INTRODUCTION. ADVERTISING CAMPAIGN OF WADEZING Karunia Sejahtera Zulwin UIC DESIGN Batch 4

INTRODUCTION

ADVERTISING CAMPAIGN OF WADEZING Karunia Sejahtera Zulwin UIC DESIGN Batch 4

WADEZIG! BACKGROUND RESEARCH

WADEZIG! WADEZIG! is a fast-growing clothing company which provides high quality apparel and stuff to the independent youngsters who have an excellent taste of art and design. We design, manufacture and market various kind of apparel such as t-shirts, polo shirts, jackets, pants, hats, sweaters, sandals, etc. Our high quality materials, unique designs, and consistent innovation to meet today’s fashion trends have made our products outstandingly chosen by quality-minded youngsters. Founded in early 2003 in Bandung Indonesia as a division of PROYEKIMAGI –a graphic design and web development company–, our success results from providing artistic and unique designs in the form of high quality products that deliver breakthrough ideas at a competitive price. Our design capabilities, ability to apply proprietary technology and fashion trends, and our attention to the details throughout our product line are our principle advantages in the marketplace. We also have over 5 years of history and a reputation in graphic design industry which is the core of our business. Art has become the most important element of our products where we can emotionally present our breakthrough ideas through unique designs of our products. The love of art has also distinguished our company with the competitors and gives us creative ideas for the innovation of our products. With our “punch” logo as a spirit,

COMPETITOR: BERSHKA TOPMAN H&M PULL & BEAR

We market our products through our online store www.wadezig.com and also our offline store based in Bandung Indonesia, we also have nationwide distribution across independent distribution stores (Distro) in Indonesia which rapidly grows by the supports of Indonesian independent community network. In the future we want to continuously develop our products and have a strong world-wide distribution with all the power and the opportunity we’ve had. And with the spirit of our punch logo we will continuously “shock” the world with creative ideas and excellent taste of innovations.

Rico Zulwin UIC Design Batch 3


SWOT ANALYSIS Strength Wadezig’s strength is for their high quality fashion items with minimal price as the items produced are locally. They also have a wide range/options of collections and styles so it attracts all kinds of male fashion buyer. We can say that they are the first local brand to start the business with this system.

Weakness There are numerous weaknesses in Wadezig’s brand. First is it’s accesibility, yes they do have an online store, but I don’t think it’s effective enough to increase their sales. Wadezig’s awareness in indonesian male’s fashion enthusiast is also still very low. They have not established a brand image and market position. (Web shopping- no detail and size for accessorises, sometimes, customers are difficult to get the right images of them.)

Opportunities Wadezig have a big opportunities in the indonesian market, they need to target young consumers - very fashion-cautious group that will spend on fashion more. Increasing their brand awareness especially in Jakarta by saying they are locally produced fashion items. They can start to associate their fashion styles with local celebrities. Once they are stable enough in the local markets, going for international expansion won’t be a problem for them.

Threats Several threats to face when they are to go into emerging Jakarta’s fashion market is that they’ll have lots of international rivals such as DIESEL, TOPMAN, ZARA, H&M (coming soon). High budgets costs to open shops in Jakarta’s hotspot malls.



FIELD CONDITION

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CAMPAIGN BRIEF Objective To increase awareness of Wadezig as an local brand producing high quality fashion goods with low prices and also showing they have a good fashion sense.

Target Audience Target audience is to be people aged 18 - 28 in demographics of B to A-. Mostly people who regularly shops in ZARA, Topman and etc.

Unique Selling Proposition + reasons to buy international styled(high fashion sense), high quality with minimum price, locally produced.

Desired responses. “Wow, Wadezig is worth a try.” I guess the desired response is as simple as this because Wadezig is sure enough that they have a good quality items with low price. They only need to earn trust from these fashion enthusiasts.



Our Solutions TARGET MARKET YOUNG ADULTS WITH RADICAL MINDS, THEY USUALLY HAVE THEIR OWN UNDERSTANDING OF WHAT IS WRONG AND WHAT IS RIGHT & THEY ARE USUALLY CREATIVE PEOPLE, JUST LIKE WADEZIG’s PHILOSOPHY

Solutions Create an effective brand campaign called ‘THE BETTER NUDES’ accompanied with a tagline “YOU ARE WHAT YOU WEAR, WITHOUT IT YOU’LL BE NOTHING” This will attract radical minded people because they’d be attracted with some almost vulgar pictures and will try to get to know about Wadezig Brand Concept. They’d be really astonished as we know what these young adult wants.


