People may have different desires in traveling abroad, but they always travel with the same purpose in mind, which is to have freedom. It’s about people being able to do anytime of the day, anything they want during the entire travel experience.
However, it shapes the concept of “traveling abroad” into a lavish and expensive trip due to the definition of freedom. People think having total freedom of traveling overseas is only for those who have strong financial support. Otherwise, people could only make a budget list and remove all those unnecessary expenses.
Therefore, the general idea that constructs creative strategy is to change people’s mind-set that actually freedom can be enjoyed for free too in traveling abroad. Simply put, the creative strategy is to position the product, Flexiroam X as a resolution of being charged for high price in data roaming when travel abroad.
The campaign tactics will be generated from the advertising strategy’s perspective that driven by the big idea, freedom is free, to deliver to the target audience for further desirable action.
However, it shapes the concept of “traveling abroad” into a lavish and expensive trip due to the definition of freedom. People think having total freedom of traveling overseas is only for those who have strong financial support. Otherwise, people could only make a budget list and remove all those unnecessary expenses.
Therefore, the general idea that constructs creative strategy is to change people’s mind-set that actually freedom can be enjoyed for free too in traveling abroad. Simply put, the creative strategy is to position the product, Flexiroam X as a resolution of being charged for high price in data roaming when travel abroad.
The campaign tactics will be generated from the advertising strategy’s perspective that driven by the big idea, freedom is free, to deliver to the target audience for further desirable action.
EXECUTIONS
(i) Car Stickers
After all, we both the client and agency have come to the end and successfully launched a campaign, Flexiroam X Car Sticker Giveaway. The function of the car sticker is to allow Flexiroam X users stick it on rear windscreen of their cars. At this point, they are able to promote their own referral code to other drivers and earn free data roaming by getting referred. However, the main purpose of this campaign is to make use of drivers on the road to increase the brand visibility and awareness of Flexiroam X in general public. Therefore, the campaign can achieve cost efficiency by spending minimum budget to get wide coverage of publicity through “mobile car advertising”.
In order to get these free Flexiroam X Car Stickers, people are required to click “Like” on their official Facebook Page and download the app. To make this campaign more interesting and interactive, Flexiroam X users can win prizes by uploading a photo of the car stickers stick on their car onto their social profile, caption it with #NoMoreBumpingRoaming and tag FlexiRoam Facebook Page. During this campaign, FlexiRoam will spot the car with Flexiroam X car sticker on the road and select the winner randomly.
The distribution of Flexiroam X Car Sticker is allocated into many ways. As in general public wise, the agency members will distribute among their friends and family. The other agency will be given as well to distribute it at KLIA and KLIA2. Besides that, the car stickers are distributed to tertiary students during the BMC Degree Showcase held by School of Communication at Taylor’s University Lakeside Campus. Nevertheless, users also can approach FlexiRoam HQ to claim their car stickers.
After all, we both the client and agency have come to the end and successfully launched a campaign, Flexiroam X Car Sticker Giveaway. The function of the car sticker is to allow Flexiroam X users stick it on rear windscreen of their cars. At this point, they are able to promote their own referral code to other drivers and earn free data roaming by getting referred. However, the main purpose of this campaign is to make use of drivers on the road to increase the brand visibility and awareness of Flexiroam X in general public. Therefore, the campaign can achieve cost efficiency by spending minimum budget to get wide coverage of publicity through “mobile car advertising”.
In order to get these free Flexiroam X Car Stickers, people are required to click “Like” on their official Facebook Page and download the app. To make this campaign more interesting and interactive, Flexiroam X users can win prizes by uploading a photo of the car stickers stick on their car onto their social profile, caption it with #NoMoreBumpingRoaming and tag FlexiRoam Facebook Page. During this campaign, FlexiRoam will spot the car with Flexiroam X car sticker on the road and select the winner randomly.
The distribution of Flexiroam X Car Sticker is allocated into many ways. As in general public wise, the agency members will distribute among their friends and family. The other agency will be given as well to distribute it at KLIA and KLIA2. Besides that, the car stickers are distributed to tertiary students during the BMC Degree Showcase held by School of Communication at Taylor’s University Lakeside Campus. Nevertheless, users also can approach FlexiRoam HQ to claim their car stickers.
