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Excelent Planbook
- 1. Bethany Bornhorst Blake Toth Gina Pintozzi Jana Blasko Kara Maricic Klára Veberová Marek Háša Martina Mašková Michal Tomaníček Michaela Tobolová Olivia Downing Pavla Šimáčková Team Red Excelent Campaign 2016
- 3. TABLE OF CONTENTS 01 INTRODUCTION 01 SWOT ANALYSIS 02 SITUATION ANALYSIS 04 RESEARCH ANAYLSIS 06 CONSUMER INSIGHTS 07 CAMPAIGN STRATEGY 07 CAMPAIGN OBJECTIVES 07 TRUTH WELL TOLD 08 THE BIG IDEA 09 BRAND PERSONIFICATION 09 THE TARGET 10 CONSUMER PROFILE 11 CAMPAIGN REASONING 12 MAIN EVENT 15 PRESS RELEASE 17 MOBILE APP 20 GUERILLA TACTICS 21 ON-TRADE TACTICS 22 OFF-TRADE TACTICS 25 OUT-OF-HOME 26 POINT-OF-SALE 27 EVENT ACTIVATION 28 SOCIAL: YOUTUBE 28 SOCIAL: FACEBOOK 28 SOCIAL: INSTAGRAM 29 VIDEO STORYBOARD 31 SOCIAL: SNAPCHAT 32 CONSUMER JOURNEY 33 MEDIA PLAN 34 CONCLUSION 34 CAMPAIGN EVALUATION
- 4. 1 INTRODUCTION SWOT ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS - Affordable premium beer - Only traditional, premium beer targeted toward millennials - Large availability off-trade - Hopped three times while other premium beers are typically only hopped twice - Some but minimal brand awareness - Associated with Gambrinus which is not viewed as a quality beer - Appearance is unappealing and hard to differentiate from other brands - Not many bars or pubs serve Excelent - Total of 2.3 million millennials to target in the Czech Republic - There are not many other premium beers for such an affordable price - There is a shift from on-trade to off-trade - Total beer market is 14.7 mio HLs - Beer market as a whole is continuing to grow in the Czech Republic - 1.4 million millennials drink beer, 10 percent less than the average population per capita - Consumers have other brands that are top of mind - Specialty and flavored beers are currently experiencing higher growth rates than traditional beer options Our campaign is targeted toward millennials and designed to increase brand awareness as well as Excelent's on-trade and off-trade sales. We believe that our campaign can connect with millennials in a genuine and relatable way. Authenticity is a trait that most millennials value and we strive to promote this throughout our campaign. This book displays our interpretation of the second phase of the "follow your own path" campaign that Excelent is currently using.
- 5. 2 SITUATION ANALYSIS COMPANY Current advertising campaign - "Po svý ose" which means "Follow Your Own Path" - The campaign displays well-known Czechs who have left their previous lives to pursue bigger dreams and goals - The campaign has a positive, confident voice that urges consumers to be more active and progressive Brand Goals - Increase Excelent sales among millennial target audience - Increase attitudinal equity - Growth in both awareness and consideration - Create a positive image for the brand CONSUMER Excelent's Target Audience is Millennials - First Czech beer brand that is solely targeted at this age group - Millennials consume 10 percent less beer than the average population per capita Purchase Cycle - The average person in the Czech Republic drinks around 140 liters of beer every year Decision Process - Millennials said that they would most likely purchase and drink beer at a pub or bar - When purchasing in a store, millennials usually go for what they know they like and repeat purchases are common - First consideration in purchase process is taste and price - Millennials are opting for hard alcohol and ciders in club settings
- 6. 3 SITUATION ANALYSIS COMPETITION Direct and Indirect Competitors - Kozel, Pilsner Urquell, Staropramen, Heineken, Budweiser Budvar - Coca Cola, Red Bull - Smaller craft breweries What Competitors are Doing - Larger presence in pubs and are sold more frequently - Heineken uses humor and plays off of current sporting events - Pilsner highlights that it was the first lager and its traditional brewing process - Staropramen advertises its beer and the famous sites in Prague where it is brewed - Budweiser Budvar claims it's the "king's beer” - Coca-cola uses community, friendship and happiness with creative guerilla advertising - Red Bull has a comparable brand personality, marketing tactics and target audience to Excelent CATEGORY Economic Trends - Beer is responsible for 1.6 percent of the Czech GDP - Shift from on-trade to off-trade - Predicted drop from 50 percent to 37 percent share of total volume sales in 2020 - Demand of premium lager predicted to grow - More Czech consumers will opt for speciality products such as wheat and yeast beers Health of Category - Beer market maintains continuous growth Typical Beer Marketing - Promotions in pubs - Glasses, coasters, signs, patio furniture - Traditional media (print, radio, tv) - Social media campaigns - Point-of-sale displays in supermarkets/liquor stores External Factors that Impact the Beer Market - Variety of alternative options (hard liquor, wine, ciders, soft drinks, etc.) - Millennials consume less beer than other generations - Growing preference for wine or ciders over beer
