StayCharged Always - Marketing Communication Brief
•
1 gefällt mir•1,041 views
The document outlines a marketing campaign for Duracell's Stay Charged rechargeable batteries. The campaign aims to increase brand awareness and market share in the rechargeable battery segment by positioning Stay Charged as the most reliable option. It will target families and young parents through a three-phase integrated marketing strategy utilizing viral videos, TV/print ads, online stunts, and event sponsorships. The timeline, distribution strategy, and budget are also provided, with the largest allocations to in-store promotion, TV placements, and sponsorship of the Madrid Marathon.
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie StayCharged Always - Marketing Communication Brief
Ähnlich wie StayCharged Always - Marketing Communication Brief (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
StayCharged Always - Marketing Communication Brief
- 2. THE MESSAGE Focus on key differentiators Retains battery on stand-by Pre-charged STAY CHARGED. ALWAYS. Consumers can always rely on Duracell Stay Charged to provide power for their indispensable devices
- 3. OBJECTIVES Increase brand awareness Grow sales volume Become the leading brand in the rechargeable segment Our goals is to position Stay Charged as the most dependable and therefore 'go-to' rechargeable battery in the market STAY CHARGED. ALWAYS.
- 4. TARGET Already in the rechargeable segment Families andYoung Parents Typically own numerous battery-charged products Want what is best for their families Highly-connected audience STAY CHARGED. ALWAYS.
- 5. Ingenious, creative and fun techniques Compassionate, warmth and in-touch content Reliable product for everyday heroes STAY CHARGED. ALWAYS. COMMUNICATIONSTRATEGY
- 7. COMMUNICATION PLAN Heroes: the average modern young family Integrate elements of Duracell’s brand values Viral marketing plus traditional marketing techniques STAY CHARGED. ALWAYS.
- 9. STAY CHARGED. ALWAYS. Phase Description Phase I: Social Media Viral video clips. Initial seeding with advertising agencies. Stunts on social media platforms. Phase II: TV, Print, OOH Overlap and support phase I. Synchronised message. Build-up to event sponsorship. Phase III: Event Sponsorship Endurance, performance, reliability. Involve heroes and other Duracell motifs (e.g. Bunny). Campaign wrap-up.
- 12. STAY CHARGED. ALWAYS. Phase 25-Feb 02-Mar 07-Mar 12-Mar 17-Mar 22-Mar 27-Mar 01-Apr 06-Apr 11-Apr 16-Apr 21-Apr Video Seeding Online Stunts TV Ads Print, OOH Marathon Ads Marathon 26-Apr TIMELINE
- 13. STAY CHARGED. ALWAYS. DISTRIBUTION STRATEGY Replicate market share distribution Focus on POS sales Leverage P&G bargaining power
- 14. STAY CHARGED. ALWAYS. DISTRIBUTION PLAN Stand-alone display at the POS In-store advertising Merchandise
- 15. STAY CHARGED. ALWAYS. BUDGET ALLOCATION In-Store Promotion € 800,000 Large supers (23%) € 184,000 Merchandise € 26,220 Stand-alone POS shelves € 138,184 In-store advertising € 26,220 Mid/ Small (27%) € 216,000 Merchandise € 30,780 Stand-alone POS shelves € 154,440 In-store advertising € 30,780 Hypers (35%) € 280,000 Merchandise € 39,900 Stand-alone POS shelves € 200,200 In-store advertising € 39,900 DIY & Toy Shop (15%) € 120,000 Merchandise € 17,100 Stand-alone POS shelves € 85,800 In-store advertising € 17,100 Total € 3,000,000 TV € 850,000 TV Placements € 792,900 Production costs € 57,100 Social Media/Online € 500,000 Facebook € 150,000 YouTube € 100,000 Unruly/AOL On € 250,000 Madrid Marathon € 700,000 Sponsorship deal € 500,000 Merchandise € 198,500 Promotion team € 1,500 Print € 150,000 El Mundo € 60,000 El Pais € 60,000 Muy Interesante € 30,000
- 16. STAY CHARGED. ALWAYS. BUDGET ALLOCATION TV 28% Social Media/ Internet 17%Madrid Marathon Print 5% In-Store Promotion 27%
- 17. STAY CHARGED. ALWAYS. TV HIGHLIGHTS
- 18. STAY CHARGED. ALWAYS. ONLINE HIGHLIGHTS
- 19. STAY CHARGED.