PRINT ADS CAMPAIGN

DETAIL LOOK || DIRECT MAIL

CLOSED FOLD

YOU ARE WHAT YOU WEAR, WITHOUT IT, YOU’LL BE NOTHING. Halo sob, apakabar lo? sori nih panas-panas malah bikin kaget

YOU ARE WHAT TAMPIL SEKSI YOU WEAR, NGGAK MESTI WITHOUT IT, PORNOAKSI YOU’LL BE NOTHING.

Kita cuma pengen ngasitau nih kalo WADEZIG baru aja ngeluarin koleksi baru buat musim kemarau ini, koleksi kali ini bener-bener disesuain ama kondisi Jakarta yang emang panas banget, dan juga lo ga perlu buka baju dimana-mana karena bahan yang digunakan emang udah adem banget, pokoknya nyaman banget deh.

TM TM

THE THE BETTER BETTER NUDES NUDES

Buat koleksi bawahan juga kita ngeluarin line shorts (celana pendek) baru yang ga kalah nyaman dan tentunya matching banget sama kaos kita Nah daripada lo lama-lama liat ni surat entar disangka gay mending langsung aja cek di store cabang Jakarta terdekat atau kalo mau liat-liat dulu bisa di website kita di

Halo sob, sob, apakabar apakabar lo? Halo lo? sori sori nih nih panas-panas panas-panas malah malah bikin bikin kaget kaget Kita cuma cuma pengen Kita pengen ngasitau ngasitau nih nih kalo kalo WADEZIG WADEZIG baru baru aja aja ngeluarin ngeluarin koleksi koleksi baru baru buat musim musim kemarau kemarau ini, buat ini, koleksi koleksi kali kali ini ini bener-bener bener-bener disesuain disesuain ama ama kondisi kondisi Jakarta Jakarta yang yang emang panas banget, dan juga lo ga perlu buka baju dimana-mana emang panas banget, dan juga lo ga perlu buka baju dimana-mana karena karena bahan bahan yang yang digunakan emang digunakan emang udah udah adem adem banget, banget, pokoknya pokoknya nyaman nyaman banget banget deh. deh. Buat koleksi koleksi bawahan Buat bawahan juga juga kita kita ngeluarin ngeluarin line line shorts shorts (celana (celana pendek) pendek) baru baru yang yang ga ga kalah kalah nyaman dan nyaman dan tentunya tentunya matching matching banget banget sama sama kaos kaos kita kita

OPEN FOLD

wadezigstore.co.id Jangan lupa juga download apps buat WADEZIG, di Apple Apps Store atau di Android Market lebih enak browsing disitu man dan masih banyak fitur-fitur keren lainnya! SALAM WADEZIG!

Nah daripada lo lama-lama liat ni surat entar disangka gay mending langsung aja cek Nah daripada lo lama-lama liat ni surat entar disangka gay mending langsung aja cek di store cabang Jakarta terdekat atau kalo mau liat-liat dulu bisa di website kita di di store cabang Jakarta terdekat atau kalo mau liat-liat dulu bisa di website kita di wadezigstore.co.id wadezigstore.co.id Jangan lupa juga download apps buat WADEZIG, di Apple Apps Store atau di Android Market Jangan lupa juga download apps buat WADEZIG, di Apple Apps Store atau di Android Market lebih enak browsing disitu man dan masih banyak fitur-fitur keren lainnya! SALAM WADEZIG! lebih enak browsing disitu man dan masih banyak fitur-fitur keren lainnya! SALAM WADEZIG!

WADEZIG! WADEZIG WADEZIG!

TM

THE BETTER NUDES

PROMO CARD || INVITES

TAMPIL SEKSI NGGAK MESTI PORNOAKSI

TM

THE BETTER NUDES

JAKARTA | 0811966187 | @wadezig_ jkt | fb : wadezig id | thebetternudes.com

Fold Here

TM

WADEZIG

Outside

Inside

TM

Folded

SEEING SEQUENCE || DESIRED RESPONSE

1

3 (first time receiving card) TM

Interesting stuff, what if i open it?

YOU ARE WHAT YOU WEAR. WITHOUT IT, YOU’LL BE NOTHING.

(reading campaign) TM

THE BETTER NUDES

Cool stuff dude?! I think i’ll try Wadezig! *still amazed*


2

4 (when opened)

What is this stuff?! *shocked*

(card closed)

I gotta show this to the other! *lol XD*

CD LOOK BOOK PROMO || PACKAGING


YOU ARE WHAT YOU WEAR. WITHOUT IT YOU’LL BE NOTHING.

TM

WADEZIG

TM

THE BETTER NUDES

SHOPPING BAG CONCEPT

Transparent

WEB DESIGN - HOMEPAGE

OVERALL LOOK

WADEZIG AMBIENT CONCEPT

INTRODUCTION. ADVERTISING CAMPAIGN OF WADEZING Karunia Sejahtera Zulwin UIC DESIGN Batch 4

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