PURE RUSSIAN
© 2011 Spark Advertising“Spark incinerates your competition with ourinnovative approach to optimising your campaignthrough...
© 2011 Spark AdvertisingThe AgencySpark is a new generation of avant-garde creative and media specialiststhat focus on ach...
© 2011 Spark AdvertisingExecutive SummaryRussian Standard Vodka’s 300ml Vodka Citrus glass and can premixedRTD product is ...
© 2011 Spark AdvertisingTable of Contents
© 2011 Spark AdvertisingList of Figures
© 2011 Spark AdvertisingBackgroundCAMPAIGN PLANNING1. The Client Brief1/57
© 2011 Spark Advertising2/57
© 2011 Spark AdvertisingLaunched in 2010 on the first anniversary of the introduction of the Russian Standard Vodka brandi...
© 2011 Spark Advertising1.2 The BrandThe Russian Standard Corporation is owned by Roustam Tariko. Founded in 1992 it isbas...
© 2011 Spark Advertising2. The Environmental Scan2.1 SWOT Analysis5/57
© 2011 Spark Advertising2.2 PEST Analysis6/57
© 2011 Spark Advertising2.3 Competitor Analysis7/57
© 2011 Spark AdvertisingCompetitor Analysis cont.* 10 Sydney Bars were visited to ascertain mainstream RTD availability. T...
© 2011 Spark Advertising2.4.1 Vodka Cruiser:The vodka cruiser is obviously a“party drink”, all of their pictures on the we...
© 2011 Spark Advertising2.4.3 Skyy Vodka:Skyy Vodka has definitely placed itself as the prestigious womans vodka. Theirmar...
© 2011 Spark Advertising2.4.5 Bacardi:Bacardi has taken on the party lifestyle, by using a very Latin theme,(due tothe fac...
© 2011 Spark Advertising3. The Consumer3.1 Target Audience Profile3.1.1 DemographicThe company had identified the intended...
© 2011 Spark Advertising10The profile of the target audience for this product can best bepersonified with the example of a...
© 2011 Spark Advertising11 See Appendix 212 See Appendix 112114.2.2 Consumer Insights4.2.2.1 Going OutWhen asked about the...
© 2011 Spark Advertising4.2.2.2 Response to RTDs and Russian StandardProjective testing was applied and the participants w...
© 2011 Spark Advertising4.2.4 Development of the Bar-CallIt was also requested for participants to provide names and words...
© 2011 Spark Advertising4.3.2 Consumer Insights02468101214161820MaleFemaleFigure 1 – Places where males & females are like...
© 2011 Spark Advertising4.3.2.1 Drinking HabitsFirst of all, males. Males when deciding on a drink at either the bar, or a...
© 2011 Spark Advertising02468101214161820MaleFemaleFigure 4 – Male & Female purchase considerations when selecting an RTD1...
© 2011 Spark Advertising5. The Campaign5.1 The Creative BriefClient: Beam Global Australia Date: 16/05/2011Brand: Russian ...
© 2011 Spark Advertising5.2 The Perceptual Map5.3 The Campaign Strategy5.3.1 PositioningFrom the competitor analysis and o...
© 2011 Spark Advertising5.3.4 The Role of the Theme Image AdvertisingThe goal of the advertising is to captivate the targe...
© 2011 Spark Advertising6.1.3 Call to ActionOne of the main focuses of this strategy is for the consumers to be more aware...
© 2011 Spark Advertising6.2.3 Off-PremiseUnique number sequences will be printed inside the cardboard packaging ofRTD pack...
© 2011 Spark Advertising6.4 The Creative Concept6.4.1 Where Will Pure Russian Take You?Concept: The FantasySetting/Locatio...
© 2011 Spark Advertising6.5 The Creative Production6.5.1 Cinema Advertisement Story Board26/57
© 2011 Spark Advertising27/57
© 2011 Spark Advertising28/57
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© 2011 Spark Advertising6.5.2 Outdoor Advertisement6.5.2.1 Point of Sale (A1) 6.5.2.2 Outdoor (6 sheet)30/57
© 2011 Spark Advertising6.5.2.3 Outdoor (24 Sheet)31/57
© 2011 Spark Advertising7. Media7.1 Media StrategyThe media strategy being applied is a Sydney based integrated onlinecamp...
© 2011 Spark Advertising7.1.2.1 APN Rail Cross-TrackThe target audience is highly active and spends most of their time out...
© 2011 Spark Advertising7.1.2.2 JC Decaux CitylightsJCDecaux citylights are very effective in reaching people close to poi...
© 2011 Spark Advertising7.1.3 Point of SaleAccording to primary research, a respondent had stated that she will onlyenquir...
© 2011 Spark Advertising50/50Release date: 10/11/2011Starring: Joseph Gordon-Levitt, Anjelica Huston, Bryce Dallas Howard,...
© 2011 Spark AdvertisingHorror Movie Age ProfileHorror Movie Gender ProfileTower Heist was selected due to the popularity ...
© 2011 Spark AdvertisingLive in cinema will be executed by the Russian Standard promotional crew,who will perform the Rasp...
© 2011 Spark Advertising7.1.5 Public RelationsFrom the 25th of November onwards, every Friday and Saturday, theRussian Sta...
© 2011 Spark AdvertisingOnline promotions and discounts such as‘ask your bar tender for a Pure Russianand receive a Russia...
© 2011 Spark AdvertisingBanner ads will be placed under the categories which are most likely to beviewed by our target mar...
© 2011 Spark Advertising7.3 Media Flight PlanMedia FormatT W Th F S S M T W Th F S S M T W Th F S S M T W Th F S S M T W1 ...
© 2011 Spark AdvertisingMedia Flight Plan cont.Media FormatTh F S S M T W Th F S S M T W Th F S S M T W Th F S S M T W Th ...
© 2011 Spark Advertising7.4 Indicative Media Budget SummaryNov Dec / Jan Total %Cinema 33,600 87,300 120,900 12%Out of Hom...
© 2011 Spark Advertising8. ConclusionCoordinated execution of the documented activitieswill build Russian Standard Vodka’s...
© 2011 Spark Advertising10.References46/57
© 2011 Spark Advertising11. Appendices47/57
© 2011 Spark Advertising11.1 Appendix 1Focus Group Research48/57
© 2011 Spark AdvertisingFocus Group Research n=16AIM - Provide consumer insights and attitudes towards Russian StandardRTD...
© 2011 Spark AdvertisingFocus Group Time LineMonday 28th March 2011n=16(4:40 – 6:15) The RTD bottle with the name blacked-...
© 2011 Spark Advertising11.2 Appendix 2Survey Monkey Online Questionnaire51/57
© 2011 Spark Advertising52/57
© 2011 Spark Advertising53/57
© 2011 Spark Advertising54/57
© 2011 Spark AdvertisingSurvey Monkey Online Questionnaire n=40Aim: To gain insight into where the target market drink, wh...
© 2011 Spark Advertising11.3 Appendix 3Concept Test56/57
© 2011 Spark AdvertisingThe criteria by which the focus group assessed the concepts presentedto them for consideration dur...
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Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample Creative & Evaluation

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Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.

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Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample Creative & Evaluation

  1. 1. PURE RUSSIAN
  2. 2. © 2011 Spark Advertising“Spark incinerates your competition with ourinnovative approach to optimising your campaignthrough the delivery of tailored solutions to burnthrough the white noise”.ignite your brandSpark.
  3. 3. © 2011 Spark AdvertisingThe AgencySpark is a new generation of avant-garde creative and media specialiststhat focus on achieving outstanding results through cutting-edge,innovative solutions.Spark’s goal of igniting high-impact campaign outcomes to effectivelyexceed advertiser expectations is facilitated by our dedication toensuring all of Spark’s compositions adhere to the agency’s ideals ofclarity, resonance, engagement and adaption.Utilising our award winning skill at manifesting optimal creativesolutions and advertising communication, matched with Spark’srefined target audience profiling techniques and enhanced capacityfor augmented media placement strategies, our agency injects freshenthusiasm andcutting-edge insights, applying Spark’s ideals to execute explosiveadvertising campaigns.The PeopleAccount Manager: Jaddan BruhnAs Spark’s Account Manager, Jaddan is responsible for managingclient accounts, liaising between our clients and Spark’s creative andmedia departments, nurturing the dynamic relationships and fluidinformation exchanges required to produce our work on time, onbudget and en pointe.Media Strategist: Cedric ChaiCedric’s skill at maximising the impact of our campaigns by artfullyemploying cross platform integration ensure the campaign messagereaches the designated target audience via the most effective touchpoints, with the requisite frequency. His media strategising increasesour client’s ROI by igniting an effective execution based on precisionresearch, savvy media planning and canny negotiation.Copywriter: Sreyna ChaoSpark’s Copywriter Sreyna operates in conjunction with our Art Directorto interpret the creative brief and filter our client’s campaign objectivesinto outstanding copy that resonates throughout the campaign.Art director: Joe BrownSkilled at producing visual content that hits the mark every timethrough his mastery of Adobe’s Creative Suite, Spark’s Art Director Joeworks closely with our Copywriter and Media Strategist to implementhis visual problem solving capabilities, ensuring Spark’s advertising iseffective, appropriate...........and highly flammable.