- 7. 4 RESEARCH ANALYSIS We surveyed a total of 63 Czech millennials about their beer drinking habits and their perception of Excelent compared to other beer brands in the Czech Republic. Of millennials surveyed, 85 percent of them responded that they drink beer. All participants that said they do not drink beer were not prompted with beer related questions. Frequency of Beer Consumption When purchasing beer, millennials say the most important attributes are as follows: 1. Taste 2. Brand preference/loyalty 3. Price 4. Alcohol content level 5. Packaging Beer Consumption Environment In terms of beer consumption environment, respondents said they are very likely to drink beer in a pub/bar or at a house-party. In contrast, they would only be somewhat likely to purchase beer in a club.
- 8. 5 RESEARCH ANALYSIS According to the survey, 42 (82.4%) of respondents are aware of the brand Excelent, while 5 (9.8%) respondents said that they were somewhat familiar with the brand. Most participants said they heard about Excelent through advertisements and promotions on the internet and social media. Most respondents said they would not purchase Excelent in a store because it is an extension of Gambrinus, the taste was not appealing or they have other favorite brands they would buy instead. However, more respondents said they would buy Excelent in a pub/bar or a more social setting. The most common reasoning for this response was that it is a cheap alternative choice to more popular beers and provides some variety. The current Excelent campaign is centered around the phrase "Po svý ose." Most respondents believed that this phrase does not connect well with the brand and does not make sense for the product they are trying to sell. They also believe that the phrase is not original and doesn't resonate with their age group. YouTube and Facebook are the most widely used social media platforms among Czech millennials. Social Media Usage
- 9. 6 CONSUMER INSIGHTS To further validate our research findings, we conducted 16 in-depth interviews to understand how consumers would relate to our campaign. MOTIVATION WHEN PURCHASING BEER We found that consumers already have their favorite brand of beer and are hesitant to consider a new one. The variety of options can sometimes be overwhelming and smaller brands can get lost in the mix. "When buying beer, I already know exactly what brand I want and where it is on the shelf. It's not that I have no interest in trying new brands, I just already know what I like. Sometimes I wish I was more adventurous in my choices, but there are so many options I wouldn't even know where to start. I would consider a beer that one of my friends suggested or I was already familiar with.” ATTITUDES TOWARD NEW EXPERIENCES Millennials like to push their boundaries and try new things, but they are often unsure how to do so. One respondent said that they like to try new things because they get bored of where they are. "Since I can remember, I have been scared of heights. I often missed out doing things with my friends because I was too afraid to try. I was sick of missing out so I decided to go out of my comfort zone and stop being afraid. Not only am I no longer afraid of heights; I embrace them! I love rock climbing and exploring new places. I never would have found this new passion if I kept being afraid. Now I am always trying to figure out new things to try that push me to new heights." We believe that Excelent has the potential to be a brand that will get the consumer to stop purchasing a beer they are familiar with and try something new. Our strategy for the campaign is centered around this idea. Excelent can connect with millennials' experiential desires with the right campaign. This is why we decided to focus our campaign and its various tactics around new experiences.
