Raising mental availability among young adults – Fictional project
Raising mental availability among young adults – Fictional project
Raising mental availability among young adults – Fictional project
Note: Silmäasema is my current employer. I work as an optical seller/consultant. The idea and observations for the case are based on what I have noticed on my free time.
Note: Silmäasema is my current employer. I work as an optical seller/consultant. The idea and observations for the case are based on what I have noticed on my free time.
Background
Background
Silmäasema is a constantly expanding company in the optical field that operates in Finland and Estonia. Silmäasema stands out from competitors with major campaigns from HSL tram tapes to multi-channel marketing.
Even though all three, Silmäasema, Synsam and Instrumentarium favors students and underage people with price discrimination, Silmäasema seems to target more working age, premium progressive lenses using adults.
The market
The market
The optical retail market is heavily concentrated to major chains in Finland.
The optical retail market is heavily concentrated to major chains in Finland.
The market leader, but top of the mind?
The market leader, but top of the mind?
The market leader, but top of the mind?
The challenge
The challenge
Observation
Observation
Observation
Whenever I told friends that I worked at Silmäasema, something interesting kept happening. Later, they would remember that I worked in optical field but associate me with Synsam or Instrumentarium instead.
Whenever I told friends that I worked at Silmäasema, something interesting kept happening. Later, they would remember that I worked in optical field but associate me with Synsam or Instrumentarium instead.
Hypothesis
Hypothesis
Hypothesis
Either I have fake ass people around me or Silmäasema may have weaker brand salience among young adults than major competitors.
Either I have fake ass people around me or Silmäasema may have weaker brand salience among young adults than major competitors.
Awareness Consideration Purchase Loyalty
Awareness
Consideration
Purchase
Loyalty
Awareness Consideration Purchase Loyalty
Our playground: Awareness and Consideration
By building mental availability among young adults today, Silmäasema has the opportunity to remain part of their consideration set as their optical needs evolve.
By building mental availability among young adults today, Silmäasema has the opportunity to remain part of their consideration set as their optical needs evolve.
By building mental availability among young adults today, Silmäasema has the opportunity to remain part of their consideration set as their optical needs evolve.
Who are we talking to?
Who are we talking to?
Young adults becoming independent consumers of eye care.
Young adults becoming independent consumers of eye care.
Young adults becoming independent consumers of eye care.
The category becomes relevant in situations like:
The category becomes relevant in situations like:
I can’t see the lecture slides
I can’t see the lecture slides
I think my eyesight has changed
I think my eyesight has changed
I think my eyesight has changed
I can’t read something from the distance
I can’t read something from the distance
These are the moments where Silmäasema should come to mind.
These are the moments where Silmäasema should come to mind.
These are the moments where Silmäasema should come to mind.
The big idea
The big idea
Launching a series of short-form videos (10–15 s) of the same theme in different contexts.
Launching a series of short-form videos (10–15 s) of the same theme in different contexts.
1. Build reach and recognition through relatable, entertaining situations.
1. Build reach and recognition through relatable, entertaining situations.
1. Build reach and recognition through relatable, entertaining situations.
2. Put it in context
2. Put it in context
2. Put it in context
Static versions for public advertising. Bus stops – 67 or 69, see which one is coming?
Static versions for public advertising. Bus stops – 67 or 69, see which one is coming?
3. Capture the need with SEO
3. Capture the need with SEO
3. Capture the need with SEO
Did it change anything?
Did it change anything?
Pre/post campaign survey for young adults
Pre/post campaign survey for young adults:
Pre/post campaign survey for young adults
Unaided awareness
Unaided awareness
Unaided awareness
Does Silmäasema come to mind?
Does Silmäasema come to mind?
Would they concider Silmäasema?
Consideration
Consideration
Consideration
Would they consider Silmäasema?
Would they consider Silmäasema?
Action
Action
Action
Did the campaign exposure lead to visits or bookings?
Did the campaign exposure lead to visits or bookings?
Did the campaign exposure lead to visits or bookings?
Does Silmäasema come to mind?