  4. 4. © 2011 Spark AdvertisingExecutive SummaryRussian Standard Vodka’s 300ml Vodka Citrus glass and can premixedRTD product is the prestige vodka producer’s lowest cost point of entryfor consumers. Maintaining the brand’s prestige characteristics, whilstforging a position in the vodka RTD category, aligned to authenticexperiences and consumer affiliation with Music, Fashion & Cinema hasseen sales build gradually since its launch in 2010.With the crucial summer season approaching, Russian Standard Vodka isseeking to consolidate the strength of its sponsorship, advertising, salespromotion and public relations activity conducted throughout FY 10/11,and focus precision activity aimed at boosting the profile and sales ofthe Citrus RTD product.Through extensive research and planning Spark Advertising has deviseda campaign designed to reach the target audience at the points wherea purchase decision is being executed, with tools to drive consumerengagement with the brand, and resonate with the consumer’sdesire for excitement, new experiences, connectivity and positivereinforcement.Utilising technologies that integrate with the devices carried by thetarget audience, and allowing the campaign message to be received,processed, interacted with and rebroadcast by the consumer, at thetime and place most effective for them, whilst generating entertainmentcontent intended to have a high pass on value, reinforced by the targetaudience’s needs for affiliation and affirmation will see the campaignfulfilling its communication objectives whilst generating maximumvalue from bought, owned and earned media. Successfully rolling outthe campaign and ensuring that the activity is accurately monitoredand efficiently responded to will ensure optimal ROI, manifesting thecampaign’s marketing objectives.Strategically executing the campaign in cinemas, online, outdoor,through social media, at point of sale and in venues through thesummer of 2011/12, with a creative concept focused on high consumerengagement and interaction, facilitating the option on continuedconsumer engagement beyond the campaign framework, building adirect, valuable, link to the target audience, fostering consumer brandloyalty and providing the scope for future upgrading to premium andsuper-premium Russian Standard Vodka products.
  5. 5. © 2011 Spark AdvertisingTable of Contents
  6. 6. © 2011 Spark AdvertisingList of Figures
  7. 7. © 2011 Spark AdvertisingBackgroundCAMPAIGN PLANNING1. The Client Brief1/57
  8. 8. © 2011 Spark Advertising2/57
  9. 9. © 2011 Spark AdvertisingLaunched in 2010 on the first anniversary of the introduction of the Russian Standard Vodka brandin Australia, capitalising on Australian expertise at bringing pre-mix RTD product extensions tomarket, the RTD product has vied for recognition in the crowded vodka pre-mix category, as it hassought innovative ways to captivate new consumers whilst reinforcing the integrity of its premiumbrand mantle, maintaining its core brand connections to Music, Fashion & Cinema.1.1 IntroductionAustralia has been tasked with the unique opportunity of being the first market in the world tointroduce Russian Standard Vodka’s 300ml ready-to-drink vodka and citrus premixed glass and canbeverage to consumers.3/57
  10. 10. © 2011 Spark Advertising1.2 The BrandThe Russian Standard Corporation is owned by Roustam Tariko. Founded in 1992 it isbased in Moscow and operates in 70 countries with over 25,000 employees. It controlsRussian Standard Insurance, Russian Standard Bank and Russian Standard Company(producer and distributer of Russian Standard Vodka).Russian Standard Vodka was launched in 1998 in Russia, and was introduced toAustralia in 2009 and has global sales of over 2 million cases a year. It is Russia’snumber one premium vodka brand, and in Australia it is the number two mainstreamvodka brand, capturing a 7% share of the mainstream vodka market since its launchhere . In addition to the premix product Russian Standard Vodka produces RussianStandard Original, Russian Standard Platinum and Imperia, competing in the premium(Original) to super-premium (Imperia) segments of the vodka spirit category. RussianStandard Vodka is the only authentically produced Russian vodka available for sale inthe Australian market.1.4 The CategoryThere is over 130 different pre-mixed ready to drink spirit glass and can productsavailable to consumers in Australia, the world leader in per capita RTD consumption .This includes over 60 choices of premixed vodka . Only 22.1% of sales in the ready todrink spirits category are from Light Spirits, the vodka RTD segment is dominated byDiageo’s Smirnoff brand, controlling 19.5% of the market.In 2007 304,489,000 litres of RTD alcohol beverages were sold in Australia, with vodkaRTDs comprising 56,832,000 litres of this volume . From 2000 – 2007 vodka premixeswere the fastest growing RTD category. In the six months following the May 2008increase in RTD tax, 6%+ alcohol vodka RTD sales shrunk by 38%, and <6% alcohol vodkaRTD sales contracted by 21% . The higher alcohol vodka RTD loss in sales was the largestsales percentage reduction of all the RTD categories.In 2010 RTD sales returned to positive growth; however, in-line with prevailing economicconditions 28% of consumers recorded cutting down their alcohol intake or buyingcheaper brands of alcohol during the year to save money . Cider is now the fastestgrowing alcohol category, with the Coles / Woolworths duopoly, responsible for 70%of all Australian alcohol sales by volume, tempering price increases whilst driving salesthrough fierce competition and their own private label alcohol brands .1.3 The ProductRussian Standard Vodka Citrus 300ml is a vodka and citrus premixed ready to drinkbeverage available in a glass bottle or can. The product is distributed by Coca-ColaAmatil, and is available for consumption on premise at licensed venues, pubs, clubs andbars, and for consumption off-premise through bottle shops.1 Coca-Cola Amatil: Australian Beverages Strategy Review November 20102 Impact Databank: The Global Drinks Market 2006, as cited in Excise, Customs & Tariffs, Senate Committee Submission06A, www.aph.gov.au3 www.danmurphys.com.au4 Nielsen Scantrack Liquor Total Australia Offpremise – RTD value trend 2008 to 20105 Just the tonic: Australia set to serve vodka mix back to Russia, Sydney Morning Herald 24/09/106 2009 Nielsen ScanTrack Liquor volume7 2009 Nielsen ScanTrack Liquor volume8 Nielsen, Aussie Consumer Confidence Stumbles, 21/01/20119 Euromonitor International, Alcoholic Drinks in Australia, April 2011123 4567894/57
  11. 11. © 2011 Spark Advertising2. The Environmental Scan2.1 SWOT Analysis5/57
  12. 12. © 2011 Spark Advertising2.2 PEST Analysis6/57
  13. 13. © 2011 Spark Advertising2.3 Competitor Analysis7/57
  14. 14. © 2011 Spark AdvertisingCompetitor Analysis cont.* 10 Sydney Bars were visited to ascertain mainstream RTD availability. The bars visited were selected at random and were: Opera Bar, The Establishment, Home Bar,Cargo Bar, Pontoon, Jacksons on George, Royal George, Docks, Mount Batten & Jade Tavern. The value in this column denotes the # of venues the product was available in.8/57
  15. 15. © 2011 Spark Advertising2.4.1 Vodka Cruiser:The vodka cruiser is obviously a“party drink”, all of their pictures on the websiterelate to party events they have sponsorship for. They have recently updatedtheir website for the Australian summer, while creating a competition to createa new summer flavour that is now down to the finalist. Their market is a youngfemale based group who feel the need for a“sweet, pretty drink”throughouttheir night. Their use of competitions all relate to notorious party places,“carnival”or 30k Party Getaway. The events they sponsor also fall under thesecategories. After looking through their ads, and reading their website. Myassumptions on the USP for Vodka Cruisers is-USP:- Most diverse flavours.http://www.cruiserrange.com.au/vodkacruiser/about.php2.4 Competitor Creative Analysis2.4.2 Midori Range:The Midori RTD range is also a very female dominated market. The targetwould come under the“look at me”VALS segment. Midori itself is more of acocktail spirit and they decided to make an RTD of their best selling cocktailwhich was the“illusion”, since adding another 3 varieties. After analysingtheir ads and reading their website my assumption on what their USPwould be-USP:- The most versatile spirit, in an RTD.http://www.adoremidori.com/#/home9/57
  16. 16. © 2011 Spark Advertising2.4.3 Skyy Vodka:Skyy Vodka has definitely placed itself as the prestigious womans vodka. Theirmarket is solely women, focusing on the“look at me”and“Socially aware”VALs segments. Their USP has been up till now“4x distilled”, but now RussianStandard is also 4x distilled so it is subject to change.www.skyy.com2.4.4 Smirnoff Vodka:Smirnoff have dominated the RTD market in Australia for a couple of years, withsponsorships of festivals, bars, concerts and events nation-wide. Their market isvery much a party drink, which is how they have dominated the market so easily.Smirnoff has directed their advertising purely on males, yet females will still drinkit due to its RTD nature. It has worked in the favour very well by keeping themasculinity but not making it too masculine for a woman to look fine holdingthe bottle. From reading their website and analysing their prior RTD campaigns, Iwould assume their USP would be-USP:- The vodka of the world.http://www.smirnoff.com/10/57
  17. 17. © 2011 Spark Advertising2.4.5 Bacardi:Bacardi has taken on the party lifestyle, by using a very Latin theme,(due tothe fact its rum) and it has helped create the image of their drink. The BacardiBreezer is the highest selling RTD in the world. Aimed at women and men,skewed towards women, hitting the young market. After analysing past adsand reading their website I would assume their USP is:- The Drink that Makesthe party.www.bacardi.com2.4.6 Pulse:Pulse was the first RTD in Australia with guarana in it, giving it a head over otherRTDs because of the energy drink angle. The angle they have taken is“a drink thatwill get the party started”, making people want to drink it early in their night, sothey last longer through the night. Skewed towards males due to higher consump-tion rates. Pulse has no website or any campaigns I have seen.2.4.7 Ruski:The Stolichnaya lemon ruski was the first RTD to hit Australian stores, and it is apremium vodka from Russia, advertising itself very traditionally, with Russian herit-age, and company heritage playing a part. Their USP from my reading and analys-ing of their ads would be: Real Russian Vodka.http://www.stoli.com/global/11/57
