A Project for Vespa Motorbike Customized by Adidas Author - Essay Example

Project - Vespa Motorbike Customized by adidas By Introduction: We were assigned with the task to develop a promotional artifact to draw attention to our chosen business within a crowded public space. The crowded public space was chosen to be Oxford Circus. The aim of the project is to provide students with an opportunity to exploit their creative skills in order to actively market a particular business proposition. Progress through the project: Developing a new Idea: First task at hand was to arrive at the oxford circus and choose three different products. Then one of them was to be selected for creating a promotional artifact. The three businesses that were chosen initially were Nokia, Adidas and Vespa. We, as a team, wanted to focus on environment issues through our promotional campaign. At the same time few of the team members wanted to attract young generations through ‘style’. Nokia did not link up with the environment so we dropped that one. It was hard to decide between the remaining two so we thought of coming up with an exciting new concept. A joint venture of adidas and vespa i.e. vespa hybrid scooters equipped with adidas accessories (helmets, gloves, covers of accelerator and brake controls etc.). Adidas had dedicated a small area at the adidas store for the display of new vespa hybrid vehicles. The idea incorporates both the environment friendly qualities of vespa hybrid scooters and the style of adidas in it. In the promotional campaign, we had to highlight the attributes of both the products and somehow link up the two. Devising the Promotion Strategy: The next step was to devise a strategy to introduce the product to the customers and grab their attention. The idea was to start off with a few punch lines that can serve as teasers for the people that enter the Oxford Street where the adidas store is located. Businessdictionary.com states (n.d.) that ‘purpose of teasers is to arouse widespread attention, and build excitement and expectations through consumer curiosity. For teaser ads to succeed, they must be widely publicized’. Along with the teasers, two or more printed ads were also to be displayed along the walkways. The printed ads would have stylish images of vespa scooters with drivers wearing adidas accessories highlighted using proper colour schemes. We also decided to put up video ads at a place in the street which was easily visible to all the visitors roaming around in Oxford Street. With these advertisements in place, visitors would be attracted towards the adidas store to have a look at this new product on display. Within the store, the posters will tell the visitors that new hybrid vespa scooters consume 20% less fuel and gives 25% more power compared with ordinary bike as described by James Grahame (2006). To highlight that the new vespa hybrid scooter promises a greener world by reducing fuel consumption and hence carbon dioxide emission, we came up with the idea of ‘Green Oath’. The idea was to put up a simple statement that will show the signatory’s commitment to protect the environment on a white paper well decorated with green colour. Along with all this, it was also suggested that souvenirs will be handed over to the visitors in the form of adidas caps and arm bands. We also planned to offer special discounts on adidas products for the buyers of adi-vespa scooters. Execution: .A few teaser punch lines were suggested. ‘Thinking green??? But style also matters…’ was the one that was selected. This line was to be placed on banners along with some absurd images of bikes, scooters, deodorants and adidas gadgets that were visible to the visitors at the entrance. Visitors after entering the oxford street would find printed ads of our product. There were two punch lines that were finalized for printed ads. ‘Do you want to reach in time and in style??? You want adi-vespa’ was the first one. It was to be placed on the print ad along with the picture of a boy dressed in trendy adidas outfit on a vespa hybrid scooter. Second punch line will say ‘think green… think stylish… think adi-vespa’. This ad will have three different pictures. In first picture a girl was to be shown caring for flowers against gas-guzzling, smoke emitting vehicles, in second picture she was to be shown thinking about her attire and in the third she was to be shown riding the vespa hybrid scooter and wearing adidas outfits. The video ad will display an adidas deodorant with fumes coming out of its nozzle. A dull, rusty scooter passes through the fumes and comes out transformed into an attractive, stylish adi-vespa scooter. The background music had to be energetic but the notion of green environment should not be lost at the same time. A track would be composed specially for this ad so that the message is not lost by using any well known track. The green oath register will be placed on a table under a properly designed banner introducing ‘Green Oath’ to the on-lookers. The statement would say, ‘I, from this day forward, will protect, defend and preserve the environment and strive for a greener world’. And on this white page we would get signatures of every visitor that would come to the adidas shop to see the new adi-vespa scooters. After a visitor has put his signatures on the register, we shall offer him to wear a green bracelet to acknowledge that he is also a part of the team that works for the conservation of environment. This will make our presence felt where ever the visitor will go and in a way he will become our brand ambassador. Free adidas caps and other gadgets would also help a lot in attracting customers to the adidas outlet as everyone would like to have these quality products for free. Presenting the Plan: To present the plan in an easy to understand way, audio-visual aids were utilized. The ads were designed on Adobe Photoshop. Then a simple plan of the Oxford Street and adidas outlet was created using hand sketching. On the plan marks were put to show proper places where teasers, print ads and video commercial were to be displayed. After this, whole of it was converted in to a presentation so that it can be shown on a projector as well so that our idea can be explained easily. Conclusion: The task required innovative ideas to attract potential customers out of a mob of people to our product. The task was accomplished by combining the traditional means of advertisement and promotion with new innovative methodologies. To develop all the above mentioned ideas, a proper thought process was utilized followed by a thorough discussion of the merits and demerits of the idea before it was finally adopted. Those strategies and plans were preferred that required minimum initial investment in order to keep the costs at a minimum. In the end, ideas were finally converted in the form of presentation so that whole of the promotional artifact can be explained easily. References Teaser Definition (n.d.) Businessdictionary.com-Online Business Dictionary [Online], Available http://www.businessdictionary.com/definition/teaser-ad.html [25 March 2010] James Grahame (2006) Vespa Unveils Two Hybrid Scooters [Online], Available http://www.retrothing.com/2006/04/introducing_two.html [25 March 2010] How to Create a Strategic Advertising Plan (n.d.) AdCracker.com [Online], Available http://www.adcracker.com/plan/Advertising_Plan.htm [25 March 2010] Read More