find it pitch v2.1
TRANSCRIPT
Advertising proposal for
2 Aug 2014
BACKGROUND
WHERE WE’RE AT
QUALITY CURRENT RATING
Brand Equity 2Product &
Service4
Market Share 3Partnerships 5
Online Presence
1
Based on this, a gauge on current brand perceptions:
Scale: 1 – Poor 6 - Best
RELATIVELY “NEW” IN MALAYSIA o LOW AWARENESS & BRAND EQUITYLARGEST DIGITAL DIRECTORY IN MALAYSIA o OVER 200,000 LISTINGS PLACES,
SERVICES & DEALSOVER 27,000 APP DOWNLOADSPARTNERS WITH MAXIS & MATTA o WITH MORE PARTNERSHIPS IN THE
HORIZONCLOSE TO NO ONLINE PRESENCE o FACEBOOK PAGE WITH 1K FANS
WHERE WE WANT TO BE
QUALITY CURRENT RATING TARGETBrand Equity 2 4
Product & Service
4 5
Market Share 3 4Partnerships 5 6
Online Presence
1 3o STRONG BRAND PRESENCE IN MALAYSIAo MORE LISTINGS o INCREASED APP DOWNLOADSo SUCCESS TO CREATE PARTNERSHIP OPPORTUNITIES o INCREASED ONLINE PRESENCE
Scale: 1 – Poor 6 - Best
PRIORITIES
URGENCYLONG TERM
IMPACT ON BUSINESS
AwarenessApp DownloadsDaily Usage
Online Presence
What should we focus on?
Scale: 1 – Poor 6 - Best
MOVING FORWARDIMMEDIATE OBJECTIVE• Create interest via a launch campaign
and build brand equity and awareness in the Malaysian market
LONG TERM OBJECTIVES• Trigger users to download and use Find
It app• Build brand’s online presence
THE TARGET AUDIENCE
• WHO ARE WE SPEAKING TO?o 18 – 35 YEAR OLDSo DIGITALLY-SAVVY o LIKE GOING PLACESo COMFORTABLE WITH
RECOMMENDATION AND USING TECHNOLOGY
o RAISED IN THE WORLD OF INSTANT GRATIFICATION
o VALUE CONVENIENCE
THEIR DILEMMA FASHIONABLE FIONA• HUNTING DOWN THE LATEST FASHION BOUTIQUE AT JALAN TELAWI, BANGSAR,
FIONA FINALLY ARRIVES AT HER DESTINATION.• ONLY TO REALISE IN HORROR, THAT THERE ARE ROWS AND ROWS OF SHOPS,
AND SHE SIMPLY CAN’T FIND IT.
HUNGRY HAIKAL• AFTER 3 YEARS OF WORKING AT SS2, HAIKAL IS LITERALLY STARVING. BUT HE’S
SICK AND TIRED OF EATING AT THE SAME PLACES OVER AND OVER AGAIN. • HE DESPERATELY WANTS TO TRY SOMETHING NEW. IF ONLY HE COULD FIND IT.
BARGAIN-HUNTING BOB• A FIRM BELIEVE OF THE CHEAPER, THE BETTER, BOB’S ALWAYS ON THE LOOK
OUT FOR THE HOTTEST, MOST AWESOME DEALS IN TOWN.• HE’D LOVE FIND HIM SELF A HOT DISCOUNT, AND IS REALLY IRRITATED THAT HE
CAN’T FIND IT.
THEIR DILEMMA LOOKING FOR WHAT THEY WANT IS ESPECIALLY HARD SOME TIMES
IN MALAYSIA, THERE ARE SPECIFIC AREAS POPULAR FOR CERTAIN REASONS E.G:• JALAN TELAWI (FASHION)• SS2 (FOOD)• CHANGKAT (CLUBBING AREA)• PETALING STREET (BARGAINS)
CHANGKAT
SS2
PETALING STREET
JALAN TELAWI
THEIR DILEMMA • WAZE AND GOOGLE MAPS DON’T BRING YOU
TO THOSE SPECIFIC, HARD TO FIND LOCATIONS
• SO, SOME TIMES IT’S LIKE TRYING TO FIND A NEEDLE IN A HAYSTACK
• SHOPPING MALLS HAVE DIRECTORIES.
