Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Digital audit of Sephora's current website, and social media platforms. All aspects have been benchmarked against current competitors digital presence. Recommendations available on how to close the gap between current state and desired state.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Digital audit of Sephora's current website, and social media platforms. All aspects have been benchmarked against current competitors digital presence. Recommendations available on how to close the gap between current state and desired state.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
Foro Trabajo Social en el ámbito judicial-penal N. Rojas y M. A. PérezTrabajoSocial.tk
Presentación de la lic Belky Henríquez en el Foro "Trabajo Social en el ámbito judicial-penal: caso Venezuela", realizado en la ETS de la UCV el martes 7 de abril de 2015
This SlideShares discusses how to correctly market to Hispanics in the US. In this first section there's information about demographics, statistics and a market overview. This part can help marketers become more informed about this growing demographic.
Este documento trata de la informática, la cual es la prioridad en este pleno siglo 21 ya que la tecnología esta muy avanzada y debemos tener una cercanía con ella que sea mayor a la de años pasados.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
Group project for Code Beer Company for Account planning class at the University of Nebraska Lincoln.
I was in charge of the creative side for the project.
Running head FIZZY BOTTLES - MARKETING PLAN .docxjeanettehully
Running head: FIZZY BOTTLES - MARKETING PLAN 1
FIZZY BOTTLES - MARKETING PLAN
2
Marketing Plan and Sales Strategy
Gregory Finney
Strayer University
BUS 599
Dr. Andrea Banto and Dr. Cynthia Parmenter
October 31, 2019
Marketing Plan and Sales Strategy
Target Market
Fizzy Bottles sells non-alcoholic carbonated drinks. The market for non-alcoholic beverages is relatively large. Almost all people fit into the targeted market for the products of this business. The following is a detailed description of the characteristics of the target market to which Fizzy Bottles will be selling its products.
Demographic Description
The target consumer of Fizzy Bottles is a male or female between the ages of 16 and 35. The typical person who would purchase these drinks belongs to the middle class and earning between $25,000 and $50,000. The racial/ethnic composition of the target market includes white, black, Hispanic, and Asian consumers. The product targets people with an education range of a high school diploma to a college degree.
Geographical Description
The sale of Fizzy Bottles will initially be limited to the United States. The company will first begin selling within Dallas and its environs. The company will target the Dallas metropolitan area and a100 square mile radius around the city. This being an urban region, it is likely to include the targeted demographics. The intention is to grow the business later to target Asia-Pacific, Europe, Middle East, Africa, and Latin America. However, the capacity of the company is still limited. Therefore, in its initial stages, the company will sell its products in the local markets.
Lifestyle
This business targets young and youthful people who are concerned about health and fitness. One of the major concerns with many carbonated drinks is the health aspect. Many carbonated beverages in the market contain some components viewed as unhealthy such as caffeine and too much sugar. Fizzy drinks target young people who care about the elements of the beverages they purchase. Such people tend to consider the nutritional components of the edible products that they buy. The company will make its drinks with healthy ingredients that will be acceptable to this market.
Psychographic
Psychographic segmentation differentiates the target markets based on their shared beliefs, values, behaviors, and personality traits (Goyat, 2011; Larsen, 2010). Fizzy Bottles seeks to capture the psychographic market of people who love trends. The leading age group targeted, is young and fun. People who follow the trends. In this age of social media, as long as trendsetters present Fizzy Bottles as a trendy drink, then the target market will likely want to join the trend. Thus, the business seeks to show the target market that it is fun and refreshing to drink a Fizzy Bottles flavor.
Purchasing Patterns
The young and fun people tend to buy things that they cons ...
Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!
1. Bethany Bornhorst
Blake Toth
Gina Pintozzi
Jana Blasko
Kara Maricic
Klára Veberová
Marek Háša
Martina Mašková
Michal Tomaníček
Michaela Tobolová
Olivia Downing
Pavla Šimáčková
Team Red
Excelent Campaign 2016
2.
