Developing strategies is undoubtedly made easier when one is dealing with a brand like industrial trolley. The mother brand, and its customer championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for industrial trolley Mobile Australia (VMA) is on the surface even easier. The brand has a personality that readily lends itself to creative advertising and a budget that makes standout a creative mandatory. It has a majority youth audience which allows it both creative freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The brand had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.

A DREAM BRIEF The new brief was to launch Virgin mobile's picture messaging service (MMS) and its 25c Virgin to Virgin price point, which was at the time the cheapest 'on industrial trolley' rate available.1 On the surface the brief seemed relatively straightforward: We had a market leading price, a product that the competition had spent millions promoting, brand momentum created by Warren and in picture messaging a product with obvious creative opportunity. Off we skipped. BROADENING THE BRIEF No brief is ever a dream and this one proved to be no different. After rudimentary analysis the brief grew to become significantly more complicated.

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Cairncross, radiators, intercoolers, fans, industrial, trolley, brisbane , Business. Australia.

Business Type: Physical Shop/Store

Physical store: supplies and stocks Sports supplements, Maximuscle, Quest vitamins and minerals, fitness equipment, hrm watches, tanita scales, mens clothing, womens clothing.