wedding dress
Phone: 0730343000
wedding dress
The bridal centre has the largest range of Bridal wear, bridal accessories, head piece, tiara, bridal glove, bridal veil, bridesmaid, wedding. The Bridal Centre has a great range of wedding dresses, gowns, wear, Brisbane, American Labels, bridal gowns, Dresses, dress, brisbane, queensland, wedding.
Business Category: Weddings
weddings, wedding services, hire, event, planning, marquees, dresses, catering, food, limousines, transport, celebrants, functions, function centres, halls,
Business Name:The Bridal Centre
Phone: 0730343000
Website: http://www.thebridalcentre.com.au
Fax: 0732362144
Mobile:
Contact : Rob
Location Address: |
Postal Address: Level 3, 141 Queen Street Mall |
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THE CREATIVE IDEA The idea was Ming Mong. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The wedding dress was executed through the line and ranged from a TV wedding dress right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole wedding dress. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall wedding dress was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in Ming Mong history. (see Figures 7 and 8) This wedding dress also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of Ming Mong. (see Figures 9, 10 and 11) The Ming Mong idea was further extended into a real event, player's merchandising, in store, packaging and a website
STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Warren, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this campaign was regarded as a coherent development from the Warren campaign. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture wedding dressing service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture wedding dressing that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this campaign to the hugely successful Warren campaign.
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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 wedding dress 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 wedding dress 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 wedding dress in a similar way; as an entertaining extension of personality.
Business Type:
Private
Private Client Services offers comprehensive long-term planning and personalized financial management to provide superior results.