  18. 18. © 2011 Spark Advertising3. The Consumer3.1 Target Audience Profile3.1.1 DemographicThe company had identified the intended age range for this campaignas 18 – 25, with existing product consumption splits reflecting a 60%female skew; full time workers and students, single, still living at homewith parents in metropolitan Sydney, earning $30-60k per year, with a highschool / TAFE / Trade education.3.1.2 PsychographicFrom research undertaken by Roy Morgan Research in their reportPsychographic Segmentation of Spirits / RTD / Liqueur Drinkers the targetaudience we anticipate reaching through our campaign is a segment mostclosely identified as“Tracey and Sam: The Thrill Seeker”.The common attributes that link this psychographic segment include a coreneed for challenge; constantly seeking new experiences, excitement andthe opportunity to take risks; seeing everyday as a potential source of newstimulation; enjoy spending time with friends but also indulging their ownneeds; and, they are born to shop. Their main focus in life is going out andengaging in fun and exciting times with friends.This segment likes to go to the cinema at least once a month, whilst havinga night out at least once a week (travelling mainly by public transport, thentaxi, whilst out drinking), weekends are for friends, fun and new experiences,with Monday to Friday a stopgap until the following weekend. Holidaysare spent experiencing the most of the fast-pace and bright lights of thebig city. Style, fashion and being noticed are incredibly important, as issharing every aspect of life (opinions, likes, dislikes, thoughts, feelings,experiences, attitudes) through a constant connection to their smart phone;communicating, sharing and keeping up to date through profiles on twoor more social media platforms including Facebook, Twitter, Foursquare,YouTube, Skype, LastFM, SoundCloud and Tumblr. Long term planning /goals aren’t important, but getting the most fun / best experience out of theavailable cash on hand is critical.This segment is a heavy consumer of ready-to-drink (RTDs) pre-mixed spirits,and is currently the primary market.12/57
  19. 19. © 2011 Spark Advertising10The profile of the target audience for this product can best bepersonified with the example of an individual, whose circumstanceand lifestyle and behavioural attributes are aligned to this range.3.2.1 Kristen:• 21 years old• Full-time TAFE student• Part-time sales job• Single, lives with parents in inner-suburban Sydney• Short-term focus• Has a night out once a week• Goes to cinema once a month• Style, fashion & being noticed• Profile on Facebook, Twitter & YouTube.• Constantly connected through smart phone3.2.2 Target Audience Media Profile• 81% use Facebook everyday• 71% still read print magazines• 66% access newspaper content online• 63% use social media to interact with brands• 45% read blogs everyday• 45% read traditional newspapers daily• 44% watch traditional TV daily• 42% watch TV shows online• 27% watch movies online• 25% access his/her mobile devices for social media• 24% read magazine content online3.2 Target Audience Persona10 Ruth Burke & Associates: How does Generation Y navigate the media landscape? weknowmedia.blogspot.com 17/2/1113/57
  20. 20. © 2011 Spark Advertising11 See Appendix 212 See Appendix 112114.2.2 Consumer Insights4.2.2.1 Going OutWhen asked about their interests and favourite activities, the respondents weregenerally in agreement that it was predominantly based around socialising andspending time with their friends, primarily at bars and clubs. It is apparent thatthey would not attend a venue arbitrarily, not even for a DJ that they liked, unlessthey were accompanied by friends. Eleven out of sixteen participants stated thatthey prefer the bar and lounge environment,‘places that you can actually talk,rather than be bombarded with music’such as the nightclub scene.A common ritual amongst the slightly younger participants would be pre drinksof their drink of choice at a friend’s house and getting intoxicated before goingto a premise, unless it was‘five dollar Friday or happy hour.’ The more matureparticipants assumed to have a higher disposable income believes that‘whengoing to the pub, price isn’t an issue’and that they drink whatever pleases themat the time. All participants agreed that a drink of choice is preferred whenstarting a night out and‘once you’re drunk, everything tastes the same’.4. Quantitative and QualitativeResearch4.1 Primary and Secondary Sources4.1.1 Roy Morgan ResearchOur initial understanding of the product and its target audience was largelyinformed by Spark Advertising’s access to extensive research already undertakenby Roy Morgan Research. As thorough and exhaustive as the available data is,we felt it critical to test some of the interpretations of the earlier research, and togain a more extensive insight into the target audience.4.1.2 Primary ResearchTo facilitate the fullest possible understanding of the target audience, theirlifestyle, routine, key influencers, attitudes towards alcohol, vodka, RTDs andRussian Standard, Spark Advertising undertook quantitative research via anonline Survey Monkey questionnaire , and qualitative research via a focus group .4.2 Qualitative Research4.2.1 Focus GroupThe focus group was conducted with 16 Tafe students aged over 18. They wererecruited as a convenience sample, and provided an opportunity to engagedirectly with the target audience, interactively exploring activities and processesthat fundamentally impact their purchase intention of the product. The focusgroup also provided the key setting for developing a credible bar-call that wouldhave high re-call and credibility with the target audience, and one that would bedistinct and desirable.14/57
  21. 21. © 2011 Spark Advertising4.2.2.2 Response to RTDs and Russian StandardProjective testing was applied and the participants were asked whether theywould consider purchasing the Russian Standard RTD. A female respondent replied‘maybe if I was sixteen’. It received negative comments about its appearance beingtoo similar to Smirnoff, calling it a‘rip off of double black’, and that it looked cheapand childish. According to the same female respondent,‘it detracts away from theallure that people are trying to establish when going out, especially for women’.She also stated that the only time when she will drink an RTD is when she is alreadyintoxicated and she will not drink directly from a bottle.The other female respondents came to a consensus that drinking out of a glass istheir main preference due to a classier perception as opposed to drinking out of abottle. However, some males do not mind purchasing bottled drinks on premisebecause it is easier to carry, whilst a minority of respondents believe it is irrelevant.It is also agreed that there is usually no preference whilst drinking off premise.Despite the negative perceptions, RTDs would be purchased at festivals andsponsored events where‘everyone’s doing the same’and options are limited, it’smore convenient and status is no longer an issue. ‘At a festival, everything is soexpensive; I’ll just go for the most cost effective.’ Depending on the occasion,core attributes that would be considered when purchasing alcohol would be thetaste, alcohol content and cost. Females would also take into consideration thepackaging and colour.First impressions of RSV Original were very positive including a response of‘I wantto drink it’. They liked the frosting of the glass, obtaining a cold and refreshing feel.A female responded‘it is written in Russian and that makes me feel like I’m goingto have a filthy hangover…It looks like a very intimidating drink; It definitely lookslike a more masculine kind of drink. The Russian writing sets it hard. It would besomething that I am curious of. It’s something that I would bring to a party’4.2.3 Implications for CampaignA bottle of Russian Standard RTD with the name blacked out was shown to thefocus group and they were asked the question of what they would call it if theywere to order it behind a bar. The majority of responses were as expected whichincluded‘the one with the black label’.Through projective testing and a review of Russian Standard promotional posters,it was discovered that sales promotions and on premise advertisements are highlyeffective and are highly influential on the consumers’purchase decision. A femalerespondent emphasised that she would only enquire about an RTD if there was a‘special deal’. Suggestions of promotions that appealed to the focus group includedhalf price Russian Standard drinks or cheap Russian Standard RTD cocktails.Moderators used word association to uncover top of mind responses to the phrase‘premium vodka’, which resulted in answers including ice, cold, expensive and alco-hol brands such as Absolut, Belvedere and Grey Goose. This was then followed upby asking the participants to define the attributes that qualifies for premium vodka.Not surprisingly a clean taste (no methylated spirit taste) was agreed as the core at-tribute in addition to the‘experience with the brand and knowing how you’re goingto feel the next day.’A respondent believed that premium vodka should be‘easy foryour body to metabolise. It’s not going to give you a hangover.’All participants were asked to react to the phrase‘Russian culture’with the firstword or words that popped into their minds. It was imminent that respondents as-sociated Russia with‘vodka’and Russians to be‘hard drinkers’. When probed aboutthe drink that is associated with prestige and luxury, all participants respondedwith scotch.15/57
