Brisbane Signs
Fireworks is Brisbanes best team of signwritings and Signs, Displays. Our designers will ensure that your Signwriting is Creative and effective, whilst also meeting your sign budget.
Brisbane Signs
Business Category: Advertising/Media
advertising, media, firm, agency, media, printing, websites, design, promotional, promotion, signs, swignwriting, marketing
Business Name:Sign Man Says
Website: http://www.fireworksdigital.com.au/BrisbaneSignsDisplays.php
Phone: 07 3252 9899
Fax:
Mobile:
Contact : Shaun
Location Address: 7/157 Abbotsford Road |
Postal Address: 7/157 Abbotsford Road |
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STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Brisbane Signs, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this campaign was regarded as a coherent development from the Brisbane Signs campaign. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this campaign to the hugely successful Brisbane Signs campaign.
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Business Type:
Small Company
There are various types of company that can be formed in different jurisdictions, but the most common forms of company are: There are several and they are:
* a company limited by shares. The most common form of
company used for business ventures.
* a company limited by guarantee. Commonly used where companies are formed
for non-commercial purposes, such as clubs or charities. The members guarantee
the payment of certain (usually nominal) amounts if the company goes into
insolvent liquidation, but otherwise they have no economic rights in relation
to the company .
IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text Brisbane Signs. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective Brisbane Signs was crucial to this audience and the core takeout from the Warren campaign. Our Brisbane Signs capability would be further strengthened by 25c photo Brisbane Signs. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about Brisbane Signs (both picture and text) rather than just pictures.