The Card Company Advertising Campaign

Abstract

This thesis is an advertising campaign for The Card Company, a company based in Lahore which designs and prints cards based on Pakistani humor and local puns. The company was founded by a group of artists who wanted to introduce creative greeting cards into the Pakistani market. The first chapter consists of the research phase which covers the history of the company, a brief introduction of the approach that is to be used and the concept of nostalgia marketing which is the basis of our campaign. It also covers a brief study of the primary target audience and their behavior patterns pertaining to nostalgia marketing. The second chapter includes the analysis phase which further involves the brand situation analysis based on the research. It also includes a brief SWOT analysis of the brand. It also consists of an explanation of the Integrated Brand Promotion and successful IBP campaigns carried out by prominent international card companies like Hallmark and American Greetings. The third chapter includes the creative planning phase that involves the creative brief for the campaign. It also mentions and explains our big idea and campaign tagline. The creative campaign strategies as well as the campaign timeline are also included. The fourth chapter involves the creative executions including our mood board from which we drew inspiration for our design as well as the color scheme, font and logo design. It also presents all the executions that have been designed for this campaign