In the past, Star War's audience and fans are mainly male audience. Therefore, in order to increase more female audience watching Star War, we would like to create a campaign to attract target female audience.
Objective
To get more female audience watching Star War 7. Therefore, Star Wars have to change some strategies of promoting Star Wars 7,
Insight
Find something aspects girls who they care.
Outside beauty, gossips, fashion, love and romance
Advertising
Strategy
Be A Perfect Girlfriend
Get
16-30 Female
Who not interested in Star Wars
and think Star Wars is complicated.
To
Lure them watching the movie.
By
telling them that Star War 7
help you be a "Perfect Girlfriend"
Support
1. Better understanding of boys' childhood
2. Common topics
Stage 1
- Awareness & Information -
- Cooking tutorial Videos -
Cooking Skills & Creativity
These cooking series are crossover with Youtuber like Eugenie Kitchens and Cookaka. The objective is to attract female audience to watch and raise their awareness, also can improve their cooking skills as a perfect girl element. After watching the videos, the audience can share them through social media and hashtag in instagram in order to get more points in games ( links to campaign website - Stage 2 ). And a creative dessert compeition will be held in later stage.
- Street Give Out -
Confidence
In order to attract more female audience, there are photo booth and male model AR core demonstration and macaroon give out in Causeway Bay. In street give out, there are three step to take the macaroon. First, ask male models to link up with campaign website through Facebook while lining up for photo booth. Second, take selfie or photos with friends in the photo booth and hashtag on social media (Instagram / Facebook) to get points. Finally, like the Star War official Facebook page. Therefore, it can planet or character's macaroon with AR core. The AR core can link with playing, take video and also link with website to take more AR cores.
- Costume Exhibition -
Fashion Sense
In order to attract more female audience, there are big scaled Planets Constume Exhibition and Short Movie Clip in Time Sqaure. Audience can get planet ticket from machine to choose girlfriend type and take photos with the big-scaled planets. And then upload and hashtage on social media or campaign website, it can get more points. Moreover, audience can also visit planet, constume display to get points of boutique discount.
- Interactive Game Installation -
Attentiveness
In order to attract more female audience, there are interactive game installation in Time Sqaure. It installs three monitors to play "Finding Star Wars Character". Audience can catch characters Pop-up in competition, Winner can get souvenirs or sales discount through website. To get more points, it has photo taking function for sharing on social media. If collect all the charcters, it can get more points and discount.
Stage 2
- Information & Call for Action -
Campaign Website
It links with all things, like social media, events, exhibitions, Star Wars updated news, details of Star Wars movies, videos from Youtbe, etc.
Social Media
It is a continuous promotion of Star War. It creates a social platform for audience to like, share or comments and hashtag in the official Facebook Fanpage, Instagram and Youtube.
Star Wars Macaroon Demo
AR Core example
AR Core demonstration
Big-scaled planets costume exhibition
Planet Inside
- Stage 3 Retention -
For the retention, there are some interviews of producers, directors, actors on actress affection line and redefine the moderb perfect woman, It posts super fans interview in facebook fan page, which interview their dream when in their childhood and display their collection. In campaign website, it sells side products of Star Wars, such as kitchenware , Star War umbrella, clothing brand crossover, etc. Lastly, for the cooking competition, audience can take photos or videos on making Star War desserts and hashtag #starwarsperfectgf or #starwars7. Star Wars side products will be awared to 10 winners who get the most numbers of "Likes".