STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Warren, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this Quark was regarded as a coherent development from the Warren Quark. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this Quark to the hugely successful Warren Quark.

www.BrisbaneWindowFrosting.com.au: Quark www.BrisbaneWindowFrosting.com.au: Quark www.thatsmephotography.com.au: Quark www.sell2u.com.au: Quark www.cityphysio.biz/: Quark www.cityphysio.biz/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark http://www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.extrememarquees.com.au/: Quark www.solddirect.com.au: Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.dbadvancedsolutions.com.au : Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.throughthelookingglass.com.au/: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.ausmarquees.com.au: Quark www.dlyrigging.com.au: Quark www.dlyrigging.com.au: Quark www.dlyrigging.com.au: Quark www.sunrover.com.au: Quark www.sunrover.com.au: Quark www.sunrover.com.au: Quark www.sunrover.com.au: Quark www.bridesofmanuka.com.au/bridesmaid.html: Quark www.completetiles.com.au: Quark www.completetiles.com.au: Quark www.kjeng.com.au: Quark www.kjeng.com.au: Quark www.adimagephotos.com: Quark www.adimagephotos.com: Quark www.icmegaaustralia.com.au: Quark www.icmegaaustralia.com.au: Quark www.cairncrossaustralia.com: Quark www.cairncrossaustralia.com: Quark www.cairncrossaustralia.com: Quark www.dynamicart.com.au: Quark www.dynamicart.com.au: Quark www.dynamicart.com.au: Quark www.furyproductions.com: Quark www.furyproductions.com: Quark www.holmart.com.au: Quark www.holmart.com.au: Quark www.sponsorpoint.com.au: Quark www.sponsorpoint.com.au: Quark www.dbadvancedsolutions.com.au: Quark www.myultimateweddingplanner.com: Quark www.missmsalon.com: Quark www.missmsalon.com: Quark www.missmsalon.com: Quark www.specialisedremovals.com.au: Quark www.hillscales.com.au: Quark www.hillscales.com.au: Quark www.hillscales.com.au: Quark www.limousineexcursions.com.au: Quark www.chauffeuredvehicles.com.au: Quark www.chauffeuredvehicles.com.au: Quark www.londoncabsdownunder.com.au: Quark www.alloccasionslimos.com.au: Quark www.alloccasionslimos.com.au: Quark www.alloccasionslimos.com.au: Quark www.cobwebs.com.au: Quark www.cobwebs.com.au: Quark www.croccatcruises.com.au: Quark www.croccatcruises.com.au: Quark www.tfora.com: Quark

Quark, the, best, sells, advanced, software, lovely products, Australia, business.

You demonstrate a strong research strategy using a wide variety of mass media, Quarkal, and academic sources with strong relevance to the product/service and context. The primary research instrument is well designed and the results well presented. You provide detailed and critical analysis of the company, product/service and target market. Relevant theory is used to support the analysis. You offer a comprehensive summary of findings and draw cohesive conclusions about the situation. You demonstrate a research strategy using a range of mass media and Quarkal sources with relevance to the product/service and context. The primary research instrument is appropriately designed and the results clearly presented. You provide detailed analysis of the company, product/service and target market with some critical treatment. You use literature to defend arguments. Conclusions clearly follow from analysis of context.

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.

INSPIRATION FROM RESEARCH The objective of research was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every Quark they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from research was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.