THE GOOD CAMPAIGN The Ultimate Digital Campaign SURFING! Created by : Stephanie Barr
THE GOOD STRATEGYTARGET MARKET: Energy seeking 18-24 YO guys and girls who are: ● V up for seizing the moment ● V active on social networking mediaSMP: V is the catalyst for unexpected and memorable social encountersBUDGET: $1,000,000MEDIA: Campaign must be born digital but may extend to a full 360 degree campaign
GOOD CAMPAIGN STRATEGYTHE IDEAWith most people spending more time talking via technology than face to face, wethought we’d give V fans a chance to meet some real people by asking the question: What are you GOOD at?Much more exciting than the usual boring question ‘So...what do you do?..’ Thequestion ‘ What are you V GOOD at?’ gives people the opportunity to talk about thethings they love!So to get the conversation started, we are inviting 50,000 V fans to head out for a VGOOD Night, to tell the world what they are V GOOD at and be in the running towin $10,000!
GOOD CAMPAIGN STRATEGYCAMPAIGN FLOW Tell usREGISTRATION what Register via Chose a you’re FACEBOOK T-Shirt V GOOD at Wear yourEVENT Head into SCAN to V GOOD T-shirt the CBD WIN!
GOOD CAMPAIGN STRATEGYTICKING THE BOXES CUT THROUGH Underground invite + chance to win $10,000 grabs attention and promotes talkability RELEVANCE Fun night out is highly relevant to target market, incorporating QR code technology as a catalyst for unexpected an memorable social encounters CLARITY Simple concept of a good night is easily communicated BRAND INTEGRATION Using the phase ‘V GOOD’ on V Green T-shirts will bring an energetic ambient campaign to life that fits with V’s brand values SYNERGY A catalyst to a V-GOOD night out, the campaign allows V to be distributed in a situation where the product benefits can be realised
GOOD CAMPAIGN STRATEGYTHE BUDGET: $1,000,000MEDIA COST DESCRIPTION .Facebook $ 25,000 Design custom invite mechanismScan App Free Existing AppLOGISTICS COST DESCRIPTION .Printed T-shirts $500,600 $10 each (+60 promo team)T-shirt design $ 1,000 Graphic designerPostage $297,030 $5.94 (+6 promo team)Txt msg alerts $ 5,000 5cents/txt. Start and finish notificationsPromo Team $ 19,200 6 hr comp +2 hrs training pp.Comp mgmt. $ 5,000 50hrs @ $100/hrPrize/product delivery $ 6,000 $1,000 truck hire/stateCouncil permits $ 25,000 Permits to run street promosOverage $ 5,000 Unforseen costsPRIZES COST DESCRIPTION .Cash prize $ 60,000 $10,000/cityPaintball vouchers $ 7,500 30 vouchers @ $250 (5 people)Expedia vouchers $ 3,000 30 vouches @ $100Product $ 40,000 @ cost priceTOTAL $999,330*All costs based on: 50,000 participants across 5 Aus. Capital cities + Auckland with a promo team of 10/city
GOOD CAMPAIGN EXECUTIONTHE INVITE: FACEBOOKV fans are some of themost interesting and Tell us what you’re GOOD atenergetic people on the to register for the GOOD Night Out!planet, so we’re inviting Name: Mobile:our 315,000+ V fans on T-shirt size: S M L I’m GOOD at...Facebook to The V GOODNight Out and a chance to JOINwin $10,000. JOINAll they have to do is jointhe event, chose a T-shirtand tell us what they are CHOSE AV GOOD at. T-SHIRT AND TELL US WHATHurry! Only 50,000 YOU’REpersonalised GOOD AT!T-shirts available!
GOOD CAMPAIGN EXECUTIONTHE BRANDING: T-SHIRT/ SINGLETFirst 50,000 V fans toregister will be sent apersonalised‘I’m V GOOD at...’ T-shirtwith a unique QR codethat tells people whatthey are V GOOD at. SURFING!When the game beginsfans can scan codes tosee if they have won andmake some new friendsalong the way.Let’s get theconversation started!
GOOD CAMPAIGN EXECUTIONTHE EVENT: LOCATIONThe V GOOD Night out willbe held in the CBD of eachof Australia’s 5 capitalcities + Auckland. SYDNEY MELBOURN ADELAIDEThe game will start and PERTH Eend with a txt msg sent toall participants at 6pm and BRISBANEwill end once all prizes AUACKLANDhave been won.During this time, V fans V PROMO TEAMwill head out in the city to Will be roving the streets givingcreate a moving sea of away FREE V!V Green, on the streets, inbars, restaurants andclubs.
GOOD CAMPAIGN EXECUTIONTHE EVENT: MELBOURNE EXAMPLEWhile out in the city, Vfans will scan each other’s MELBOURNE CBDQR code T-shirts to see if GAME GRID: Spring St Latrobe Stthey have won a prize, or Spencer St Flinders Stperhaps even made a newfriend.Throughout the evening 6promo team memberswith winning QR codeswill enter the game grid atvarious times. They couldappear anywhere, at anytime, you just have tokeep scanning to see ifyou’ve won!
GOOD CAMPAIGN EXECUTIONTHE EVENT: SCAN TO WIN!To be eligible to win, youhave to be wearing youV GOOD T-shirt at thetime of scanning thewinning code! GIVING AWAY $10,000!!!Once a winning code is CONGRATULATIONS!scanned, the promo YOU HAVE WON!team member will handover the winning T-shirtand record the prizewinner’s details etc.Once all prizes havebeen won, the gameends.
GOOD CAMPAIGN EXECUTIONPRIZES: PER CITY 1 x $10,000 V GREEN CASH! 30 x Paintball vouchers for you and 4 friends to paint the town V Green 30 x $100 Expedia.com.au travel vouchers to help you go further FREE V!!!!
GOOD CAMPAIGN EXECUTIONAFTER THE EVENT: FACEBOOKAfter the event, V willupload a vast array ofphotos from theV GOOD Night Out to V GOOD NIGHT OUTVFacebook, where thepromotion began.Fans will be able to tagthemselves having aV GOOD night, spreadingV green imagery across50,000+ Facebook pagesand increasing V’s socialmedia presenceexponentially. Tag Yourself!
THE GOOD CAMPAIGN SUMMARYAs part of the V GOOD Campaign, V will achieve: SOCIAL MEDIA ● Increased Facebook fan base (Australia & New Zealand) ● Increased social media presence (photo tags & talkability) ● Increased WOM GENERAL MARKETING ● V GOOD marketing capital that can carry over to music festival sponsorship and future V GOOD marketing campaigns ● Free media coverage as a unique event (PR) ● High visibility in CBD areas ● Positive brand association through prize offering and event innovation