pavilions Mobile – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about planning being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role planning can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of planning principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how planning can be the springboard for truly creative and highly relevant communication.

You clearly define the pavilions problem and its implications, using pavilions principles. You show an excellent understanding of the direction and content of issue. This problem statement is consistent and coherent with the research and the situation analysis and is well justified. You provide outstanding recommendations and justification for alternative pavilions campaign, utilising pavilions theory and frameworks as well as your own creativity and originality. You clearly articulate strategy that is consistent with analysis and covers positioning, target market, creative, and media direction.

pavilions, large events, large shade, Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

INSPIRATION FROM RESEARCH The objective of research was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience pavilions capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both pavilions and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from research was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our pavilions in a similar way; as an entertaining extension of personality.