The Young Variety Ball is the fun filled summer music, dancing and entertainment event with a very noble mission of helping the sick, disabled and disadvantaged kids under the age of 18. Variety is the world wide organization known as the “Heart of Show Business” an umbrella of children’s charity organized by Young Variety, a group of fun-loving 25-35 year old professional who are dedicated to hosting this event.The event having the light hearted mood which combines drinking, dancing and networking with a little twist of fundraising, seems to have a perfect summer festival ingredient.
Their unique combination of the youth working to create funds for children in a fun filled fundraising event with informal tone and light mood will be a great attraction for youth. The fun and dancing combined with the casino theme which gives an additional option to play will add to the motivation. The power of the campaign lies in the strength represented by fun for youth and charity for children.“We have entered the age of engagement, where consumer attention has to be earned and rewarded, advertising and marketing needs to be more sophisticated”.
(Carter, ) A good advertising campaign will require a lively, light hearted concept which will arouse the youth to attend the Ball, which can be effectively delivered through the medium of cinema. “Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience” (Prendergast and Wah, 2005).People go for cinema in a more relaxed state of mind more receptive to new information and in this world of fast paced life; they have time to pay attention. This will reach larger audience and because the event is a social event the audience can be urged to invite friends and family to the event for fun, food and favor in the form of the charity component.
Another very effective mode of campaigning will be through mobile phones. Just like movies the network of the mobile phones has expanded to unlimited horizons, breaking all barriers. The messages in the form of tunes with words which reinforce the main information regarding the event would be also very effective. There could also be some angle of free tickets for people who participate in some data base information of friends who may be interested or who would pass this message to five more people.This should also be coupled with radio advertisement, as most people like to listen to radio while commuting to work or to home.
Many people are regular radio listeners when they are either working in kitchen, on road or working on computer.The radio advertisement with basic information about the Variety Ball emphasizing its fun aspect, charity aspect and casino aspect would reach wider section of audience. People can also be encouraged to participate in live radio queries which can engage audience and offer information in more dynamic state of conversation rather than monologue message. This interactivity can be very helpful in addressing and marinating the interest of the targeted audience.This integrated strategy using three medium approaches would reach a very large section of the targeted audience if the tone and the medium is used effectively to deliver the childlike fun aspect of the Variety ball where adults get a chance to be kids having fun, food and serious play at the casino.The higher aspect of having fun along with participating in charity for disadvantaged kids would motivate a large audience to participate.
It is a rare combination to have a ‘feel good’ as well as ‘help variety kids’ aspect in one event. "Interactive just takes a lot more people to do a single campaign than more traditional advertising," says a Digitas executive. (Endicott and Wiley, 2006)Works CitedEndicott and Wiley, R.Craig and Kenneth (2006 April 30). Ad Age Agency Report 2006.
Retrieved May 23, 2007, from Advertising Age Web site: adage.com/article?article_id=108906 (Endicott and Wiley, 2006)Gerard Prendergast and Chan Lai Wah, International Journal of Advertising, Vol. 24, No. 1Prendergast and Wah, Gerard and Chan Lai (2005). The Effectivenss of Cinema Advertising in Hong-Kong.
Retrieved May 23, 2007, from Effectivness in Individual Media Cinema Web site: www.warc.com/LandingPages/Generic/Results.asp?Ref=176, 2005, pp.
79-93(Prendergast and Wah, 2005)Carter, Karen (1969). Creative Advertising Real World Learning. Retrieved May 24, 2007, Web site: www.webopedia.com/ (Carter, )
