Having thought into a campaign that would closely follows the
creative brief, I came up with the campaign idea of “Be a part of it”.
The concept of the campaign is that it allows the chance for anyone
to become a part of DECE, making the brand personal to each individual who
purchases the product.
The theory behind the idea was that with each purchase of a DECE
garment a single, unique code/password would be embedded on the product label.
This would then enable to individual to either download the DECE
application to their handheld device or login into a section of the website.
The idea is that they upload an image of themselves wearing the branding
garment in either an interesting location related to a sport they participate
in, or simply a fashion/unique pose.
This would then be catalogued and showcased on the homepage of the
website and create the chance of being used for the face of the DECE ‘Be a part
of it’ campaign, showcased across various unique advertising material.
Not only would it create an awareness of the brand through trending
uploads on social networking sites, but also create potential competitions for
the best-uploaded image/interesting location/etc.
Not only is it a cost efficient advertising concept through Internet
trending, it refines the target audience by identifying related searches,
through frequently used search engines.
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