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Chelsea College of Arts and Design

Advertising Lecture

Team project

By

Alexandre GRELA

And

Nicolas Tronc

Academic Year 2011/2012

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Index:

I/ What is Scalado™?

II/ Where to find Scalado™?

III/ How to advertise it?

IV/ Conclusion

V/ References

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I/ What is Scalado™?

Scalado™ is a Swedish software company founded in 2000 that creates apps for cellphone

cameras.

Its most recent software is Scalado Remove™.

This app will help you to get rid of the people in the background of your photograph that did

not pay attention that you were taking a photograph.

The link below will help you understand how the app works:

http://www.youtube.com/watch?v=flNomXIIWr4

II/ Where to find Scalado Remove™?

Scalado is available only on the Android Market but some mobile phones manufacturers will

probably introduce it as preset element of their camera interface.

III/ How to advertise it?

First of all we need to define the target considering the use of this app and what you need to

have it:

See chart next page

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Now that this identification of the target has been done we will be able to define the best

mediums to reach our target.

First the media chosen will be Print and Online simply because regarding our core target they

seem to be the most relevant.

In addition to that TV and Billboards would be way too expensive and not relevant as we are

targeting people who are looking for quality and kind of “elitist” products.

Extended Target

Secondary Target

Core Target

•Owners of Smartphones

•Enjoying taking photos with their phone.

•Photography frustrated

•Willing to get rid of unknown people in their photos

• 18/35 y.o.

•Good financial situation

•Owners of Smartphones

•Technology addicted

•Photography frustrated

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Print:

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Photography Magazines (E.g. Digital Photographer…)

Smartphones Magazines (E.g. Little Green Robot…)

Trends & Technology Magazines (E.g. Wired…)

As we know, these magazines are mainly read by our target and seem to be completely

relevant.

The Audience would meet the ad every month as all of those papers are published monthly for

a period of six months with an average of two ads per magazine in order to create a memory

link.

The idea will be communicated by a simple image and a tagline plus a QR Code sending you

straight to the Android Market.

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Online:

Digital PR

Trendspotting Websites (Trendhunter.com...)

Photography Websites (dpmag.com...)

New Tech Websites (Gizmodo.com)

Google Adwords

Google Adsense

Twitter

Facebook (Google+ is irrelevant see bottom of the page)1

Digital PR Events would be organized throughout the U.K. in order to inform influential

bloggers about this new app.

Trendspotting, Photography and New Tech Websites are a good compromise as most of our

target will go and read them.

Google Adwords and Adsense campaign will be launched with the following keywords:

Photoshop

Photography

Remove

Picture

Bad

Tourists

Scalado

Tutorial

Of course, we will also increase the discussion on the Twitter Account

(1 post every 4 or 5 days).

Finally, we will add a direct download link on Facebook’s Mobile Version for Android.

The campaign will last for six months.

1 http://translate.google.com/translate?sl=fr&tl=en&js=n&prev=_t&hl=fr&ie=UTF-8&layout=2&eotf=1&u=http%3A%2F%2Fwww.minutebuzz.com%2F2012%2F02%2F29%2Fles-internautes-ne-passent-que-3-minutes-par-mois-sur-google%2F&act=url

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IV/ Conclusion

In order to reduce the advertising costs we strongly advise to develop a strong PR campaign

as well as the ad campaign in order to maximise the S.O.V. (Share of Voice) and to increase

the R.O.I.

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V/ References

Please find below our references:

http://www.dpmag.com/

http://www.wired.com/

http://www.trendhunter.com/

http://www.gizmodo.co.uk/

http://www.wikipedia.org/

http://www.minutebuzz.com/

http://www.scalado.com/

http://www.condenast.com/

http://www.twitter.com/

http://www.facebook.com/

http://www.youtube.com/