• USERS ON THE GO, HAVE FIND IT.
INSIGHT• Urbanites often get frustrated trying to find
specific locations and deals while on the go
BRAND BENEFIT• Malaysia’s most comprehensive mobile
directory with over 200k listings
BRAND POSITIONING
WHO I AM• LARGEST DIGITAL DIRECTORY IN MALAYSIA WITH OVER
200,000 LISTINGS PLACES, SERVICES & DEALS
WHY ME• I’M YOUR DIRECTORY WHEN THERE ARE NO DIRECTORIES
OUR PROPOSAL
CAMPAIGN CONCEPT
• WE FOUND IT, SO YOU CAN FIND IT
• WE’VE DONE ALL THE HARD WORK, FINDING THOSE TOUGH, TOUGH TO SPOT PLACES AND DEALS, SO THAT YOU DON’T HAVE TO!
• IT’S FUN, FUNNY, CUTE, TOUCHING AND MOST IMPORTANTLY, EMOTIONALLY RELEVANT!
ONGROUNDWHERE HIGH TRAFFIC ZONESCONGESTED WITH TONS OF OPTIONS AND OUTLETS
OTHER EXAMPLES: • JALAN ALOR• UPTOWN• BUKIT BINTANG• HARTAMAS• SUNWAY GIZA
ONGROUNDWHAT HAPPENS?
GIANT BALLOONS ATTACHED TO FIND IT KIOSKS
PEOPLE NEAR KIOSKS GET ASSISTANCE FROM APPLINGS
APPLINGS?
NAME THE BRAND
MAKE IT ICONICAPPLINGS!
• A MASCOT FOR FIND IT • LITTLE FIND IT HELPERS WHO GET YOU
TO THE PLACES AND DEALS YOU WANT • GIVES A FACE TO FIND IT FOR A
UNIQUE AND INSTANTLY RECOGNISABLE BRAND ASSET
SNEAK PEEK• IMAGINE WALKING INTO A CITY CENTER• THERE ARE HUGE GOOGLE LOCATION-LIKE
BALLOONS YOU CAN SEE FROM MILES AWAY• AT EACH BALLOON, THERE’S A KIOSK WITH CUTE
LITTLE APPLINGS RUNNING ALL AROUND APPROACHING PEOPLE
• THE KIOSK CAN ALSO BE LEFT THERE PERMANENTLY, AS A PERMANENT FIND IT DIRECTORY FOR THAT LOCATION
BUZZ… BUZZ.. BUZZ
• EYE-CATCHING & ATTENTION GRABBING • CURIOUSITY PROVOKING• TALKABILITY – SHAREABLE, VIDEOABLE,
PHOTOGRAPABLE… VIRABLE!
TVC / VIDEO
TVC IDEASSCENARIO 1• A granny’s looking very lost,
and frowning as she is looking for something
• Applings appear to give her items such as her glasses, dentures, cat.
SCENARIO 2 • Guy looking very nervous as he
meets his date• As they walk together, Applings
appear, passing him flowers, chocolates and food
PRINT• DIRECTORY FOR NEWSPAPER• ADAPTATIONS FROM TVC / VIDEOS• BRANDING ADS
FACEBOOK ADS
We have everything!FINDIT.COM.MYFindit on Malaysia’s largest mobile directory with over 200,000 places, services & deals
• RUN TARGET FACEBOOK ADS TO DRIVE USERS TO DOWNLOAD THE FINDIT APPLICATION
• FINDIT IS THE LARGEST MOBILE DIRECTORY IN MALAYSIA WITH OVER 200,000 LISTINGS PLACES, SERVICES & DEALS
CALL TO ACTION
ADS TO DRIVE USERS TO DOWNLOAD FINDIT APP