3. TABLE OF CONTENTS
01 INTRODUCTION
01 SWOT ANALYSIS
02 SITUATION ANALYSIS
04 RESEARCH ANAYLSIS
06 CONSUMER INSIGHTS
07 CAMPAIGN STRATEGY
07 CAMPAIGN OBJECTIVES
07 TRUTH WELL TOLD
08 THE BIG IDEA
09 BRAND PERSONIFICATION
09 THE TARGET
10 CONSUMER PROFILE
11 CAMPAIGN REASONING
12 MAIN EVENT
15 PRESS RELEASE
17 MOBILE APP
20 GUERILLA TACTICS
21 ON-TRADE TACTICS
22 OFF-TRADE TACTICS
25 OUT-OF-HOME
26 POINT-OF-SALE
27 EVENT ACTIVATION
28 SOCIAL: YOUTUBE
28 SOCIAL: FACEBOOK
28 SOCIAL: INSTAGRAM
29 VIDEO STORYBOARD
31 SOCIAL: SNAPCHAT
32 CONSUMER JOURNEY
33 MEDIA PLAN
34 CONCLUSION
34 CAMPAIGN EVALUATION
4. 1
INTRODUCTION
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
- Affordable premium beer
- Only traditional, premium beer targeted toward millennials
- Large availability off-trade
- Hopped three times while other premium beers are typically only hopped twice
- Some but minimal brand awareness
- Associated with Gambrinus which is not viewed as a quality beer
- Appearance is unappealing and hard to differentiate from other brands
- Not many bars or pubs serve Excelent
- Total of 2.3 million millennials to target in the Czech Republic
- There are not many other premium beers for such an affordable price
- There is a shift from on-trade to off-trade
- Total beer market is 14.7 mio HLs
- Beer market as a whole is continuing to grow in the Czech Republic
- 1.4 million millennials drink beer, 10 percent less than the average population per capita
- Consumers have other brands that are top of mind
- Specialty and flavored beers are currently experiencing higher growth rates than
traditional beer options
Our campaign is targeted toward millennials and designed to increase brand
awareness as well as Excelent's on-trade and off-trade sales. We believe that our
campaign can connect with millennials in a genuine and relatable way. Authenticity
is a trait that most millennials value and we strive to promote this throughout our
campaign. This book displays our interpretation of the second phase of the "follow
your own path" campaign that Excelent is currently using.
5. 2
SITUATION ANALYSIS
COMPANY
Current advertising campaign
- "Po svý ose" which means "Follow Your Own Path"
- The campaign displays well-known Czechs who have left their previous
lives to pursue bigger dreams and goals
- The campaign has a positive, confident voice that urges consumers to
be more active and progressive
Brand Goals
- Increase Excelent sales among millennial target audience
- Increase attitudinal equity
- Growth in both awareness and consideration
- Create a positive image for the brand
CONSUMER
Excelent's Target Audience is Millennials
- First Czech beer brand that is solely targeted at this age group
- Millennials consume 10 percent less beer than the average population
per capita
Purchase Cycle
- The average person in the Czech Republic drinks around 140 liters of
beer every year
Decision Process
- Millennials said that they would most likely purchase and drink beer at
a pub or bar
- When purchasing in a store, millennials usually go for what they know
they like and repeat purchases are common
- First consideration in purchase process is taste and price
- Millennials are opting for hard alcohol and ciders in club settings
6. 3
SITUATION ANALYSIS
COMPETITION
Direct and Indirect Competitors
- Kozel, Pilsner Urquell, Staropramen, Heineken, Budweiser Budvar
- Coca Cola, Red Bull
- Smaller craft breweries
What Competitors are Doing
- Larger presence in pubs and are sold more frequently
- Heineken uses humor and plays off of current sporting events
- Pilsner highlights that it was the first lager and its traditional brewing
process
- Staropramen advertises its beer and the famous sites in Prague where it
is brewed
- Budweiser Budvar claims it's the "king's beer”
- Coca-cola uses community, friendship and happiness with creative
guerilla advertising
- Red Bull has a comparable brand personality, marketing tactics and
target audience to Excelent
CATEGORY
Economic Trends
- Beer is responsible for 1.6 percent of the Czech GDP
- Shift from on-trade to off-trade
- Predicted drop from 50 percent to 37 percent share of total volume sales
in 2020
- Demand of premium lager predicted to grow
- More Czech consumers will opt for speciality products such as wheat and
yeast beers
Health of Category
- Beer market maintains continuous growth
Typical Beer Marketing
- Promotions in pubs
- Glasses, coasters, signs, patio furniture
- Traditional media (print, radio, tv)
- Social media campaigns
- Point-of-sale displays in supermarkets/liquor stores
External Factors that Impact the Beer Market
- Variety of alternative options (hard liquor, wine, ciders, soft drinks, etc.)
