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STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this communication needed to give Buy Marquee a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to Buy Marquee. A competitive review highlighted that most communication for Buy Marquee felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of Buy Marquee we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

Business Type: Online Shop/Store

Australian e-commerce department store, featuring everything from the latest toys to sporting goods.

You should combine the development of the project Buy Marquee with a process of personal reflection upon your research and creative practice, and use it as a starting-point for planning and timetabling the required activities for this project.

Keep sight of the overall aims of this project, constantly reminding yourself of the key issues you aim to investigate.

Keep track of your work on this project, for example by keeping a project log in where you document any research or brainstorming steps you take.