Android phones account for over half of phone operating systems in Taiwan, and we know it’s often chosen because there are so many Android-based phone models to choose from (such as Samsung, OPPO, vivo, Sony, realme and Pixel), andit is easily compatible with other devices (such as ear/headphones, computers and laptops, and chargers too) plus the user interface (‘UI’ – i.e. the way it looks and functions) is simple to navigate, easy to learn as well as being highly customizable.
However, despite how many people have Android-based devices in Taiwan, Android is not as popular among high school & college students, in fact it is noticeably lower than other age groups.
Most high school & college students in Taiwan actually start out on an Android device as their 1st phone (mostly are lower-priced models bought by their parents). However, when they become a teenager and are able to afford a new device, they considered to switch to iOS, due to its higher popularity within their social circle. We might all know that Apple brand owns prestigious feeling due to its premiumness.
Going forward, Android is keen to innovate to increase its market share by grabbing youngster attention, to maintain its position as one of the best consumer choices and keep up with youngsters’ needs.
Can you help to devise a marketing campaign for Android phone or system so that it can appear more attractive and become a cool-to-have brand amongst high school & college students?
This campaign must be aimed specifically at high school & college students aged 16-25 years old in Taiwan, it should be rich in content, as well as relevant and attractive to the intended target audience.
Your idea should primarily be designed for digital channels (such as digital advertising or social media) but other good ideas with digital elements are welcomed. Your campaign ideas can be events, PR ideas, social topics…etc.
Also, the campaign should be differentiating and recallable, which can impactfully shift youngsters’ perceptions towards android.
Please present your idea with high quality illustration and descriptions, so that we understand what your communication campaign includes, and how it will make Android a truly cool-to-have brand for high school & college students. Describe your idea and answer the following questions to help us understand it:
- How does your idea help Android to appear more attractive amongst high school/college students in Taiwan?
- What is the key barrier your idea is trying to address?
- What is so unique in your idea that it can travel and become ‘a boom’ (i.e. very popular!) amongst high school and college students?
Awards:-
- #1 Prize €1,000
- #2 Prize €750
- #3 Prize €500
Deadline:- 20-07-2021
