Scenario

You have been asked by the management team at Neptune to design a six (6) month campaign for their new Neptune V2 Underwater MP3 Player. This product is targeted towards consumers who are athletic, avid swimmers, looking to keep their work outs fun and motivating. Individuals in this group include both females and males aged 25 to 50.

Unlike earbuds currently in the market which cannot be used in water due to its technology centeredon Bluetooth, the Neptune transmits audio via bone conduction through small, round pads that clips to the users swimming googles and sits right on the jawbone, transmitting sound into the users inner ear. Other features of this MP3 Player include that it is waterproof up to 100m, holds 4GB of songs (approximately 1,000 songs) and has 60 hours of playback. Priced at $159.99, management claims this product is easy to use, comfortable and has a clear sound quality.

Question 1: Appling the SMART principles, you are asked to outline one communication objective that will guide the campaign [2.5 marks].

Question 2: Discuss what the premise of the message for this campaign will be [3.5 marks] and how the message will be conveyed (cues, source) to the target audience [3.5 marks].