Marketing Channels

The Glo band will be marketed through several different channels; the beautifully moving ad campaign will be introduced gradually on television, starting with short teaser ads showing a small, intriguing clip of the advert and the strapline. These teaser ads will create curiosity and a buzz around the campaign and the Glo band, directing the user to the Facebook page where they can “like” the page to view more information about the product and view the full campaign on YouTube, this will increase the number of “likes” on Facebook and get people talking about the Glo band, the campaign and the viral videos through social networks. 

A Print Campaign will also be released, using interesting images and handwritten text describing the little things that make a person unique and keep them active in their life. Keep them beautifully moving.  The colour palette of blues and greens appeals to both our male and female consumer, the bold, coloured text is blockier and more masculine whilst the handwritten font is more feminine and adds a more personal touch, connecting with the audience on an emotional level, emphasising that this is something that makes just one person unique, makes them beautiful.  

The advertisements will feature in In-store magazines in beauty stores such as Boots and Department Stores, for example John Lewis and Debenhams as a single Page Spread. The ad will also be printed in popular gadget magazines such as T3, press releases will be sent to App focused gadget magazines such as Tap! And The 2011 App Guide. Page Placement would also work very effectively in all of these magazines showing an image of the Glo Band and the app for more technology focused magazines with a brief description, price and where to purchase the product.

Ambient marketing will also be used, featuring the advert on public transport and in train and tube stations; however, the advertisement will not stand alone but will be part of a viral campaign using flash mobs demonstrating unusual and “beautifully moving” activities in public places. For example, this advertisement will be on the side of a bus saying “I listened to the same song every day for five years, it always reminds me of you”, unexpectedly, passengers riding the bus will stand up and begin to play the song, a beautifully moving sight for the ordinary passengers riding the bus and an interesting and emotional video for people to watch on YouTube. This will be filmed and posted on YouTube and other social networking sites with the aim of creating a buzz around the event and starting an online viral campaign.

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