3. The Challenge
Our challenge was to define the brand identity and increase brand
awareness by 20% over a period of 12 weeks. We also wanted to
give Purdey’s a clearer direction and vision for their brand as well as
improve and sustain customer relationships by adding value to the
consumers through our campaign and design.
Research Approach
We saw that it would be beneficial to focus on the market place and
their views of Purdey’s as a brand and as a product. We decided to
look at the consumers’ needs and wants of Purdey’s and this was done
through thorough consumer research. We studied consumer reviews
on Amazon, Hello Peter, survey monkey, we messaged Purdey’s
Facebook followers and we emailed Purdey’s brand manager to ask
about their consumer insights. Through their response it was made
clear that they hadn’t any insights. We also conducted more general
research into the UK market and the general culture and consumer
habits of our target market.
Research Insights
Product availability was lacking
Contact point and awareness was very weak
The brand was unsure of their identity
Consumers who did buy into Purdey’s were not happy about the
bottle design. The bottle circumference was too wide, making it
difficult for consumers to drink from and once the seal was broken
the content would leak, sometimes resulting in bottle disposal
Environmentally aware brands are more likely to be supported
and have a greater chance of longevity in terms of Corporate
Citizenship and brand loyalty
Consumers would buy a beverage just because of the packaging and
design. If the design is stylish and eye catching, consumers will buy
it. If they don’t like the taste of it they won’t buy into it again, but if
they enjoy the taste of the product they are more likely to become
loyal consumers
TargetMarket
This was a challenge as Purdey’s stated a vague target market but in their
absent brand personality they didn’t connect with this target market
nor any specific audience at all. This allowed us to narrow down a niche
market of both male and female between the age of 22-35.
targetmarketInsights
After looking into the different generations, we found that generation y
were the people we wanted to target.
Generation y are known to be sophisticated, technology wise, loyal
and committed.
We also found that they suit the brand well as they are high-end,
aspirational shoppers, and often do their purchasing online.
Although they are almost immune to marketing and sales pitches
they are fascinated by non-traditional marketing schemes.
Interaction and ambient advertising attracts them; they are
openminded, creative and always looking for new ideas, designs and
trends to set.
Social networking is a big part of their daily lives, however, we
decided not to use this as a fundemental means of advertising
because with this niche market social networks are expected to
be relevant, up-to-date, interactive and well designed - they get
frustrated by spam on their social media networks.
The Purdeyboy Delivery campaign will invite the brand into the
hearts of women, while bringing the men to envy the brand. This
will bring them to speak of it and/or want to apart of it.
Personally, we are highly aware of environmental issues caused from
carbon emissions and found that our target market care just as much
about the environment, or even more so than we do.
4. Brand Positioning
Currently, Purdey’s doesn’t have a defined positioning. However they are
known as a healthy product which gives their consumers a natural boost.
We want to go beyond the product. If we strip Purdey’s down to nothing
what is the one thing they still have and stand on? We believe a good
positioning stands on responsibility, sustainability and integrity. Although
we’ve positioned Purdey’s as a high-end brand, which is exclusive and not
for everyone; we have also placed an emphasis on sustainability as we believe
that this is the most important of all. We put a twist on the brand positioning
to suit our target market, not only is Purdey’s serious about environmental
impact; it also knows how to have fun because it is very creative and just
plain awesome. A brand which everyone aspires to be apart of.
Communication Objectives
Through our insights we found that consumers were having difficulties
getting hold of the actual product. So we took a different approach to the
problem. Instead of flooding the shops and restaurants with this product,
we came up with a solution to support the fact that it is hard to find, as it
is in line with the brand personality (being high-ended, exclusive yet fun
and slightly humorous). Our main communication objective is to convey
our positioning being a sustainable brand which is fun but also serious
about delivering the needs and expectations of the consumer in an enviro-
friendly manner. We want to communicate that a healthy relationship is a
two way effort - Purdey’s will take the first step, not just to build customer
relationship, but also to go ‘green’, and the consumers have to take the second
step by interacting with the brand and helping the brand be green.
Concept Description
The best way to reach our target market is through an integrated campaign
- meaning we communicate to our Target Market through a variety of
different mediums and ways but all delivering the same essential message.
To meet the consumer where they are at and be fully committed to being
a high-ended, aspirational brand; is all about the way the brand and its
product is delivered. This is how we came up with our concept - The
Delivery.
The Delivery is a strong and appealing concept as there are three aspects to
it.
1. First, the brand delivering its physical product not just in a few selective
stores but to the consumers doorstep, and promising to deliver integrity.
We were inspired from the good ol’ days of the milk man - always deliv-
ering the bottles of milk on time and with a smile. We wanted to bring
elements of nostalgia and romance of the milkman coming over. Through
black and white photography in some of the contact points this pushed the
idea. We found that romanticism plays on emotions which is a very effec-
tive marketing strategy.