- Millennials consume less beer than other generations
- Growing preference for wine or ciders over beer
7. 4
RESEARCH ANALYSIS
We surveyed a total of 63 Czech millennials about their beer
drinking habits and their perception of Excelent compared
to other beer brands in the Czech Republic.
Of millennials surveyed, 85 percent of them responded that they drink beer. All
participants that said they do not drink beer were not prompted with beer
related questions.
Frequency of Beer Consumption
When purchasing beer, millennials say the most important attributes
are as follows:
1. Taste
2. Brand preference/loyalty
3. Price
4. Alcohol content level
5. Packaging
Beer Consumption Environment
In terms of beer consumption environment, respondents said they are very likely
to drink beer in a pub/bar or at a house-party. In contrast, they would only be
somewhat likely to purchase beer in a club.
8. 5
RESEARCH ANALYSIS
According to the survey, 42 (82.4%) of respondents are aware of the brand
Excelent, while 5 (9.8%) respondents said that they were somewhat familiar
with the brand. Most participants said they heard about Excelent through
advertisements and promotions on the internet and social media.
Most respondents said they would not purchase Excelent in a store because
it is an extension of Gambrinus, the taste was not appealing or they have
other favorite brands they would buy instead. However, more respondents
said they would buy Excelent in a pub/bar or a more social setting. The most
common reasoning for this response was that it is a cheap alternative choice
to more popular beers and provides some variety.
The current Excelent campaign is centered around the phrase "Po svý ose."
Most respondents believed that this phrase does not connect well with the
brand and does not make sense for the product they are trying to sell. They
also believe that the phrase is not original and doesn't resonate with their
age group.
YouTube and Facebook are the most widely used social media platforms
among Czech millennials.
Social Media Usage
9. 6
CONSUMER INSIGHTS
To further validate our research findings, we conducted 16
in-depth interviews to understand how consumers would
relate to our campaign.
MOTIVATION WHEN PURCHASING BEER
We found that consumers already have their favorite brand of beer and are
hesitant to consider a new one. The variety of options can sometimes be
overwhelming and smaller brands can get lost in the mix.
"When buying beer, I already know exactly what brand I
want and where it is on the shelf. It's not that I have no
interest in trying new brands, I just already know what I like.
Sometimes I wish I was more adventurous in my choices, but
there are so many options I wouldn't even know where to
start. I would consider a beer that one of my friends
suggested or I was already familiar with.”
ATTITUDES TOWARD NEW EXPERIENCES
Millennials like to push their boundaries and try new things, but they are often
unsure how to do so. One respondent said that they like to try new things
because they get bored of where they are.
"Since I can remember, I have been scared of heights. I often
missed out doing things with my friends because I was too
afraid to try. I was sick of missing out so I decided to go out
of my comfort zone and stop being afraid. Not only am I no
longer afraid of heights; I embrace them! I love rock
climbing and exploring new places. I never would have
found this new passion if I kept being afraid. Now I am
always trying to figure out new things to try that push me to
new heights."
We believe that Excelent has the potential to be a brand that will get the
consumer to stop purchasing a beer they are familiar with and try something
new. Our strategy for the campaign is centered around this idea.
Excelent can connect with millennials' experiential desires with the right
campaign. This is why we decided to focus our campaign and its various tactics
around new experiences.
