Wake Up Call: An integrated marketing campaign for CignalHD

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Advertising and Promotion Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Despite being new in the broadcast industry, Cignal Digital TV has already established itself as a Direct-to-Home (DTH) satellite TV service that delivers digital television channels and programs via satellite. Through its aggressive efforts for its Standard Definition (SD) digital transmission line, Cignal has made a name for itself at the provincial areas where cable TV is not readily available. Aside from offering SD feed, Cignal is also one of the two providers of High Definition (HD) feed in the country.

In the Philippines, one of the newest technological advancements in the broadcast industry is the offering of HD television broadcast. Compared to the mainstream analog feed, HD offers real-like audio and visual feed without the usual snowy images. With these features, Cignal's HD line proves to have a competitive edge against cable companies and DTH satellite TV providers. Moreover, Cignal offers the most HD channels, which is considered as its competitive advantage over its main competitor Sky Cable. However, Cignal has continued to focus on its SD line and only uses thematic campaigns when advertising its HD line. Aside from its weak advertising efforts, its HD line is also targeted towards a market that is usually not updated in technology.

The campaign, therefore, aims to develop an integrated marketing communications strategy tapping the influencers an often unnoticed segment. Through research, it has been observed that children are now gaining stronger stand on family decision-making. With this, the campaign targets college students, aged 16 to 21, from the Socio-Eco Classes A and B, with at least one unit of HDTV at home. The campaign's strategy is to create ads and offer activations with the objective of creating desire of experiencing real-like audio and visual entertainment from the target market. This would be done by demonstrating its captivating effect to encourage these college students to convince their parents in subscribing to Cignal HD. The campaign's message would be directed towards the influencers, eventually trickling upwards to the decision-makers. By the end of this eight-month long campaign, it is expected that Cignal will increase its HD subscriptions by four-fold. Together with these objectives, the campaign aims to capture the fast-growing HD market, putting Cignal at the forefront of Philippines HD digitalization.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020462

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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