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GE Internal Assignment-2

This document contains an advertising campaign proposal for the Indian jewelry brand PC Jeweller. The proposed campaign theme is "Eternal Elegance - Adorn the Moments that Matter" targeting couples, individuals celebrating milestones, and fashionable consumers. The campaign elements include storytelling videos, influencer partnerships, virtual try-on experiences, exclusive collections, personalized engraving, social media contests, 360 product views, targeted emails, partnerships with wedding planners, and digital advertising. The goal is to maintain PC Jeweller's reputation for timeless, elegant jewelry.

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11 views

GE Internal Assignment-2

This document contains an advertising campaign proposal for the Indian jewelry brand PC Jeweller. The proposed campaign theme is "Eternal Elegance - Adorn the Moments that Matter" targeting couples, individuals celebrating milestones, and fashionable consumers. The campaign elements include storytelling videos, influencer partnerships, virtual try-on experiences, exclusive collections, personalized engraving, social media contests, 360 product views, targeted emails, partnerships with wedding planners, and digital advertising. The goal is to maintain PC Jeweller's reputation for timeless, elegant jewelry.

Uploaded by

anshsh2747
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Name-Vanshika Vashishth

College Roll No.-2740

University Roll No.:22010510004

Course-B.A.(Honours) Economics

GE-Basics Of Advertising

GE Internal Assignment (SEM III)

1. Developing an advertising campaign for an existing brand :


PC Jweller

Let's create an advertising campaign for the existing Indian brand "PC Jeweller,"
known for its exquisite and diverse range of jewelry.

Campaign Theme: "Eternal Elegance - Adorn the Moments that Matter."

Target Audience:

1. Couples planning weddings or engagements.

2. Individuals celebrating special milestones like anniversaries.

3. Fashion-forward consumers seeking trendy and timeless jewelry.


Campaign Elements:

1. Cinematic Storytelling Videos:

-Craft emotionally resonant videos showcasing different life moments, such as


proposals, weddings, and anniversaries, each adorned by the exquisite jewelry
from PC Jeweller. These videos will be strategically shared on social media and as
TV commercials to evoke a sense of emotion and connection.

2. Influencer Partnerships:

- Partner with renowned fashion influencers, celebrities, and even influencers


who have a personal connection with PC Jeweller. They will create engaging
content showcasing the latest collections, narrating their personal stories and
experiences with the brand.

3. Virtual Try-On Experience:

- Develop an innovative AR feature on the PC Jeweller website or app, allowing


customers to virtually try on various jewelry pieces. This interactive experience
enhances online shopping, giving customers confidence in their choices.

4. Exclusive Bridal Collection Launch:

- Organize a virtual event for the grand unveiling of an exclusive bridal


collection. Engage top models and influencers to showcase these stunning pieces,
creating a buzz around the new collection.

5. Personalized Engraving Campaign:

- Launch a personalized engraving campaign, enabling customers to add a unique


touch to their jewelry. This initiative will be promoted through heartwarming
stories of customers who personalized their pieces, emphasizing the sentimental
value.

6. Social Media Contests:

- Run captivating contests on Instagram and Facebook, encouraging users to


share their love stories or special moments related to PC Jeweller. The winners
could receive exclusive discounts or even have their stories featured in future
campaigns.

7. 360-Degree Product Showcase:

- Enhance the online shopping experience by incorporating a 360-degree product


view feature on the PC Jeweller website. This allows customers to have a
comprehensive look at the intricacies of each jewelry piece.

8. Email Marketing for Occasions:

- Implement targeted email campaigns timed around significant occasions like


weddings, anniversaries, and festivals. These emails will showcase relevant
jewelry collections, offer special discounts, and include heartwarming stories of
customers who found the perfect piece for their special moments.

9. Partnerships with Wedding Planners:

- Collaborate with prominent wedding planners to feature PC Jeweller's pieces in


styled photoshoots and wedding exhibitions. This positions the brand as an integral
part of the wedding experience.

10. Digital Advertising Campaign:


- Launch visually stunning digital ads across platforms, emphasizing the
craftsmanship, variety, and emotional significance of PC Jeweller's jewelry. These
ads will direct users to the website, where the virtual try-on feature and exclusive
collections can be explored.

Continuously assess the campaign's performance through metrics, gather customer


feedback, and adapt strategies to maintain PC Jeweller's reputation as a leading
destination for timeless and elegant jewelry.