10. 7
CAMPAIGN OBJECTIVES
BRAND STRATEGY STATEMENT
Excelent provides millennials the confidence to overcome their
inherent doubts to pursue their passions and cross items off
their bucket list.
MAIN OBJECTIVE
The main objective for our campaign is focused on increasing both on-trade and
off-trade sales channels for Excelent. Our target audience is Czech millennials; an
age group that consumes less beer than other generations. To reach our audience
on a more emotional level, the idea of "my own path" was presented by Excelent
to encourage consumers to follow their ultimate aspirations. But what exactly
drives millennials to set and reach these goals along their path? Millennials
revealed that they want to try new things but sometimes they don't think they can
or they lack the courage to do so. The goal of our campaign is to convey that those
who drink Excelent have the confidence to pursue their talents and desires. We
want to interpret the idea of "Follow Your Own Path" in a new way that still fits with
Excelent's brand personality.
COMMUNICATION OBJECTIVE
We want millennials to feel more connected with the Excelent brand through a con-
cept that they can relate to. The brand is being marketed toward millennials who
may still be finding their purpose, passions and pleasures in their everyday lives.
We want our campaign to inspire our target to go out of their comfort zone and
fullfill their aspirations in life.
TRUTH WELL TOLD
Our campaign is centered around the truth that millennials have desires that they
want to fulfill while they have the opportunity. Sometimes they aren't sure if it's
possible or if they are comfortable pursuing those desires. Excelent expresses this
by urging you to move out of your comfort zone and be confident in doing the
things you really want to do in life.
11. 8
THE BIG IDEA
The phrase DŘÍV NEŽ EXNU or "Before I Die" is our
interpretation of "Follow Your Own Path." In addition to
meaning before I die, it is also Czech slang for chugging your
beer. We believe this double meaning will connect more with
millennials' experiential and humorous nature. We will bring
this phrase to life with the theme of a bucket list throughout
our campaign. We want to be a premium beer that shares the
values that millennials can relate to. Excelent wants to
empower their consumers to have the confidence to
explore; whether it be traveling to a foreign city or learning a
new hobby. Excelent embraces the idea that you can be
confident to follow your own path and pursue your personal
aspirations.
DŘÍV NEŽ EXNU BEFORE I DIE
12. 9
BRAND PERSONIFICATION
TRAILBLAZER
A person who blazes a trail for others to follow
through unsettled country or wilderness; pathfinder.
Excelent is a trailblazer. He never limits himself to what society expects
of him. Even though he is young, he is confident in himself and his
choices. He never second guesses himself and lives with purpose. He
encourages people to embrace the uncertainty in life and act on each
and every whim, big or small.
THE TARGET
They are open to new experiences but don't always actively seek
them out. They have the drive to follow their own path but may need
some encouragement to do so.
"Last night my friends and I were feeling adventurous and decided to try
out a local pub. We had never been to before instead of our usual friday
night spot. They didn't have my favorite beer so I tried a new one... it was
even better than I expected. We talked about our plans for the summer
then decided to go somewhere else. On the way out of the bar we saw
a flyer for a new DJ. Since we had no other plans we decided to go and
ended up having a fun time discovering new music. Normally, I would never
go to see an electronic DJ, but now I can't stop listening to it. I'm actually
going to see another electronic show at the same venue next week and I
can't wait!"
Impulsive
Adventurous
Passionate
Extrovert
Curious
Open-
Minded
TARGET INSIGHT
EXPERIENCE EMBRACER
13. 10
CONSUMER PROFILE
Tomáš is an experience embracer. He is a 22 year-old student from Brno who studies
philosophy at a university in Prague. He works a few shifts a week at a local pub;
he doesn't love it but it pays the bills. He feels passionate about his education but is
unsure of where it will take him. He views this uncertainty not as a threat but as an
opportunity to have new experiences and expand his perspective. Student life can
be busy, but Tomáš spends every moment of his free time doing something he loves.
Whether that be socializing with friends, skating, gaming or traveling. Tomás' friends
describe him as impulsive, but apreciate this quality as it has lead to some of their
best memories. Whenever you need a recommendation for exotic cuisine or a new
place to hangout, Tomáš is your guy. Although his curiosity can result in some
unpredictable situations, he'll always try it again the next day.
