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FOUR Fun

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}

Millennials, Gen Z

IDOL 4 Series

Launch: Australia

When: 16th October 2016

Brand Awareness

Introduction

Media

Concept

Product

Brand

Target

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Strength: Values align with target market

Opportunities:

-Price sways 62%

-Brand- loyal target market

Weakness:

Brand Awareness

Threat:

Rivalry Brands

SWOT Analysis

Introduction

Media

Concept

Product

Brand

Target

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Introduction

Media

Concept

Product

Brand

Target

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Simple

Personal

Fun

Authentic

Introduction

Media

Concept

Product

Brand

Target

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Brands	Reversibility	VR	Camera Quality	Music Quality (3 Side Stereo)	Cost
Apple Iphone 6s	✔		Back: 12-megapixel Front : 5-megapixel		$1000
Samsung Galaxy 7s		✔	Back: 12-megapixel Front :5-megapixel		$780
Alcatel IDOL 4s	✔	✔	Back: 16-megapixel Front: 8-megapixel	✔	$599
Huawei P9 Lite			Back: 13-megapixel Front :8-megapixel		$700
Nokia Lumia 830			Back: 10-megapixel Front: 0.9 megapixel		$499

BOOM KEY

Product Differentiation

Introduction

Media

Concept

Product

Brand

Target

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Price

Quality

Introduction

Media

Concept

Product

Brand

Target

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15.3 Million Smartphone Ownership

Smartphones and Tablets make up 63% of time spent on devices

Introduction

Media

Concept

Brand

Target

Product

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18-29

22% of Total Population

79% use social media once per day

Introduction

Media

Concept

Brand

Target

Product

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Smartphone Usage

Introduction

Media

Concept

Brand

Target

Product

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Introduction

Media

Concept

Brand

Target

Product

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Introduction

Media

Concept

Brand

Target

Product

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Introduction

Media

Concept

Brand

Target

Product

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Introduction

Media

Concept

Brand

Target

Product

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Amplify your Joy

EXPERIENCE

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Tactic:

Engage In Music Festival

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Music Festival

Instant Share

#BOOMYourExperience

Virtual Reality Headset

Hi-fi System

Actual Event

External Event

Introduction

Media

Concept

Brand

Product

Target

Incorporation of a floor team and a street team

Floor team:

Provide phone to allow for instant photos aka mobile photo booth

Street team:

Live stream the concert to people outside of the event and display it through the vr set

simulatneous

This will enable the target audience to experience the quality provided by alcatel

Here’s why VR Marketing campaigns are so successful:

VR solves a huge problems marketers have around engagement and awareness for the following reasons:

Immersive – users wearing a headset are completely immersed in the content meaning fewer distractions and more attention on the message.
Impactful – the intensity of a VR experience is greater than traditional media generating strong emotions in its users which are linked to real behaviour change.
Memorable – our brains are built to remember events linked to locations, this means that VR experiences have a longer trace in the audience’s memory.
http://www.mbryonic.com/best-vr/

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Defqon

Music Festival

External

Street Event

17th September

Introduction

Media

Concept

Brand

Product

Target

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Defqon

Music Festival

External

Street Event

Industrial Collaboration

17th September

Introduction

Media

Concept

Brand

Product

Target

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Defqon

Music Festival

External

Street Event

Market Expansion

Industrial Collaboration

17th September

Introduction

Media

Concept

Brand

Product

Target

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#BOOMYourExperience

20 mill view featuring live stories w/in 24hrs
Geofilters

YouTube Channel > TV

Introduction

Media

Brand

Product

Target

Concept

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Monitoring of Channels

Monitor consumer commentary/ feedback
Impressions/ clicks/

media engagements

Impactful Trends

Introduction

Media

Brand

Product

Target

Concept

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79% use at least once a day

40% attend music concert

(ABS, 2005)

Public Relations

Investment Allocation

Sponsorship

48% follow brands

Introduction

Media

Brand

Product

Target

Concept

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Results of Sponsoring Live Event

