FREEBOX BFA 4B

Philippine Star

1. Creative Strategy Document

1. Creative Target Audience Part 1 Demographic: Ages 18-30 y.o., male/female, class A-C, Professionals, single or in a relationship, any religion
Psychographic: Busy, outgoing and adventurous, always looking for new experiences, ambitious, likes to be in and keep up with the current trends and issues regarding fashion, technology and sometimes about famous political/showbiz/sports celebrities;

Part 2
Profile#1 Name: Jay Dela Cruz Jay is a yuppie who works for a company based in Makati. He goes to work daily early just in time to catch the LRT. He is a self-confessed tech geek who says he cant go out without his mobile phone and a tablet, which he uses while traveling. He usually uses the devices to listen to music, play games or surf the internet and check his email and FB account. Jay is ambitious and dreams of being in a higher position someday. He likes reading articles about success and career tips and advice. A day in the office usually involves chatting with his officemates during breaktimes which ranges from the current issues of the country to the hottest gadget deal in the market. Profile#2 Name: Kaye Molero Kaye is a yuppie, working in Makati. She is a busy individual who spends most of the day inside the office. Because of this, she is always dependent on her smartphone to keep in touch with friends and other people and to search for some stuffs online. Kaye likes to keep with the latest fashion trends and she likes to look good to impress people and stand out since she wants to land on a higher position in the company she is working with. She is also likely to be seen with her peers during breaks talking about fashion tips, showbiz, or cool places to go for their next Friday night gimik.

2. Creative Objectives Problems 1. How to convince savvy young professionals to read newspaper instead of the internet? 2. How to integrate newspaper reading in the lifestyle of yuppies? 3. How to use technologys advantages for the benefit of the printed newspaper Objectives 1. Establish a new brand image that would be appealing to young professionals 2. Increase awareness of the alternative uses of the product 3. Establish the brand in an alternative medium that young professionals prefer 3. Creative Strategy A.) Strategic Focal Point
The only newspaper that you read from cover to computer

B.) Positioning Statement

"For ages 18-30 y.o., male/female, class A-C, Professionals, single or in a relationship, who are busy, outgoing and adventurous, always looking for new experiences, ambitious, likes to be in and keep up with the current trends and issues regarding fashion, technology and sometimes about famous political/showbiz/sports celebrities; The Philippine Star is the Broadsheet newspaper that you read from cover to computer.

C. Big Unifying Idea

2. Message Execution

2. REVISION of Problems and Opportunities :

Freebox / Philippine Star / Low/ Think Problems 1. How to convince savvy young professionals to read newspaper instead of the internet? 2. How to integrate newspaper reading in the lifestyle of yuppies? 3. How to use technologys advantages for the benefit of the printed newspaper Objectives 1. Establish a new brand image that would be appealing to young professionals 2. Increase awareness of the alternative uses of the product 3. Establish the brand in an alternative medium that young professionals prefer

3. Media Plan requirements: