Background
A government agency was to run a campaign on a legal amendment. The campaign was aimed at 4.2 million SMEs, and with a limited budget, there were limits to notifying every company. The agency commissioned an advertising agency, which in turn commissioned us. During the interviews, we analyzed in detail information about the campaign and the SMEs that were its target, set the objective as expanding awareness, and proceeded with planning.
What We Did
The issue that became clear during the interviews was notifying 4.2 million SMEs. Given the budget, we judged that reaching every company would be difficult, so we narrowed down the companies for which awareness was considered essential. We planned to reach SME owners using DSP (demand-side platform) technology, and also conducted an advance analysis of the legal amendment, redefining its significance and reasons, designing a rollout concept, and setting a basic strategy of branding the campaign itself. At the same time, we developed a message expressing the campaign as a keyword. In line with the message we developed, we cast a major actress as the image character, and proposed and produced measures that organically connected the products with the image character as the main visual.
Implementation Flow
Documents Prepared (Excerpts)
01. Research & Analysis
◯ Conducting external environment analysis, internal resource analysis, competitor analysis and integrated analysis
02. Business Strategy
◯ Developing the brand message
03. Marketing
◯ Designing the marketing strategy
◯ Web: producing a campaign website featuring the image character, SEM
◯ Mass advertising: producing and rolling out various advertising posters with the image character as the main visual
