Date post: | 16-Apr-2017 |
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Group 8Tim BorremansLaurens LaaneOlivier Van BuytenNailya MakhmudovaKirsten GabrioSara Roelandt
Marketing communication & Branding
‘BASE check’ case
Prof. Dr. Frank Goedertier
Product Extension Subbrand
Gen Y
Relevant
Own image
Freedom
Value propositionUnlimited SMSLong talksMobile InternetFreedom for customers Cloud message App 2.0Check Out My Life
Cloud messageFreedom
Check out My
Life
Value proposition
2.0
#Checkoutmylife
Check… What?!• Based on the app• Interactive city game• Create interaction & build a community• Focus on music, all styles• Target student cities• Create a Buzz & positive WOM
Check out my life
• Connect with a band, experience their life• Start with a coffee, end with a party• Short period – 2 weeks• Checkers get a party invite• Create your own Maps/Spots/Lists/Perfect day for
friends
How would it look like?
Café Labath
Music Mania
Wasbar
Vooruit
Martino
Pink Flamingos
Limonada
Culture Club
…Commitment to brand
… Unique as a diamond
To be continued…
How interested would you be in a telecom operator that offers you more then just the regular services?
1 2 3 4 5 6 7
22.92
33.33
18.75
8.33
0.00
6.25
10.42
Very interested - not interested at all
% Respondents
Branded house
+ -
Synergy
Clarity
Leverage
Difficult to target specific segments
Difficult to maintain a cool image
Check powered by Base+ -
Max freedom & credibility
Create own associtations
Endorsed brand
Base no center stage
Pre-campaign
• Create awareness by using– Beer cards– Fans of the band & Base, motivate to share– Street presence– QR codes– Twitter #checkoutmylife
Non-traditional advertising campaign
Proximity• Check close to
consumers• In student cities
Exclusivity• Check is
everywhere the competition is not
Invisibility• Disguise &
surprise tactic
Unpredictability• Surprise them in
relevant places • Non traditional
formats
Non-traditional advertising campaign
• Intrusion:– Check is integrated in 8 different places, in 8 surprising ways– E.g: CD Store – Music Mania
• Target the music lovers
• Interaction:– Checkers are able to communicate on facebook, twitter,
site,…• Stunt:– Big, unusual city event: free publicity, WOM, work on
curiosity