Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
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Russian Standard Vodka Campaign Proposal
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2. Who We Are Account Manager: Jaddan Bruhn Copywriter: Sreyna Chao Media Strategist: Cedric Chai Art Director: Joe Brown
3. Mission Statement “Spark incinerates your competition with our innovative approach to optimising your campaign through the delivery of tailored solutions to burn through the white noise”.
7. The Client Brief The RTD citrus product extension does not have an easy to recite / remember name for consumers to use when ordering it. To increase Russian Standard Vodka's RTD market share during the summer 2011/12 campaign period. To increase awareness in the target audience of Russian Standard Vodka's RTD products during the summer 2011/12 campaign period. Educate consumers on the new bar call. Media Placement Budget $1m
8. Environmental AnalysisS.W.O.T. Strengths Russia's Number One Premium Vodka Diversifying into fast growing RTD market Brand perceived as authentic & pure Only Russian Vodka in Australia produced & bottled in Russia Weakness Weak image profile with target audience Inconsistent distribution Different product lines branded inconsistently
9. Environmental AnalysisS.W.O.T. Opportunities High consumer acceptance of increasing diversity in RTD varieties Changes in social patterns, population profiles, lifestyle changes, more conducive to convenience of RTDs RTD product lowest-cost entry to prestige alcohol brands Threats Market leader Smirnoff controls approx 70% Australian vodka market Cost impact of alcopopstax Entry of other spirit manufacturers into RTD market Cross-over of supermarket house brands into alcohol
10. Target Audience Profile 18 – 25 M / F (60% female skew) The Thrill Seeker Seeking new experiences, excitement & opportunity to take risks See everyday as a source of new stimulation Enjoy spending time with friends & indulging their own needs Born to shop
11. Target Audience Persona - Kristen 21 years old Full-time TAFE student Part-time sales job Single, lives with parents in inner-suburban Sydney Short-term focus Has a night out once a week Goes to cinema once a month Style, fashion & being noticed Profile on Facebook, Twitter & YouTube. Constantly connected through smart phone
12. Target Audience Media Profile 81% use Facebook everyday 71% still read print magazines 66% access newspaper content online 63% use social media to interact with brands 45% read blogs everyday 45% read traditional newspapers daily 44% watch traditional TV daily 42% watch TV shows online 27% watch movies online 25% access his/her mobile devices for social media 24% read magazine content online Ruth Burke & Associates: How does Generation Y navigate the media landscape?
13. Primary Research Key Consumer Insight: “I want my drink to reflect my shift in taste from sweet drinks in bright colours to authentic drinks with real flavours”.
15. Communication Objectives & Strategy Top of mind awareness during University holiday and Christmas break Encourage interaction and engagement through promotional activities Obtain consumer data and details Generate talk and create brand advocacy
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17. Student Employed Age 18-21 & attends University, TAFE or College Age 19-23 & works full time
18. Key TouchpointsMedia Consumption P18-21 and Studying As with school students Digital consumed on their mobiles while out & about and in uni Reach (%) Digital at Home & Outdoor are heavily consumed with this audience. TVand Radio are still high reaching however need to focus on key zones due to a high proportion of light to medium users. Radio has higher consumption than youth who attend school Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college
19. Touchpoints P18-21 and Studying: Likelihood to notice advertising Outdoor, Magazines and TV are key for them to notice brands Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college
20. Key TouchpointsMedia Consumption P19-23 Full Time Workers Reach (%) This audience experiences a higher media consumption overall against students. Digital at home/work & Outdoor are heavily consumed. TV is also high reaching however need to focus on key zones due to a high proportion of light to medium users. Consuming more traditional media than the uni & school students with higher press & radio consumption. Source: CCS 2009: P18-23, work full time
21. Touchpoints P19-23 Working F/T: Likelihood to notice advertising Lower tendency to notice media. Outdoor and Blogs/reviews play an important role
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25. APN Outdoor Cross Track Posters Captive audience 75% of rail commuters wait between 3 to 10 minutes for a train Mass reach On a typical weekday, CityRail (NSW) has around a million passengers 54% of commuters are Gen Y A welcome distraction 59% notice when advertising changes and 42% read ads time and time again 47% visited a website or a store to find out more information as a result of viewing rail ads
26. November Central, Town Hall, Bondi Junction & Wynard December Miranda, Burwood, North Sydney, Chatswood, Bondi Junction, Kingscross, Town Hall, Central & Redfern
27. JCDecauxCitylights Effective in reaching people close to POS Popular bars & clubs located in the city Reach 745 000 Min Reach TA – 54.1% Min Frequency – 6.4 In December, 15 Special builds to be placed around high traffic areas and nightlife hotspots
28. Point Of Sale Display Posters & Coasters trigger top of mind awareness while the target is in a position to purchase Russian Standard RTD. Inform consumers about current campaign Encourage impulse buys Encourage enquiries about Russian Standard Reinforce brand Image
32. Live in Cinema Creates an emotional connection with the audience Provides unrivalled cut through Viral opportunities Strong word of mouth Cinema experience heightened, increased customer enjoyment Highly targeted
33. If they like a brand they will tell others Peer to peer recommendation are even more important to this group They love sharing ‘pass-on-able’ content Becoming a ‘fan of’ something is a form of self expression – 50% of youths have ‘fanned’ something in the last month
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35. ONLINE PROMOTIONS Launch of campaign – First 50 people to share/post online commercial on their social media page will win Russian Standard vouchers Weekly prizes and giveaways Online drink specials
36. Approximately 10 million user accounts in Australia School and Uni Students are likely to visit FB at least once a day Facebook is used by more than 90% of social media users from both sexes and all age groups. On average, Facebook users use the site around 16 times a week Ability to engage and interact with consumers Inform them directly about current promotions and upcoming events
37. YouTube is 4th largest website in the world 43% of Australian internet population visit YouTube each month On Average Australians watch 62 videos a month on YouTube 32% of Australian YouTubers are 18-29 51% use YouTube to watch music videos 1/3 of users who see a relevant add will click on it
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40. PUBLIC RELATIONS Sampling and free giveaways in Sydney’s most popular bars Like Russian Standard FB page Follow Russian Standard on Twitter Register for online competition
41. EVALUATION Participation rate in online competition Click Thru and conversion rate of ads placed online Participation in online promotions How many people used QR code to access site Measurement of sales during & after campaign Accumulated fans/followers since the launch of the campaign Number of impressions on sites advertised Conduct market research for brand awareness
43. Creative Brief Role of advertising Increase consumer awareness of the Russian standard RTD citrus and adept “Pure Russian” as the bar call. USP Russian Standard RTD is the youthful convenient authentic Russian vodka. Key consumer insight “I want my drink to reflect my shift in taste from sweet drinks in bright colours to authentic drinks with real flavours”.
60. Promotional Aim Building customers and product relation Build a data base of our target audience Interaction Engagement Get as many views, likes and responds
61. Thank you for your time.. Hope you enjoy the video =)
