Launching Campaign
A new product entering the market: the Me-Mover is an innovative fitness and transportation tool - a step machine on wheels.
The assignment was to create a launching campaign. Starting with a target, market and and competitors analysis we came up with a concept for on- and offline campaign plan. We also designed a new visual identity for promotional media, including a campaign website.
The goals and strategy of the campaign:
1. Create awareness and popularity
→ Be different & use curiosity as a tool to attract attention
2. Generate sales
→ Make people touch the Me-Mover
3. Create a community
→ Make people feel special & part of the brand
The structure of the campaign is split into two parts: the big launch and the post-event. In the 5th step the Me-Mover will be presented at the CPH Health Week, where people can touch and test the product. The prior 4 steps will promote this event. After sales initiatives at the post-event will create the Me-Mover family.
The idea was to create a riddle. The product arouses curiosity so this is what the campaign will communicate aswell. Launching a campaign that is extraordinary and different from what people usually see will make this launch unique and rememberable. People will see the riddle all around the city on different media. During the campaign hints can be collect to solve the mystery.
Step 1. Advertisements
Stencils on bike lanes and bikeseat covers
Step 2. The riddle website
The riddle can be solved on www.cphstickman.dk.
Step 3 Social Media
We will use popular ambassadors on instagram, twitter and facebook to boost our campaign and send out hints. These ambassadors embody fitness & health.
Step 4 CPH Stickman
To arouse a lot of attention the 'CPHStickman' in blue morphsuits will drive on the Me-Mover around the big event. On the chest will be a hint for the riddle and on the back the link to the riddle-website. The people in the morphsuits are a real-life adoption from the stickman on the advertisements.
Mockup for campaign-website
Now everybody is able to solve the riddle. When doing so you will be redirected to Me-Mover's campaign website. Here you will find a shop and information about the product. You will also be invited to test the Me-Mover at a booth at the CPH Health Week. Receiving a special campaign discount will create an urge to buy a Me-Mover.
Step 5 Big Launch
The Me-Mover will be presented on the last two days of the CPH Health Week. A tournament will also take place with the following disciplines:
The Post-Event
The tournament will be transformed in an annual Me-Mover family meeting. Furthermore a workshop will be founded.
Thank you!