Social Media Postings
As the agency observed, most of the posts published by FlexiRoam Facebook Page are about partnership, travel blogs, and company updates. However, the agency recognizes a problem that a page with such huge number of followers and high exposure around the world, people don’t bother to click “Like” on the posts. With a global fan base of 26 thousand, the amount of “Likes” on each post can be as high as 300, as low as 5.
This situation indicates that people might not be interested in the posts or the posts are not even relevant to them. Hence, the agency has generated Facebook posts for Flexiroam X with the purpose of garnering more “Likes” on the posts and attracting more followers.
In order to grab people’s attention, the agency focuses on a number of aspects, such as theme, visual, body copy, caption and other elements that could help to entice viewers. Since Flexiroam X is considered as a travel product, the Facebook posts are created based on travel-themed. On top of that, the tone of message also required to be as relevant as possible to people’s lifestyle. Thus, instead of promoting information regarding the product or company, the integration ideas of travel lifestyle will be more relevant to the people and close to their interest.
The caption of each Facebook post will be specially designed as well to increase the engagement. They are encouraged to tag their friends and share on their social profile. Through this approach, the awareness of Flexiroam X can be boosted up by just adapting the product into people’s lifestyle.
As the agency observed, most of the posts published by FlexiRoam Facebook Page are about partnership, travel blogs, and company updates. However, the agency recognizes a problem that a page with such huge number of followers and high exposure around the world, people don’t bother to click “Like” on the posts. With a global fan base of 26 thousand, the amount of “Likes” on each post can be as high as 300, as low as 5.
This situation indicates that people might not be interested in the posts or the posts are not even relevant to them. Hence, the agency has generated Facebook posts for Flexiroam X with the purpose of garnering more “Likes” on the posts and attracting more followers.
In order to grab people’s attention, the agency focuses on a number of aspects, such as theme, visual, body copy, caption and other elements that could help to entice viewers. Since Flexiroam X is considered as a travel product, the Facebook posts are created based on travel-themed. On top of that, the tone of message also required to be as relevant as possible to people’s lifestyle. Thus, instead of promoting information regarding the product or company, the integration ideas of travel lifestyle will be more relevant to the people and close to their interest.
The caption of each Facebook post will be specially designed as well to increase the engagement. They are encouraged to tag their friends and share on their social profile. Through this approach, the awareness of Flexiroam X can be boosted up by just adapting the product into people’s lifestyle.
Cover Photo Data Giveaway
One of the quickest ways to spread awareness on Facebook is through one’s profile; anything he or she does on Facebook will notify his or her circle of friends. So the idea of Cover Photo Data Giveaway is emerged from here.
As the Facebook cover is to personalize one's profile, the agency decided to promote the product by creating a relationship between Flexiroam X and Facebookers with the theme of "Which kind of travellers are you?” The purpose of this campaign is not only to spread Flexiroam X’s awareness through one’s profile, but also enable them to learn more about Flexiroam X.
The FlexiRoam Facebook Page can create an exclusive photo album which consists of several types of travellers. Viewers can browse through the album and select which type of traveller they are based on their personality. Besides that, by setting the designed cover photo as their own profile’s cover photo, they will be granted 100MB data roaming. Through the engagement, they will know no matter who they are, Flexiroam X, the data roaming overseas provider is their best travel app as Flexiroam X complement who they are.
One of the quickest ways to spread awareness on Facebook is through one’s profile; anything he or she does on Facebook will notify his or her circle of friends. So the idea of Cover Photo Data Giveaway is emerged from here.
As the Facebook cover is to personalize one's profile, the agency decided to promote the product by creating a relationship between Flexiroam X and Facebookers with the theme of "Which kind of travellers are you?” The purpose of this campaign is not only to spread Flexiroam X’s awareness through one’s profile, but also enable them to learn more about Flexiroam X.
The FlexiRoam Facebook Page can create an exclusive photo album which consists of several types of travellers. Viewers can browse through the album and select which type of traveller they are based on their personality. Besides that, by setting the designed cover photo as their own profile’s cover photo, they will be granted 100MB data roaming. Through the engagement, they will know no matter who they are, Flexiroam X, the data roaming overseas provider is their best travel app as Flexiroam X complement who they are.
