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29 APRIL 2019

"Nu" way, Your way. Nura. 29 APRIL 2019. THE TEAM. IRENE ZHU 697765 (Creative). EDWARD BEAVER 697625 (Leader). AADITHI KESHAV 945357 (Writer). XUEMENG MA 1010709 (Researcher). YUENWA TSOI 962614 (Designer). TALKING POINTS. S ituation Insights Communication Problems

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29 APRIL 2019

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  1. "Nu" way, Your way. Nura 29 APRIL 2019

  2. THE TEAM IRENE ZHU 697765 (Creative) EDWARD BEAVER 697625 (Leader) AADITHI KESHAV 945357 (Writer) XUEMENG MA 1010709 (Researcher) YUENWA TSOI 962614 (Designer)

  3. TALKING POINTS Situation Insights Communication Problems Communication Objectives Big Idea Key Strategies & Tactics Budget

  4. SITUATION WHY ARE WE HERE? WHAT IS NURA'S SITUATION?

  5. Why are we here? • To create a 2-year communications campaign to assist Nura to cut through the headphone market in Australia and beyond and meet their campaign objectives

  6. WHATISNURA’SSITUATION? • Nura has been able to create a very unique, of a kind product in the audio-tech market • Their past communications have helped them reach ‘music lovers’ and ‘early tech adopters’, mostly male between the ages of 28-35

  7. INSIGHTS ABOUT THE AUDIENCE ABOUT THE SITUATION

  8. ABOUT THE AUDIENCE • The audience is currently restricted to a niche Melbourne market • Mostly audiophiles and technophiles • Women and audiences from wider interest groups make up a minority of their audience

  9. ABOUT THE SITUATION • Rapidly moving away from the start-up stage, early tech adopters can no longer be their primary target • Effective communication of their key point-of-difference is required • Past communications lack a singular voice with the message often dissipating

  10. REPRESENTING CUSTOMERS PERSONA NAMES & PROFILES

  11. Target Audience • Meet Sharon. • 28 years old • works as a graphic designer. • young, fun, creative. • educated, successful, uber-techy and intensely social. • Metrotech – Cultured, clued-in and cashed up. • She likes to stay relevant and like products that resonate with her personal self.

  12. COMMUNICATION PROBLEMS Priorities: Brand awareness currently restricted to a niche; Current communicationmessages areoverly stylized ->don't show how Nura actually changes how people engage with music Have created a perception that Nura is primarily for audiophiles and technophiles

  13. BRAND AWARENESS EXCITEMENT BRAND PERSONALITY LIFESTYLE PRODUCT To increase awareness of Nura by 5 percent within six months among people whose ages 27- 45 in Melbourne. To generate excitement in SoundStudio & on social media in the end of 2019, with 30% increase of booth traffic. To deliver Nura’s personality of being ‘passionate, innovative and sincerity’ within the two-year period. To position Nura’s products as the customised and lifestyle product within 12 months among 60% of headphone users. Communication Objectives

  14. "Nu" way, your way. THE BIG IDEA

  15. Strategies & Tactics

  16. Strategies • Build awareness of Nura as a brand and its product capabilities • Convey Nura as a lifestyle product. • Enhance brand identity to communicate “passionate, innovative and exciting”.

  17. Tactic One • Reposition Nuraphone as an everyday lifestyle product • Channel1-YouTube, Facebook, Instagram- Video advertisements, native advertising on Facebook and Instagram and before YouTube videos • • Focus on how Nura headphones can bring people their own world. Their world changes according to how they want to see it when they put on Nura. • Channel2-Social media Campaign-Facebook, Instagram • Collaboration with creators/cultural creators

  18. Tactic Two Partnering with local musicians to create tailored soundtracks Channels- Spotify, Facebook, Instagram, Booth Designated posts on their Facebook and Instagram pages to promote the soundtracks as well as stages at the booth, with videos showing them creating the music with their Nuraphone.

  19. Tactic Three • Drive traffic and encapsulate their brand within the booth • Channels- • changing the appearance of the booths • holding special events, have the booth also function as a floating record store,

  20. BUDGET "Nu" way, your way Campaign

  21. MAILING ADDRESS TALK TO US 565CollinsSt,VIC3000 EMAIL ADDRESS hello@happycreatives.com.au PHONE NUMBER (123) 456 7890

  22. THANK YOU! WE HOPE TO WORK WITH YOU

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