Advertising recommendations
Demographic Profile
Pyschographic Profile
Flexiroam X is originally aiming for frequent flyers; both business and leisure, who considered themselves as travellers, explorers, adventurers, and holiday-goers. Building on that, the agency also involves other characteristics such as, tech-savvy, people who possess smartphones and familiar with mobile applications; Heavy social media users, people who have active online profile and high social media usage; Outgoing personality, people who like to share their personal experience in their social circle.
Flexiroam X is originally aiming for frequent flyers; both business and leisure, who considered themselves as travellers, explorers, adventurers, and holiday-goers. Building on that, the agency also involves other characteristics such as, tech-savvy, people who possess smartphones and familiar with mobile applications; Heavy social media users, people who have active online profile and high social media usage; Outgoing personality, people who like to share their personal experience in their social circle.
creative strategy
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.
i. Introduction of Roamasaur
In order to distinguish Flexiroam X from other look-alike brands, such as AirAsia, TuneTalk, Hotlink and so forth, the identity of the brand should be consolidated and emphasized by making Roamasaur a mascot of the brand. Not only it provides fun and friendly feelings but it also can improve the brand awareness of Flexiroam X.
In order to distinguish Flexiroam X from other look-alike brands, such as AirAsia, TuneTalk, Hotlink and so forth, the identity of the brand should be consolidated and emphasized by making Roamasaur a mascot of the brand. Not only it provides fun and friendly feelings but it also can improve the brand awareness of Flexiroam X.
ii. More & Less
Based on the tagline, “More Data, Less Dollar”, the agency proposes to generate content by adopting the idea of “More and Less” to describe the product as well as making it more relevant to the people. Examples like “More Awesome, Less Problem”, “More Classic, Less Manic”, “More Offer, Less Bother”. Those are created with rhyme so it would be catchy and people can remember easily.
Based on the tagline, “More Data, Less Dollar”, the agency proposes to generate content by adopting the idea of “More and Less” to describe the product as well as making it more relevant to the people. Examples like “More Awesome, Less Problem”, “More Classic, Less Manic”, “More Offer, Less Bother”. Those are created with rhyme so it would be catchy and people can remember easily.
iii. Price Awareness
According to previous advertising, Flexiroam X stated annual membership subscription as USD$9.99. The agency suggests localizing the message and changing the way of delivering the message. Instead of telling target audience it costs USD$9.99 annually, it would be easier to understand and more acceptance by stating RM3++ per month as they won’t feel bother about spending little amount of money monthly to get access to free data roaming overseas.
According to previous advertising, Flexiroam X stated annual membership subscription as USD$9.99. The agency suggests localizing the message and changing the way of delivering the message. Instead of telling target audience it costs USD$9.99 annually, it would be easier to understand and more acceptance by stating RM3++ per month as they won’t feel bother about spending little amount of money monthly to get access to free data roaming overseas.
iv. Snapchat Geo-filter
Snapchat has exploded to become one of the most popular social networks. The brands have caught onto its popularity and have taken to advertising by creating branded filters that users can add to their photos. The agency proposes to take this idea in by adding exclusive Flexiroam X geo-filters in places around the world. Flexiroam X users can add their photo into the special geo-filter based on where they are and share to their friends and family. The Flexiroam X filters will be designed based on the local culture and costume in those places to indicate Flexiroam X can make users a true traveller by learning and also embracing their culture and lifestyle. Thereby, increase the visibility and awareness of the brand in every corner of the world.
Snapchat has exploded to become one of the most popular social networks. The brands have caught onto its popularity and have taken to advertising by creating branded filters that users can add to their photos. The agency proposes to take this idea in by adding exclusive Flexiroam X geo-filters in places around the world. Flexiroam X users can add their photo into the special geo-filter based on where they are and share to their friends and family. The Flexiroam X filters will be designed based on the local culture and costume in those places to indicate Flexiroam X can make users a true traveller by learning and also embracing their culture and lifestyle. Thereby, increase the visibility and awareness of the brand in every corner of the world.
v. Partnership
The agency also suggests leveraging secondary brand association to build brand equity through partnership. Most of the potential partners the agency recommends are travel-related stores such as Universal Traveller, WinterClothes, etc. The collaboration works in the way that promo code from Flexiroam X will be provided to customers who make purchase in these stores. In return, Flexiroam X can give out discount voucher or coupon in these stores upon membership signup.
The agency also suggests leveraging secondary brand association to build brand equity through partnership. Most of the potential partners the agency recommends are travel-related stores such as Universal Traveller, WinterClothes, etc. The collaboration works in the way that promo code from Flexiroam X will be provided to customers who make purchase in these stores. In return, Flexiroam X can give out discount voucher or coupon in these stores upon membership signup.
vi. Distribution Channels
As the Starter Pack is only available at KLIA and KLIA2, or through delivery service that costs USD$5, this has resulted inconvenience to the potential customers. Thus, to increase the conversion of membership, Flexiroam X can be placed on the shelf in convenience stores like 7-Eleven, Circle K and KK Super Mart. Other than that, the agency also looking for gateway to other countries as one of the distribution channels of Starter Pack. For instance, ticket booths for airport coach, KLIA Ekspres, and ferry services to other neighbour countries. This approach will encourage them to subscribe for membership and remind them to prepare data roaming overseas before departure.
As the Starter Pack is only available at KLIA and KLIA2, or through delivery service that costs USD$5, this has resulted inconvenience to the potential customers. Thus, to increase the conversion of membership, Flexiroam X can be placed on the shelf in convenience stores like 7-Eleven, Circle K and KK Super Mart. Other than that, the agency also looking for gateway to other countries as one of the distribution channels of Starter Pack. For instance, ticket booths for airport coach, KLIA Ekspres, and ferry services to other neighbour countries. This approach will encourage them to subscribe for membership and remind them to prepare data roaming overseas before departure.
vii. Merchandise
Moreover, Flexiroam X also can introduce their own merchandise that can serve as brand reminder to target consumers. These can be given out upon membership subscription or any other special promotion occasions. Thereby, increase the brand awareness among publics.
Moreover, Flexiroam X also can introduce their own merchandise that can serve as brand reminder to target consumers. These can be given out upon membership subscription or any other special promotion occasions. Thereby, increase the brand awareness among publics.