B2 Print
For the brand you chose to
reposition in assignment 1, write a short advertising brief* and produce a
series of at least 4 different ideas for print ads.
Tesco Mobile is repositioning the brand towards the student
market with a small disposable income but desire the best technology. Tesco
Mobile is moving away from just the 45+ markets, which should ideally increase
market share from current 8%.
The main aim of the campaign is to promote and create
awareness that Tesco Mobile has the cheapest iPhone contracts against
competitors, starting at £15 for 12 months and provides capped contacts for
students. Tesco Mobile are currently travelling universities to promote and
reposition the brand with network competitions and sim-card giveaways to
students, therefore an advert should also market the university tour.
The print adverts should be designed to capture the student
social network feed on mediums such as Facebook and Twitter. A QR barcode
reader would interact with students and also create an easy measurement to see
how many people have engaged with the adverts.
The logo used is Tesco Mobile’s existing logo to maintain
brand image and familiarity. The slogan is consistent therefore memorable within
the advertising campaign, following a “Keep Calm, Tesco Mobile Can…” theme.
Including endings such as “Cap Your Contract” and “Make iPhones Affordable”
“Student Giveaway”. The colours used should be red and blue, not only to create
a corporate image and to follow Tesco Mobile’ brand image, but to use bold and
bright colours, which visually stand out.
The models and people within the adverts should be
students/aged 17-24 for the target audience to relate to. Within the slogans,
they should promote the benefit of the money-saving marketing offers. Technological
objects including the iPhone should feature to attract the audience desiring
latest technology for the cheapest price.
The media placement for the print advertisements should be
on walls in universities and in university cities within the UK. In magazines
with a student readership such as OK, Hello and on trains and in train stations
to capture the commuting students attention.
For more information, contact Eleanor Russon at eleanorrusson@advertisingbrief.com.
Advert Designs follow...
