GET YOUR BEAT Ad Campaign performed by ADVERPLUS 1 ADVERPLUS May/2011
Introduction 3 4 1. Campaign Objectives 5 2. Target Audience 6 3. Research Results 7 4. Advertising strategy 8 5. Creative strategy 13 6. Media strategy 14 7. Implementation of Advertising strategy 22 8. BudgetConclusion & Suggestion 23 Team Members 24 Thank You 25 2
Ahead of the first World Cup in Africa, Coca Cola has chosen our Agency ADVERPLUS to create an awareness campaign for its new energy drink BEAT in South Africa, especially in Pretoria. The objective of the campaign was: To launch BEAT in South Africa; and create a brand awareness; To increase the energy drink usage and Sales. ADVERPLUS May/2011 3
1. Launching BEAT in SA & Creating a brand awareness;2. Increasing the energy usage and sales; ADVERPLUS May/2011 4
All South African workers including studentsDemographics Psychographics 18 to 65 years old (Male & Female) Full access to services, R500-2000 Accessed internet 4 weeks. Suburb, Urban areas Out going and spend a lot ADVERPLUS May/2011 5
59% of students confirmed that they read the university Newspaper, 65% female buy Cosmo Magazine once a The majority (65%) of month, 45% of them have workers have a Facebook subscribed to student village profile, 74% are on Mxit, and website 80% of them have access to it every day87% of South African workershave at least an email address, and Cell phone; 42% have 62% use public transport, Smart Phone 38% use their own car, and 68% live in big cities, 32% are township ADVERPLUS May/2011 6
Get your BEAT will appear in all the Ads in order to create and increase an awareness.Examples: Live your life to the fullest Get your BEAT Get your BEAT Stand Strong For an extra round Get your BEAT Get your BEAT have Xtra energy that you need ADVERPLUS May/2011 7
Official theme of the BEAT’s campaign ADVERPLUS May/2011 9
Outdoor Media (Bus shelter, Billboard, & Transport Media): is a very flexible medium that enables the Advertiser to react to changing conditions in the market place immediately; Internet & Social Media (Facebook & Twitter): Internet & Social Media are powerful media that enable the brand to engage with its customers, it also enable the Advertiser to measure exactly how many people used the medium; Print Media (Magazine): various magazine options are available with varying cost and distribution profiles; ADVERPLUS May/2011 10
7. Implementation of Advertising Strategy 11 ADVERPLUS May/2011
The budget allocated for this campaign is R 450,000 Personnel Budget Ad agency & employees R 112,310 Concept & Design Poster R 4,450 Operating Budget Photo & Rights R 10,000 Print Production R 84,250 Media Magazine R 84,000 Billboard R 50,000 Bus Shelter R 28,000 Transport Media R 42,000 Delivery cost R 3,000 Taxes R18,850 Total expenses Budget R 436,860 R 450,000 ADVERPLUS May/2011 16
The study “GEAT YOUR BEAT” was carried out on LSM 4-8. GET YOUR BEAT’s Ad should pup up online website such asStudent village; (www.studentvillage.co.za) In order to create an awareness with its target audience, the Brand has to constantly engage with potential customers on Social media such as Facebook, and Twitter; by creating a community It can be concluded an excellent way to advertiser is at universities and Colleges just because most of students are everyday spender at the canteens. ADVERPLUS May/2011 17
Manou Molosa, Cedric Nzuvele,As an Account As an Media Director Director Leo Malaba, Mpho Papi, As a Research As a Creative Director Director ADVERPLUS May/2011 18
ADVERPLUS The Corner Building, 305 York Avenue, FerdanleRandburg, 2194; Gauteng/Johannesburg/ South Africa Contact 1: +27 (0) 795 498 167 Contact 2: +27 (0) 732 781 032 Email: email@example.com Website: www.adverplus.com ADVERPLUS May/2011 19
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