Ad Campaign By Saad Kemmou. Target Market: Fashionable 18-30 year olds Description: In the past five years a number of events and trends have sprung up which have made this project possible. A sharp rise in the number of cell-phone owners
In the past five years a number of events and trends have sprung up which
have made this project possible. A sharp rise in the number of cell-phone owners
and broadband users worldwide has made it possible for our target market to use our
application. This has also seen the rise of text messaging as one of the preferred
methods of communication by our target market. During these last few years an
important trend has evolved in that the people making up our target market have
an increased thirst for personalized services. The approach taken with this project
was that advertising in it’s current state delivers relatively no value to the target
market and so finds it extremely difficult to cut through the clutter effectively, this
campaign on the other hand serves the customers need for personalization while
riding the wave of text messaging.
The essence of this project is that the target market creates an avatar (hence
forth called a Mini-me) that is wearing Puma apparel which he then sends through
messages to his friends. After the Mini-me has been created the user can either send
a message directly his cell-phone or our website. By adding real value to the target
market this campaign has greater chances of being accepted by them. This also serves
as a gateway to present new collections to the target market.
2. Sends message to us with friend’s phone number through normal SMS platform
3. Server forwards animated avatar with message to friend.
Save avatar preferences
for later use.
Send message directly to friend.
Access saved avatar
cell-phone number as
Friend’s Cell Phone
Forward message to
User’s Cell Phone
Send message through
Creating the basic layout of the user’s Mini-me.
By cell phone
The user can either send a message through the website or from where
ever they are through their cell-phone by putting their friend’s phone number
at the end of the message.
The friend receives the
message as an MMS with
the text scrolling through at
the bottom of the screen as
the animation plays. The Puma
logo is clearly visible in the