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.

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Russian Standard Vodka Campaign Proposal

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