#ALA102DC
Rooftop honey:https://www.rooftophoney.com.au
1. Background
The goal of the Rooftop brand is to make people aware of the importance of bees in the ecosystem and protect bees from the threat of foreign pests. The difference between this brand and other brands is that it spends most of its time promoting bees. This concept is unique. They put beehives on the roof or garden of Melbourne city to maintain the development of Melbourne’s beehives. There are 25 beehives in Melbourne’s central business district and 120 beehives on the edges and suburbs. Let more people know about bees. Most older people do not eat honey, because sweets may cause a greater burden on the body, so the key development target of the market should be among young people. I think that the hive is very suitable to become the prototype of the brand, because the hive is artistic and shaping, making everyone more willing to understand. Making the brand more intimate and personal can attract people’s attention.
2. Objectives
The term suitable for short term is perception. Use special methods to attract people’s attention, and you can use people’s touching language to arouse people’s inner memories. It is behaviour that is suitable for long-term call to action. People can be invited to experience the fun of collecting honey, so that people are no longer afraid of bees, and can taste the fruits of their labor.
3. Target audience
The target audience is suitable for people aged 20 to 40. Most people under the age of 20 are in school and do not have financial independence. Although they have enough time, they may not necessarily be able to pay. People over the age of 40 pay more attention to health, and sweets will burden them and cause diseases such as diabetes, so they are not suitable. People between the ages of 20 and 40 have both financial ability and time and energy. They will spend time and money to experience the process of collecting honey and purchase products.
4. Single Minded Proposition
- Make you sweet to your heart.
- My sweetness, from Rooftop.
- Good honey comes from life.
- The taste of first love!
- Put you in the sea of flowers.
5. Substantiation
Audiences should trust the brand because they provide customers with more unique experiences. The taste of honey is very sweet, reminiscent of first love, and bees are refined from plants into honey, so it is reminiscent of the sea of flowers, which can cause people to remember and fantasise about love.
6. Tone of voice
The atmosphere of advertising should be dreamy or cartoonish.
7. Media requirements
I think we can use 30 second youtube ads or 30 second TV ads.
8. Mandatories
Must include brand name, logo, SMP, brand URL or phone.
Reference list:
Zoe's blog 