Action objectives
1. To monitor acceptance of the campaign by increasing website traffic by 25% in 12 month
2. Partner with two environmental activist groups to increase awareness of the campaign by 20 % in the next 12 month
3. Have recycled range have equal market share as the 'design your own' range in the first 18 months.
4. To attain 1000 recycled thongs within the first 12 months.
Communication objectives
Category need- to sell the need for an ethical brand of thongs that offer the key benefit of a recognisable design.
Brand awareness- to maintain the recognition of the benefit of Havaiana's timeless design, increase the recall of the category need to have an ethical brand of thongs.
Brand Attitude- to modify the existing attitude in the minds of the target audience towards Havaianas to that of a more sustainable brand.
So using those above to continue to work about
"Creative strategy" on part of
1. Key Benefit claim.
2. Creative Idea - Apply remote conveyor (metaphor) (R & B Library Subject Readings) This has attached in file.
should develop an appropriate conveyor based on their key benefit . . DO NOT USE A CONVEYOR OR SITUATION ALREADY BEING USED BY YOUR BRAND.
Need to evaluate the possible conveyors each have come up with criteria which is
Attention-getting
Correctly labeled
Remote (or moderately remote if the brand purchase motive is based on Visual Sensory Gratification or Social Approval)
Key-benefit association, and be free of Conflicting associations (won't get confused with other brands or products)