Brief - To create a multi-platform campaign geared towards an event that will promote an on-campus clothing retail outlet at DUT that provides exposure for the purposes of serving a charity intent on financially assisting the needy and destitute within surrounding communities. The client is the Parvathi Ramachandra Charitable Trust, a charity that gives 100% of proceeds to the needy, and more specifically, the youth. The campaign is split into two categories - The Rise of the Guardians and the OXX clothing range. The aim for this campaign is to market these two sections simultaneously and urge people to visit the event and buy the various items in support of the community.

 

My concept for the campaign is “Be Their Hero”. By purchasing any of the selected items (book, DVD, clothes,etc) that are being sold by the charity, they contribute to a child’s life and therefore become the hero. The key fact that is also emphasized is that 100% of the proceeds goes to charity. This campaign is done in “steps” that will help the consumer to become a hero. The three steps are as follows - 1. Proceed to Fashion show, 2. Buy selected items, 3 Obtain hero status! This concept is relevant because it is focusing on promoting the whole festival, it covers the Rise of the Guardians and the OXX fashion show and clothing range. It is also very easy to understand and follow, this means that whomever sees any of the marketed campaign elements will not be confused as to how to help.