1. Tony Hudson

2. Objectives
• Raise awareness whilst engaging the local community
• Triple attendance figures
• Achieve the above with minimal expenditure

3. Market Observations
• Congested Market - 16 Weekly events in
Middlesbrough compared to just 9 in Northampton
• Adults in the North East and Wales have the lowest
disposable incomes, at £199 and £181.
• Young people have the lowest disposable income 18-24
year-olds averaging £174.20

4. Competition (Perceptual Map)
Music Credibility (High)
Music Credibility
(Low)
Drinks
Cost
(Low)
Drinks
Cost
(High)

5. Target Audience (Mood Chart)

7. Hau5™ DJ COMPETITION
The big brand, Helping to uncover
the local talent

8. Creative Strategy (The Idea)
 One main theme – The DJ COMPETITION
 Winner awarded with an hour long DJ set at Hau5
 Open Recruitment day for Promo Staff
 The budget for the campaign is £0
 Comp announced on Sun 8th Dec, Runs until Weds 11th.

9. Rationale for the Creative Strategy
 It will increase acceptance with the local community
 Opportunity to engage with local talented DJ’s

10. Media Strategy
Announcement
 Announced on Sunday 8th Dec at 3pm on Facebook by
all the Promo staff.

11. Media Strategy
Recruitment Day – Tues 10th Dec

12. Media Strategy
Execution - What will happen
 Event Page on Facebook, created at the time of
announcement
 DJ’s post their mix’s on the event wall, people will click
‘like’ on their favourites
 Hau5 management will pick a winner from the top 3
with the most likes
 Winner announced Sunday 14th
 Awarded with a one hour set at Hau5 on Weds 18th

13. Media Strategy
Visuals for the Campaign

14. Media Strategy
Visuals for the Campaign

15. Campaign Evaluation
 Awareness - (Increased activity on the event page and a
new wave of staff, Both resulting in greater reach)
 Understanding - (Detailed description of the event on the
event page)
 Acceptance - (A concept which engages amateur DJ’s and
embraces the local community, leading to greater
acceptance of the brand in the area)
 Conviction – The campaign will increase the appeal and
make people want to attend the event
 Success of the campaign can be directly measured by the
attendance figures of the Weds 11th and 18th Events.