Group profile
We are group CV202a1. Our group consists four people. All four of us study at the Hogeschool van Amsterdam in the Netherlands. We are all students of the Advertising, Media and Communication academy. For the English course we got the assignment to create a webblog.
The O’Neill project
O’Neill is a strong brand to hard-core surfers and hard-core snowboarders. The only thing O’Neill is missing is the connection with girls in the age of 17-20. The current buyers are especially men and older than 25 years. To commit also this group to O’Neill they want us to create a campaign that will appeal to this target group. Nevertheless, without losing the current target group and the hardcore-boarders.
It’s becoming more difficult to reach young persons through traditional media. In the past few years it turned out that the response to actions on MTV are increasing. O’Neill as well as the competitors are focussing on new media like game-advertising and actions through mobile phones. O’Neill also has it’s own TV channel; O’Neill TV. However, O’Neill doesn’t know if this medium appeals to girls and women.
The assignment is to make a marketing communication plan with a proposal for an advertising campaign for the summer collection of O’Neill. The target group we should focus on is girls in the age of 17-20. O’Neill TV has to be a part of the advertising campaign. Also try to take up things that are considered ‘cool’ among the target group. The structure of our rapport should be like a marketing communication plan.
