Club21 Application : Re-Communication Plan (Test Project)

campaign objectives

club 21 application

campaign objectives

club 21 application

raise up numbers of application download.

(est.50%)

1. 3.

Create maximum chances of sells.

2.

lift up brand awareness and image.

campaign target

club 21 application

campaign target

club 21 application

age 18-40 yrs both male & female university students - early success working women ses B to A+ urban lifestyle / active / image concerned / self-conscious / wise spend

application overview

club 21 application

application overview / current application

club 21 application

promotions .

what’s nearby .

new & now .

style guides .

join the club. .

member privileges .

our brand

http://www.google.co.th/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=S3Q6S7BmKU3pFM&tbnid=wOzgg18VsevPkM:&ved=0CAUQjRw&url=http://www.metro-society.com/?c=838&tagsid=1268&ei=9l6OUZuZH8rLrQe5q4CgCA&psig=AFQjCNGlrXzF-KwVJ0KYEPsVzyHWJVPd-Q&ust=1368371115772145

application overview / plan

club 21 application

to be the fashionista’s fundamental application

strategies & tactical hilights

club 21 application

strategies

club 21 application


tactical hilights

club 21 application

tactical hilights

club 21 application

1. special privileges 2. your fitting room 3. system improve

tactical hilights / feature re-arrangement / special privileges

club 21 application

As being the app members, special offers & privileges will be reserved for members :

5-10 % off In regular counters for members who identify app. membership.

special weekly offers : randomly picked from app. members for 25% discount voucher / 21 members

2 movie tickets / 21 members 2 concert tickets / 21 members

monthly random pieces : in each month, there are some times offers only for app. members ex. exclusive rare items / limited collaboration items / special price (50-80% off)

tactical hilights / feature re-arrangement / your fitting room

club 21 application

adding an application which will support customer to meet the brand experience by fitting products in shop with customer’s full-body photos. it allows customer to match and share among friends for best decisions

http://www.google.co.th/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rAbN_isr00eYlM&tbnid=wFVk4OJM8ye03M:&ved=0CAUQjRw&url=http://www.3seventy.com/2012/07/12/augmented-reality-app-turns-smartphones-into-virtual-dressing-room/&ei=KHSOUbr1CcvprQek44Ao&psig=AFQjCNHHNqrDfHooKZEmSmdcHAmU8W9m-A&ust=1368376279319484

tactical hilights / feature re-arrangement / system improve

club 21 application

allow the app to be available in every leading digital support system to reach the maximum opportunities of brand experience ex. Apple iOS / Android / Windows OS

tactical hilights

club 21 application

1. online media*** 2. in-store pop 3. magazines

4. out of home media 5. events

tactical hilights / create new media platform / online media

club 21 application

YOUTUBE working with fashion gurus for creating fashion tips, manuals, contents, research or facts in the fashion world to put it in social network and inside the apps as well.

In partner with Ploy Chava – online fashion editor VOGUE

Pook Jongkol – chief fashion editor VOGUE Toni Rakkaen – fashion hair stylist / actor

Milin - fashion designer MILIN Vikteerut - fashion designer / VIKTEERUT


club 21 application

FACEBOOK Using facebook apps tool to blend-in to people news feeds in average 500,000 times / day only in Thailand

http://www.google.co.th/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=PEKsHOO6T949OM&tbnid=LohwearVCbP8lM:&ved=0CAUQjRw&url=http://webtrends.about.com/od/socialnetworking/ss/how-to-rss-feed-facebook_3.htm&ei=uQGPUfqPBsiIrAfw44CABg&bvm=bv.46340616,d.bmk&psig=AFQjCNED99HnFJAL96zyPlSvvV_hqn1v4Q&ust=1368412919629114


club 21 application

LINE create another brand experience with LINE official & sticker (designed by famous fashion illustrator) :

references : vogue sticker

references : illustrate cartoon for club21 boys&girls

tactical hilights / create new media platform / in-store p.o.p.

club 21 application

promote the app by using nice visual or QR code in any in-store media ex. poster / hanging / price tag and shopping bag :

tactical hilights / create new media platform / magazines

club 21 application

fashion and magazines are never get apart. appearing on thailand’s most fashionable headlines :

VOGUE / ELLE / HARPER’S BAZAAR / L’OFFICIEL / NUMERO / NYLON

phrase 1 : interesting and wow visual ad

phrase 2 :

making the content to blend in magazine’s column

tactical hilights / create new media platform / out of home media

club 21 application

appearing at the crowd points in the city (bts / mrt / street wall): siam

chidlom

plernjit

asok

thonglor

jatujak park

ratchada

rama 9

sukhumvit

silom

potential stations

tactical hilights / create new media platform / event

club 21 application

launch the campaign by hosting an in-house event at paragon shop with small fashion show / music party / fashion workshop / exclusive premiums (invitation only for app. members)

tactical hilights / create new media platform / event

club 21 application

Including with special fashionista / guest and spread out the news with their social media:

http://www.google.co.th/url?sa=i&rct=j&q=instagram+club21&source=images&cd=&cad=rja&docid=C8w9WThkEvQdBM&tbnid=IZ4OE_Q23JwGJM:&ved=0CAUQjRw&url=http://www.positioningmag.com/magazine/details.aspx?id=93949&ei=BgqPUc72Co60rAeYvIGoDg&bvm=bv.46340616,d.bmk&psig=AFQjCNHIjsr4c0oTAE7bDBtSE-V7enEeOQ&ust=1368415091528367

campaign summary

club 21 application

raise up numbers of application

download.

1. 3. Create maximum chances of sells.

2. lift up brand

awareness and image.


1. special privileges 2. your fitting room

3. system improve

1. online media 2. in-store pop 3. magazines 4. out of home media 5. events

objectives

strategies

tactical hilights

tentative timeline

club 21 application

TIMELINE JUNE JULY AUGUST SEPTEMBER OCTOBER

special privileges production launch Fri 2 AUG

your fitting room production launch Fri 2 AUG

system improve production launch Fri 2 AUG

online media production launch Fri 2 AUG

in-store POP production launch Fri 2 AUG

magazines production AD 1st week of AUG

CONTENT 1st week of SEP

AD 1st week of OCT

out of home media production Launch 2 AUG - 1 SEP

event production launch party Fri 2 AUG @PRG

budget

club 21 application

special privileges discount : est. 2,000,000 BHT movie/concert tickets : est. 100,000 BHT special items : est. 500,000 BHT

online media clip production + celebs : est. 1,400,000 BHT ( 2 clips/months for total 10 clips) facebook sponsor feed : est. 350,000 BHT LINE official + design : est. 2,000,000 BHT

your fitting room program development : est. 500,000 BHT

in-store POP design / production POP : est. 200,000 BHT

system improve program development : est. 200,000 BHT

magazines magazines FP/FC (6 publishes / 3 months) : est. 700,000 BHT

total cost : est. 10,000,000 BHT

out of home BTS x 2 stations / MRT x 3 stations (1 months) : est. 800,000 BHT design : est. 200,000 BHT

events celebs : est. 500,000 BHT organizers : est. 450,000 BHT premiums : est. 100,000 BHT

1.feature re-arrangement 2.create new media platform

thank you

Club21 Application : Re-Communication Plan (Test Project)

Design

Transcript of Club21 Application : Re-Communication Plan (Test Project)