Hinweis der Redaktion
- Duracell Stay Charged RETAINS its power for up to a year. It also COMES PRE-CHARGED Which MAKES it the MOST reliable rechargeable battery in the market Consumers can ALWAYS RELY on it to power their most indispensable devices BUT HOW do we communicate that? How convey the SUPERIOR BENEFITS of Stay charged to our consumers? THOUGHT Best way is to LEVERAGE Duracell’s already STRONG BRAND VALUES and integrate them into our campaign WILL USE INGENIOUS, creative and fun techniques to REACH our target MESSAGE to be compassionate, WARM, and in touch WITH this target CONVEY the message that Stay charged is the most reliable battery for OUR EVERYDAY HEROES Duracell Stay Charged retain its power for up to a year when not in use. It also comes pre-charged which makes it the most reliable rechargeable battery in the market. Consumers can always rely on Stay charged to power their most precious devices. But, how to communicate that to consumers? How to convey to consumers the superior benefit of Duracell Stay Charged? When thinking about our communication strategy, we thought that the best way to do that was to leverage Duracell’s already very strong brand values in our campaign. So we decided we wanted to use ingenious, creative and fun techniques to reach our target. We wanted our message to be compassionate, warm, and in-touch with our target. And of course we want to pass the message that Duracell Stay Charged is the most reliable rechargeable battery for our everyday heroes.
- CREATED SIMPLE, but EFFECTIVE slogan TRANSMITS the message we want to give STAY CHARGED. ALWAYS. IT Reinforces key differentiators SIMPLE and CATCHY that will get STUCK in people’s mind As you may already have noticed, we have come up with a simple, but effective slogan which transmit the message we want to give. This slogan reinforces the key differentiators of Stay Charged batteries while at the same time creating a mantra in people’s mind.
- BRING TO LIFE our very own EVERYDAY HEROES: the average young Spanish family They are MODERN, CONNECTED, OWN SEVERAL BATTERY-POWERED DEVICES These heroes will ALLOW US TO INTEGRATE Duracell brand value into our message Will use VIRAL MARKETING as well as TRADITIONAL MARKETING Communicate a message that is Compassionate, tender, funny, CHEEKY Importantly: PROMPTS ACTION from the VIEWER HOW can you talk about batteries and be cheeky? BEFORE going into details, SHOW a video which CAPTURES what I’ve been talking about. In order to transmit this message, we will bring to life our very own heroes: the average young Spanish family. They are modern, they are connected, and as Nicolas said, they own several battery-powered devices. We believe that by bringing these heroes to life we are able to integrate Duracell’s brand values into our message. We will use viral marketing as well as traditional marketing techniques to communicate a message that is compassionate, tender, funny, edgy, and, more importantly, which prompts action from the viewer. I’m sure you are already thinking: how are you going do this? How are you going to talk about batteries in an edgy way? Well, before going into details, I just want to share with you a video which captures everything that I have been talking about.
- This is a more MODERATE video IN-LINE with what we want to communicate OTHER videos which have more TONGUE-IN-CHEEK approach ONE where our young parents finds themselves in a SLIGHTLY AWKWARD, but FUNNY situation After attempting a FAILED MOMENT OF INTIMACY Happens because the dad RAN OUT OF POWER But onto the campaign... These are some more of the moderate videos that we have in mind but which is very much in line with the message we want to communicate.
