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분야
doc2. Target analysis
3. Perceptual map (Based on the results of survey)
4. Concept
5. Campaign Summary
6. Campaign Analysis
7. Problematical points and Suggestions
By the slogan “me today now, me2day”, me2day stresses that they are a service which users could share about their simple, ordinary lifestyles rather than special events. They are trying to strengthen their position by advertising frequently, while Twitter isn’t dominating yet.
5. Campaign Summary
Last year, me2day conducted a campaign under the slogan of ‘Today’s insanity’. At that time, me2day raised their brand awareness by publishing the daring slogan,‘ michin(In Korean, it means my me2day friend). Now they are conducting a new campaign which is inducing the consumer’s immediate behavior by releasing a new advertisement everyday. Me2day’s new campaign style is first conducted in Korea.
At first, to make consumers pay attention to the advertisement, me2day uses various factors to determine consumer's attention. Greater stimulus intensity like bright color, loud sound, extreme visual, and larged size produce more attention. In me2day's campaign, there are several factors used to produce more attention, especially sound. At the beginning of the me2day's advertisement, a calendar appears and we can hear a sound of paper flipping. And then, we can hear the sound of camera setting focus and taking photo. When the user posts the photo on his/her me2day blog, the sound of keyboard typing is heard. After the short narrative of a person's daily life ends, the commercial copy of me2day, ‘me today now me2day’ appears.
They maintains same format during the whole campaign. During 2 months, they show almost 60 different stories of people in same format. me2day's repetition of the advertisement's format can help consumers to implement maintenance rehearsal. So when consumers try to start Social Network Service program, they might remember me2day easier. This is also the key factor which makes consumers to be curious about the next day's episode. These 60 different episodes can also be accepted as schema. Schema means associated network of knowledge that is activated at the exposure of an external stimulus. Through the 60 different episodes of the campaign, consumers can expand the node and link of using me2day. By this process, it becomes able to increase the needs to use Me2day in consumer's daily life.