TOMÁŠ
14. 11
CAMPAIGN REASONING
Millennials are very experiential. They need to feel connected to the world around them
by collecting memories instead of material possessions. Czech millennials drink 10
percent less beer than the average population per capita. According to our survey
results, nearly 90 percent of respondents said they drink beer. However, most
respondents said they only drink a few beers a week (less than 4 beers 37.3%, 5 to 9
beers 35.3%). This is why our campaign is focused around the emotional connection
the consumer has with the social aspects of drinking beer as opposed to the physical
product.
We want to inspire millennials to try something new through our campaign because
we know that is something they could connect with and relate to. Most millennials have
heard of Excelent but they are unfamiliar with the brand. It is sometimes associated
with Gambrinus, which has a negative perception amongst millennials. This is an
opportunity for Excelent to redesign its brand and to establish itself as a go-to brand
among millennials.
15. 12
MAIN EVENT
Excelent's DŘÍV NEŽ EXNU Challenge will be held in May prior to the end of
school. Teams are challenged to complete bucket list items all over Prague
and Brno. Excelent will make it possible to complete extraordinary bucket list
items in just two days. Each station has certain point values and the goal
is to collect as many points as you can. To track progress, participants will
need to download the Excelent app and upload pictures to prove they
completed a task. A GPS feature will track their location. To tie in social
media, participants will receive double the points for each location that they
share on Facebook, Twitter or Instagram with the designated hashtag using
the share feature.
LOGISTICS
The Excelent app will launch with a DŘÍV NEŽ EXNU Challenge feature that
will end after the event is over. The challenge feature will disappear and be
replaced with a new bucket list that will have new goals for consumers to
take part in on their own time.
The main event tent in Prague will be located at Kampa Park, where you
start the challenge and register your team of three to six people. Other
stations will have smaller tents located around the city. When you get close
to a tent, "X's" on the ground made with aqua ads will lead you to it. This
will also help promote the event and Excelent to those who are not involved
in the challenge. Some beer stands will be placed at major challenge spots
where you can buy Excelent and have opportunities for free beer.
To earn points, you upload a picture of someone from your team
completing the challenge on the app. There will be a map available to
share your journey with pictures from each place. More points can be
accumulated by sharing pictures on social media platforms with
#DRIVNEZEXNU.
The points for each challenge will vary. Everyone who participates in the
challenge is invited to the after-party on Saturday night. Teams that reach
80 out of 105 total points are put into a raffle to win the VIP experience. Five
teams will be selected for the VIP lounge where free Excelent and bottle
service will be provided.
16. 13
MAIN EVENT
After the challenge, Excelent will host an after-party in a huge, industrial
building with various DJs and deals on Excelent beer. The party will have a
special VIP lounge that has free beer and other branded merchandise for
those who are selected from the raffle.
THE PARTY
EVENT ACTVITIES
Surfing simulator
Tag the John Lennon wall
Skateboard at Stalin
Star in your own concert (Karaoke)
Climb a mountain (rock climbing wall)
Have a beer with a stranger (tent with free Excelent to give to a stranger)
Ride a bull (mechanical bull)
Make a guard at Prague Castle laugh/smile
Go skydiving (skydiving simulator)
Bowl a strike (Excelent beer pins)
Jousting (inflatable arena)
Build a pyramid (human pyramid)
Get a tattoo (Excelent temporary tattoo)
Travel the world (run across giant map)
Attend an Excelent party (the after-party)
20. 17
MOBILE APP
After the main event, there will be other activities listed in the app that you
can complete on your own around the Czech Republic and other
destinations worldwide. These range from small hobbies to even bigger
dreams. When you complete these extra tasks, you can continue to upload
pictures to the app and earn points toward deals and discounts on
Excelent. There will also be a map that uses GPS to track and pin where
you have been.