  22. 22. © 2011 Spark Advertising4.2.4 Development of the Bar-CallIt was also requested for participants to provide names and words that theybelieved were cool, which unfortunately only stimulated one serious answer.A female respondent commented‘I like the word standard…I think the wordstandard in a drink is cool… I think it’s clever…considering that people don’t havestandards when they drink.’Top of mind responses to the name‘Pure Russian’were generally positive andpeaceful, evoking the words‘beautiful blonde, sparse, open like Siberia andendless horizon’. It was a name which the respondents could picture beingassociated with Russian Standard.Surprisingly, only four respondents knew what a tsar was and all respondentsbelieved that‘Silver Tsar’was not an appealing name, with one respondentcommenting that‘it’s an unusual name for a drink’.All respondents strongly disagreed with the name‘Standard Citrus’with arespondent explaining‘I don’t associate citrus with Russia, it presents a conflictingimage’. Another respondent noted that‘you would think it would be sour in tastebecause citrus is a strong flavour’.Towards the end of the discussion, participants were asked to develop a bar call,resulting with suggestions including‘Pure Russian’and‘Standard’. According toa female respondent who is a bartender,‘Standard’is a suitable and appropriatename for a bar call because‘nothing else has that word in it behind the bar’.When informed about the other Russian Standard product lines highlighting‘Standard’being too vague, the respondent suggested‘Standard Black’. Themoderators were concerned that‘Standard Black’would be too similar to Smirnoff’sDouble Black. The respondents ensured that they do not associate‘black’withSmirnoff and that black is a common colour used in other alcohol brands includingBundaberg and Johnnie Walker.‘Black has the connotation as being the refinedand the heavily distilled spirits.’It is perceived to be more‘pure and stronger’.The participants believe that if the RTD bottle was a smaller version of theRussian Standard Original with an altered silver colour, it would be a significantimprovement and would impact their decision to purchase it.4.3 Quantitative Research4.3.1 Survey Monkey Online SurveyThe results of the quantitative survey are from a convenience sample of 40 maleand female 18-25 year olds, who were invited to participate by Spark Advertisingand via Facebook invitation. The questions were designed as Likert scale,multiple choice, matrix and open ended questions, and were categorised intosections on:• Demographic Information• Social Media and Technology• Social Media and Information• Going Out• Venues• RTD Occasions• RTD Selection Criteria• Perceptions of Vodka RTD brands & flavours• Sources of New Information16/57
  23. 23. © 2011 Spark Advertising4.3.2 Consumer Insights02468101214161820MaleFemaleFigure 1 – Places where males & females are likely to consume RTDs17/57
  24. 24. © 2011 Spark Advertising4.3.2.1 Drinking HabitsFirst of all, males. Males when deciding on a drink at either the bar, or at abottle shop think firstly of cost, Convenience, taste, and availability. These 4factors affect their decision on what to buy most of all, and when it comes toan RTD drink they are most likely to consume it at a house party or a festival/rave. Evidence shows they also consume them on "big nights out" to make iteasier once they are at the bar and makes it a faster trip to get their drink. Fromour research, males aged from 18-25 have very different drinking habits, startingwith 18 year olds who are new to the alcohol market only having a few drinks,purely for socialisation and to try things, going all the way to 25+ year olds whofrom our research drink everyday at the casino, or high class bars. From age toage, reasons in males to drink vary. From 18-21 there is a constant which is eitherhaving fun or socialize. From there it varies, drinking the same drink all the timefor 22 to 25 year olds, rather than that experience new things. Venues wheremales drink change, all ages drink at restaurants and pubs, but most alcohol isconsumed at bars and clubs by males, from the ages of 19-23.Females on the other hand, have quite different drinking habits. When decidingon what drink to buy, females focus on taste, convenience, cost and availability,as well as males but colour and time at the bar are also major factors. Whendrinking RTDs, highest chance they will drink them at House parties, Friendshouse with a small group of friends, Festivals/ raves, and like males, out on "bignights out" to save time at bar. Females aged 18 are much like males, drink a fewtimes a week, but not much just to get out there and have fun, which again is aconstant all the way to a 22 year old. Only at 20 years of age do girls start to drinka lot more as they grow comfortable with the places they go.The older females at 25 unlike males, drink less and as more of a dinner thing,with friends at restaurants or friends houses. For females, city bars and clubsare much more common, but less alcohol is consumed than the males on thesenights out.From the results, it is proven that the target market does consume RTD products,as our hypothesis expected. Our target does go to Merivale and Solatel bars andclubs, but they do not go there to drink our product. Bottled drinks are perceivedas cheap and the target prefer to have a glass.Figure 2 – Analysis of male drinking habits Figure 3 – Analysis of female drinking habits18/57
  25. 25. © 2011 Spark Advertising02468101214161820MaleFemaleFigure 4 – Male & Female purchase considerations when selecting an RTD19/57
  26. 26. © 2011 Spark Advertising5. The Campaign5.1 The Creative BriefClient: Beam Global Australia Date: 16/05/2011Brand: Russian Standard Vodka RTD CitrusAccount Manager: Jaddan BruhnCreative Team: Joe Brown, Sreyna ChaoMedia Strategist: Cedric Chai1. Role for AdvertisingIncrease awareness of RSV RTD citrus in target audience by 10% during campaignperiod, by increasing consumer awareness of product attributes, and throughdemonstrating and articulating new RSV bar-call to be used by target audience;increase on-premise sales of RTD by 5% during campaign period; increase off-premisesales of RTD by 5% during campaign period.2. Target Audience2.1 DemographicsM/F 18-25, 60% female skew, full time workers and students, single, still living at homewith parents in metropolitan Sydney, earning $30-60k per year, with a high school /TAFE / Trade education.2.2 Psychographics“Tracey & Sam Thrill Seekers”segment. Main focus in life is going out and engaging infun and exciting times with friends. Going to the cinema at least once a month, andhaving a night out at least once a week (travelling mainly by public transport, thentaxi, whilst out drinking), weekends are for friends, fun and new experiences, withMon-Fri a stopgap until the following weekend. Holidays are spent experiencing themost of the fast-pace and bright lights of the big city. Style, fashion and being noticedare incredibly important, as is sharing every aspect of life (opinions, likes, dislikes,thoughts, feelings, experiences, attitudes) through a constant connection to theirsmart phone, communicating, sharing and keeping up to date through profiles ontwo or more social media platforms including Facebook, Twitter, Foursquare, YouTube,Skype, LastFM, SoundCloud and Tumblr. Long term planning / goals aren’t important,but getting the most fun / best experience out of the available cash on hand is critical.2.3 Behaviour and UsageProduct is consumed during big nights out drinking with friends (nightclub, pub, bar),at house parties with friends; to socialise, have fun and get drunk. Taste, cost, andexperimenting with sophisticated drinks with authentic flavours, whilst getting goodvalue for money relative to percentage of alcohol are the most important factors whenselecting a drink. Males like RTDs as they are easier to carry back from the bar, femalesprefer drinking out of glass as it looks less immature/more sophisticated.2.4 Key Consumer InsightI want my drink to reflect my shift in taste from sweet drinks in bright colours toauthentic drinks with real flavours.3. Key Thought or USPRussian Standard RTD is the youthful convenient authentic Russian vodka.4. Support4 x distilled, 4 x filtered through charcoal; authentic original flavour conveniently mixedto the right balance for an authentic vodka experience in a 300ml bottle or can.5. Tone and MannerAll Russian Standard Vodka promotional activity is underpinned by its alignment toMusic, Fashion & Cinema.Bright, exciting, engaging, aspirational in tone; direct, fun, competitive in manner.6. Desired MediumsCinema, social media, digital/online, mobile, out of home, promotion idea.7. BudgetMedia placement $ 1,000,0008. TimingNov 2011 – Jan 20129. Mandatories300ml glass & can RTD product, Russian Standard Vodka logo. Requisite legalstatements.Adherence to:Alcohol Beverages Advertising (and Packaging) CodeDistilled Spirits Industry Council of Australia Inc Statement of Responsible Practices forAlcohol Advertising and Marketing20/57
  27. 27. © 2011 Spark Advertising5.2 The Perceptual Map5.3 The Campaign Strategy5.3.1 PositioningFrom the competitor analysis and our understanding of the product’s attributes asperceived by the target audience through the primary research, Russian StandardCitrus is positioned as the premium cool party nightlife vodka RTD.This positioning reflects the on and off premise consumption patterns demonstratedby the consumer, encompassing the relaxed, convenient yet sophisticated funthe drink is associated with, at the nightlife oriented instances of drinkers who areseeking a real, crisp, authentic vodka taste.5.3.2 Marketing ObjectivesThe marketing objectives to be addressed through this campaign are:1. Increase awareness of RSV RTD citrus in target audience by 10% duringcampaign period, by increasing consumer awareness of product attributes, andthrough2. Increase on-premise sales of RTD by 5% during campaign period3. Increase off-premise sales of RTD by 5% during campaign period.5.3.3 Key Problem to be solved by development of Bar-CallRussian Standard Vodka Citrus is a long and difficult to remember name for adrink, and for the target demographic especially. Competitor products in theRTD category have shorter, sometimes more colloquial, names by which theyare universally known, making them more readily identifiable in both on and offpremise environments, by consumers and retailers / bartenders.It is anticipated that clearly linking the product with an appropriate Bar-Call throughthe campaign will cement the concept of an easier to remember name with theproduct, and overcome the primary barrier to the demographic currently orderingthe product – not knowing what it is called.Figure 5 – Perceptual Map of Russian Standard Citrus RTD & its closest competitors21/57
