Ad Campaign forThe Basement

25 November 2008

Alana Clarke

Valeska Halpin

Michaela Riedel

Jonas Pieper

ADVT-71 242 Creative Strategies in Advertising

Task

A new marketing concept for the surf

and skate shop “The Basement”.

Situation/SWOT

S W

O T

• Low outlet prices• American extreme sports brands

• Gold Coast brands• Brand Diversity

• Shop layout & decoration

• Music & atmosphere• Location• Narrow range of clothes

• Low shop awareness

• Increase awareness & interest

• Create unique shopping experience

• Change shop layout to increase attractiveness and ambience

• Use Car Park

• Strong competitors• Competitors have a diversified product range and better service

What makes a great shopping experience

Great selection of brands

Stylish shop

environment

Based on 45 surveys distributed at Bond University, Robina Town Centre and The Basement. Statements scored more than 50%.

Objectives

• To establish a strong and unique brand image• To increase awareness in the target area• To create a stylish shop environment

Creative Strategy

The Oxford Dictionary says:

“A room or rooms in a building, partly or completely below the

level of the ground.”

Like this.

But when we went thereit looked different.

Weird. They just ignored the rules.

In a world where basementsare on the ground …

… others things mightlook different as well.

So we created a worldaround the basement.

We just changed the rules.

Positioning Statement

The Basement is the retailer that does follow the conventions of other outlet shops and

defines its own rules.That makes every visit an unforgettable

shopping experience.

Addressing a common mindset…

OpinionatedCurious

Active lifestyleIndustry savvyIndependentStreet smart

OpinionatedCurious

Active lifestyleIndustry savvyIndependentStreet smart

…but different characters

Character 1

Young (18-24)“Mates before Dates”

Price sensitiveInfluenced by pros of the

sceneMember of sports club etc.

Character 2

“Young at heart” (32-40)“Work hard, play hard”interested in pro sceneBelonging/commitment to

clubs

Changing the rulesof the marketing mix

MarketingMix

Place/Distribution

Price

Promotion

Product

Changing the rulesof the marketing mix

MarketingMix

Place/Distribution

Price

Promotion

Product

Inspired by M.C. Escher

Event.Changing social conventions

Changing the rulesof the marketing mix

MarketingMix

Place/Distribution

Price

Promotion

Product

Shop Design

Reversed Coathangers

Changing the rulesof the marketing mix

MarketingMix

Place/Distribution

Price

Promotion

Product

Changing the rulesof the marketing mix

MarketingMix

Place/Distribution

Price

Promotion

Product

Dice the price

The price of selected products

can be determined by throwing dices at

the cash desk.Customers have the

chance to make a bargain.