The Campaign

CAMPAIGN OUTLINE

“The passionate love and dedication that many teenagers feel for the teen pop sensation are a result of overactive hormones and a drive for identity, combined with cunning marketing that uses new and old media to create a frenzy” (Sydney Morning Herald. 2012)

This bold statement sums up the strategy behind One Direction. To create hype amongst consumers and the market by playing on the esteem needs of the target audience and by reaching them through the appropriate mediums.

Target Audience

One Direction targets females, younger Generation Y, aged 12-18. Also known as the ‘tween’ market.

GENERATION	AGE GROUP	GENDER
Younger Generation Y	12-18 years old	Female

Key Characteristics of target market (Siaaustralia. 2012)

As noted on www.saiaustralia.org.au/educare/teacher/Generation-Y.doc the below are characteristics of the target market:

·       Most materially endowed and entertained ·       Have never known a world without, mobile phones, cable TV, ·       Influences are media, internet ·       Want to be understood, accepted, respected and included ·       They often fail to experience unconditional love and connection when with their peers even though they spend most time with them. ·       Australian teens wish for a “happy relationship” and a “loving family” ·       Work hard to live up to peer expectations ·       Self-esteem rests on how well regarded they are in their group or subculture. ·       In search for: Fun, quality friendships, fulfilling purpose, spiritual meaning, looking for real role models and mentors who not only know the ·       way but go the way and show the way. ·       Want freedom ·       We stress learning, they like experiencing ·       We react, they relate ·       We focus on individual, they are socially driven Market Segmentation (Belch et al. 2011, p.203)   One Direction operates in a Business to Consumer market (B2C) MAIN DIMENSION VARIABLES ONE DIRECTION TARGETS GEOGRAPHIC COUNTRY Australia, UK, Europe, NZ, America and Asia URBANISATION Metropolitan areas DEMOGRAPHIC GENDER Primarily focusing on females, with male audience as a secondary target AGE Primarily 12-18 years old COUNTRY OF BIRTH Austraila, UK, Europe, NZ, America and Asia LIFE STAGE Generation Y (as above) MARITAL STATUS Single SOCIOECONOMIC INCOME Lower income earners, still living at home EDUCATION Older primary school and early high school students OCCUPATION Students PSYCHOGRAPHIC PERSONALITY Fun, lively, extroverted, introverted VALUES Strivers, Experiencers, Makers, Strugglers LIFESTYLE Activities = Dancing, spendng time with friends, music Interests = Music, concerts Opinions = Easily influenced by peers Promotional Mix Elements There are several key elements used by marketers for One Direction in the Integrated Marketing Communication Process. These elements are as follows: ¡  Advertising TV Advertisments, Billboards, posters have been put together by Sony Music to promote the product (seen through below link) http://www.youtube.com/watch?v=OrZJxHUh9uU In-store POS has also been used in retail music stores to promote the by-products, such as header cards, shelf toppers etc. Music stores also control in-store airplay, where it is agreed that One Direction’s album will be played to promote the artists and all of their by-products. ¡  Direct & online marketing One Direction are heavily marketed online through their website, facebook page and other mediums. www.onedirectionmusic.com ¡  PR One Direction fans have started Flashmobs to gain the attention of the group and the media, as seen via this link: http://www.heraldsun.com.au/entertainment/one-directions-promotional-store-opens-on-saturday-at-245-pitt-street-in-sydneys-cbd/story-e6frf96o-1226320083730  The marketing team behind One Direction have come up with innovative ways to gain attention from the public. One Direction have setup up a physical store in Sydney (pictured below). In PR terms, this is a first, is newsworthy and is a great talking point, making this in itself a PR stunt. Once Direction have also setup mobile stores around Sydney to coincide with their Australian visit. http://www.facebook.com/pages/One-Direction-Official-Store/199208916857421 ¡  Publicity In the lead up to their Australian visit, publicists at Sony Music were busy securing radio interviews, TV appearances, magazine interviews and other forms of publicity for the band. ¡  Sponsorship One Direction and Nokia have teamed up to launch a limited edition version of the new Nokia C2 and C3 phones in the UK. The below clip shows the launch and provides a great insight as to why sponsorship has been used in this instance: http://www.youtube.com/watch?v=Y5ywa-2tgzc&feature=relmfu ¡  Sales Promotion Various sales promotions have been adopted to promote One Directed by-products such as CD’s, DVD,s and merchandise; both online and in-stores. http://www.jbhifionline.com.au/music/pop-rock/up-all-night-the-souvenir-edition/663011 ¡  Personal Selling Personal selling occurs with the by-products of the group in a B2B environment. One instance would be where account managers from the Sony sales team meet with music retailers to pitch the product and secure in-store promotions for One Direction. ¡  E-marketing One Direction have a newsletter which emails fans with updates on the band. The facebook page, as seen on the below link. Various campaigns are run online marketing team at Sony Music. An example of online marketing can be seen below: Key Messages The intent of the key messages are to inform, persuade and remind consumers about the product. §  Inform – To inform consumers who the group is, to promote brand awareness and promote by-products. §  Persuade –  To persuade those who are not already ‘fans’ to become fans. §  Remind –  To remind those who are already fans of the product and its by-products. Message Execution Style The way in which the messages are conveyed to the consumer plays a key part in the way the messages are perceived by consumers. The message execution style can be seen below: §  Personality Symbol – The individuals that make up One Direction are the personality symbols that drive this product. Each one different in their own way, and fans can relate to one of the five artists.