Radio Commercial
Furthermore, the client would like to proceed with the idea of advertising through radio. Hence, the agency came up with a 30-sec radio commercial.
The setting of the radio commercial takes place in foreign countries and many travellers tend to go café for free Wi-Fi. In doing so, they have to purchase the beverages or something else in order to get Internet connection. Other than that, the travellers couldn’t enjoy their trip very much as their freedom in accessing to Internet is restricted when they are in places that don’t have Internet coverage.
The radio commercial is trying to deliver the message that Flexiroam X can free users from these hassles like purchasing unnecessary items in café and limit themselves in a coffee shop during the trip. In contrary, with Flexiroam X, they can go whenever they want and get access to Internet for only a little amount of subscription fees with unlimited free data to unlock.
The agency planned to broadcast the radio ad on weekday basis, only at peak hours which are morning 7 – 9 am and evening 5 – 7pm. These are the timing when people drive back and forth to working place or school the most so to have wider exposure and higher frequency rate.
Furthermore, the client would like to proceed with the idea of advertising through radio. Hence, the agency came up with a 30-sec radio commercial.
The setting of the radio commercial takes place in foreign countries and many travellers tend to go café for free Wi-Fi. In doing so, they have to purchase the beverages or something else in order to get Internet connection. Other than that, the travellers couldn’t enjoy their trip very much as their freedom in accessing to Internet is restricted when they are in places that don’t have Internet coverage.
The radio commercial is trying to deliver the message that Flexiroam X can free users from these hassles like purchasing unnecessary items in café and limit themselves in a coffee shop during the trip. In contrary, with Flexiroam X, they can go whenever they want and get access to Internet for only a little amount of subscription fees with unlimited free data to unlock.
The agency planned to broadcast the radio ad on weekday basis, only at peak hours which are morning 7 – 9 am and evening 5 – 7pm. These are the timing when people drive back and forth to working place or school the most so to have wider exposure and higher frequency rate.
30-SEC RADIO SCRIPT
CLIENT: FLEXIROAM SDN BHD
TITLE: “Travel like an Explorer”
AUDIO
SFX : *Door opens* *Crowded background*
WAITER : Sawadeekap!
GUY : Hi, can I use your Wi-Fi please?
WAITER : Sure, but you need purchase a drink first, 200 Bhat!
GUY : *express a loud ‘sigh’*
SFX : *Door opens*
WAITER : Konichiwa! Welcome!
GIRL : Hi, I would like to have a Matcha Latte, as well as the Wi-Fi password.
WAITER : It is 3,000 Yen in total and you may only use it for an hour, ma’am
GIRL : *express a grumpy sound*
ANNCR : Still paying for your Wi-Fi connection? Flexiroam X provides new
Travel experience with free data roaming in over one hundred countries with membership subscriptions for only rm40 a year! Download the app on App Store or Google Play now! FLEXIROAM X - More Data, Less Dollar.
CLIENT: FLEXIROAM SDN BHD
TITLE: “Travel like an Explorer”
AUDIO
SFX : *Door opens* *Crowded background*
WAITER : Sawadeekap!
GUY : Hi, can I use your Wi-Fi please?
WAITER : Sure, but you need purchase a drink first, 200 Bhat!
GUY : *express a loud ‘sigh’*
SFX : *Door opens*
WAITER : Konichiwa! Welcome!
GIRL : Hi, I would like to have a Matcha Latte, as well as the Wi-Fi password.
WAITER : It is 3,000 Yen in total and you may only use it for an hour, ma’am
GIRL : *express a grumpy sound*
ANNCR : Still paying for your Wi-Fi connection? Flexiroam X provides new
Travel experience with free data roaming in over one hundred countries with membership subscriptions for only rm40 a year! Download the app on App Store or Google Play now! FLEXIROAM X - More Data, Less Dollar.
Partnership
The agency has approached a few potential travel-related stores to seek for collaboration with Flexiroam X, including Universal Traveler, WinterClothes, Goin’ Places Winter Apparel, Winter Time Malaysia, and even online stores like Zalora and Lazada. After some time, the agency has been invited to Fipper HQ to have product introduction as well as further negotiation regarding the collaboration.
