BE A PERFECT GIRLFRIEND
Advertising Campaign for Star Wars 7
In the past, Star Wars' audience and fans are mainly male audience. Therefore,
in order to expand their market and increase more female audience watching Star Wars, we would like to create a campaign to attract target female audience.
To get more female audience watching Star Wars 7.
Star Wars have to change some strategies of promoting Star Wars 7.
INSIGHT Find something aspects girls who they care. Like outside beauty, gossips, fashion, love and romance.
GET - 16-30 Female, Who not interested in Star Wars and think Star Wars is complicated.
TO - Lure them watching the movie.
BY - Telling them that Star Wars 7 help you be a "Perfect Girlfriend".
SUPPORT 1/ Girl have better understanding of boys' childhood & 2/ Common topics
1. Viral Videos - Star Wars cooking tutorial series (Cooking Skills & Creativity)
These cooking series are crossover with Youtuber like Eugenie Kitchens and Cookaka. The objective is to attract female audience to watch and raise their awareness, also can improve their cooking skills as a perfect girl element.
After watching the videos, audiences can share through social media and hashtag in Instagram in order to get more points in games ( links to campaign website - Stage 2 ). And a creative dessert competition will be held in later stage.
Star Wars cooking tutorial series demo
2. Street Give Out (Confidence)
In order to attract more female audience, there are photo booth and male model AR code demonstration and macaroon give out in Causeway Bay. In street give out, there are three step to take the macaroon. First, ask male models to link up with campaign website through Facebook while lining up for photo booth. Second, take selfie or photos with friends in the photo booth and hashtag on social media (Instagram / Facebook) to get points. Finally, like the Star War official Facebook page. Therefore, it can planet or character's macaroon with AR code. The AR code can link with playing, take video and also link with website to take more AR codes.
Street Give Out Demo
Star Wars Macaroon Demo / AR Code example / AR Code demonstration
3. Coustume Exhibition (Fashion Sense)
In order to attract more female audience, there are big scaled Planets Coustume Exhibition and Short Movie Clip in Time Square. Audience can get planet ticket from machine to choose girlfriend type and take photos with the big-scaled planets. And then upload and hashtag on social media or campaign website, it can get more points.
Moreover, audience can also visit planet, coustume display to get points of boutique discount.
Ticket Front & Back Design
Big-scaled planets costume exhibition Planet Inside
4. Interactive Game Installation (Attentiveness)
In order to attract more female audience, there are interactive game installation in Time Square. It installs three monitors to play "Finding Star Wars Character". Audience can catch characters Pop-up in competition, Winner can get souvenirs or sales discount through website. To get more points, it has photo taking function for sharing on social media. If collect all the characters, it can get more points and discount.
1. Campaign Website
It links with all things, like social media, events, exhibitions, Star Wars updated news, details of Star Wars movies, videos from Youtube, etc.
Selection of plante
Selection of plante
2. Social Media
It is a continuous promotion of Star War. It creates a social platform for audience to like, share or comments and hashtag in the official Facebook Fan page, Instagram and Youtube.
For the retention, there are some interviews of producers, directors, actors on actress affection line and redefine the model of perfect woman, It posts super fans interview in Facebook fan page, which interview their dream when in their childhood and display their collection. In campaign website, it sells side products of Star Wars, such as kitchenware , Star Wars umbrella, clothing brand crossover, etc.
Lastly, for the cooking competition, audience can take photos or videos on making Star Wars desserts and hashtag #starwarsperfectgf or #starwars7. Star Wars side products will be awarded to 10 winners who get the most numbers of "Likes".