2. Compare the advertisung strategy for two brands / products.

Let's compare the advertising strategies of H&M and Zara.

H&M:

1. Target Audience: Targets a broad demographic, including fashion-forward


individuals seeking trendy and affordable clothing options.

2. Brand Image: Emphasizes a fast-fashion model, providing a wide range of


current and stylish clothing at competitive prices. Focuses on sustainability
initiatives in recent campaigns.

3. Media Channels: Actively uses digital marketing, social media, and traditional
advertising. Collaborates with influencers and designers for exclusive collections
and promotions.
4. Sustainability: Places a growing emphasis on sustainable and eco-friendly
practices, incorporating this messaging into advertising to appeal to
environmentally conscious consumers.

5. Collaborations and Collections: Actively collaborates with renowned


designers and celebrities for exclusive collections, creating buzz and attracting a
diverse customer base.

6. Inclusive Marketing: Promotes inclusivity and diversity in its advertising


campaigns, featuring models of various ethnicities, body types, and backgrounds,
contributing to a more inclusive brand image.

Zara:

1. Target Audience: Appeals to fashion enthusiasts who appreciate a combination


of quality, trendiness, and exclusivity.

2. Brand Image: Positions itself as a brand offering fast-changing, high-quality


fashion with a focus on unique designs and a sense of exclusivity.

3. Media Channels: Primarily uses in-store displays and digital platforms for
advertising. The brand relies on its store layouts and window displays as a form of
marketing to create a premium shopping experience.

4. Limited Inventory: Creates a sense of urgency and exclusivity by producing


limited quantities of each design, fostering a perception of scarcity and uniqueness.

5. Rapid Inventory Turnover: Boasts a quick turnover of inventory, introducing


new designs frequently. This strategy aligns with fast-changing fashion trends and
encourages customers to visit stores regularly.

6. Minimalist Advertising Approach: Adopts a minimalist approach to


advertising, relying on the quality and uniqueness of its designs to attract
customers. The brand often lets its products speak for themselves.
In summary, H&M emphasizes affordability, trends, and sustainability, while Zara
positions itself as a premium brand with a focus on exclusivity, quality, and a fast-
changing inventory.

3. Identify the advertising appeals for any five advertisement.

1. Cadbury Dairy Milk "Kuch Meetha Ho Jaye"

Advertising Appeal: Emotional

Celebration of Special Moments: The campaign often features scenes of people


celebrating and sharing Cadbury Dairy Milk during moments of joy, happiness,
and togetherness. This emotional connection positions the chocolate as a symbol of
sweetness in life's special occasions.

2. Dettol "Protection" Campaign:

Advertising Appeal: Rational and Health Benefits

Dettol often focuses on the rational appeal of its products by highlighting their
ability to protect against germs and ensure a clean and healthy environment. The
ads typically showcase the product's features, such as antibacterial properties and
effectiveness in killing germs. The rational appeal aims to communicate factual
information about the product's benefits, appealing to consumers who prioritize
health and cleanliness in their purchasing decisions.
3. Dove "Real Beauty":

Advertising Appeal: Emotional Appeal and Social Commentary

Dove's "Real Beauty" campaign focuses on challenging beauty stereotypes,


promoting self-acceptance. It uses emotional appeal to connect with viewers and
addresses social issues related to beauty standards.

4. Snickers "You're Not You When You're Hungry":

Advertising Appeal: Humorous and Emotional Appeal

Snickers' campaign humorously portrays individuals as different personalities


when hungry. The humor grabs attention, and the emotional appeal lies in the
relatability of feeling irritable or off-balance when hungry.
5. 5 Star “Do Nothing”

Advertising Appeal : Humorous Appeal

The film opens with an aged woman asking a young boy to pick up her walking
stick that's fallen on the road while she is sitting on a roadside bench. Lost in the
5Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old
lady gets up to pick the stick herself, a grand piano falls at the very spot she was
sitting at. The lady ends up thanking the boy for not doing anything.

While the ad has a humours appeal the tagline “ Do Nothing” also recognising the
demands and pressures that young people go through every day to do more,
achieve more and experience more, Cadbury 5Star believes in a counter-culture
which empowers them to take a step back, let go of the FOMO and take some time
to simply ‘do nothing’.

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