- 10. 7 CAMPAIGN OBJECTIVES BRAND STRATEGY STATEMENT Excelent provides millennials the confidence to overcome their inherent doubts to pursue their passions and cross items off their bucket list. MAIN OBJECTIVE The main objective for our campaign is focused on increasing both on-trade and off-trade sales channels for Excelent. Our target audience is Czech millennials; an age group that consumes less beer than other generations. To reach our audience on a more emotional level, the idea of "my own path" was presented by Excelent to encourage consumers to follow their ultimate aspirations. But what exactly drives millennials to set and reach these goals along their path? Millennials revealed that they want to try new things but sometimes they don't think they can or they lack the courage to do so. The goal of our campaign is to convey that those who drink Excelent have the confidence to pursue their talents and desires. We want to interpret the idea of "Follow Your Own Path" in a new way that still fits with Excelent's brand personality. COMMUNICATION OBJECTIVE We want millennials to feel more connected with the Excelent brand through a con- cept that they can relate to. The brand is being marketed toward millennials who may still be finding their purpose, passions and pleasures in their everyday lives. We want our campaign to inspire our target to go out of their comfort zone and fullfill their aspirations in life. TRUTH WELL TOLD Our campaign is centered around the truth that millennials have desires that they want to fulfill while they have the opportunity. Sometimes they aren't sure if it's possible or if they are comfortable pursuing those desires. Excelent expresses this by urging you to move out of your comfort zone and be confident in doing the things you really want to do in life.
- 11. 8 THE BIG IDEA The phrase DŘÍV NEŽ EXNU or "Before I Die" is our interpretation of "Follow Your Own Path." In addition to meaning before I die, it is also Czech slang for chugging your beer. We believe this double meaning will connect more with millennials' experiential and humorous nature. We will bring this phrase to life with the theme of a bucket list throughout our campaign. We want to be a premium beer that shares the values that millennials can relate to. Excelent wants to empower their consumers to have the confidence to explore; whether it be traveling to a foreign city or learning a new hobby. Excelent embraces the idea that you can be confident to follow your own path and pursue your personal aspirations. DŘÍV NEŽ EXNU BEFORE I DIE
- 12. 9 BRAND PERSONIFICATION TRAILBLAZER A person who blazes a trail for others to follow through unsettled country or wilderness; pathfinder. Excelent is a trailblazer. He never limits himself to what society expects of him. Even though he is young, he is confident in himself and his choices. He never second guesses himself and lives with purpose. He encourages people to embrace the uncertainty in life and act on each and every whim, big or small. THE TARGET They are open to new experiences but don't always actively seek them out. They have the drive to follow their own path but may need some encouragement to do so. "Last night my friends and I were feeling adventurous and decided to try out a local pub. We had never been to before instead of our usual friday night spot. They didn't have my favorite beer so I tried a new one... it was even better than I expected. We talked about our plans for the summer then decided to go somewhere else. On the way out of the bar we saw a flyer for a new DJ. Since we had no other plans we decided to go and ended up having a fun time discovering new music. Normally, I would never go to see an electronic DJ, but now I can't stop listening to it. I'm actually going to see another electronic show at the same venue next week and I can't wait!" Impulsive Adventurous Passionate Extrovert Curious Open- Minded TARGET INSIGHT EXPERIENCE EMBRACER
- 13. 10 CONSUMER PROFILE Tomáš is an experience embracer. He is a 22 year-old student from Brno who studies philosophy at a university in Prague. He works a few shifts a week at a local pub; he doesn't love it but it pays the bills. He feels passionate about his education but is unsure of where it will take him. He views this uncertainty not as a threat but as an opportunity to have new experiences and expand his perspective. Student life can be busy, but Tomáš spends every moment of his free time doing something he loves. Whether that be socializing with friends, skating, gaming or traveling. Tomás' friends describe him as impulsive, but apreciate this quality as it has lead to some of their best memories. Whenever you need a recommendation for exotic cuisine or a new place to hangout, Tomáš is your guy. Although his curiosity can result in some unpredictable situations, he'll always try it again the next day. TOMÁŠ
- 14. 11 CAMPAIGN REASONING Millennials are very experiential. They need to feel connected to the world around them by collecting memories instead of material possessions. Czech millennials drink 10 percent less beer than the average population per capita. According to our survey results, nearly 90 percent of respondents said they drink beer. However, most respondents said they only drink a few beers a week (less than 4 beers 37.3%, 5 to 9 beers 35.3%). This is why our campaign is focused around the emotional connection the consumer has with the social aspects of drinking beer as opposed to the physical product. We want to inspire millennials to try something new through our campaign because we know that is something they could connect with and relate to. Most millennials have heard of Excelent but they are unfamiliar with the brand. It is sometimes associated with Gambrinus, which has a negative perception amongst millennials. This is an opportunity for Excelent to redesign its brand and to establish itself as a go-to brand among millennials.