  28. 28. © 2011 Spark Advertising5.3.4 The Role of the Theme Image AdvertisingThe goal of the advertising is to captivate the target into ordering the drink nexttime they are out, to see where the night will take them when they are spendingit with a Russian Standard Citrus RTD, tapping into their thrill-seeking nature andexperience based values.It is anticipated that this goal will be achieved by aligning this message with acampaign promotion that encourages the target audience to engage with thebrand and their friends via Social Media, and to submit content based on howtheir perception of the creative message is processed and shared, using thepremise of where they believe a night with a Pure Russian would go.5.3.5 The Brand Character and The Tonalityof the AdvertisingThe brand characteristics of Russian Standard Vodka are reflected in theadvertising through the relationship with fashion and music, projected throughthe filter of premium style, sophistication and authenticity synonymous with thebrand. Concurrently reflected are the drink’s attributes of crispness, clarity andauthenticity, through the simplicity, accessibility and aspirational nature of thecreative.5.3.6 The Evoked ResponseThe anticipated consumer response to this campaign is:1. The Promotional Response – I’ll have a Pure Russian & see where it takesme, Tweet about it, include it in my next Facebook/Foursquare status update;filming something short on my phone’s camera & submit it to YouTube.2. The Advertising Response – Having a Pure Russian next time I go out willadd to a fun, authentic experience that could change the direction of the nightfor the better.6. The Creative6.1 The Creative RationaleThe aim for this concept is to increase consumer awareness of the Russianstandard RTD citrus and adopt“Pure Russian”as the bar call.6.1.1 Creative SolutionFrom the research we have found that our target audience’s views on RTDis very negative, consumers feel that RTD are just another Alco pop forteenyboppers, who wants to get drunk fast and cheap. Consumers want a drinkthat doesn’t have the same sweet taste to all of the other RTD drinks. Consumerswant real tasting vodka and experience the real deal. So from this we have comeup with a concept that will help give the consumers a different view on RTDdrink and especially Russian Standard Vodka RTD citrus itself. We want to theconsumers to experience the real Russian taste in the more youthful way butstill get the authentic feel of this drink.6.1.2 Concept TestingAfter conducting concept testing with a focus group that were in the targetage we tested four different creative concepts that were under development, ofthese there were two concepts that elicited the highest response.From these two concepts we had to eliminate it to one. During the process, thefocus group rated various facets of the concepts . The chosen concept rated thehighest with the target audience. The chosen concept appeared to resonatewith the target audience due to its youthfulness and sophisticated setting, thatset it apart, whilst still retaining an authentic feel, as shown from research“thefantasy concept was the highest concept with the most female voter, as theproduct is a 60% female skew we came to a conclusion that this would be thebest suitable concept to reach our target audience.1212 See Appendix 3 – Concept Test22/57
  29. 29. © 2011 Spark Advertising6.1.3 Call to ActionOne of the main focuses of this strategy is for the consumers to be more awareof the product and get use to an easier bar call where they can use it at the pub,bar and club when purchasing Russian Standard Vodka (RTD Citrus) how we haveadapt this to all the different medium is by having the bar call“Pure Russian”as a tag line in all the different medium from cinema, print and especially socialnetwork. The reason for using the tag line is because it is proven that peopleremember things better when they are tag line/s or quote where is constantlyrepeated by different medium.6.2 The PromotionThe other focus of this strategy is to promote the competition and special eventabout the product, by doing this we can get the target audience involved withthe campaign. How we are planning on do this is having competition informationon cinema ad, on premise print ad and social networks where audience will getthe chance to be creative and entry into the competition with what they thinkwill happen next in“the fantasy’cinema and print ad scenario. Audiences willhave to go onto the main RSV‘Pure Russian’competition site by scanning the QRcode that is displayed on all the outdoor print ad or any one of the social media(Facebook, twitter etc.) to be in the running to win a major prize.6.2.1 Youtube1. View campaign video advertisement (cinema / viral)2. Get together with your friends & film how you think the scenario shouldend / how the scenario will change with“Pure Russian”.3. Go to the pure Russian / rsv website/minisite etc“register”for thecompetition4. Upload your entry to youtube with the tag“purerussian”.5. Submit your competition entry’s youtube link to the entrant’s gallery onthe pure Russian / rsv website.6. The video entry with the highest number of views on youtube during any 7day period (mon-sun) during the campaign will win.6.2.2 Facebook, Twitter, Foursquare1. Register to participate in promotion via website (the qr code landing page)2. When you are out having a night out, use Foursquare to“check-in”yourlocation. Using the“shout-out”text box on Foursquare tell your friends how thenight is going & include“#purerussian”at the end of your shout-out. Update yourfacebook & twitter profiles at the same time through Foursquare.3. The first“#purerussian”check-in will earn you the Russian Standard Vodkafoursquare badge.4. Use the #purerussian hashtag to update your profiles as often as you likeduring the campaign period.5. The check-in with the highest number of re-tweets during the campaignperiod will win.Once a week, every week during the campaign period, individuals who areregistered for the promotion & who have participated in the promotion viaFoursquare, Twitter & Facebook during the previous 7 days will be randomlyawarded small prizes (rsv rtd packs, hats, branded merchandise, itunes creditsetc).23/57
  30. 30. © 2011 Spark Advertising6.2.3 Off-PremiseUnique number sequences will be printed inside the cardboard packaging ofRTD packs sold off-premise. Individuals register for the promotion, go online &“validate”the number sequence to randomly win small prizes.6.2.4 On LabelQR Codes printed on all rsv rtd glass & can labels; landing on the promotionregistration page.6.2.5 MobileUse of orange highlighted“special offers”appended to certain venues onFoursquare, detailing promotion & entry details.Mobile Ping patrons at certain venues at the beginning & randomly during thecampaign with campaign promotion details +/- venue specific sales promotioninformation.6.3 The Execution6.3.1 CinemaThe cinema ad will be a 60 sec ad of“the fantasy”concept to show the audienceyouthful, fun and the status of Russian standard vodka (classy, luxury andprestige) The cinema concept is concentrated on a guy and a girl to reflect theyouthfulness of this concept, it is set out at a classy and more luxury bar and notat a nightclub to show that it is classy and prestige.The reason for using cinema ad is because we want the audience to be ableto connect to this concept and responds. The idea was to fade out the cinemaad to when the guy and the girl takes a drink form the pure Russian and itfreeze with a caption saying with‘pure Russian where will this night take you.The audience then gets to be interactive and creative by entering into thecompetition to win a prize. This would work well as gets the consumers thinkingabout the product and the company will also receive information about theconsumer as they register the competition.6.3.2 Out of homePrint ad will include the Russian standard vodka bottle with a red squarebackground to show the historical and the authentic feel to this product.There will also be another print ad of a still shoot of the couple from the cinemafantasy ad.6.3.3 OnlineSmall banner ad will be placed on social network such, as Facebook whereaudience can like the link or visit the page to view detail of that’s special eventsand promotions.6.3.4 ViralA vial video will be uploaded on to YouTube of a small flash mop of a guydancing to Rasputin, the reason why we have chosen to do this is because wehope for the video to go viral and get the consumer interested in the video asthis will expose the product to the audience and reach the target.Audiences can then be creative and get together with one other or a group offriends and film how they would think the scenario would end and how thescenario can change with‘Pure Russian’audiences can then go to either pureRussian website to‘register’from then upload the video on to YouTube with the‘Purerussian’tag, entrants can use social media to help promote their video entryget the most views.The proposed concept is intended to increase consumer’s awareness of theproduct and to make Russian Standard RTD Citrus be seen as the convenientauthentic“Pure-Russian”vodka RTD choice for 18-25s.24/57
  31. 31. © 2011 Spark Advertising6.4 The Creative Concept6.4.1 Where Will Pure Russian Take You?Concept: The FantasySetting/Location: A social event/classy barTeaser: Cinema and print ad- (Cinema concept) starts of with a shot of a Beautiful girl atthe bar socializing to her friends. (Wide shot of the surrounding as it zooms up to the girl)- Walking towards her are two guys carrying a drink each trying to impress her, she turns them down with disappointment.- Then comes a handsome man to the bar and orders a RSV,she turns to look at him and both catch each other’s eyeswith excitement. (Close up on when they look intoeach other’s eyes)- As she is looks into he’s eyes she says to the bartender“makethat two please”- As the bartender presents the drinks (camera zooms in on tothe RTD)- They both take a sip of the drink the room starts to changeand it frizzes on them sipping the drink and looking into eachother’s eyes. (Close up)- (Medium close up) It freeze on them looking at each other- A voice over comes on… (“Experience the pure Russianvodka”)25/57
