The document presents a marketing campaign for the Awesome Group to position its luxury home textiles by bringing luxury closer to middle class consumers. The campaign will include teaser videos on social media showing snippets of luxury goods and locations. It will then launch an e-commerce store for Awesome's products where coupons and special offers can increase engagement. Finally, ongoing social media activities will allow customers to engage with luxury experiences and share testimonials. The goal is for customers to feel luxury is attainable through Awesome Group and that they are special.

1. Idea Presentation
Awesome Group

2. The Hero
The Awesome Group
Legacy Technology But most importantly -
High quality products

3. Hero’s Promise
Awesome Group Luxury Home Textiles
High quality terry cloth, bath towels and bed linen

4. Audience Insight
Middle class people have an undeniable aspiration for luxury
They buy affordable luxury
sedans
They vacation in luxury
budget hotels
They purchase affordable
westernized brands

5. Positioning Strategy
Let’s facilitate this aspiration by bringing luxury closer to the people
Aspiration for daily luxury
Fulfilled by buying and using
Awesome product - E commerce
Aspiration for special luxury
Fulfilled by engaging
with the Awesome Brand - Digital Media

6. Communication Idea
Bath Towels and Bed Linens
“Luxury, close to you”
A digital campaign by Awesome Group that strives to bring luxury closer to the people

7. The Journey - Teaser
Luxury is closer than you think!
10 sec teaser videos on channels like YouTube and Instagram that showcase snippets of desired luxury like
swimming pools and hotel beds, and end with a promise of luxury given to the viewer by The Awesome Group
10 sec teaser videos

8. The Journey - Launch
Luxury, close to you!
Video announcing the launch of a personal luxury e-store, which will be the centerpiece of the campaign.
Coupons and special luxuries can be offered at the store to increase social media interaction & build presence
Ad for Awesome’s own personal luxury estore
Drive sales at the e store Engage on social media

9. The Journey - Sustenance
In touch with Luxury
User testimonials, social media activities that offer the chance to get in touch with special luxuries like 5 star
vacations

10. Audience Experience
“Luxury is close to me because I am special.
Awesome Group makes it possible”