Individual Assignment Coversheet (Online version)

DETAILS OF ASSIGNMENT STUDENT NAME EMAIL ADDRESS UNIT CODE * NAME ASSESSMENT TITLE TUTORS NAME: Catherine Brown catherinerosebrown@gmail.com ADV100 Principles of Advertising Creative Brief Dr Scott de Francesco
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ID NUMBER PHONE CONTACT

7199139 449116701

DATE OF SUBMISSION:

13th January 2012

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DETAILS OF FEEDBACK

Catherine Brown

Dat e:

13th January 2012

Office Use Only Date Received Total Mark / Grade Received by Marker

Situation Analysis
Rainbow Sandals is a brand that was established in the mid 70's in America but has only been introduced to the Australian market more recently, in September 2010 by an Australian company, Malua Point Holdings who own the exclusive distribution rights for the Australia/New Zealand region. Rainbow Sandals are a leather thong that boast top grain leather or hemp upper, stitched using parachute-grade thread and technique as well as a sponge rubber base that is triple glued and moulds to the wearers foot. This design has been perfected over 35 years and ensures maximum quality and comfort which is backed by the Rainbow Sandals Guarantee which gives the brand the competitive advantage. Whilst the sales of Rainbow Sandals reach $50 million in the US, Rainbow Sandals Australia has struggled to position itself in the Australian footwear market due to the retail climate, the seasonal factors that affect their prime retailers, surf stores and the strong brands in direct competition. Major competitors with similar product include Reef, Havaianas and Sanuk. Each of these are widely stocked amongst target retailers and popular among the target market. With a strong surf culture heritage behind the brand, Rainbow Sandals is a 'surfer's brand' and targets men and women aged 18-35 of the beach culture, through surf retail stores.

Creative Brief
Why are we advertising? To increase awareness of the brands availability in Australia and carry out the objectives of the positioning strategy to communicate the high end, high quality nature of the product. To whom are we advertising? To men and women involved in beach/surf culture, aged 18-35. What do they currently think? Rainbow Sandals aren't widely known in Australia as yet, although those that are aware of the brand from it's Californian origins are more often than not, loyal to the brand for its high quality nature. What do we want them to think? We want to more effectively introduce the brand to the market and highlight it's existence in the market. We want this to result in the same loyal following of the brand in Australia as it has in the US which has been built over the brand's 35 year history and sustained due to the high quality, long lasting design of the product. What is the single most persuasive idea or Unique Selling Proposition about our product? The Rainbow Guarantee. Rainbow Sandals is so confident in it's design and construction, that they offer a free repair service or replacement (if repairable) for any manufacturing based problems, provided that the top layer of the upper and the bottom layer of the sole have not been worn through. Why should they believe it? Because the company believes in it and backs that belief with their Rainbow Guarantee. What is the personality of the product or service? The heritage of the brand is strongly connected with the beach and surf cultures so the personality of the brand communicates a laid back, leisurely nature as well as being environmentally concious. What media do we need to transmit this message effectively?

A coordinated mix of print (magazine) digital media (banner ads and social media) and billboard (outdoor advertising) would communicate the message of the campaign as well as enable the advertising to be targeted efficiently.