  32. 32. © 2011 Spark Advertising6.5 The Creative Production6.5.1 Cinema Advertisement Story Board26/57
  33. 33. © 2011 Spark Advertising27/57
  34. 34. © 2011 Spark Advertising28/57
  35. 35. © 2011 Spark Advertising29/57
  36. 36. © 2011 Spark Advertising6.5.2 Outdoor Advertisement6.5.2.1 Point of Sale (A1) 6.5.2.2 Outdoor (6 sheet)30/57
  37. 37. © 2011 Spark Advertising6.5.2.3 Outdoor (24 Sheet)31/57
  38. 38. © 2011 Spark Advertising7. Media7.1 Media StrategyThe media strategy being applied is a Sydney based integrated onlinecampaign which encourages dialogue, engagement and interaction betweenthe consumers and Russian Standard. Online and social media is the biggestmedium consumed by the target audience. This will be complimented withpoint of sale displays, out of home citylights and rail cross tracks to assist increating brand awareness, driving traffic to the online competition websiteas well as reinforcing the messages of the online campaign. Advertisementswill also be placed in popular cinemas, where the target audience is mostlikely to attend. PR will help in creating personal experiences, awareness andencourage consumers to participate in the online competition.7.1.1 Campaign LaunchAlthough the launch of the campaign is in the beginning of November,Spark’s strategy will revolve around building top of mind awareness duringthe commencement of university holidays (last week of November), whichis usually the time when there is a significant increase in leisure and partyactivities. Aggressive advertising won’t commence until middle of December,attempting to drive top of mind awareness when it is closer to Christmas andNew Year’s Eve.7.1.2 Out of HomeOut of Home is an effective medium that has the ability to target a mass reachover a long period of time, which delivering a high ROI. According to OutdoorMedia Association (OMA), Out of Home increases the memory of an onlinecampaign by 30% and has the second highest campaign retention rate.Figure 6 – Advertising Medium Retention Rates (APN)32/57
  39. 39. © 2011 Spark Advertising7.1.2.1 APN Rail Cross-TrackThe target audience is highly active and spends most of their time out of home.Through conducting primary research, it was discovered that the target market’spreferred transport of choice when travelling to the city and consuming alcohol isby public transport.Rail cross-tracks have the ability to obtain a massive reach and deliver messagesto a captive audience. Rail cross-track advertising is a cost effective, highly target-ed medium offering a powerful visual connection with commuters. Its high peakhour dwell times offer a unique advertiser environment for emotional, rational orinteractive messages.• On a typical weekday, over 1 million people travel on CityRail in NSW• 75% of rail commuters wait between 3 to 10 minutes for a train• 54% of rail commuters are“GenY”,“NetGen”or the“Millennial”generation• 59% think ads catch them when they have time to think• 47% visited a website or store to find out more information as a resultof viewing the rail ads• 34% have tried or bought something that was advertised• 59% notice when advertising changes and• 42% read ads time and time againDuring November rail cross-tracks will be placed in high traffic stations includingTown Hall, Central, Bondi Junction and Wynard. Our target market that travels tothe city for work or attend university will be exposed to Russian Standard on a dailybasis and then again on the weekend.Throughout December, there will be an increase in rail cross tracks placed instations located in the city and around major shopping centres, including Mirranda,Burwood, Bondi Junction and Chatswood. There is an expected increase in trafficduring Christmas and New Year’s Eve, maximizing the reach of the target audience.The majority of commuters will be travelling by train to watch the fireworks onNYE or to attend festivals such as Field Day or Harbour Life. These rail cross trackswere also chosen specifically near major cinemas where our advertisements will berunning, strengthening the message and exposure of our brand.According to APN, 75% of rail commuters wait 3-10 minutes for a train, allowingplenty of time for them to view and interact with the highly impactful billboardwhich will contain a QR code that will direct the target audience to the registrationwebsite of our online campaign.Figure 7 – Advertising Creative Half Live OOH plus Online & TVC (APN)33/57
  40. 40. © 2011 Spark Advertising7.1.2.2 JC Decaux CitylightsJCDecaux citylights are very effective in reaching people close to points ofpurchase. They consist of a network of locations close to the most high trafficareas and high value audiences.JCDecaux offers exclusive coverage in the heart of Sydneys CBD in addition tothe entertainment and lifestyle precincts of the inner eastern suburbs includingBondi Beach, Surry Hills and Paddington, and the restaurant and entertainmenthubs of the inner west suburbs including Newtown and Leichhardt.JCDecaux citylights has the ability to reach 745,000 people in the city of Sydney.400,000 travel to the city to shop, study, or be entertained and 345,000 formsthe daily workforce.Citylights are a suitable option for our demographic, considering their outgoingnature and that the majority of popular bars and nightclubs are situatedin the city, allowing us to reach the target audience at the time and placewhere they are most likely to consume alcohol. Citylights will be placed aweek after university semester ends (last week of November) which is usuallyinundated with parties and celebrations. A promotional crew offering brandedmerchandise and online promotional giveaways will also be present on thesame day, assisting in the reinforcement of brand messaging.JCDecaux allows for 15 citylights to be hand selected and placed at thelocations of choice. The 15 hand selected citylights will be 3D special builds andplaced around high traffic areas and nightlife hotspots including Kingscross,Newtown, Oxford St, Darling Harbour, George St and Surry Hills. The specialbuilds are of high impact which will encourage talk and encourage pedestriansto take photos and upload onto the internet. The December citylights andspecial builds will be placed within the same week when work holiday beginswhich is usually followed by celebrations on the weekend. Christmas is alsonear and consumers are doing their last minute shopping in the city, allowingfor increased traffic and maximum reach. Top of mind awareness and exposingthe consumers to Russian Standard around this time will help drive off premisesales, especially when they are contemplating on what beverages to bringto Christmas gatherings. To strengthen top of mind awareness during thisperiod, the citylights will be flighted in conjunction with online promotions,promotional crews as well as increased social media and cinema advertisementsand a live in the cinema performance within that week.34/57
  41. 41. © 2011 Spark Advertising7.1.3 Point of SaleAccording to primary research, a respondent had stated that she will onlyenquire about an RTD product if there was a special promotion or if there wasa highly impactful advertisement on premise. Point of sale display posters willbe placed throughout bottle shops, nightclubs and pubs which will reinforceour brand and image to remind our target that Russian Standard exists and toinform them about the current online campaign. Point of sale material includ-ing posters and coasters will be used to trigger top of mind awareness whilethe target is in a position to purchase a Russian Standard RTD. The point of salematerials can be used to:• Inform consumers about current campaign• Encouraging impulse buys• Increasing sales• Reinforcing a brand7.1.4 CinemaCinema is a medium that is affordable to run at longer lengths with high qual-ity sound and visuals. It plays to a captive audience that essentially shares thesame psychographics and are of a similar demographic.Cinema advertising is an accepted and integral part of the cinema experience.Moviegoers are receptive to cinema ads, which are often seen as part of theentertainment.The table below highlights that the majority of cinemagoers are Gen Y’s whoenjoy shopping and watching movies as a favorite past time, especially whenschool and work is over.Frequent moviegoers by age indexed against population7.1.4.1 November MoviesI Don’t Know How SheStarring: Greg Kinnear, Pierce Brosnan, Sarah Jessica Parker, Olivia Munn,Christina HendricksGenre: ComedyAudience: Female 25+, Female 18-24, Male 25+, Male 18-24Synopsis: Kate Reddy (Parker) devotes her days to her job with a Boston-based financial management firm. At night she goes home to her adoring,recently-downsized architect husband Richard (Kinnear) and their twoyoung children.Figure 8 – Frequent Australian Cinemagoers by Age (Roy Morgan 2010)35/57
  42. 42. © 2011 Spark Advertising50/50Release date: 10/11/2011Starring: Joseph Gordon-Levitt, Anjelica Huston, Bryce Dallas Howard, AnnaKendrick, Seth Rogen Genre: Comedy, DramaAudience: Female 25+, Female 18-24, Male 25+, Male 18-24Synopsis: Based on an incredible real-life experience, 50/50 is a funny,touching and original story of friendship, love, and survival starring SethRogen, Joseph Gordon-Levitt, Anna Kendrick, Bryce Dallas Howard andAnjelica Huston.These two movies were chosen on the basis that the comedy genre was thebest available option for the November period.Comedy Movie Age ProfileComedy Movie Gender ProfileEach movie will run at two week bursts one after the other at major cinemasthat are either located in or near a shopping centre, which will contribute tothe initial awareness of the campaign.More movies and aggressive cinema media placements will occur duringthe December period as top of mind awareness is to be created close toChristmas and New Year’s Eve. Piranha 3DD and The Gates of Hell werechosen primarily because the horror genre attracts more of our targetaudience. Piranha 3DD will be in 3D which creates a novelty value and hasthe ability to attract a higher number of audiences. Piranha 3DD will bethe only movie with a three week burst where the rest will only have two,as usually after three weeks; most interest in a particular movie dies downconsiderably.Figure 9 – Comedy Genre Cinemagoers by Age (Val Morgan 2010)Figure 10 - Comedy Genre Cinemagoers by Gender (Val Morgan 2010)36/57