- 15. 12 MAIN EVENT Excelent's DŘÍV NEŽ EXNU Challenge will be held in May prior to the end of school. Teams are challenged to complete bucket list items all over Prague and Brno. Excelent will make it possible to complete extraordinary bucket list items in just two days. Each station has certain point values and the goal is to collect as many points as you can. To track progress, participants will need to download the Excelent app and upload pictures to prove they completed a task. A GPS feature will track their location. To tie in social media, participants will receive double the points for each location that they share on Facebook, Twitter or Instagram with the designated hashtag using the share feature. LOGISTICS The Excelent app will launch with a DŘÍV NEŽ EXNU Challenge feature that will end after the event is over. The challenge feature will disappear and be replaced with a new bucket list that will have new goals for consumers to take part in on their own time. The main event tent in Prague will be located at Kampa Park, where you start the challenge and register your team of three to six people. Other stations will have smaller tents located around the city. When you get close to a tent, "X's" on the ground made with aqua ads will lead you to it. This will also help promote the event and Excelent to those who are not involved in the challenge. Some beer stands will be placed at major challenge spots where you can buy Excelent and have opportunities for free beer. To earn points, you upload a picture of someone from your team completing the challenge on the app. There will be a map available to share your journey with pictures from each place. More points can be accumulated by sharing pictures on social media platforms with #DRIVNEZEXNU. The points for each challenge will vary. Everyone who participates in the challenge is invited to the after-party on Saturday night. Teams that reach 80 out of 105 total points are put into a raffle to win the VIP experience. Five teams will be selected for the VIP lounge where free Excelent and bottle service will be provided.
- 16. 13 MAIN EVENT After the challenge, Excelent will host an after-party in a huge, industrial building with various DJs and deals on Excelent beer. The party will have a special VIP lounge that has free beer and other branded merchandise for those who are selected from the raffle. THE PARTY EVENT ACTVITIES Surfing simulator Tag the John Lennon wall Skateboard at Stalin Star in your own concert (Karaoke) Climb a mountain (rock climbing wall) Have a beer with a stranger (tent with free Excelent to give to a stranger) Ride a bull (mechanical bull) Make a guard at Prague Castle laugh/smile Go skydiving (skydiving simulator) Bowl a strike (Excelent beer pins) Jousting (inflatable arena) Build a pyramid (human pyramid) Get a tattoo (Excelent temporary tattoo) Travel the world (run across giant map) Attend an Excelent party (the after-party)
- 17. 14 MAIN EVENT
- 20. 17 MOBILE APP After the main event, there will be other activities listed in the app that you can complete on your own around the Czech Republic and other destinations worldwide. These range from small hobbies to even bigger dreams. When you complete these extra tasks, you can continue to upload pictures to the app and earn points toward deals and discounts on Excelent. There will also be a map that uses GPS to track and pin where you have been. The app will also feature a "Find Excelent near you" feature with bars listed that serve Excelent. The app will notify you everytime you are near a bar serving Excelent which will increase on-trade sales. In addition, there will be a drinking games tab that will have popular games using dice or playing cards as a way to maintain interest in the app. No points will be earned for using this feature, it is simply to keep engagement up. The app will have Excelent promotions throughout to draw more people to the brand. POINTS SYSTEM AND PRIZES You get two points for every activity you complete, big or small, to encourage consumers to do what they love. Two additional points can also be earned for sharing each activity on social media with #DRIVNEZEXNU. The loyalty program point system will give you coupon codes to use toward the prizes. Some prizes will be special offers at Excelent Urban Pubs or other partnering pubs and stores. • 10% off a 6 pack at partnering stores = 20 points • 10% a 20 pack at partnering stores = 40 points • Free bottle/can of beer at partnering stores = 11 points • Free beer at Excelent Urban Pub = 11 points • 25% off food = 50 points • Free Pizza at Excelent Urban Pub = 60 points • Free keychain bottle opener = 15 points • Free t-shirt = 30 points • Free light-up beer glass = 80 points
