Hip Street Launch Strategy


PREAMBLE
Hip Street is a growing global company specializing in Consumer Electronics and related products.
Established in 2002 in Ontario, Canada, it has gradually and strategically expanded offices in USA,
India, China, Singapore and now, in Sri Lanka. Hip Street currently serves a worldwide audience
with our major focus on the North & South American markets & the Indian subcontinent.
Hip Street’s products are currently sold through a wide range of channels, ranging from mass
merchandisers, electronics superstores, office superstores, online retailers, TV based home
shopping networks, major distributors and independent retailers. In addition to these channels,
we also work closely with non-related institutions for promotional opportunities.
Hip Street’s objective is to touch the lives of people from childhood till the very end, if we are
able to do that we are blessed.
Hip Street’s attempt is to bring people from the mundane into Hip.


CORE VALUES OF HIP STREET
Innovation & Creativity
In today’s fast paced economy, Hip Street strives to react quickly and provide innovative, reliable products with solutions
keeping in mind the demands of its changing markets through technology and design.
Integrity
The way in which Hip Street conducts its business is as important as the results themselves.
Integrity is the cornerstone of our corporate culture.
People
Hip Street is dedicated in providing a wealth of opportunities for its people to reach their full potential.
Excellence
Hip Street ‘s products, service and co-prosperity with its partners is its passion and dedication for excellence,
pride and gratification


HIP STREET’s Gadgets n’ Gizmos
IT Accessories Lifestyle products Telecom accessories
 Speakers  Digital Cameras  Audio Accessories
 New PC Accessories  DV Camcorders  Earbudz & Headphones
 PC Accessories  Digital Photo frames  Universal iPod / MP3 Docking System
 Webcam / Scanners  MP3 & Video Players  Notebook Accessories
 PC Tablet
 Bluetooth Headset
Gaming Apple accessories
 PlayStation / XBOX 360 Disney
 iPod , iPhone/ Blackberry Travel Kits
 iPad / iPod / iPhone Accessories  Disney DVD media
Corporate Gifting  Disney Laptop Bags
 Crank Lantern  USB Flash Drivers
 Projection radio clock


Our Brief
Our brief is to introduce Hip Street to the Sri Lankan public
and create a buzz that should see a greater proportion of the target
populous embracing the arrival of Hip Street.

Our focus is to bring people in harmony with Hip Street.


Target Market

Adults / 18-50 / Upwardly mobile /
Ample leisure time / Style n’ Tech savvy / Social / Competitive


Our Challenge
Our job is to create awareness and hype,
among the target populous by effectively introducing
the hi-tech product range of Hip Street,
induce purchase, create brand fans and ultimately
get the numbers ticking for Hip Street.


The Communications Platform
We need to speak in a language where hip n’ cool teens
to tech-savvy professionals can understand.
We must first get them interested and then seek to educate them,
opening their eyes to Hip Street as THE coolest gadgets
and gizmo brand in town. The look and feel of our campaign
should create instant appeal and make the prospect want more.


Integrated Print Campaigns
Press ads / Magazine ads

Campaign kicks off at two fronts, combining to form
one powerful communication.


Hip Street in Full Swing…
BTL Campaign - Hoardings


Turning the spotlight on to Hip Street..!
BTL Campaign – Bus Branding

For visual purpose only
The New Volvo Intercity buses running on Galle Road, High-level Road etc.

Hip Street branded Volvo Bus

Point of Purchase: In-store Displays

Branded Promotional / Competition prizes
and giveaways
T-Shirts / Caps / Wrist Bands / Flash Light with key ring / Hip Pouches


Online / Mobile Media

Web Banners on
popular Sri Lankan
sites and Unique
Mobile Apps.

Design of various mobile phone
applications that will be compatible
with several top smartphone models
including: iPhone, HTC, Samsung, and
Windows.
The Mobile applications will advertise
the full product portfolio of Hip Street
as well as direct consumers to nearby
locations of Stores and promotions.
Additionally, consumers will be able to
use the application to customize and
buy their own unique Hip Street
Products.


More Great Ideas
Special Radio promotions
featuring Hip Street along with Interviews with Senior Officials educating
the people about the enormous product range at an amazing price range.
Weekly on-air competitions and prize giveaways etc.

Guaranteed coverage in print and electronic media
Spread over the duration of the launch. This is the perfect opportunity
for us to create novelty and a unique market position for Hip Street
through media coverage.


The Strength of SideFX

Experience
in handling Best
Relationships
Hi-tech creativity
products


The Campaign Mix
• Print Media – with a language mix of E/S at
80% and 20% respectively.
• Outdoor, POS and special promotional ideas
• Radio promotions
• Soft launch/press conference
• Free publicity and PR activities
• Online Deals with popular Deals websites


We’ve got a Winner..!
We believe that our agency is fully geared to handle
the Hip Street Launch having mustered the requirements involved in
Executing such a product.

We like to wish you all the best and are confident that the campaign
would not just take Hip Street to the public but create
a massive demand for the future.

Hip Street Launch Strategy

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