  43. 43. © 2011 Spark AdvertisingHorror Movie Age ProfileHorror Movie Gender ProfileTower Heist was selected due to the popularity of the comedy cast whichincludes Ben Stiller and Eddy Murphy. A Very Harold and Kumar Christmaswas chosen based on the success and popularity of their prequels amongstour target market.7.1.4.2 Live-in-CinemaLive in cinema is a unique way for advertisers to create memorable,personal connections with audiences and enhance the impact of their on-screen cinema campaigns. Live in cinema transforms a cinema campaigninto a face-to-face experience, with exceptional recall and talkability dueto the unexpected nature and high PR value and its ability to:• Create an emotional connection with the audience• Provide unrivalled cut through• Its PR and Viral opportunities• Generate strong word of mouth• Facilitate a heightened cinema experience & increase customerenjoyment• It is highly targetedFigure 12 - Horror Genre Cinemagoers by Gender (Val Morgan 2010)Figure 11 – Horror Genre Cinemagoers by Age (Val Morgan 2010)37/57
  44. 44. © 2011 Spark AdvertisingLive in cinema will be executed by the Russian Standard promotional crew,who will perform the Rasputin dance, which a viral version would have beenmost viewed on Youtube a few days prior. The live performance will reinforcethe online message and remind the audience about the competition. RussianStandard vouchers and branded merchandise including key rings and t-shirtswith a web link to the online registration website will be offered for free. Thereaction and comments of the audiences will be filmed and posted on theRussian Standard website and its social media pages. Live at the cinemawill occur twice on the 22nd December at George St cinemas. It is expectedfor the audiences to film the performance and share the content with theirfriends via mobile or social media and talk about their experience duringChristmas gatherings.7.1.4.3 December MoviesPiranha 3DDRelease date: 01/12/2011Starring: Neil HopkinsGenre: Comedy, HorrorAudience: Male 18-24, Female 18-24Synopsis: Sequel to the 2010 cult classic‘Piranha 3D’A Very Harold & Kumar ChristmasRelease date: 22/12/2011Starring: Danny Trejo, Neil Patrick Harris, Kal Penn, John ChoGenre: ComedyAudience: Female 25+, Female 18-24, Male 25+, Male 18-24Synopsis: Six years after their Guantanamo Bay adventure, stoner buds HaroldLee and Kumar Patel cause a holiday fracas by inadvertently burning downHarolds father-in-laws prize Christmas treeTower HeistRelease date: 26/12/2011Starring: Ben Stiller, Eddie Murphy, Casey Affleck, Téa LeoniGenre: Action, ComedyAudience: Female 25+, Female 18-24, Female Teens, Male 25+, Male 18-24, MaleTeensSynopsis: When a group of hard working guys find out theyve fallen victim to awealthy business mans Ponzi scheme, they conspire to rob his high-riseThe Gates Of HellRelease date: 8/12/2011Starring: Michael Piccirilli, Samantha Noble, Christian ClarkGenre: HorrorAudience: Male 18-24, Female 18-24Synopsis: Five adventurous filmmakers set out to make an online interactivemovie exploring the nature of evil.38/57
  45. 45. © 2011 Spark Advertising7.1.5 Public RelationsFrom the 25th of November onwards, every Friday and Saturday, theRussian Standard promotional crew will be hitting the streets of Sydney,offering sample tasting and freebies including Russian Standard Cossackhats, t-shirts, caps and key rings in exchange for consumer details.Consumers are encouraged to like the Russian Standard Facebook pageand follow Russian Standard on Twitter. They will be informed about thecurrent campaign and will be encouraged to enter the online competitionin addition to letting them know about the online promotions, discountsand giveaways that occur weekly. Offering free sampling in an environmentwhich the target feels most comfortable with, will encourage them to takeRussian Standard on as part of their repertoire. The majority of the brandedmerchandise is highly visible and will allow the consumers to act as amobile billboard advertisement and assist in generating talk. For example,if a consumer was to walk into a club and almost everyone was wearinga Cossack hat, that consumer is bound to also want one or ask someoneabout it.7.1.6 Online PromotionAccording to market research conducted by Sensis, discounts are the mostcommonly sought after items required from businesses or brands followed onsocial networking sites. Giveaways, invitations to events and general productinformation are also sought by a sizeable proportion of followers.Participants of the Foursquare, Twitter and Facebook promotion will be awardedprizes and giveaways (which include branded merchandise and event invitations)weekly on Friday. This encourages the target to continuously check the RussianStandard social media sites and help create engagement, interaction and top ofmind awareness on a weekly basis before the target goes out to socialise.Figure 13 – Consumer’s Social Media expectations ofbusinesses & brands (SENSIS Social Media Report 2011)39/57
  46. 46. © 2011 Spark AdvertisingOnline promotions and discounts such as‘ask your bar tender for a Pure Russianand receive a Russian Standard RTD for only $2’will be offered arbitrarilythroughout the campaign. Examples of these promotions will assist in drivingon premise sales and provide an incentive for consumers to purchase RussianStandard, encouraging and converting those who haven’t tried it before. Thename‘Pure Russian’is then expected to be slowly adopted by society as a bar call.More prizes and giveaways will be offered during special occasions like Christmasand New Year’s to develop customer relations and satisfaction, building credibilityand making Russian Standard seem benevolent.For the launch of the campaign, a promotion will be offered on Facebook, givingaway Russian Standard vouchers (which entitle participants to a free four pack ofRussian Standard RTD) for the first 50 people that share/post the Russian Standardcommercial on their Facebook page. This is an effective way of obtaining reachand having a presence on the social media platform, considering that the averagenumber of friends/contacts is over 200, according to data collected from Sensis.The target market is heavily influenced by word of mouth and referrals, thus thispromotion can be seen as the beginning of an online seeding process.These promotions will be reinforced by targeted advertisements on Facebook andYoutube.7.1.7 Social MediaAustralians are the world’s most prolific users of social media according to newdata from the Nielsen Company.It was estimated that Australians spend an average of six hours and 52 minutesper month on social media sites – well ahead of the US, which has the next largestsocial media usage at six hours and nine minutes per month.The reach of social media in Australia is large, with Nielsen estimating a uniquereach of 9.9m Australians per month. The data highlights that a large proportion ofthe country’s 22m population is engaging with social media, particularly Facebook.Average time spend (h:m:s) on social media each month:1. Australia – 6:52:282. United States -6:09:133. United Kingdom – 6:07:54The premium video commenting target blocks will be implemented duringthe launch of the campaign specifically targeting 18-25 year olds that reside inSydney. The target blocks help drive constant awareness of Russian Standardand help maintain a presence in the most utilized social media platform inAustralia. The majority of placements will be on the weekends and nearChristmas and New Year’s Eve, attempting to reinforce brand messaging,especially the with social media online promotions.7.1.8 YouTubeYouTube is the fourth largest website in the world and is most popular amongstyoung adults with 32% of Youtubers being 18-29 who spend an averageengagement time of an hour and nine minutes every week. Close to half ofYoutubers use the social media platform for watching music videos and 47% ofYoutubers share their videos. Research also indicated that 1/3 of users who seesa relevant ad on Youtube will click on it.Promoted videos and banner ads will be the predominant form of advertisingon Youtube within the first few weeks of the campaign launch. Promotedvideos are cost effective and efficient, as it is charged on a cost per click basis.The promoted videos could be targeted through AdWords, tagging productrelated search words – cold, cool, vodka, refreshing, premium vodka, RussianStandard, Russia, authentic, pure Russian, in addition to interest related wordssuch as rock, music, vevo, funny, party, festivals.40/57
  47. 47. © 2011 Spark AdvertisingBanner ads will be placed under the categories which are most likely to beviewed by our target market – Music, Comedy, Entertainment, Film andAnimation and Peoples and Blogs.During the first week of university holiday, an expandable masthead will beimplemented on the Youtube homepage. It is the highest profile placementon site and has the highest impact, containing an interaction rate of 14%.Around this time, in video ads will be placed together with banner ads tomaximize impact and frequency. This combination will be placed on popularYoutube channels including the communitychannel, WongFuProductions,kevjumba, niggahigga, chonnyday, yourchonny, raywilliamjohnson, vevo,fpsrussia. A small portion of the budget will be set aside to ensure that theonline video commercial appears in the most viewed section of the Youtubehomepage. The homepage audience is actively looking for their next video towatch, so would be particularly receptive to our advertisement.These online placements will be flighted specifically to create brand andcampaign awareness a few days prior to the weekend where citylights andthe promotional crews will be active.One week prior to Christmas, viral content will appear in the most viewedand the top favourite section of the Youtube homepage. This will then bereinforced by in video and banner ads on Youtube and citylights and publicrelations the following weekend. The viral content will assist in generate talkespecially at Christmas gatherings.7.2 Metrics for Campaign Evaluation• Participation rate in online competition• Click Thru and conversion rate of ads placed online• Participation in online promotions• How many people used QR code to access site• Measurement of sales during & after campaign• Accumulated fans/followers since the launch of the campaign• Number of impressions on sites advertised• Conduct market research for brand awareness41/57