The app will also feature a "Find Excelent near you" feature with bars listed
that serve Excelent. The app will notify you everytime you are near a bar
serving Excelent which will increase on-trade sales. In addition, there will be
a drinking games tab that will have popular games using dice or playing
cards as a way to maintain interest in the app. No points will be earned for
using this feature, it is simply to keep engagement up. The app will have
Excelent promotions throughout to draw more people to the brand.
POINTS SYSTEM AND PRIZES
You get two points for every activity you complete, big or small, to
encourage consumers to do what they love. Two additional points can also
be earned for sharing each activity on social media with #DRIVNEZEXNU.
The loyalty program point system will give you coupon codes to use
toward the prizes. Some prizes will be special offers at Excelent Urban Pubs
or other partnering pubs and stores.
• 10% off a 6 pack at partnering stores = 20 points
• 10% a 20 pack at partnering stores = 40 points
• Free bottle/can of beer at partnering stores = 11 points
• Free beer at Excelent Urban Pub = 11 points
• 25% off food = 50 points
• Free Pizza at Excelent Urban Pub = 60 points
• Free keychain bottle opener = 15 points
• Free t-shirt = 30 points
• Free light-up beer glass = 80 points
23. 20
GUERILLA TACTICS
Prior to The DŘÍV NEŽ EXNU Challenge, a virtual reality station will be set up in four
different locations around Prague as well as four in Brno from Monday, May 1st to
Thursday, May 4th. The locations will move each day to promote the
upcoming challenge weekend. The event will be held in heavily populated squares
so a large audience will be available for participation. People in the square will be
able to participate in a variety of extreme activities through virtual reality goggles.
The activities will include simulations such as climbing a mountain, scuba diving,
going on a safari and similar activities that could be on someone's bucket list. The
participant will be filmed - their reaction and simulation will be displayed side by
side on a large screen outside the tent to capture the attention of bystanders.
The four locations of the virtual reality stations in Prague will include Wenceslas
Square, Piazzetta next to the National Theater, Republic Square and Old Town
Square.
24. 21
ON-TRADE SALES TACTICS
CONCEPT CLUBS
To increase sales of Excelent, new beer glasses will be introduced in Excelent
Urban Pubs. Glasses will have a light in the bottom of the glass to illuminate the
beer in the dark pub. A green light will glow when the beer is full. A red light will
glow when the beer is getting empty, activated by a pressure sensor. Friends will
know who needs another beer increasing sales of Excelent. While at an Excelent
Urban Pub, friends can take a picture of them placing their glasses together as an
"X" when they are lit up red. This will reward you with points in the Excelent mobile
app. You may also exchange the points you earn for one of the branded glasses.
25. 22
OFF-TRADE SALES TACTICS
New two-pack options will be introduced to the off-trade market. The two-packs will
encourage consumers to share an Excelent with their friends and family. This will
increase sales by encouraging consumers to buy two Excelent beers as opposed
to just one for themselves. The two-packs will also feature a key chain bottle opener
which comes with every purchase of the duo. Keychains will have the Excelent logo
on them and can also be rewarded for earning points through the Excelent app.
TWO-PACKS
PEEL-OFF SPECIAL EDITION BOTTLE
A special edition bottle of Excelent will be introduced during the main event and
carried out during the months following. These bottles will feature a sticker with
#DRIVNEZEXNU which consumers can peel off to reveal a bucket-list adventure. Under
some of these stickers, there will be a code to enter into the app which will reward
the consumer with points. This will inspire the target market to create their own
bucket lists and purchase the limited edition bottles to gain points.
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OUT-OF-HOME
SUBWAY, TRAM AND BUS STOPS
This ad will be targeted toward millennials who frequent public transportation in
Prague. Since public transit is a cheap, popular and quick way for people to get
around the city, the ads will be seen by a large percentage of our target
audience.
This ad shows a young traveler who has just completed two challenges on his
bucket list - backpacking across Europe and trying a new beer. On the bottom
of his bucket list there is a motivational question: "Would you rather regret
things that you tried or things that you haven't tried?" Below this we can see
a call to action stating "Start living to the fullest with the new Excelent app"
along with a QR code leading to the App Store or Android Market.
