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Russian Standard Vodka Campaign Proposal
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Russian Standard Vodka Campaign Proposal

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Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.

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 Russian Standard Vodka Campaign Proposal Presentation Transcript

  • Who We Are
    Account Manager:
    Jaddan Bruhn
    Copywriter:
    Sreyna Chao
    Media Strategist:
    Cedric Chai
    Art Director:
    Joe Brown
  • 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”.
  • Logo
  • The Product
  • The Brand
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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?
  • 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”.
  • Media Plan
    Cedric Chai
  • 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
  • Student
    Employed
    Age 18-21 & attends University, TAFE or College
    Age 19-23 & works full time
  • 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
  • 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
  • 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
  • Touchpoints P19-23 Working F/T: Likelihood to notice advertising
    Lower tendency to notice media. Outdoor and Blogs/reviews play an important role
  • 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
  • November
    Central, Town Hall, Bondi Junction & Wynard
    December
    Miranda, Burwood, North Sydney, Chatswood, Bondi Junction, Kingscross, Town Hall, Central & Redfern
  • 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
  • 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
  • CINEMA
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Creative Concepts
    Joe Brown & Sreyna Chao
  • 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”.
  • Concept Development
    Surveys
    Focus group
    Concept testing
  • Results
  • Bar Call
    ‘Pure Russian’
  • Concept Results
  • Rationale
    Youthful
    Classy and prestige
    Authentic
    Involvement
  • The Fantasy
  • Promotional idea
  • Promotional Ideas
    Competition
    Promotions
    Point of sales
    Live at the cinema
  • Strategy & Execution
    Cinema
    Viral
    Social
    Out of home
    On Premise
  • Cinema
    60 second “the Fantasy”
    Live performance (dance group)
  • Ad #1
    On premise
    Bus shelters
  • Ad #2
    On premise
    Bus shelters
  • Out of home / billboard
  • Social Media
    Maintain the on going engagement of the consumers
    Increase the visibility of the online campaign
    Maximize entrants into viral comp
    -
  • YouTube - Viral Video
    Modern & fun
    Interactive & engaging
  • Promotional Aim
    Building customers and product relation
    Build a data base of our target audience
    Interaction
    Engagement
    Get as many views, likes and responds
  • Thank you for your time..
    Hope you enjoy the video =)