CSL Blueberry New Campaign "What's Your Berry?"

INTRODUCTION

After being given the task of creating a new campaign for CSL Blueberry, I set out to find what's the best big idea to associate CSL Blueberry with. As the result of the situation analysis, I concluded that the best target audience would be people 18-28 years old, who are students and young working adults and are looking for a cheaper alternative smartphone than the well-known big name brands in the market. It's a realistic market as people wants new technology, wants to look good and have up-to-date products, but not all are capable of shelling out large amounts of money for something that can be considered a luxury item.

So CSL Blueberry would be a smarter choice, given that it is quite cheaper than others, and it comes from an established brand in Malaysia, CSL.

The problem is the identity of Blueberry Smartphones is not that good, and many people have negative perceptions towards it.

I set out to change this with the campaign "What's Your Berry?".

Campaign Positioning: To project a new and fresh image of the brand, associating it with

elements that are interesting and relevant to the intended target

audience.

THE BIG IDEA

Concept: "What's Your Berry?" - a rhetorical question which implies the flexibility of CSL

Blueberry as a communication device and caters to target audience's needs.

Big Idea: CSL Blueberry at the centre of everything that is going in a social and trendy person's

life. Whether fashion, socializing, technology, connectivity, or information, CSL

Blueberry acts as a focal point for all these aspects.

Approach: Using vibrant colours and images, and metaphors such as rubic's cube and lava lamps to indicate the nature of the brand that I want to project towards the audience.

Using these points as guidelines. I begin working on the two media I selected for my minor projects, which are TVC animatics and Website.

I also redesigned the logo of CSL Blueberry, so that it would look much relevant to the brand, with the logo type implying high-tech traits of the brand, while staying true to the blobs-like of the CSL brand logo.

The ideation and process of these two minor projects will be documented in their respective sections.