Introduction
As part of the SMART Cebu program, companies in the fashion accessories, furniture and gift toys and houseware sectors in Cebu, the Philippines are working on more sustainable production, achieving cleaner production processes and more ecofriendly products.
In the next 6-8 months, the focus will be on the marketing side. There are three trade shows selected for the participating companies to showcase their products and promote their sustainability efforts in the EU. But to make these shows a success, there is a need to bring the Cebu lifestyle industry back on the map and top of mind of the buyers and opinion leaders. People have to talk about the Cebu industry again and become eager to engage in business with Cebu manufacturers. It’s time for a big buzz!
Create a buzz!
In order to draw more attention of potential buyers and opinion leaders to the Cebu lifestyle sectors, we want to create a buzz. A guerilla marketing campaign, on-site (at or around the trade show) and online. A marketing action that is unique, uncoventional, and fun, that makes people smile and share the experience, stimulating viral activity on the Internet. Some recent Filipino examples of successful buzz campaigns: Kenneth Cobonpue’s bamboo car, and the dancing air hostesses of Cebu Pacific Air. Other examples that can serve as inspiration…
Join the contest!
Do you have ideas about a creative, unique and unconventional marketing action that will ceate a buzz? Join the contest and submit your idea to us. The winner of the contest, will win a Kindle e-reader, the nr 1 best seller of Amazon.com!
How to participate?
It’s easy. Anybody can participate and you can submit one or more ideas. All you have to do is submit your entry in the the comment box below.
It’s important that the campaign idea is original, relates to the Cebu lifestyle industry (furniture, home decor and fashion accessories), the drive towards clean production and green design, and is well explained in no more than 1,000 words.
The Deadline for posting your idea is July 15, 2011. The winner will be announced before August 15, 2011.
More information?
In case you have a question related to the contest, please contact us.
Conditions
The winner will be selected by a jury, consisting of the SMART Cebu project team. The winner will be announced before August 15, 2011. The decision can not be disputed. By participating in the contest, the participants renounce the copyrights or any intellectual property right and agree that the project can use the campaign ideas in the actual marketing campaign without compensation.
5 Comments
An interactive game-type activity that is made available online.
The theme of the game is “I Choose to Live Green “or “I live and love green” (the title of the game can be changed based on the final tag line for the SMART CEBU program).
There can be a kid and an adult version of the game.
The object of the game is to figure out if the material or sentence is true to a green product or practices. It can also be a fill in the blank format.
Example: Adult version— Using abaca as a grocery bags is a green practice.
( of course we have to think of questions that also educates and allows the player/net user to do a bit of research)
Each correct answer corresponds to 1 point.
There will also be “Bonus” questions about Cebu Jewelry, Gifts and Furniture, and possibly about Cebu Tourism, that earns 3 points each.
The answer to the Bonus questions can be found in the official Smart Cebu website and by googling the answers.
We can just limit to one round or several progressive rounds.
The player /net user gets a rewarded and rank based on the total number of correct points.
We can use the medieval Knights ranking or steps/levels to attain Knighthood.
The game should be like a quest.
For example 5 to 10 points the rank is PAGE
11 to 20 the rank is SQUIRE
21 to 30 the rank is KNIGHT
Each rank earn corresponds to a discount coupon for the online retail store of the products OR when they purchase the product during the trade fair. Different ranks correspond to a specific discount. For example: a PAGE gets 5% discount etc.
In addition, the player /net user can print a badge, a sticker or certificate with a nice graphics ( different graphics for different ranks) where a space is provided for them to write down their name.
This game site should be linked to Facebook for better promotion and campaign coverage.
ME and MY STYLE CAMPAIGN
The object of the game is to be able to try to see how a product would look like when worn by the person ( for jewelry) OR how it would look like when used in the net user’s home, office etc.
A.) For Fashion Jewelry Campaign.
A gallery of fashion jewelry such as necklace, earrings, bracelet etc. is uploaded into the SMART CEBU website.
The website allows the net user to upload his/her own 2 x 2 close up photo ( or a photo of his hand in case she wants to try on a bracelet) OR to choose a model provided by the website.
The models in the website should display various physical features to choose from like fair skinned, dark skinned, curly hair etc.
He or she can then play around putting the earrings, necklace etc. into the photo/model.
The player/ net user can then see whether a particular jewelry fits her and possibly decide to actually buy the actual item.
At the end of the activity a tag line is flashed on the computer screen and possibly a voice over could be heard…
“Enjoy this jewelry that’s worth loving and living”
I believe that the more of the senses are engaged, the more memorable the activity becomes.
By using the “Me and My Style” program, the player/net user gets a discount for the actual purchase of the jewelry.
B.) For the Home Accessories and Furniture Campaign
A gallery of different furniture and home accessories are also made available at the website.
The website allows the net user/player to upload a photo of area/ places which he wants to put the item/furniture in. He or she can also choose to use a black space which he can decorate with the furniture/home accessories available in the gallery. Blank space must come in different variety of paint colors.
The game would give the player/net user an idea how the item/furniture would look like when put together with his/her own existing furniture or design theme.
At the end of the activity a tag line is flashed on the computer screen and possibly a voice over could be heard…
“Enjoy this furniture that’s worth loving and living”
By using the “Me and My Style” program, the player/net user gets a discount for the actual purchase of the furniture/item.
To bring the promotion of this game to another level of marketing, perhaps we can also make a virtual online store of the products at Second Life.
This game site should be linked to Facebook for better promotion and campaign coverage.
IDEA # 3 A hidden object game that is made available online.
The object of the game is finding hidden environmental/eco-friendly products hidden within the picture.
Every time the player/net user find an item by clicking on it, a description of the item comes out including why it is eco-friendly and possibly links to where it can be bought or sourced from. This also corresponds to a point or score.
The total point achieved at the end of the game corresponds to a discount coupon which he/she can use in the link’s online store OR during the trade fair.
IDEA # 4 For On-site Marketing activity:
SCRATCH and WIN
An eco friendly recycled paper card is given to the show visitors, of which they get to scratch or peel off a portion of the card to reveal a hidden prize.
There are 3 to 4 different types of eco-friendly prizes.
Everyone actually gets a price but the actual prize just depends on what is printed on the card.
Prizes are claimed at the Cebu Industry/SMART CEBU Booth at the fair.
To claim the prize, the show visitor must fill up the card with his/her name and contact information and drop the card (after claiming the prize) at the drop box provided.
The information which the show visitor printed on the card then becomes part of the database for future promotion.
Wait, I cannot fahtom it being so straightforward.