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advertising Stategy – Launch advertising in both traditional, transit and new media to deliver target audience a message associated reminiscent feeling with ice cream trucks and to increase brand awareness to brand insistence of Mobile Softee.

理由 - 在任何营销形式活动之前，Softee从来没有运行任何市场活动。虽然冰淇淋卡车的形象在香港人的心中是一个值得纪念的图标，但是它在人们的心中逐渐渐行渐远。

Rationale – Mobile Softee has never run any campaign in any form before. Although the image of ice cream truck is a memorable icon in many Hong Kong people’s mind, it is gradually fading away. Therefore, it is important for Mobile Softee to disseminate its new campaign theme and intensify the truck image representing simple happiness through diverse media during the first two months. And in the peak season, the ads would be supported by online PR activities and promotion to help increase the brand awareness and sales.

因此，为Softee传播其新的活动主题才是当下之重，通过各种媒体的宣传手段加大对卡车形象的塑造。尤其是在旅游旺季，通过广告支持的在线公关活动和推广，能够帮助提高品牌知名度和销售量。
Public Relations strategy – Establish Mobile Softee website, social network pages and online forums to reach youngsters so as to arouse their concern or curiosity about the ice cream brand and cultural heritage of Hong Kong through topics, information, discussion and interaction.
Rationale – Youngsters have high brand recognition but low interest in Mobile Softee. In order to construct an emotional connection between young people and Mobile Softee, the strategy is based on their lifestyle, their attitude towards the society and their concern about the future Hong Kong. The discussion and interaction online should be coherent and develop a hot topic among Internet users, which ultimately influences youngsters’ perception on Mobile Softee or even other so-called “old fashion”. The PR activities help support ads and promotions, moreover, maintain the exposure of Mobile Softee among consumers from April to next March.
https://www.51lunwen.org/marketingresearchproposal/
Promotion Strategy - Conduct complementary promotion activities in August to intensify purchase and in the next five months to maintain the brand image.
Rationale –The strategy follows closely behind the intensive ads in the peak season so as to reinforce the desire of purchase in a relative low sales season. Simultaneously, combined with PR strategy, promotion strategy consolidates emotional feelings and brand awareness not only in the young generation but also the reminiscent generation until next year.

广告策略
Advertising strategy

Creative strategy and execution
Creative objectives
The closest connection between Mobile Softee and consumers is the ice cream van, which is also one of the most specific icons of Hong Kong. However, as time passed by, the image of ice cream truck is gradually fading away together with some collective memories about Hong Kong culture.
Therefore, the most important thing is to evoke collective memory among target audience through intensifying the image of ice cream truck. The campaign’s creative objective is then focused on linking consumers’ cognitions and memories to the ice cream vans, furthermore, to ultimately increase brand preference from general awareness to extreme (Top-of-mind) awareness. Nevertheless, considering the long-term operation of the company, Mobile Softee should not merely focus on the linkage of memory, but mo