IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is popup marquee messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of popup marqueeers (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest popup marqueeers in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about messaging (both picture and popup marquee) rather than just pictures.

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The main aim of my narrative is to illustrate the multi-form world a person with Asperger’s Syndrome lives in: reality and the warped, interpreted reality of someone who is haunted by the misinterpretations of those around him. Although the narrative is autobiographical, biographical elements have been included.

There is no authority given to a narrator, but all focus is on the main character. Although the short film is more of a montage of clips rather than a narrative, one could conclude that the action line consists of the character living a normal day of his life.

The Character line shows what is going on behind the scenes. Monochromatic footage is used to illustrate the character’s reality; memories, interpretations and feelings. The images that he sees are distorted memories and experiences, which popup marquee the morbid feeling of others that this character gets, and thus the reason for isolating himself.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.