AMN423 Strategies for Creative Advertising- Crumpler Brand Evaluation

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Strategies for Creative Advertising- Crumpler Brand Evaluation

Introduction

This report scrutinizes the case of Crumpler brand investigating the choices made in the research and development of the insight and strategy in the creative execution of the campaign and based on the analysis, makes recommendations for the follow-up campaign. Therefore, this report analyses the secondary research on the brand to better understand the products and its connection with consumers. Further, this report evaluates the strategic approach of the brand to understand whether the described strategy is the best strategy and whether it reflects the consumer insight and suggest whether there is anything that could be done better. This report analyses the big idea whether it comes from the strategy and whether it captures the consumer insight as well as how the execution of the big idea embody the creative strategy. Lastly, this report offers creative recommendations for the next campaign based on the analysis done.

Analysis and Understanding of Product and the Target Market

Crumpler is a bag manufacturing company headquartered in Melbourne, Australia and has operations in Europe conducted in its office in Berlin. The company was established in 1995 by Dave Roper and Stuart Crumpler as a messenger bag company but later expanded its product range into travel, lifestyle, and work bags. Crumpler gained popularity following unusual marketing by Dave Roper. Some of the marketing strategies used were use of giant logo stencils that were painted on building sites, the infamous Beer for Bags campaign whereby sales were promoted using beer as the only currency, placement of logo fruit stickers on apples and oranges, development of tiny match boxes, and sponsoring and financing projects in the market (Crumpler, 2019). The company’s main principles are quality, playful spirit, design, creativity, and innovation (Hickey, Nader & Williams, 2011).

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Description

AMN423 Strategies for Creative Advertising- Crumpler Brand Evaluation

Assessment Three
AMN423 Strategies for Creative
Advertising
Can you do it better than Cannes?
• You will be given a case of a winner from the
Cannes Festival of Creativity.
• You are to scrutinize the case, investigating
the choices made in the research and
development of the insight and strategy and
in the creative execution of the campaign.
• Based on this analysis, you are to make
recommendations for the follow-up campaign.
Go to your CRA Sheet
Analysis and understanding of product
and the target market (5 marks)
• Undertake some secondary research in order
to better understand the product and its
connection with the consumers. AMN423 Strategies for Creative Advertising- Crumpler Brand Evaluation.
• Consider past advertising approaches and also
competitors’ campaigns.
Evaluation of strategic approach
(10 marks)
• Is the strategy really a strategy? Or a tactic?
• Based on your interrogation of the case, is it
the best strategy? Why or why not?
• Does it reflect the consumer insight?
• Is anything done well? Or could be done
better?
Analysis of the Big Idea and Execution
(10 marks)
• Does the big idea come from the strategy?
And capture the consumer insight?
• How well does the execution embody the
creative strategy?
Creative Recommendations (10 marks)
• Based on your analysis, offer creative
recommendations for the next campaign.
• If your analysis of the existing campaign is
favourable, it may be an extension of this.
• If might also be something entirely different.
• However, it must be based on your research
and analysis. AMN423 Strategies for Creative Advertising- Crumpler Brand Evaluation.
Communication (5 marks)
• This includes your rationale. Your reason why
your ideas are the best solution.
• This mark also includes your referencing and
any spelling or grammatical errors…… AMN423 Strategies for Creative Advertising- Crumpler Brand Evaluation.

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