FCM
Advertising Design Programme
MMI
3313: Media Innovation Design Project 1 (Final Year Project)
Proposal
Name : Aizuddin
B. Zakariya
Student
ID : 1101108231
Brand :
Kilos for Cash 100 Days Challenge
Product Category : PSA
Information
·
The campaign of obesity
·
You will use your own strategies and methods
for the Kilos for Cash 100 Days Challenge. After final weigh in verification,
the person with the highest percentage of weight loss will be declared the
winner of the Kilos for Cash 100 Days Challenge and get the grand prize.
·
Two category for this challenge, solo and
group in two people.
·
Sponsor by Kenny Rogers Roasters (KRR), “less
fat, less salt, less calories”.
Market Situation
·
The target markets of the user for Kilos for
Cash 100 days Challenge are the peoples of Malaysia in 18 years old and above.
·
Berjaya Roasters (M) Sdn. Bhd. is the
franchise holder for Kenny Rogers ROASTERS ("KRR") in Malaysia. The
company is a wholly owned subsidiary of Berjaya Group Berhad and was
incorporated in 1994.
Issue and Problem
·
How to relate the KRR with the campaign.
·
People in Malaysia less concerned about weight
especially after marriage.
Idea/Concepts
·
Attract people with the contest that can give
benefit for healthy and grand prize.
·
Do promotion for the KRR’s healthy menu in
campaign.
·
Help people to gain valuable knowledge on
healthy eating, gain exercise and motivational tips.
Citations/References:
Healthy Loser
Weight Loss Challenge with HerbaLife
Kenny Rogers Roasters Malaysia
AFIC – Asian food information center
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