Advertising(ADV241)

NAME
ISTIQAMARIAH BINTI JAMALUDIN (2017650802)
OMAR LUQMAN BIN NOR AZMAN (2017650854)
NAJIHAH BINTI MOHD JEFRY (2017634982)
NUR IZAZI BINTI HUSSIN (2017634792)
CHE WAN NURFATIN 'AQILA BINTI
CHE WAN ZUHAINI (2017651136)
AHMAD ZAHIR BIN HASMADI (2017651202)

CLASS
MC1104F

LECTURER'S NAME
NUR IZYAN BINTI ISMAIL
 CONTENT
PROBLEM/
1 BACKGROUND

TARGET
3 AUDIENCE
p a g e

BRAND
4 POSITIONING

MESSAGE
5 OBJECTIVES

7 BIG IDEA

9 STORYBOARD
 PROBLEM/
BACKGROUND
Reasons
We created the video advertisement to change Zalora’s both print
and electronic advertisements to attract more customers to buy
from Zalora. Print advertisement is based on the visuals and copies
meanwhile electronic advertisement is based on the storyline,
visual copies and audios.

Problems
PRINT
The graphic does not capture the Raya
theme.
Bad choice of typography
No information included on how to
purchase

ELECTRONIC
Barely see the products shown in
the video
Bad choice of colors used
Typography was not emphasized

1
 PROBLEM/
BACKGROUND
Objectives
PRINT
To feel the Raya vibes
Clear typography makes it easy for customers to read
More information included

ELECTRONIC
Use clear pictures to focus on the products
More colors used to make it more fascinating
Emphasized more on the typography

2
 TARGET
AUDIENCE
The target audience for Zalora’s Raya
campaign are people who are concern
about how they look for their first day
of Eid. Moreover, working adults age 24
years old and above. As we all know,
most of the working adults does not
have enough time to shop in-store and
fulfill their needs to buy outfits for Eid
as they might be busy. Instead, they
could use the Zalora app that they have
launched years ago or go onto their
website to browse through without
having to move an inch from their
working desks. It also saves most of
their time. Besides that, Zalora targeted
the working adults as they are more
likely to follow the current trends and
issues relating to fashion. Therefore,
Zalora provide a rich portfolio of the
latest fashion trends that matches their
customers preferences.

3
 BRAND
POSITIONING

Brand positioning is the Besides that, the target audience

process of positioning your look up to Zalora as a platform to
brand in the mind of your find and buy fashionable outfits
customers, also referred to as a for their daily look. Furthermore,
positioning strategy, brand Zalora’s brand identity or image
strategy or a brand positioning can also be described as a
statement. Zalora mainly focusesfashionable, modern, fresh and
on e-commerce which attracts bold for online shopping
customers that shops online platform. Zalora’s brand
occasionally. Thus, it creates a personality focuses on “fashion
modern yet stylish brand enthusiast with a diversity of
identity which sells various kinds styles and brands, giving
of up-to-date apparels, shoes, consumers freedom to choose
bags and many more. what fashion works for them”.

4
 MESSAGE
OBJECTIVES
BENEFIT STATEMENT
Carries several trendy brands such as Adidas, Levis, Ray Ban,
Ripcurl, Daniel Wellington and many more.
Zalora introduced a new line of Muslim wear and modest fashion
on the platform around the time of the Muslim’s fasting month. 
iOS and Android mobile apps were launched to make it easier
for the customers browsing activity.
Setting a “same day delivery” for an extra fee let shoppers order
online in the morning and have the item delivered to them by
the afternoon. 
Zalora offers free delivery for any purchase online that exceeds
RM75 which give more deals to the buyers. 
Promo code 20% discount are sent by email for both first time
customers and loyal customers. 
Multiple payment systems such as COD, Maybank Ezpay, Bank
Transfer, Paypal, Debit/Credit Card.
Return policy can be made within 30 days upon receiving items.

5
 MESSAGE
OBJECTIVES
BRAND PROMISE
Strength
Zalora is made of a very strong online retail platform. They are currently
capable of supporting over 400 brands having over 30,000 products in
their online warehouse and also have various fulfillment models as well
as payment modes. In addition to this, Zalora has a pop-up retail outlet
apart from their delivery services. Their scale makes the implementation
of the IT network work hand-in-hand with these downstream supply
chains and thus makes their activities feasible.

UNIQUE SELLING
PROPOSITION
(USP)
Fast
Easy
Simple & shipping
navigation &
intuitive safe
operation shipping
Free
delivery
Comprehensive available
& personal
service

6
 BIG IDEA
CAMPAIGN THEME
This campaign introduces
Our campaign theme
Zalora’s free shipping and delivery
follows closely to Zalora’s
services, a simple, down-to-earth
printed and electronic ad,
and interactive website and
which is Zalora’s Yearly Raya
application, but most importantly a
Collection Campaign and
secured and safe shopping
Zalora’s Launch Campaign.
experience to new customers. At
Rather than the original
the same time, our campaign
having two separate
theme is geared heavily towards
campaigns in different times,
the Raya season. In this manner,
we decided to fuse both
this campaign features Zalora
campaigns into one. Thus,
2019’s new Raya Collection line-up
resulting a new and improved
which new and existing customers
Zalora campaign which is
are able to browse and
called “Zaloraya Riang”.
unconditionally be attracted to buy.

7
 BIG IDEA
TAGLINE
Zalora’s original tagline is “Asia’s
Leading Online Fashion Destination”.
We decided to spice things up
according to current trends and made
it a little bit easier to catch on, “Why go
ordinary? Go extraordinary”. This
tagline will surely make people wonder
the meaning at first but it will instantly
click once they understand it. The
meaning is very straightforward, why
should people burden themselves
going to actual clothing stores when
they could just simple head on to
Zalora’s website or app to search and
purchase any clothing items, not only
that they have free shipping and
delivery which surely saves a hefty
amount of transportation cost. In
addition, Zalora always has something
on discount but it gets even more
discounts and packages during festive
seasons. Therefore, our tagline “Why
go ordinary? Go extraordinary” is a
modest yet impactful tagline which will
attract customers.

8
 STORYBOARD

SCENE 1 SCENE 2
Husband and wife in the car Wife saw a pretty lady with a
driving back to their hometown beautiful outfit walking on the
road

SCENE 3 SCENE 4
Wife went out of car to The pretty lady turn around to
chase the pretty lady see the wife that chase her

SCENE 5
Wife asks where did she buy
the clothes she is wearing
SCENE 6
Husband and wife shout as
the lady appears on the
back seat after they
discover the Zalora website
9
2019 // ADV 241 - ADVERTISING