2. The second aspect of our concept is that it delivers a solution to envi-
ronmental issues which customers have pointed out. We don’t just want to
“reduce, reuse and recycle”, we want to get the consumers getting onboard
too. We want them to play a role by inviting them to join us and give them
a sense of power, value, commitment and ownership. We believe we’ve past
the era of the consumer blaming the brands for irresponsible behaviour,
where now it’s up to the consumer to at with their power of choice.
3. Lastly, everyone knows that you always look good when you feel good.
Taking part in a good cause, even if it is something small like giving your
old Purdy’s bottle to the delivery boy so that it can be reused, will make
you feel good about yourself, and this will cause you to automatically de-
liver yourself better. The way you think about yourself, speak about your-
self and carry yourself will change. The brand will cause you deliver your-
self positively and with more conference. Because the brand has a cool, en’
trend, fashionable image - being seen with our brand will also deliver your
personal image that people will aspire have.
30. CreativeRational
Our target market has been exposed to much advertising and, in someways, are immune to it. So, the best way to reach our market would be through an interactive, integrated
campaign, and with this campaign we decided to have some fun and show off the brand personality.
The Purdey Boys - Yes, it’s a play on words and it’s exactly what it sounds like. This is one of our most simplest contact points and also one of the first. Coming down the stairs and
excalators in The London Underground will be three posters of three different Purdey boys. The posters of the handsome lads will show flirtatious statements, inviting themselves
over to the homes of the target audience. These pictures will also be posted on their social media pages and constant discussion of the photos will be held over Facebook, Twitter,
Instagram and the Purdey’s webpage. After these print adverts have been up for a while, and after the men on the posters have become well known for their beauty another advert will
unfold.
Boys on the Bus - The girls are going to go crazy! The men from the posters will be spotted sitting on The London Underground and on buses around the U.K. Seeing “the guys from
the posters” will stir up much excitement, awareness and gossip. Every now and then the Purdey Boys will give a Purdey’s to someone who fits the brands personality. We will upload
hints as to where they will be on social media platforms and post pictures of them on the trains. Consumers will have the chance to upload their picture and have it reTweeted.
The boys will always be dressed well. They will be dressed in high-fashioned clothing, which is smart/casual. This will cover the look and feel of the brand (that it is smart,
sophisticated and trendy). The boys will show the brand personality though interaction with the niche target market. Only with this target market will they make conversation and
interact. They are fun and friendly yet serious and passionate about what they believe in.
The De-Liv-Ery - Be excited to meet your Purdey boy at your door. This is where the boys will deliver the Purdey’s to those who have ordered them. They will be riding vintage
stylised bicycles and solar panelled vespas to deliver the bottles. “Hard to find. Easy to have” play with the idea that not only are Purdey’s hard to find, but the gorgeous boys are too.
But with Purdey’s, all you have to do to have them is place your delivery. We will also have the boys taking “selfies” with the customer and putting it up on social media.
The Giant Bottle - an ambient advert which is made to be simple but effective. “This wasn’t delivered to you this morning?” A question written on a giant bottle on Oxford street
(where our target market goes shopping). The reason for the question is to signify a shock and disbelief. On the giant Purdey’s bottle there will be a digital pad where people can
punch in their address and place a free delivery of one Purdey’s drink. The giant bottle will create brand awareness and create a place for them in the market.
De-Liv-Ery Billboard - This is an electronic billboard place at one of the busiest street in London. This electronic billboard will have the map of the city displayed and each time a
Purdey’s is delivered the yellow locator light will come up where it was delivered to. People will soon want to see their house light up and place an order for a delivery. This is purely to
inform the market on Purdey’s whereabouts and to bring more fun and interest into the campaign.
We also decided to bring about more excitement with the launch of the new Purdey’s Natural Energy. Although this falls under The Delivery Campaign, it has it’s own message;
Natural Energy! It makes sense because it’s literally natural energy. The first ambient advert will show in Hyde Park reading: “Now delivering natural energy”. It will be executed on
glass and placed high where it can’t be seen (in a tree perhaps) and the shadow will fall on the ground. The whole idea of the this and the next few adverts is to show that all is made
through natural energy. There will also be another two billboards put up. Both will say “Now delivering Natural Energy” but one of them will be affected by rain (crafted on litmus
paper). It will change colour only where the rain had fallen on it while the other will change colour with the temperature of the sun. As the sun gets stronger the writing changes from
a yellow to orange to pink then green as these are the new flavours. Facebook post and tweets will be made about the new launch and where to find the ambient billboards. Social
media can even play with the idea of the billboards being the new weather man.
Finally, The Heat Seats - just to add some curiosity to everyones bus trip; “Now delivering natural energy” will appear on the seats with a supporting Purdey’s bottle outline. This will
come up like a watermark as a reaction from the warmth of someone sitting on it. By now the Purdey’s bottle will become an icon and by itself increase brand awareness. Purdey’s
will blog, Tweet and Instagram about “choosing your seat wisely” with supporting pictures of The Heat Seats. Talking about it on social platforms will plant a seed of hope in the
consumers that they will sit on a Purdey seat.