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OUT-OF-HOME
CITY LIGHTS
There will be other ads that will be featured at public transportation stops and
in city centers. Within the glass panels there will be a physical object repre-
senting a bucket list item (plane tickets to New York for example). The panel will
also feature the tagline #DRIVNEZEXNU and the bucket list item. This will stand
out from other out of home advertisements because the audience will be able
to see tangible item to represent the line on the bucklist.
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POINT-OF-SALE
Since many beers in the Czech market use the same green color as Excelent, the beer
needs a visually appealing element to make it stand out in the aisle. To do so, an "X"
shaped cooler will shelve the beer and make it easier for consumers to recognize and
find the brand at their local market. When the consumer grabs a beer out of the
cooler it will flash red.
NEON "X" DISPLAY COOLER
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EVENT ACTIVATION
At Excelent sponsered events, the brand will continue its campaign to
encourage consumers to cross things off their bucket lists. Excelent-branded
tents at festivals, sporting events and concerts will encourage millennials to
sign up for a set of simple challenges. One example would be walking through
a waterfall. This challenge would include some sort of fountain that could be
set up at music festivals during the summer for especially hot days. After
completing this fun and easy bucket list participants would earn a bottle of
Excelent and a branded T-shirt or linen bag with the #DRIVNEZEXNU and a blank
space below where people write one or more things they want to do before
they die with our textile-markers.
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SOCIAL: YOUTUBE
VIDEO DOCUMENTARY SERIES
Excelent will search for one individual who embodies the brand to be featured in
a short documentary series. We want someone who pursues their own passions
and dreams on a daily basis. Millennials can apply online to be a part of Excelent's
"bucket list" experience which is an all-expenses-paid trip to complete an
extraordinary bucket list item. The 5-8 short videos will make a series to be
published on the Excelent YouTube channel. The first few videos will show the
participant being selected, choosing their travel destination and preparing for their
upcoming adventure.
SOCIAL: FACEBOOK AND
INSTAGRAM
Facebook and Instagram will primarily still be used to share Excelent's events,
photos, videos and promotions. The brand already does a good job keeping
followers informed of both past and present Excelent events. Consumers will be
encouraged to #DRIVNEZEXNU and its usage will be tracked to measure success.
There will also be a small scale video series where individuals get asked what they
want to do before they die at Excelent Urban Pubs and Excelent helps them cross
it off their bucket list. These videos will be about 30 seconds long. They will also be
posted on Excelent's Instagram using the hashtag.
VIDEO STORYBOARD
An individual will walk into an Excelent Urban Pub and ask for a beer. The
bartender will in turn ask the customer "What do you want to do before you
die?" The individual will explain to the bartender what is on their bucket list and
what they have always wanted to do but maybe never had the means to do
it. Excelent will give them this experience right then and there. After checking
it off their bucket list, the individual will return to the Excelent Urban Pub and
share a drink with the bartender. These bucket list items will be smaller things
that can be completed inside the Czech Republic, such as skydiving or
windsurfing.
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SOCIAL: SNAPCHAT
There will be a filter that has the logo and says "Before I die I want to ________"
so users will fill in the blank and send it to their friends. The filter will be available
to Snapchat users within Prague and Brno during the Excelent "Before I Die" event
from May 5 to 6.
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CONSUMER JOURNEY
SETTING THE SCENE
After separating from Gambrinus, the beer brand Excelent is a premium beer
that is fairly new to the market. Excelent prides itself on being a unique beer
choice for millennials but these consumers are skeptical about trying the
brand. About a month ago, Excelent held a city-wide event which helped the
target audience complete extraordinary bucket list events.
LAYING THE GROUNDWORK
NEED RECOGNITION
EVALUATION AND MOMENT OF TRUTH
Tomáš travels to school by public transport everyday and usually sees some
friends along the way. While he is on the trams and metro, he scrolls through his
social media feeds. He sees posts from friends doing new things and exploring
the city. Tomáš spends the most time on Facebook and Instagram interacting
with his friends and followers by posting a few times a week. He sees a video
advertisement on Facebook from Excelent but scrolls past it because he has not
heard much about the brand. However, while getting off the tram at his normal
stop, Tomáš spots an advertisement for Excelent beer again but this
advertisement encourages people his age to cross something off their bucket
list. He thinks that the idea is unique and wonders what he would put on his own
bucket list.
