Creative Strategy Statement 

Our campaign will target girls and women ages 12 to 25, and show Emoticon is unique among its competing bands.  With our approach that focuses on trends in technology and on creating buzz we will gain the attention of our fans by reaching them through the mediums that are most popular among them. This will lead to recognition among booking agents and band-managers.

Advertising Plan 

Key Fact: Our target fan base is made of technologically savvy consumers who rely on high-tech mediums to gain information and find entertainment.  

Ad Problem: Consumers are unfamiliar with the band.  

Ad Objective:  To gain familiarity by incorporating modern trends and technology and to generate buzz through viral marketing and creative campaigns. 

Target Consumer:  Girls and women ages 12 to 25 with interests in pop music and who are frequent users of online technology.  

Competition: Other boy bands, other genres of music, movies, TV, any other forms of entertainment that appeal to our target market. 

Key Consumer Benefit: A unique musical group that relates to their current interests. 

Support: Magazine, Web site, MySpace, press kit, fliers, promotional material. 

Tone Statement: Mysterious, modern, fun, exciting, hip, trendy. 

Mandatories/Limitations: Age appropriate, make sure to stick to mediums that this particular band appeals to.