DESIGNER

Leo Johnson

PROFILE/DESCRIPTION

Company Profile

The company that I am designing a bus shelter ad for is Fender Guitars. Fender makes both acoustic and electric guitars as well as the necessary items to play them (amp, chords etc). They offer quality instruments at lower prices than many other places. They are quite popular among professional musicians.They also offer lessons and tutorials on the playing of guitar. It is headquartered in LA. It doesn't have to large of a range of products, as it is mostly centered around the playing of guitar. The main product of theirs that I'm advertising is their guitars/basses. The company and it's founder, Leo Fender, helped to pioneer the electric guitar, and it calls itself the “most trusted name in music”. They are considered one of the best guitars relative to price, and being an owner of one, I feel that it's a really nice bass.

The place for my market would be LA county in California. The population that it would be more marketed to would be younger people a little more well off without kids. These are the kind of people that would consider buying and learning the guitar. There are also many aspiring musicians residing in LA, and if they need a new guitar, having Fender advertising could get them to buy one,

Brand Advantages: cheap for the quality received, functional, customer-first, learning space, community, modern, exciting, humanistic

Brand attributes: helpful, reliable, humanistic, trustworthy

Brand Experience: Pioneered the electric guitar, friendly, connectable, humanistic, engaging

GOALS

Goals

The goals that I have for the campaign is mostly brand awareness. I want it to be something where after having seen the ad, when you think of electric guitars now, you think of Fender. I also want to make them feel like they too can be a rock star of their own, by making it so that the person in the ad is possible to see yourself in, holding the fender guitar.