Detail: Fashion against AIDS in Berlin
As the market fragments, strategic new marketing plans must be developed to reach the consumer across multiple platforms. Companies are forced to diversify their range of media and target mass audiences with a personal feel.
The non-profit organization Beauty without Irony launched the Fashion against AIDS campaign in late 2004 in an attempt to bring awareness to this highly controversial subject₂. To do this, the group launched a series of advertisements across multiple platforms, accompanied by public relations events and news coverage. Detailed above is part of an enormous billboard near Potsdamer Platz in central Berlin, and depicts the stylistically recognizable art of the campaign. Below is the message on a shopping bag from the retailer H&M, also from Berlin.
The artwork and message may be found in internet and online media, outdoor, newspapers, magazines, and television.
Discussion
As an example of integrated marketing, this campaign is flawless. The core demographic targeted is young, urban, and experienced men and women, likely falling between the ages of 16 and 25. By appearing in well-trafficked public locations, on bags for popular retailers, and in bus and train stations, the varied media perfectly penetrate the consumer. To reinforce the idea, the group sponsors many local events and activities; constantly permeating the market. The graphic style of the ads relate particularly well with the highly urban demo. The campaign is in no way accusative, blaming, or shameful, but is perceived as a stand against a greater threat. In a time of persistent discontent with governments and war, this theme is particularly striking to the demo. In this manner, the campaign is more identifiable and more readily consumed.
There is a clear secondary demo to the campaign: men and women between the ages of 25 and 40 who are influential within the community, have expendable wealth, and are considerate to the cause. The campaign serves two functions. On one hand, it is a reminder to the primary demo to be aware and be safe. But on the other hand, it is reminding the secondary demo to be active and to contribute. While it behooves the syndicate of sponsors for this campaign to appear on the advertisements, it does not directly reference them. Instead, the media speak about the cause, not about a product. This again helps the campaign to be well-received by the primary, young demographic.
The Highlights
-By benefitting a cause, the Fashion against AIDS campaign better relates to the core demographic.
-While the core demographic is the target, they are also the least likely to be able to contribute financially to the cause.
-The campaign reaches its audience by creating multiple platforms, and appeals to the demo with a distinctively urban feel, a concerned message, and a worthy and personally applicable cause.
₁ http://books.google.com/books?id=8-kg-A7_nyAC&pg=PA118&lpg=PA118&dq=advertising+expenditure+germany&source=bl&ots=tjGN7TGmSX&sig=FruFqd9b9fjw96IGmKCer2jku38&hl=en&ei=BxgjSrGFFY2qsAb72MSyBg&sa=X&oi=book_result&ct=result&resnum=1
₂ http://www.designersagainstaids.com/about/
Discussion
As an example of integrated marketing, this campaign is flawless. The core demographic targeted is young, urban, and experienced men and women, likely falling between the ages of 16 and 25. By appearing in well-trafficked public locations, on bags for popular retailers, and in bus and train stations, the varied media perfectly penetrate the consumer. To reinforce the idea, the group sponsors many local events and activities; constantly permeating the market. The graphic style of the ads relate particularly well with the highly urban demo. The campaign is in no way accusative, blaming, or shameful, but is perceived as a stand against a greater threat. In a time of persistent discontent with governments and war, this theme is particularly striking to the demo. In this manner, the campaign is more identifiable and more readily consumed.
There is a clear secondary demo to the campaign: men and women between the ages of 25 and 40 who are influential within the community, have expendable wealth, and are considerate to the cause. The campaign serves two functions. On one hand, it is a reminder to the primary demo to be aware and be safe. But on the other hand, it is reminding the secondary demo to be active and to contribute. While it behooves the syndicate of sponsors for this campaign to appear on the advertisements, it does not directly reference them. Instead, the media speak about the cause, not about a product. This again helps the campaign to be well-received by the primary, young demographic.
The Highlights
-By benefitting a cause, the Fashion against AIDS campaign better relates to the core demographic.
-While the core demographic is the target, they are also the least likely to be able to contribute financially to the cause.
-The campaign reaches its audience by creating multiple platforms, and appeals to the demo with a distinctively urban feel, a concerned message, and a worthy and personally applicable cause.
₁ http://books.google.com/books?id=8-kg-A7_nyAC&pg=PA118&lpg=PA118&dq=advertising+expenditure+germany&source=bl&ots=tjGN7TGmSX&sig=FruFqd9b9fjw96IGmKCer2jku38&hl=en&ei=BxgjSrGFFY2qsAb72MSyBg&sa=X&oi=book_result&ct=result&resnum=1
₂ http://www.designersagainstaids.com/about/