Later in the afternoon, Tomáš receives a message from his friends telling him to
meet up at a new pub that has recently opened by their university. He goes out
with them later that night and realizes that the pub does not serve his favorite
beer. Instead of opting for a cider to replace his normal beer choice, Tomáš de-
cides to try a new brew...but which one will satisfy his thirst?
Tomáš looks over the beer list and sees that Excelent is one of the options at this
pub. The bartender asks for his order but he needs another minute to decide. He
could just order what all of his friends did, but instead he considers an Excelent.
He is somewhat familiar with the brand but has never tried it because it used to be
associated with Gambrinus, one of his least favorite beers. He remembers the cool
poster he saw earlier in the day of people drinking Excelent and crossing things
off their bucket list. Tomáš wants to be like those people and do something he has
never tried before. He does not want to choose a beer just because his friends are
drinking it. He would rather make his own choice and orders an Excelent.
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MEDIA PLAN
SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
Social Media
OOH
Youtube video series
Point-of-sale
Event promotion and App launch
App
Introductory
Sustaining
OUR CAMPAIGN WILL START IN SEPTEMBER 2016 AND
RUN THROUGH AUGUST 2017.
Social media: Excelent will release fresh and relevant content weekly throughout the
duration of the campaign to connect with consumers on Facebook and Instagram.
OOH: Content will be introduced in September 2016 and will be sustained for the du-
ration of the campaign. Ads will be placed in public transportation which is used year
round by potential Excelent consumers.
YouTube video series: This component will be launched in February 2017 and will
run for three months until April 2017 with the final video promoting the upcoming
event and app launch. If the video series is successful, then more video series will be
created.
Point-of-Sale: Displays will be set up in September 2016 and will remain in stores for
the duration of the campaign. These displays are important to the campaign
because they will encourage consumers to choose Excelent while making a
purchase.
Event promotion and App launch: Promotion for the event and app launch will
begin one month before the event in May 2017. This is before summer holiday for
students so they will be in Prague at the time of the event. By promoting the event a
full month in advance, millennials will be able to share the event through social media
and get their friends involved.
App: Will be introduced during the app launch in May 2017 and will be sustained
until August 2017 or will be continued into the next campaign cycle.
37. 34
CONCLUSION
Currently, Excelent is not a top-of-mind brand for the Czech millennial. The goal of
our campaign is to change this attitude by creating a unique interpretation of
"Follow Your Own Path". By encouraging consumers to attempt bucket list worthy
experiences (both big and small), Excelent can reach millennials in an emotional
and relatable way. This level of interaction is more personal, realistic and genuine
as it reaches out to connect with millennials. Excelent urges its consumers to have
confidence in themselves to realize what they love to do and start crossing items
off their bucket list.
The overall goal of the campaign is to grow awareness of Excelent. To reach this
goal, the campaign needs to create an emotional connection between
millennials and the brand. A successful campaign should also see the transition
to millennials being the majority consumer of the product.
Sales: A successful campaign will see growth in both on-trade and off-trade
sales. Growth in sales at concept clubs would also be successful since they do
not currently have heavy traffic.
Facebook and Instagram: Currently, the Facebook page has 63,150 likes. After
one year of the campaign, we would like to see the likes to almost double and
reach 110,000. Short-form videos should reach around 15,000 views on
Instagram.
YouTube: Long-form videos that are shared on this platform should have around
10,000 views each.
App: During the main event and app launch weekend, the app should have
2,500 downloads and continue to grow as new challenges and point opportuni-
ties are released.
OOH: Two-thirds of Prague's population travels by public transit. This means
that there is potential to reach 748,200 people per day. A successful campaign
should reach around 250,000 - 300,000 people per day.
CAMPAIGN EVALUATION