Advertising and communication plan - the mobil home
- Definition of our mobile home and its features
- Problem or opportunity that it solves
- The brand name
- Reaching our audience
- What is our target audience?
- How do we select our target?
- What drivers are the consumers responding to ?
- Delivering the message
- Regulatory issues
- Final Campaign
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.