Marketing Communication - Marketing Campaign "Pumpkinlicious"

PUMPKINLICIOUS

The Campaign

Theme : Pump up your life with Pumpkin Seed

Event Name : Pumpkinlicious

Venue : Outdoor, Fountain Field Plaza Senayan

Time : 02.00 pm -05.00 pm

Guest Star : Chef Bara Pattiradjawane

Ira Wibowo

Teuku Wisnu

Guest Performance : Afgan

Participant : 100 persons

The theme of this campaign is “Pump up Your Life with Pumpkin Seed”. This event will be attended in The Fountain Field at Plaza Senayan (outdoor). In this event, there will be many table and stove for all participants to try cooking a pumpkin seed. Every table is available for two participants and the cooking stuff. They will cook many kind of food with basic ingredient is pumpkin seed, which are starting from interesting appetizer, special main course and finally delicious dessert. The chef instructor is Bara Pattiradjawane, he will instruct the cooking activities for participants so they can make healthy food with pumpkin seed from the podium stage with the help from Ira Wibowo and Teuku Wisnu. Also, to make this event more interesting and fun, Afgan will entertain all the participants by singing his popular songs. After that, all of those foods will have some test and than there will be a winner chosen from these cooking activities. At the end of this event, the participants and guest star will enjoy the food. Also they will watch and hearing the video of the pumpkin seed and the speaker will explain the advantages of organic pumpkin seed to gain their awareness about a healthy life.

About Product : Organic Pumpkin Seed

1. Background to the Campaign

· Encourage people to improve their healthy life by consuming organic product. (Organic Pumpkin Seeds).

This campaign will persuade the customer to gain their awareness about healthy life by consume organic food product.

· Educate people to have a healthy life.

By attend this campaign, customer will get the direction to consume and cook an organic pumpkin seed. The campaign will educate and socialized them about pumpkin seed and also to inform them that healthy life could be achieved by consuming organic food.

· Create product positioning in customer’s mind.

This campaign will create a positioning in customer’s mind about organic pumpkin seed, which is “If we want to have a healthy life, we should consume a healthy food, such as organic pumpkin seed.”

2. Communication Objectives

Create an awareness about organic pumpkin seed so that could affect people to start consume organic pumpkin seed with a purpose to have a wider markets shares.

3. Market Opportunity / Target Audience

· Demographic Segmentation

Age : 23-65

Gender : Female and Male

Education : Bachelor for minimum education

Economy : Upper Class (A)

· Learning Segmentation

Behavior : Consume healthy foods

Lifestyle : Healthy Lifestyle

· Geographic : Jakarta, Bandung, Medan, Bali and Surabaya

· Psychological Segmentation

Needs and desire : People who are really care about their healthiness

Character : People who eager to get what they want

Perception : People who set their mind that consuming a healthy food could give them a lot of advantages

· Illustration : A housewife named Karin, 32 years old. She lives in Senayan housing complex with her husband and two children. Karin always consumes and uses many products which offers healthiness to her entire family. Karin comes from a sufficient family and assumed that healthiness is the main thing to have and she is really trying to keep her family healthy too. Besides of that, Karin is an energetic, fun, and assume that consuming healthy food is very beneficial for life.

4. Benefit

This campaign has many benefit, such as :

· Fun

· Creative

· Educated

· Energetic

· Warm

· Healthy

5. Reason Why

It is because the event’s campaign is Pumpkinlicious (cook or create a meal from organic pumpkin seed along with well-experienced chef). The event is very fun because participants could also try to create cuisines in their own style. Besides that, the participants will be given an information about the benefit of organic pumpkin seed. The participants will be encouraged to be more creative in making cuisines based on pumpkin seed. This event is also energetic because the participants will have to be energize, full of laughs when making cuisines, and also this campaign is also full of familiarity because the participants will have to work together in making cuisines. This campaign is also healthy because organic food is the ingredients that are being used.

6. Media used and where.

· TV

Make a TV Ad about the campaign. Broadcast it in major television station, such as SCTV, RCTI, Global TV.

· Print Ad (Brochure)

Put the brochure in organic store or restaurant such as Healthy Choice. Also put the brochure in big grocery stores, such as Food Hall, Bali Deli.

· Radio

Make a radio Ad, and broadcast it regularly in such big radio station such as, Woman Radio, Comsopolitan FM, Hard Rock FM.

· Billboard

Put billboard on the strategic street in Jakarta, such as Sudirman Street and Asia Afrika Street.

7. Tone and Manner / Execution Tactics

Using formal language but still in a casual way. The tone of the campaign are energetic, fun, fast and innovative, because it is about organic product that could make our life healthier and healthy people is usually energetic. The tone and manner is also fast because the campaign’s atmosphere is fun and all participants could directly participate and create a cuisine. The campaign has a theme colors which are green and orange. Green is a color for healthy. As we know, usually green is a color of vegetable and organic. Green is also symbolizing healthy life. We use this color for backdrop and banner around the event. Hopefully, it will remind the participants about the event’s atmosphere. To make this event perfect, we use orange. Orange is for energetic, fun and basically orange is the color of pumpkin. This color will make the event feel more interesting, colorful and the participants will get those spirits during the event. Green and orange are the right color that will support this event.