- 21. 18 MOBILE APP
- 22. 19 MOBILE APP
- 23. 20 GUERILLA TACTICS Prior to The DŘÍV NEŽ EXNU Challenge, a virtual reality station will be set up in four different locations around Prague as well as four in Brno from Monday, May 1st to Thursday, May 4th. The locations will move each day to promote the upcoming challenge weekend. The event will be held in heavily populated squares so a large audience will be available for participation. People in the square will be able to participate in a variety of extreme activities through virtual reality goggles. The activities will include simulations such as climbing a mountain, scuba diving, going on a safari and similar activities that could be on someone's bucket list. The participant will be filmed - their reaction and simulation will be displayed side by side on a large screen outside the tent to capture the attention of bystanders. The four locations of the virtual reality stations in Prague will include Wenceslas Square, Piazzetta next to the National Theater, Republic Square and Old Town Square.
- 24. 21 ON-TRADE SALES TACTICS CONCEPT CLUBS To increase sales of Excelent, new beer glasses will be introduced in Excelent Urban Pubs. Glasses will have a light in the bottom of the glass to illuminate the beer in the dark pub. A green light will glow when the beer is full. A red light will glow when the beer is getting empty, activated by a pressure sensor. Friends will know who needs another beer increasing sales of Excelent. While at an Excelent Urban Pub, friends can take a picture of them placing their glasses together as an "X" when they are lit up red. This will reward you with points in the Excelent mobile app. You may also exchange the points you earn for one of the branded glasses.
- 25. 22 OFF-TRADE SALES TACTICS New two-pack options will be introduced to the off-trade market. The two-packs will encourage consumers to share an Excelent with their friends and family. This will increase sales by encouraging consumers to buy two Excelent beers as opposed to just one for themselves. The two-packs will also feature a key chain bottle opener which comes with every purchase of the duo. Keychains will have the Excelent logo on them and can also be rewarded for earning points through the Excelent app. TWO-PACKS PEEL-OFF SPECIAL EDITION BOTTLE A special edition bottle of Excelent will be introduced during the main event and carried out during the months following. These bottles will feature a sticker with #DRIVNEZEXNU which consumers can peel off to reveal a bucket-list adventure. Under some of these stickers, there will be a code to enter into the app which will reward the consumer with points. This will inspire the target market to create their own bucket lists and purchase the limited edition bottles to gain points.
- 26. 23 OUT-OF-HOME SUBWAY, TRAM AND BUS STOPS This ad will be targeted toward millennials who frequent public transportation in Prague. Since public transit is a cheap, popular and quick way for people to get around the city, the ads will be seen by a large percentage of our target audience. This ad shows a young traveler who has just completed two challenges on his bucket list - backpacking across Europe and trying a new beer. On the bottom of his bucket list there is a motivational question: "Would you rather regret things that you tried or things that you haven't tried?" Below this we can see a call to action stating "Start living to the fullest with the new Excelent app" along with a QR code leading to the App Store or Android Market.