Source: Forbes (2015)

93%

89%

80%

63%

58%

Introduction

Media

Brand

Product

Target

Concept

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Breakdown of Expenses

Types of Expenses	Before	During	After
Social Media (50%)
Facebook	$15/day	FREE live streaming	Hootsuite (all in one) $10/month
Instagram	$13/day	FREE live streaming
Snapchat	✘	Live Streaming $400,000 = 20Million Views Geofilter $130 = 5 hours
Social Media Manager	$55,000 Annual Salary
Sponsorship (50%)
Floor Staff	✘	1:100 = 500 staff $100,000	✘
Materials (signage, costume)	✘	$50,000	✘

Introduction

Media

Brand

Product

Target

Concept

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Q&A

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Expanding the campaign to reach other industries- what does this mean?

Cater to other social/ recreational/ ‘experience’ tastes (sport, fashion)
(Appendix B) <take advantage of facts

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Why are you focusing on these social media platforms?

The BOOM key!
Sensory (visually engaging & interactive)

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Appendix

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Appendix A - Product Differentiation

Features	Alcatel Idol 4s	Iphone 6s	Samsung S7
Camera	16 MP (rear) 8 MP(front)	12 MP (rear) 5 MP (front)	12 MP (rear) 5 MP(front)
Music	Dual Speaker
Weight	149g	143g	152g
Battery Life	Battery: 3000mAh Charging Time: 100min	Battery: 1715mAh	Battery: 3000mAh Charging Time: 90min
Cost	$599	$1079	$1149

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Appendix B - Sponsoring Live Event Results

Source: Forbes (2015)

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Appendix C - Social Media Users Breakdown

Source: Sensis (2015)

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Appendix D - Social Media Usage Frequency Trend

Source: Sensis (2015)

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Appendix E - Social Media Channel to Follow Brands

Source: Sensis (2015)

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Appendix F - Social Media Channels Breakdown

Source: Sensis (2015)

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Allocation of Funds

Social Media (50%)

(Pay Scale Human Capital, 2016.)

Social Media Manager: annual salary ($55, 000)
Creative Director: ($99, 000)
Creative Team: 4x $50, 000)

Music Festival (Defqon) (50%)

(Estimated attendees 2016: 50, 000- World’s Best Festivals)

Floor Staff: ratio 1:100> 500 floor staff ($100,000)
IDOL 4 Test- Phones: 1:100> 500 phones ($299,500)
Additional Materials (costumes, signage): ($50,000)

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Reference List

Adroit, Digital, 2016. ‘Millennials, the New Age of Brand Loyalty’. Adroit Digital. Accessed 2 September, 2016, from: http://www.adroitdigital.com/files/research/1395184557.pdf

Aquilina, JA, 2016. ‘25,000 Expected in Penrith for Defqon.1’. Penrith Gazette, 11 Sep 2013. [Accessed from: http://www.penrithcitygazette.com.au/story/1769316/25000-expected-in-penrith-for-defqon1/ 2 September 2016].

Dowling, Marcus. 2015. World's Best Festivals. [ONLINE] Available at: https://www.fest300.com/magazine/the-best-music-festivals-in-australia. [Accessed 2 September 2016].

Forbes, 2015. Media and Entertainment. [ONLINE] Available at: http://www.forbes.com/sites/hughmcintyre/2015/08/09/study-sponsoring-a-live-music-events-makes-millennials-trust-and-recommend-your-brand/#512c86c72a51. [Accessed 2 September 2016].

Pay Scale Human Capital, 2016. Social Media Manager Salary. [ONLINE] Available at: http://www.payscale.com/research/AU/Job=Social_Media_Manager/Salary/39e8a2b4/Entry-Level. [Accessed 2 September 2016].

Sensis. 2015. Sensis Social Media Report. [ONLINE] Available at: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf. [Accessed 2 September 2016].