  48. 48. © 2011 Spark Advertising7.3 Media Flight PlanMedia FormatT W Th F S S M T W Th F S S M T W Th F S S M T W Th F S S M T W1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30MOVIE/CINEMAI Dont Know How She 60 Sec Ad50/50 60 Sec AdOUT OF HOMEAPN Rail Cross-Track 24 SheetsJCDecaux Citylights 6 SheetsPOS Display Posters A1CoastersPRPromotional CrewONLINEFacebook GiveawaysTwitter GiveawaysYoutube Homepage ExpandableMastheadMost ViewedIn Video AdsBanner Ads MRECPromoted VideosLive at the Chapel WebsiteLive at the Chapel FB pageFacebook Premium Targ BlockNOVEMBERTafe Semester Ends Uni Semester Ends42/57
  49. 49. © 2011 Spark AdvertisingMedia Flight Plan cont.Media FormatTh F S S M T W Th F S S M T W Th F S S M T W Th F S S M T W Th F S S M T W1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4NYEMOVIE/CINEMAPiranha 3DD 60 Sec AdThe Gates of Hell 60 Sec AdTower Heist 60 Sec AdA Very Harold & Kumar Xmas 60 Sec AdLive in CinemaOUT OF HOMEAPN Rail Cross-TrackJCDecaux CitylightsSpecial BuildsPOS Display PostersCoastersPRPromotional CrewONLINEFacebook GiveawaysTwitter GiveawaysYoutubeViral Most ViewedViral Top FavouriteInVideo AdsBanner AdsPromoted VideosLive at the Chapel WebsiteLive at the Chapel FB pageFacebook Premium Targ Block2 Weeks Work Holiday X-masJANDECEMBER43/57
  50. 50. © 2011 Spark Advertising7.4 Indicative Media Budget SummaryNov Dec / Jan Total %Cinema 33,600 87,300 120,900 12%Out of Home 179,000 272,900 451,900 45%PR 8,000 44,600 52,600 5%Online 230,000 147,900 377,900 38%Total $450,600 $552,700 $1,003,300 100%44/57
  51. 51. © 2011 Spark Advertising8. ConclusionCoordinated execution of the documented activitieswill build Russian Standard Vodka’s brand awarenesswith the target audience, increase consumer desirefor the product, provide Russian Standard Vodkawith a database that will be beneficial in the shortand long term for communication, engagement andpromotion, drive traffic to Russian Standard Vodka’sonline and social media platforms, associate thebrand with the lifestyle and social affiliations of thetarget audience, and drive the broader distributionof the RTD product into a wider selection of venuesfrequented by the target audience, concurrentlybuilding further on the campaign generatedincreased awareness and word of mouth, ensuring a“Pure Russian”remains a premier component of thetarget audience’s repertoire of drinks.9. RecommendationWith affiliated stakeholders and venue partners onboard, and requisite planning in place, the proposedcampaign activity should be reviewed as a matter ofurgency. The stated plan is acutely time-sensitive,the summer period is critical for competitor brandsand a decisive implementation strategy will ensurethat Russian Standard Vodka is able to successfullyexecute this campaign in its optimal sequence andmanner.45/57
  52. 52. © 2011 Spark Advertising10.References46/57
  53. 53. © 2011 Spark Advertising11. Appendices47/57
  54. 54. © 2011 Spark Advertising11.1 Appendix 1Focus Group Research48/57
  55. 55. © 2011 Spark AdvertisingFocus Group Research n=16AIM - Provide consumer insights and attitudes towards Russian StandardRTDDevelop drinking behavioural insights of target audienceDetermine lifestyle characteristics of target audienceDetermine motivating factors that influence their purchase decisionTest initial bar callsHYPOTHESESERTDs are perceived to be suited for amateur and weak drinkersRTDs are not usually consumed on premiseThe appearance of Russian Standard RTD is too similar to Smirnoff’sDouble BlackMETHODA focus group of sixteen was held by two moderators at building G6.24 TAFESydney Institute, Ultimo. Thirteen out of the sixteen participants were withinthe demographics of the target audience, 18-25. The discussion involvedseveral scripted open ended questions, a round of word association, projec-tive testing and a review of Russian Standard display posters. The discussionwas recorded as well as scribed and the qualitative data was collected onthe same day. The participants were not informed about the purpose of thefocus group until a few minutes prior to the discussion and light snacks wereprovided to ensure the participants felt comfortable.CONCLUSIONThe results of the focus group provided invaluable insights of the target audi-ences’perception of Russian Standard and its RTD. Aside from the appearanceof Russian Standard Citrus being too similar to Smirnoff Double Black and thenegative perception of RTDs in general, the brand Russian Standard did nottranspire with negative connotations.The most apparent implication of the results appears to suggest that socialand esteem needs play an important role in deciding the drink of choice for onpremise drinking with friends. It has been established that certain alcoholicbeverages has the ability to portray attributes of a specific personality oridentity. For example, RTDs are perceived to be childish whist scotch is asophisticated and prestigious beverage.There was not enough evidence to support the hypothesis that RTDs wereprimarily consumed off premise, however it was quite clear that RTDs were notthe drink of choice when starting a night out at a bar.RECOMMENDATIONSConsidering packaging to be a major influence on female purchase decisionsand based on the insights and suggestions from the respondents, changesto the Russian Standard RTD bottle including frosting of the glass, woulddemonstrate a significant improvement to its appeal and effect on purchasedecision.On premise displays and promotions are recommended as the respondentshave emphasised that they would drink at a bar more often and would be morelikely to enquire or purchase an RTD if there was a special promotion or aneffective advertising campaign.The word‘Standard’should be implemented in the bar call due to the positivereception it received from the respondents and the fact that there is no otherbrands over the bar with a similar name. The word‘Standard’could also beimplemented in a bar calls associated with the other Russian Standard productlines including gold and platinum.49/57
  56. 56. © 2011 Spark AdvertisingFocus Group Time LineMonday 28th March 2011n=16(4:40 – 6:15) The RTD bottle with the name blacked-out is shown(10:00) When the full size bottle is shown(12:46) When the name of the product is disclosed(13:00) When any images / graphics / current or previous campaign materials are shown(0:40 – 2:45) Lifestyle: what they do, when, where etc.(2:40 - 4:35) Why/who they go to a club?(3:44 - 4:37) How does a night out start?(4:43 – 5:30) When was asked if they would buy this product(5:28 – 6:00) General discussion on drinking(6:17 – 6:48) Discussion on festivals(6:45 – 7:15) Discussion on alcohol content(7:50 – 8:15) What they prefer to drink when at a club – (first drink)(10:00 - 10:50) First impression of the RTD(11:00 - 12:06) Would you buy it?(10:00 – 13:00) If at the bar how would you order this drink?(14:30 – 17:25)Word association• Premium vodka• What makes a premium vodka premium• Russian culture• Prestige:(17:35 –22:05) Word association(20:20 – 21:00)When you’re in a bar or club, you want to order this drink (RTD) what would you call it?(21:03 – 21:44)Do you associate the word black with other alcohol product like double black?(21:51 – 23:47) Bar call:(23:50) Changes to the product:50/57
  57. 57. © 2011 Spark Advertising11.2 Appendix 2Survey Monkey Online Questionnaire51/57
  58. 58. © 2011 Spark Advertising52/57
  59. 59. © 2011 Spark Advertising53/57
  60. 60. © 2011 Spark Advertising54/57
  61. 61. © 2011 Spark AdvertisingSurvey Monkey Online Questionnaire n=40Aim: To gain insight into where the target market drink, what they drink, and their reason to drink, and their influences whenchoosing a drink.Hypothesis: -RTDs are perceived as a young drinkers drink.-Our Target doesn’t go to MERIVALE and SOLATEL bars and clubs.Method:1. Firstly, do some firsthand research as to which the competitors are, and find where they are placing their product.2. Secondly, decide on a target market that would best suit your product.3. The decision of what research can take some time, but an online survey is a great choice statistically. A closed question survey gives stats, such as "10/50 males drink every weekend."4. The decision of questions is an easy choice when you know exactly who is being asked, and what result is needed, closedquestions work best.5. Once the questions are decided on, upload the survey to an online site and send it out to the target market, and ensure themarket know to take the survey honestly.6. Leave the survey up until the survey goals are met, then analyse the results.Conclusion: Evidence shows, that males and females both drink RTD products in night clubs, at festivals and raves, and athouse parties, males have higher consumption rates, with more cases where they drink 10+ drinks in a night.Recommendations: The best place to sell the RTD Product would be at night clubs, Festivals/raves, and bottle shops, at acompetitive price, and in an attractive package.55/57
  62. 62. © 2011 Spark Advertising11.3 Appendix 3Concept Test56/57
  63. 63. © 2011 Spark AdvertisingThe criteria by which the focus group assessed the concepts presentedto them for consideration during the course of the focus group:• Suggests Russian Standard Vodka (RSV) is a good quality vodka• Suggests RSV would have a smooth taste• Suggests RSV is an authentic vodka brand• Makes me more likely to consider RSV• Makes RSV more appealing to more• Stylish• Classy & Prestige• Exciting & vibrant• Expensive• Brands for people like me• Represent modern & contemporary Russia• Consider purchasing this in the future57/57

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