Interested in music, fashion, celebrities, art
Enjoys shopping, listening to new music with friends, attending festivals
Shops at young trendy shops; Topshop, Urban Outfitters, HMV, River Island, Primark
Don't have an expensive taste- may not be able to afford much on student budget, may have low income job or no job.
Listens to popular music. Enjoys finding out the top 40 and downloading every track for their ipod. Isn't averse to house or indie music, will try a bit of everything.
Watches reality programmes. 'The Only Way Is Essex', 'Geordie Shore', 'Keeping Up With The Kardashians', dreams for a lifestyle like Kim Kardashian and to look like Beyonce.
IPC Case studies
Women-
In every home multiple purchase decisions are being made
every day by the women of the household. This makes mass market women an ideal
advertising audience.
Constantly juggling tasks, these women take pleasure in occasional ‘me’ time,
during which relaxing with a favourite magazine or visiting an inspirational
website is a ‘must-do’.Young men-
The guy whose uniform includes woven shirts, narrow ties and
vintage-style accessories. Who’s downloaded Arctic Monkeys to his iPod and Lucy
Pinder to his phone.
Today’s young and affluent men are discerning, media-elusive individuals who
take their media on their own terms, both by content and delivery platform.Nestle Case Study-
Nestlé wanted to connect with consumers on an emotional
platform by positioning Senses as the perfect ‘me time’ break among it’s target
audience of young women aged 16-34.
Strategy:
Using IPC Insight’s Origin Panel to explore how young women spend their spare time, the pitch team elected to build the campaign around fashion as the most direct way of tapping into this audience’s ‘me-time’ passion.
IPC initiated a cross-media partnership with Heart Radio and experiential agency Stretch Media to produce a campaign that delivered across numerous touch-points. Together they created a strategic platform designed to chart a consumer journey from press and radio to nationwide events and the Senses-branded fashion micro site.
The Solution:
With Pixie Lott as the face of the campaign, “Kit Kat Fashion Senses” formed the unifying, cross-platform theme, enabling the consumer to interact with the brand and ensuring the campaign delivered.
Strategy:
Using IPC Insight’s Origin Panel to explore how young women spend their spare time, the pitch team elected to build the campaign around fashion as the most direct way of tapping into this audience’s ‘me-time’ passion.
IPC initiated a cross-media partnership with Heart Radio and experiential agency Stretch Media to produce a campaign that delivered across numerous touch-points. Together they created a strategic platform designed to chart a consumer journey from press and radio to nationwide events and the Senses-branded fashion micro site.
The Solution:
With Pixie Lott as the face of the campaign, “Kit Kat Fashion Senses” formed the unifying, cross-platform theme, enabling the consumer to interact with the brand and ensuring the campaign delivered.
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