iRace with iPhone

Task : iPhone Campaign

Subject : Marketing Communication

Lecturer : Mr. Leonnard Ong


BACKGROUND

The background of the campaign is based on the high technology lifestyle that is

being lived by most of people nowadays in metropolitan city like Jakarta. The

campaign is also used to make people aware of High Technology and they will present

it to their life and it will become lifestyle. People now are different with people

20 years ago. Nowadays, with their hectic working and dynamic life as well as

socializing with others in the same time, they must want a gadget which can fulfill

their needs of both entertainment and cover for the business aspect. As time goes

by High Technology Gadget especially will not only become the third needs, secondary

needs, but now it will become primary needs. Why ? Because people need it. Imagine

when 1831, Joseph Henry ,Michael Faraday found the television where it started

become the beginning of the communication era. Imagine if we do not accept that,

communication will not become as easy like now. Now Technology can cover all things.

It can destroy everything but if we can handle that, it will become useful to us.

Now Apple Iphone 3G provide a very high technology that can be used as the daily

gadget in a very busy life like now. Now the tings that we want to do, is to fulfill

the emptiness of the tools that can provide everything in every aspect. We can cover

business area, entertainment area especially with our campaign that provide some

interesting and challenging activity that can help people continue their life with a

high technology gadget. In this campaign we also would like to change the

unawareness of people in high technology gadget become awareness then action.

Because We want to make people able to live in mobile life with high technology

gadget.


EVENT CONCEPT :

Racing will starts in Jakarta and finish in Bali

Racer must arrive at the pit stop as soon as possible and earlier than the others.

They should arrive at the pit stop earlier, but they do not just race and find the

place. They will have some challenge in some cities to test their teamwork and

ability, they should finish the challenge earlier than the other to get the clue and

then race to the next pit stop.

RUTE :

Jakarta - Bandung - Yogyakarta - Surabaya - Bali

TIME :

5-6 Days

RACER :

We will have 20 person and they will be divide in 10 teams

1 teams : 2 persons

Racer will be tested and chosen by any criteria until we thought that they have the

ability and they can have a duty to become Apple Brand Ambassador if they win later

Al racers are asked to send their profile with a video of themselves as the first

test in the beginning of audition

After that if the applicants is a lo, then we will choose big 50 to come to have a

second test which is interview session.

Finally we will chose the best 20 that we thought they have good personality, high

scale of ability and responsibility to become Apple Brand Ambassador

TOOLS :

APPLE IPHONE 3G

GPS (Global Positioning System) :

As the system that help the racer to know the position of the target place

3 G | push email | Voice Mail | Video Call | Song Lyric (music) :

As the media to deliver the clue which is can tell about the challenge to do.

MITSUBISHI STRADA :

As their car to have a race from one place to another place.

MONEY

Racer will get Rp. 1.000.000 / person as their money to do racing

They can not bring their own money

So they are asked to have a good money management and teamwork so that they can

maximize the uses and spending