- 27. 24
- 28. 25 OUT-OF-HOME CITY LIGHTS There will be other ads that will be featured at public transportation stops and in city centers. Within the glass panels there will be a physical object repre- senting a bucket list item (plane tickets to New York for example). The panel will also feature the tagline #DRIVNEZEXNU and the bucket list item. This will stand out from other out of home advertisements because the audience will be able to see tangible item to represent the line on the bucklist.
- 29. 26 POINT-OF-SALE Since many beers in the Czech market use the same green color as Excelent, the beer needs a visually appealing element to make it stand out in the aisle. To do so, an "X" shaped cooler will shelve the beer and make it easier for consumers to recognize and find the brand at their local market. When the consumer grabs a beer out of the cooler it will flash red. NEON "X" DISPLAY COOLER
- 30. 27 EVENT ACTIVATION At Excelent sponsered events, the brand will continue its campaign to encourage consumers to cross things off their bucket lists. Excelent-branded tents at festivals, sporting events and concerts will encourage millennials to sign up for a set of simple challenges. One example would be walking through a waterfall. This challenge would include some sort of fountain that could be set up at music festivals during the summer for especially hot days. After completing this fun and easy bucket list participants would earn a bottle of Excelent and a branded T-shirt or linen bag with the #DRIVNEZEXNU and a blank space below where people write one or more things they want to do before they die with our textile-markers.
- 31. 28 SOCIAL: YOUTUBE VIDEO DOCUMENTARY SERIES Excelent will search for one individual who embodies the brand to be featured in a short documentary series. We want someone who pursues their own passions and dreams on a daily basis. Millennials can apply online to be a part of Excelent's "bucket list" experience which is an all-expenses-paid trip to complete an extraordinary bucket list item. The 5-8 short videos will make a series to be published on the Excelent YouTube channel. The first few videos will show the participant being selected, choosing their travel destination and preparing for their upcoming adventure. SOCIAL: FACEBOOK AND INSTAGRAM Facebook and Instagram will primarily still be used to share Excelent's events, photos, videos and promotions. The brand already does a good job keeping followers informed of both past and present Excelent events. Consumers will be encouraged to #DRIVNEZEXNU and its usage will be tracked to measure success. There will also be a small scale video series where individuals get asked what they want to do before they die at Excelent Urban Pubs and Excelent helps them cross it off their bucket list. These videos will be about 30 seconds long. They will also be posted on Excelent's Instagram using the hashtag. VIDEO STORYBOARD An individual will walk into an Excelent Urban Pub and ask for a beer. The bartender will in turn ask the customer "What do you want to do before you die?" The individual will explain to the bartender what is on their bucket list and what they have always wanted to do but maybe never had the means to do it. Excelent will give them this experience right then and there. After checking it off their bucket list, the individual will return to the Excelent Urban Pub and share a drink with the bartender. These bucket list items will be smaller things that can be completed inside the Czech Republic, such as skydiving or windsurfing.
- 34. 31 SOCIAL: SNAPCHAT There will be a filter that has the logo and says "Before I die I want to ________" so users will fill in the blank and send it to their friends. The filter will be available to Snapchat users within Prague and Brno during the Excelent "Before I Die" event from May 5 to 6.
