Advertising and communication plan - the mobil home

Résumé du document

The mobile home we come up with is between middle range and high range of accomodation for hoildays. Its features are the following: luxurious and designed with being a warm and cozy home at the same time. Besides, a 'blancket' roof structure, metallic structures, and isolating sandwichs boards. The main driver for the target selection is the self-actualisaton, in fact the customer wants to find an improvement in the luxurious places he/she usually visits. Thus, it totally corresponds with our product. The problem, or need that previously existed, is that the consumers are not always satisfied by with hotels: they seem cold and impersonal, especially when we compare it to a proper home. The idea of coming up with this kind of mobile home is like feeling at home in the country of your dreams; with a touch of luxury and high tech sophistication. A meaningful and memorable brand name has been invented: Lounge Freed home. Together with the slogan 'a sweet touch of luxury for your uniqueness', it transmits the values of design, comfort and authenticity for holiday makers in trendy places.

Extraits

[...] The typical consumer that is usually likely to have an interest for the mobile home is a camping “aficionado” and belongs to the middle class with modest revenues. This user loves nature and enjoys spending some easy and simple time for holidays in a tent or in a mobile home. (Let is notice that it is also a way of life for certain people). The example of Clayton mobile home clearly shows this need: the company offers the possibility to “bring the home of your dreams”. [...]

[...] This strategy of communication can be justified by the use of three different aspects of the viewer's reactiveness. First, it appeals to the emotional part of the consumer's mind (pathos) through the pictures and catching words. Second, it tries to attract its character through the endorsement strategy (ethos): the consumer can identify him/her self with Marion Cotillard. Third, Logos, the logic, reason, can be noticed through the comparative billboard Regulatory issues Regarding the conception and creation of our mobile home, it will be essential to comply with an important norm: EN 1647 European norm[3]. [...]

[...] The aim is above all to follow the positioning, and Marion Cotillard totally matches with the brand perception we want from the customers: a glamorous person looking for a design and luxurious place but comfortable and easy at the same time (feeling unique), probably for a romantic week end/stay. In fact, this is a good combination of sophisticated design and comfort Reaching our audience What is our target audience? Our target audience includes the two last generations: generation X and generation Y. These consumers were born between 1965 and 1994 and have a totally different system of values, compared to the previous behaviors. [...]

[...] The brand name of our mobile home is descriptive: the communication is immediate and the meaning is easily and quickly understood. I come up with three words that sounded good to sum up the corporate values of our product. To obtain the brand name I combined them: the result is the following name: Lounge freed'home. The idea is to match design, luxury and freedom at once. Regarding the tag-line, sweet touch of luxury for your uniqueness”, gathers the values of love design and authenticity of the place to make the user feel like at home (“uniqueness”). [...]

[...] Our message delivery and final campaign is quite diversified and will allow to ensure the communication of our added-value. However, we have to be careful with the regularity issues. If we want to follow up with this project, and in case we launch the advertising campaign, it will be essential to realize an assessment about the impact of the campaign. The factors would be frequency and reach and would generate awareness and involvement of the consumer, which the purchase. [...]