Backstory
ILLEGEAR is recognised as Malaysia’s No.1 custom laptop brand with over 95% positive customer reviews. The brand is also the undisputed winner of Lowyat.NET Community Choice Awards, bagging the prize for three consecutive years from 2015 to 2017. The growth of the ILLEGEAR brand aligns well with the company’s financial performance, with ILLEGEAR set for a record-breaking year as 2020 draws to a close. This has also allowed the company to rapidly expand its workforce. ILLEGEAR often plays a central role in local activities that bring the community closer together by regularly sponsors socially beneficial community events such as esports tournaments and conventions.
Problem Statement
Gamers don't get to touch and experience the laptop due to limited retail store, in major cities in Malaysia. Users would not rely on the product if they haven’t interact with it before.
Target Audience
Demographics
24-30 years old
Male
Middle to High income
Lives in Urban, Semi-urban, metropolitan
Couple, Single
Education level: Undergraduate,SPM
Chinese, Malay, Indian
Psychographics
Casual and Pro gamers
Content creators
Require processing/graphics power on the move
Gamers that specifically knows the specs that they want.
Have a steady income
Advertising Objective
To increase users by 20% and increase traffic in the only retail store by the end of Q1 of 2022.
Concept and Idea
Illegear laptops will make you and your work outstanding.
Visual Idea
We want the visuals to look modern and we also want to make the product look very desirable when you first look at it. All of the ads only showcase the laptop and parts because most customer can only look at the laptop digitally. We also highlighted the customizable part.
Social media
We chose social media as one of our medium because Illegear had a huge fan base over at Facebook and that is where most of their audience are. Illegear also heavily utilize social media as their main advertising platform and to provide updates about their products.
Website Banner
Website banner is a perfect opportunity for us to advertise on because for most people before they buy digital goods they’ll probably do some research online and read some reviews. From there we can draw their attention to our ads and potentially look into our product.
Online Paid articles
Most tech peoples will look at reviews and do research prior through forums community or tech articles to buying digital goods. By doing these paid articles or sponsored articles we are able to provide information about Illegear’s offerings and guide our potential buyers into considering our laptops.
Digital Billboard
The digital billboard we chose are strategically placed around public transport places, because at this age our audience are mostly likely to still be taking public transport. By placing these ads around public transport stations, it will maximize the expose rate to them.
Cable TV
There are many channels on Malaysian Cable Tv and the one we picked is Astro eGG Channel. The reason we picked this channel is because this is a gaming channel and our audience are gamers. Gamers will still come to this channel to watch live e-sports events, and this is the prime time to advertise.
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