The proposal includes the reason why the agency finds there is dynamic between the slipper producer and travel app. First of all, it is basically because based on the research done by the agency, it shows majority of people plan to go Asian countries for vacation and slipper is best applicable footwear in these hot and humid countries due to its simple design that provides flexibility and suitability. On top of that, Fipper and Flexiroam X have similar target market as they are both targeting people who are aged 20 – 40 with active, stylish and outgoing personalities.
The proposed mechanism is when consumers spend over a certain amount of money in Fipper, they will be granted free data roaming. In exchange, Flexiroam X will provide consumers with free cash voucher in Fipper upon referral amounts. To find a balance between both parties, Flexiroam suggests as below so that both parties will be fair and have equivalent value of investment in this collaboration.
However, due to the nature of the product, Fipper does not concur with this idea as the cheapest product they have is only RM15 and RM75 is the most expensive items in Fipper store, which means offering minimum of RM40 cash voucher is unfavourable to them.
The agency has approached a few potential travel-related stores to seek for collaboration with Flexiroam X, including Universal Traveler, WinterClothes, Goin’ Places Winter Apparel, Winter Time Malaysia, and even online stores like Zalora and Lazada. After some time, the agency has been invited to Fipper HQ to have product introduction as well as further negotiation regarding the collaboration.
The proposal includes the reason why the agency finds there is dynamic between the slipper producer and travel app. First of all, it is basically because based on the research done by the agency, it shows majority of people plan to go Asian countries for vacation and slipper is best applicable footwear in these hot and humid countries due to its simple design that provides flexibility and suitability. On top of that, Fipper and Flexiroam X have similar target market as they are both targeting people who are aged 20 – 40 with active, stylish and outgoing personalities.
The proposed mechanism is when consumers spend over a certain amount of money in Fipper, they will be granted free data roaming. In exchange, Flexiroam X will provide consumers with free cash voucher in Fipper upon referral amounts. To find a balance between both parties, Flexiroam suggests as below so that both parties will be fair and have equivalent value of investment in this collaboration.
However, due to the nature of the product, Fipper does not concur with this idea as the cheapest product they have is only RM15 and RM75 is the most expensive items in Fipper store, which means offering minimum of RM40 cash voucher is unfavourable to them.
Magazine Ad
The agency has designed 2 magazine ad mock-ups as one of the additional creative executions for Flexiroam X. The art direction of the magazine designs is simple and clear. First off, the colour scheme fits the brand, red and white are adopted. Complemented with the photographs of solo joyful travellers, it conveys the mood of being bold and has enough courage to make life better. Like the headline, “CHANGE THE WAY YOU ROAM”, it indicates the change must be made only able to taste the true freedom in life; not only to encourage travellers to change their travel style and do it in their very own way, but also change the way on how they roam their data roaming overseas.
The magazine designs also attached with brand logo and Flexiroam X app as well as the X-Pack so to let people know what it is all about. Call-to-action is applied through provision of promo code and also available platform to download the app.
The agency has designed 2 magazine ad mock-ups as one of the additional creative executions for Flexiroam X. The art direction of the magazine designs is simple and clear. First off, the colour scheme fits the brand, red and white are adopted. Complemented with the photographs of solo joyful travellers, it conveys the mood of being bold and has enough courage to make life better. Like the headline, “CHANGE THE WAY YOU ROAM”, it indicates the change must be made only able to taste the true freedom in life; not only to encourage travellers to change their travel style and do it in their very own way, but also change the way on how they roam their data roaming overseas.
The magazine designs also attached with brand logo and Flexiroam X app as well as the X-Pack so to let people know what it is all about. Call-to-action is applied through provision of promo code and also available platform to download the app.
LED Lamp Post Ad
The additional creative executions include the mock-ups of LED lamp post ad as well. The art direction for these ads is adventurous, ambitious, and strong desire to travel. The animated LED lamp post ad will show the photographs of achievers who have made their way to the top and enjoy the scenery from where they stand. Then the body copy comes in with the promo code “WANDERLUST”, encouraging travel lovers to keep pursuing what they’d dreamed of and make their way to where they want, or need to be. Lastly, follow by the call-to-action which to inform viewers that Flexiroam X app is available on the App Store and Google Play.
