1. Creative Communication of Umbrella
Campaign

2. Name of the Presenters
Md.Saeeduzzaman
ID:111072131
Md.Ridwanul Arafat
ID:111072098
Abu Naim Tausif
ID: 111072120
Md.Esfaquel Haque
ID: 111072121
Md.Ariful Islam
ID: 111071016

3. Objective(s)
Broad Objective:
• creating a creative campaign
Specific Objective:
 segmentation
 Identify the target customer
 developing competitive selling
 proposition
 selecting appeal in message
 selecting execution technique

4. About the Customer
User: Mainly young people, as well as all aged people)
About the product
Feature:
Weather-resistant fabric f, aluminum frame, wooden handle
User Time:
Specially summer and rainy season
Brand name:Green Sata

5. Segmentation
Benefit Segmentation: Focused on the product benefit that is
easily portable
Demographic segmentation: Segmented to all aged people
and specially young aged people

6. Targeting
Target market is young people usually who don’t use umbrella because of
carrying problem

7. Positioning
We have used two positioning techniques:
Product differentiation:
 Pocket umbrella
 Portable
 Longevity
 Attractive design
Image differentiation:
 Good image about product by showing morality

8. Competitive selling proposition
• Pocket umbrella
• Easy to carry

9. Objective of Communication
&Response
“Action" according to AIDA model
Communication Objective
“Attracting to our product by visualizing rational thoughts and reflection
of emotional attachment ,which is actually a invite to buying our
product.”

10. Communication Appeal(s)
Combination of three communication appeals, likely-
Rational Appeal
Moral Appeal
Emotional Appeal /Humor

11. Execution Technique(s)
Tried to be pooled three execution techniques
Demonstration
Humor
Dramatization

12. Story line
Scene:1
A crowdy place beside the road where a ticket seller is selling ticket.
A young girl and a elder woman is standing in front of the ticket
counter for buying ticket.

13. Story line (contd…)
Scene:2
At that time a young smart boy have came to buy ticket while the
sky is becoming cloudy.

14. Story line (contd…)
Scene:3
After few seconds its starts raining while the boy put out his
umbrella from the pocket and unfolded it.

15. Story line (contd…)
Scene:4
Then the boy is going towards the young girl seems like to protect
her from the rain….

16. Story line (contd…)
Scene:5
Lastly, a strange scene happened that the boy have crossed the
young girl and hold on the umbrella to the elder woman to protect
her from rain.

17. Thank You