A)Background / Overview:
Cielo is in the business of Digital Media Networking and Advertising. We own and operate digital signage networks. We specialize in the customization of digital signage networks to cater to the requirements
of advertisers and retail partners for more cost-effective marketing communications platform. Complementing our expertise in digital signage, our team consists of professionals who are experienced in the advertising, branding, marketing, and media field.
According to Cielo’s Salon Network audience demographics, its customers are women who have a high level of disposable income that they spend on themselves. These are women who feel positive, and are interested in improving their appearance, are interested in hair, beauty and fashion trends. They also generally keep up to date with new ideas and like to make informed decisions.
Responding to psychographics, Cielo will introduce a special segment on Segment B which will focus on women’s fashion. Please refer to attached files for Segment B screen specifications. This segment will be an excellent opportunity for brand owners of women’s fashion to showcase their latest and hottest products. The products will be showcased bi-weekly according to different product categories i.e. handbags, shoes, watches, etc.
B)What is the objective, purpose of the project?
1)To generate interest for advertisers to showcase their products in Segment B
2)To generate sales revenue for Segment B
C)What do we want to say? Message
Ms. Cielo Fashion Segment is the place to view all the latest international and local fashion trends. It is an essential fashion source and style guide for today’s fashionable & trendy women.
D)What are the supporting rational and emotional ‘reasons to act or believe?
Cielo Salon Network will introduce Ms. Cielo, a young, vibrant, and fashionable animated character, who will share what, is in her wardrobe with the audience. This fashionista’s wardrobe will consist of all the latest products in women’s fashion. The character will undergo changes to her outfit every time she introduces a product segment to illustrate her fashion sense.
The Ms. Cielo Fashion segment is an in-house customized biweekly fashion flash driven segment that showcases products according to women’s fashion product categories. This segment will feature all the latest and hottest trends in women fashion products. This segment will be a brilliant opportunity for product brand owners to showcase a snapshot of their latest and hottest products. Details of the fashion segment:
1) Screen Segment: Segment B
2) Segment Frequency: 3 product category segments / loop
3) Segment duration: 2 minutes
4) Duration of product spot: 10 sec.
5) No. of product spots: 12
6) Product Categories:
E)Target Audience: Who are we talking to?
According to the survey done by Cielovision Sdn Bhd, 74% of the Cielo Salon network customers are women, 60% are between the ages of 25 to 44, 55% are single, 62% are Chinese, and 76% are either employed or in business. 79% have a personal monthly income of greater than RM1500, out of which 19% earn more than RM5000.
Psycho graphically, the majority of these women care about their image and are willing to spend. Most of them can be categorized as:
•Luxury cocooners – Women who are focused on hearth and home. They spend most their luxury budgets on home related purchases.
•Aspirers – Women who aspire and are a well attuned to brands and believe that their achievement are best expressed in what they buy and what they own.
•Savvy Career Women – Affluent, working women with sophisticated tastes, very active lifestyles and good investing habits.
•Educated Working Women – Professional women building their careers, developing sophisticated tastes and staying fit.
•Fit & Stylish students – Young, fashion conscious, career minded female students who enjoy music, aerobic sports, and the latest in high tech.
•Working Class Women – Female office workers who are concerned with their appearance; enjoy music, pets and handicrafts; and add intrigue to their lives with the prospect of winning the big sweepstakes
F)Tone & Manner
G)What do we need from the creative team?
•Templates for segment B to showcase different product categories in Flash Format for the various product categories. Files for segment B templates should be in SWF format. A total of 7 different templates are needed. 5 for the product categories listed above and 2 for intro and outro of segment.
•Layouts for supporting marketing tools for the Ms. Cielo Fashion Segment i.e. Video Presentation, Pamphlets, and Brochures. Video files should be in wmv format. Files for pamphlets and brochures should be in PSD or PDF format.
*Please note uploaded files of screen dimension & visual samples of segment B templates.