- Take place over THREE phases Produce and promote VIRAL VIDEO CLIPS PORTRAYING family in those funny, awkward and compassionate moments Send SUBTLE messages which OVER TIME and with HELP of SLOGAN become an association in people’s minds ELEVATE our heroes, make them RELATABLE to our audience SECOND PHASE: overlap with phase 1, SUPPORT social media, SYNCHRONISED message THIRD PHASE: sponsorship of the Madrid Rock and Roll Half Marathon: April This event because: THIS SPORT ENCAPSULATES a lot what stay charged stands for Sport about ENDURANCE, about PERFORMANCE More importantly: about RELIABILITY: RELY ON YOURSELF, LOVED ONES, YOUR PHYSICAL MENTAL ABILITY THE PERFECT OPPORTUNITY to connect with the consumer FINISH the campaign with a BANG! We will produce and promote viral video clips portraying our young family in funny, awkward, but also compassionate situations. We don’t want these videos to at least initially relate directly to the batteries, but which over time and with the help our slogan it will become an association in people’s minds. As I said we wanted our videos to be funny, so one other example of viral video clip that we have considered is an awkward, but funny situation the young parents finds themselves in after a moment of intimacy goes wrong. In essence, we want the videos to elevate our heroes whilst at the same time making them relatable to our audience. The second phase will overlap and support the social media campaign and it will have a synchronised message. This phase will also support the sports sponsorship in the run up to the event. And finally, our third phase will see Duracell Stay Charged sponsor the Madrid Rock and roll ½ Marathon which takes place in April. We picked this particular event because we believe this sport encapsulates a lot what Stay Charged stands for. It’s a sport about endurance, about performance, but more importantly it’s a sport about reliance. You need to rely on yourself, on your loved ones, and you mental abilities. We think this event is the perfect opportunity for us to connect in person with the consumers and finish the campaign with a bang.
- - TV Ads/PRINT/OOH ADS: same SLOGAN, same YOUNG FAMILY, same THEME - End of the campaign: this will be the MOST FAMOUS FAMILY in Spanish households. Our TV ads as well as our print and out of home ads will count with the same slogan, the same young family, and the same themes as the online campaign. By the end of the campaign we want this to be the most famous young family in Spanish households.
- Run-up to the marathon Heroes will EMBRACE the Marathon thematic in TV adverts and other media Ads will portray young parents PREPARING for the Marathon, for example In the run-up to the marathon we will see our heroes embracing the marathon thematic in TV adverts and other forms of media.
- MARATHON ADS will start on 6th of April Lots of BUZZ on SOCIAL MEDIA AND TV Start with VIDEO SEEDING CAMPAIGN to give us a little INITIAL PUSH Partner with Social Video advertising companies such as UNRULY and AOL ON Campaigns GAIN TRACTION we will start with the TV, Print and OOH ads AGAIN, SAME ELEMENTS END OF WEEK STARTING 16th Apr: generated at lot of BUZZ around Stay Charged and the message Nothing will be of any help if there’s no solid DISTRIBUTION strategy to complement it: ADRIAN As you can see here our Marathon ads will begin around the 6th of April by which time there will be a lot of buzz already on social media and on TV. We will start with a video seeding campaign on social video advertising networks such as Unruly and AOL, just to give us a little push in the beginning. After the campaign gain traction we will start with the TV advertisements an the with the print and OOH ads. By the last week of the campaign we expect to have generated an enormous buzz around Stay Charged and what it stands for. Of course nothing that I just said will be of any help if we don’t have a strong distribution strategy, which is what my colleague Adrian will talk about.
- The distribution budget is allocated according to the current partition of the market, with 35% in Hypers, 27% in Mid/Small Supers and 25% in large supers. The remaining 13% will be spent in toys stores such as Toys’R’Us, where the large number of battery-powered devices can allow Stay Charged to capitalise on a complementary good tactic. With 75% of overall sales realised at the POS, a focus on stand-alone displays near the cashier will maximise consumer reach and instigate purchases. At this stage, P&G’s strong bargaining power must be leveraged to access the highest POS presence at the lowest possible cost. Furthermore, an emphasis on POS displays will simplify the choice process by eliminating competitors which are found at the battery shelf section.
- In-store advertising, such as a Stay Charged battery sticker on the cashier’s conveyor belt, will also be implemented. Finally, in the run-up to the Madrid marathon, Stay Charged water bottles similar to those offered at the sponsored event will be offered as a gift with the purchase of a battery pack and charger bundle.
- INSERT TABLES
- INSERT TABLES