Question

Topic: Advertising/PR

Fresh Idea To Execute A Celebrity Inauguration

Posted by Anonymous on 2/16/2012 at 4:42 PM ET 125 Points
the age old format of directly says that this celebrity is coming to inaugurate a shop, leveraging on the celebrities reach to his target audience though tried and tested to be effective needs to be broken. I am stuck and are presenting in 2 days time a fresh idea on how an inauguration campaign can be done with same results for a jewelery shop. this campaign will be run for a week in radio and print. Flash mob was an innovative idea when it came to branding...i am looking for inspirations
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/16/2012 at 11:33 PM Accepted
    Are you trying to do something different with a celebrity or are you trying to do something without a celebrity?

    Are you trying to get press attention or to make sales?

    What's your budget?

    What can you tell us about the jewelry shop? Where is it located? What makes it special/different from others? Who is likely to shop there? Why?
  • Posted on 2/17/2012 at 6:45 AM Author
    we are trying to do something different with a celebrity.

    both press attention and sales

    No restriction on budget

    there is no specific USP for the brand, rather it has everything that caters to a typical middle class Indian's appetite for gold. its located in the heart of town around 300,000 families, easily accessible by metro, transport bus and taxi. unfortunately nothing makes them special/different from others. middle class Indians especially south Indians. why they would come can be the offers provided on that day.
  • Posted by Jay Hamilton-Roth on 2/17/2012 at 9:03 AM Member
    If there's no restrictions - give away your jewelry. Your celebrity could judge a (look-alike, dance, talent, etc.) contest with the prizes the jewelry. Livecast the event, and also have people at home vote for their favorites using phone/website.
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