- 35. 32 CONSUMER JOURNEY SETTING THE SCENE After separating from Gambrinus, the beer brand Excelent is a premium beer that is fairly new to the market. Excelent prides itself on being a unique beer choice for millennials but these consumers are skeptical about trying the brand. About a month ago, Excelent held a city-wide event which helped the target audience complete extraordinary bucket list events. LAYING THE GROUNDWORK NEED RECOGNITION EVALUATION AND MOMENT OF TRUTH Tomáš travels to school by public transport everyday and usually sees some friends along the way. While he is on the trams and metro, he scrolls through his social media feeds. He sees posts from friends doing new things and exploring the city. Tomáš spends the most time on Facebook and Instagram interacting with his friends and followers by posting a few times a week. He sees a video advertisement on Facebook from Excelent but scrolls past it because he has not heard much about the brand. However, while getting off the tram at his normal stop, Tomáš spots an advertisement for Excelent beer again but this advertisement encourages people his age to cross something off their bucket list. He thinks that the idea is unique and wonders what he would put on his own bucket list. Later in the afternoon, Tomáš receives a message from his friends telling him to meet up at a new pub that has recently opened by their university. He goes out with them later that night and realizes that the pub does not serve his favorite beer. Instead of opting for a cider to replace his normal beer choice, Tomáš de- cides to try a new brew...but which one will satisfy his thirst? Tomáš looks over the beer list and sees that Excelent is one of the options at this pub. The bartender asks for his order but he needs another minute to decide. He could just order what all of his friends did, but instead he considers an Excelent. He is somewhat familiar with the brand but has never tried it because it used to be associated with Gambrinus, one of his least favorite beers. He remembers the cool poster he saw earlier in the day of people drinking Excelent and crossing things off their bucket list. Tomáš wants to be like those people and do something he has never tried before. He does not want to choose a beer just because his friends are drinking it. He would rather make his own choice and orders an Excelent.
- 36. 33 MEDIA PLAN SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG Social Media OOH Youtube video series Point-of-sale Event promotion and App launch App Introductory Sustaining OUR CAMPAIGN WILL START IN SEPTEMBER 2016 AND RUN THROUGH AUGUST 2017. Social media: Excelent will release fresh and relevant content weekly throughout the duration of the campaign to connect with consumers on Facebook and Instagram. OOH: Content will be introduced in September 2016 and will be sustained for the du- ration of the campaign. Ads will be placed in public transportation which is used year round by potential Excelent consumers. YouTube video series: This component will be launched in February 2017 and will run for three months until April 2017 with the final video promoting the upcoming event and app launch. If the video series is successful, then more video series will be created. Point-of-Sale: Displays will be set up in September 2016 and will remain in stores for the duration of the campaign. These displays are important to the campaign because they will encourage consumers to choose Excelent while making a purchase. Event promotion and App launch: Promotion for the event and app launch will begin one month before the event in May 2017. This is before summer holiday for students so they will be in Prague at the time of the event. By promoting the event a full month in advance, millennials will be able to share the event through social media and get their friends involved. App: Will be introduced during the app launch in May 2017 and will be sustained until August 2017 or will be continued into the next campaign cycle.
- 37. 34 CONCLUSION Currently, Excelent is not a top-of-mind brand for the Czech millennial. The goal of our campaign is to change this attitude by creating a unique interpretation of "Follow Your Own Path". By encouraging consumers to attempt bucket list worthy experiences (both big and small), Excelent can reach millennials in an emotional and relatable way. This level of interaction is more personal, realistic and genuine as it reaches out to connect with millennials. Excelent urges its consumers to have confidence in themselves to realize what they love to do and start crossing items off their bucket list. The overall goal of the campaign is to grow awareness of Excelent. To reach this goal, the campaign needs to create an emotional connection between millennials and the brand. A successful campaign should also see the transition to millennials being the majority consumer of the product. Sales: A successful campaign will see growth in both on-trade and off-trade sales. Growth in sales at concept clubs would also be successful since they do not currently have heavy traffic. Facebook and Instagram: Currently, the Facebook page has 63,150 likes. After one year of the campaign, we would like to see the likes to almost double and reach 110,000. Short-form videos should reach around 15,000 views on Instagram. YouTube: Long-form videos that are shared on this platform should have around 10,000 views each. App: During the main event and app launch weekend, the app should have 2,500 downloads and continue to grow as new challenges and point opportuni- ties are released. OOH: Two-thirds of Prague's population travels by public transit. This means that there is potential to reach 748,200 people per day. A successful campaign should reach around 250,000 - 300,000 people per day. CAMPAIGN EVALUATION