IDEA development4

The final tvc idea.

This is one of the series, using a humor scene.

Audience watch this tvc will smile because they may also experience the situation too.

This can have a good outcome of fun and engaging.

Play it Forward, Share the Gratitud

http://www.tmsfactory.com/blog/tms-and-toblerone-featured-in-mobile-marketer-new-york.html

DIRECT MARKETING

http://directdaily.blogspot.com/2008/12/toblerone-centenary.html

Analysis

Direct Marketing

Definition:

Direct marketing refer to a marketing strategy delivering promotional messages directly to potential customers on an individual basis as opposed to through a mass medium.

Advantages:	Disadvantages:
Positive effect can be measured directly A marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion.	Less effective Since direct marketing is targeted. Not every audience can be receiving the message and the range of message deliver is always less than mass marketing. So it is less effective to deliver message to large amount of audience.
Relationship Building A direct connection between the customers and the marketer. A better relationship is easily to build up.	Offended Consumers’ private lives Cold call in telemarketing always is both parties don’t know each other. This may seems to be offended consumers’ private lives.
Flexible Targeting Direct marketing enables message sender talks directly identify, isolate and communicate with well-defined target markets.	Higher chance to turn off customers If the marketing campaign is poorly executed, it may turn off customers instead of bringing them in.
Cost-Effectiveness The cost per acquisition of direct mail can be significantly less than other marketing methods.	Higher cost compare to mass promoting Direct mail marketing is paying for paper and ink-each and every piece of it.
Ease of Management Direct marketing provides greater control and accountability than other marketing methods. Refining can improve the success rates. Plus it also makes it easier to plan, forecast and budget for future direct marketing campaigns.	Oldest way leading to lack of interest Since one to one direct communication is the original way of exchange idea. So lack of interest is easily result.
Cost beneficial for consumers It is because consumer is directly contact to the sellers, there are no cost need to be pay for retailers.	Negative Image Paper will be discarded. Not only is a waste of money, but also inadvertently contributing to the pollution of the earth, and probably upsetting the green-friendly customer base (even if it's recycled paper). Also, “junk mail” is always known as rubbish.

Analysis

Mobile billboard

Definition:

A mobile billboard is the marketing practice of advertising on the side of a truck or trailer that is typically mobile. Mobile billboards are a form of Out-Of-Home (OOH) Advertising. Using a mobile billboard for advertising is an advertising niche called mobile outdoor advertising

Advantages:	Disadvantages:
Low cost Mobile billboard is cheaper than other outdoor advertisement, because normal outdoor advertisement only appears in one location, but mobile billboard equal to appear in many different locations, so the cost is said to be lower.	Message may not fully deliver. Limited time for reading due to moving. Easily cause message cannot fully deliver.
Area targeted Transport your ads directly to your prospective customers.	Difficulty of review. Audience can’t review the messages due to moving.
Eye catching A mobile billboard is eye catching due to moment of the vehicle.	Limited to place lack of traffic. It is limited to urban where traffic can be easily found on everywhere.
Flexible It is not fixed on a place so it is more flexibility than traditional outdoor advertising media.	Size limited It is limited to the vehicle’s size.
Essential Traffic connects urbanite everywhere. So billboard on mobile this media can be said important.	Not suit for all clients. Some product or services may need more informative promotion. For example a investment plan, so these type of clients may not suit using mobile billboard since it is keep moving and large amount of message cannot be read.
Can’t destroy message deliver Won’t thrown away, switched off or turned over by audience.	Poor Quality. The advertisement quality maybe affect by the vehicle’s surface. Its surface always raised or not flattens. So the quality may affect.
Always working Always working, stationary or moving.	Blocked. In crowed city like Hong Kong, this mobile billboard may easily blocked by other vehicles on the road, so the full picture of the advertisement may not be show.

IDEA development3

Another tvc idea.

Simply show out many pictures contain triangles and called people to count.

Using a fun and engage tone to draw audience’s attention.

However, the tvc maybe too direct. this is the basic idea, can be further developed

Research on Print ads2

Research on print ads

Everywhere Triangle

IDEA development2

A tvc idea, talking about a man using the toblerone package to see the world.

Then he discovers that everwhere triangle.

But it is not good because it is too common and borng.

Just make it fun

IDEA development1

A idea of an activity or internet campaign.

Using a transparent card to lets people find out triangles surrounding them. And upload the photo they take to the internet.

A good activityfor making noise.

Finally our group decided to use this idea and do further development on it.

brainstorming

Creative Brief

Customer awareness

Competitors

Research on competitors

We found that every competitor on the market have their own unique positioning.

So, we think our toblerone "must" built up a strong marketing positioning too.