROPRIATE PERSUASION

•Persuasion: Creating new attitude

•Overthrow the notion that recycled objects are rubbish, recycled objects associated with the poor, being despised.

SELLING PREMISES

•Selling Premises – Benefits

•Conservation of resources, ameliorates problems of wastage of resources

•Gains genuine respect

FFORMSORMSFFORMSORMS

POSTER

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