The additional creative executions include the mock-ups of LED lamp post ad as well. The art direction for these ads is adventurous, ambitious, and strong desire to travel. The animated LED lamp post ad will show the photographs of achievers who have made their way to the top and enjoy the scenery from where they stand. Then the body copy comes in with the promo code “WANDERLUST”, encouraging travel lovers to keep pursuing what they’d dreamed of and make their way to where they want, or need to be. Lastly, follow by the call-to-action which to inform viewers that Flexiroam X app is available on the App Store and Google Play.
YouTube Ad
Based on the theme “Which kind of travellers are you?” from Cover Photo Data Giveaway, the agency also produced a 30-sec YouTube commercial for the product. The delivered tone of this video commercial is fun, hysterical, and enjoyable feelings, such as “The Nature Addict” is imitating famous Bollywood dance which dances around the trees. However, at the end of this video commercial, the product comes in as a resolution when “The Budgeter” is figuring out how to save her travel budget. With Flexiroam X, people don’t have to worry about being charged for high price in using data roaming overseas.
Based on the theme “Which kind of travellers are you?” from Cover Photo Data Giveaway, the agency also produced a 30-sec YouTube commercial for the product. The delivered tone of this video commercial is fun, hysterical, and enjoyable feelings, such as “The Nature Addict” is imitating famous Bollywood dance which dances around the trees. However, at the end of this video commercial, the product comes in as a resolution when “The Budgeter” is figuring out how to save her travel budget. With Flexiroam X, people don’t have to worry about being charged for high price in using data roaming overseas.
Budget
The total budget for Flexiroam X Car Sticker Giveaway campaign is approximately RM200. As for the printing of Flexiroam X Car Sticker costs RM140 for 170 pieces, the total budget in this campaign also included the post boosting on FlexiRoam Facebook Page regarding Fexiroam X Car Sticker Giveaway.
The total budget for Flexiroam X Car Sticker Giveaway campaign is approximately RM200. As for the printing of Flexiroam X Car Sticker costs RM140 for 170 pieces, the total budget in this campaign also included the post boosting on FlexiRoam Facebook Page regarding Fexiroam X Car Sticker Giveaway.
Conclusion
In order to achieve the target, which is to obtain 2,500 app downloads and 250 activation of X-Membership from general public, the agency has designed the campaign accordingly with the purpose of disseminating the message to the right audience. At the same time, the agency also learns to keep the budget as realistic as possible, which makes this campaign different and special than others that students have done in school previously.
Since the agency is charged to reach out to the public demographics, apart from gaining app downloads and membership conversion, the agency’s ultimate goal is to build brand affinity and expand its audience through the campaign. Hence, the campaigns both online and offline are aimed to spread awareness and provide informative content about Flexiroam X.
In conclusion, the Advertising Campaign module has granted the students a real-life experience opportunity in working with FlexiRoam with its new product, Flexiroam X. From bottom to top; analysing, planning, executing, and evaluating. The student agencies are charged to manage advertising campaign from the scratch. Through this campaign, students are able to build their practical skills and a foundation that prepare them in future career path.
In order to achieve the target, which is to obtain 2,500 app downloads and 250 activation of X-Membership from general public, the agency has designed the campaign accordingly with the purpose of disseminating the message to the right audience. At the same time, the agency also learns to keep the budget as realistic as possible, which makes this campaign different and special than others that students have done in school previously.
Since the agency is charged to reach out to the public demographics, apart from gaining app downloads and membership conversion, the agency’s ultimate goal is to build brand affinity and expand its audience through the campaign. Hence, the campaigns both online and offline are aimed to spread awareness and provide informative content about Flexiroam X.
In conclusion, the Advertising Campaign module has granted the students a real-life experience opportunity in working with FlexiRoam with its new product, Flexiroam X. From bottom to top; analysing, planning, executing, and evaluating. The student agencies are charged to manage advertising campaign from the scratch. Through this campaign, students are able to build their practical skills and a foundation that prepare them in future career path.