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Tim Tam 50th Anniversary Campaign Revised

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Assignment 2

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Tim Tam 50th Anniversary Campaign Revised

  1. 1. M AT T H E W C H E N G – M A R K E T I N G E X E C U T I V E Case: Tim Tam 50th Anniversary Campaign Revised
  2. 2. PEOPLE’S REVOLUTION AGENCY People’s Revolution is an Integrated Marketing Agency with our eyes firmly on the future. We launched in 2010 and helping businesses manage and influence outcomes and perceptions through the use of strategic, creative and structured Marketing programs. We’ll help you develop a strategy and plan to achieve and exceed your marketing objectives. “We believe that any creative idea is only as good as the return it generates.”
  3. 3. THE PROBLEMS: 1. The 50th Tim Tam Anniversary campaign of its full market coverage potential was under performed. Not many people know about it. 2. The communication tools had not been chosen considerably and used to its maximum capacity to reach the audience. 3. Underestimated the potential use of the videos from 4 person’s story in digital marketing (YouTube). 4. The Tim Tam packaging for the 50th anniversary did not reflect to the campaign. (The people)
  4. 4. THE EXPLANATION TO THE PROBLEM 1: • The campaign is mainly targeted Australian in Australia. • Target audience coverage is very large. • Media Coverage of the campaign has to be cooperative and need to reach all the potential target market proportion as much as possible.
  5. 5. THE EXPLANATION TO THE PROBLEM 2: • The Communication tools that currently used are primarily through the broadcast of national TVC. However, the importance of digital marketing and social media platforms are getting stronger and more recognizable nowadays by different generations in Australia. • In line with the 50th Anniversary celebrations, Arnott's "50 flights in 50 days" on-pack promotion could launch with the use of social media and digital marketing platforms.
  6. 6. THE EXPLANATION TO THE PROBLEM 3: • You have filmed 3 different stories of 3 different generation people who live in a rural area in Australia. And a video of them that they are reunited with loved one with the help of Tim Tam and partner, Quntas. The videos are one of the strength of the whole campaign. • The distribution of the videos timeliness and the flights winning competition timeliness was poorly planed and it didn’t launched correspondently, which is one of the weakness of the campaign.
  7. 7. THE EXPLANATION TO THE PROBLEM 4: • The 50th Anniversary campaign for Tim Tam is not merely a marketing promotion to increase sales, but it is an overall branding marketing strategy for Tim Tam itself • The packaging of Tim Tam 50Th anniversary did not reflect to the people, the campaign message is about bring people together.
  8. 8. THE PITCH: Commencing – Day 1 Publish those 4 previously filmed stories on YouTube. Meanwhile start the "50 flights in 50 days” (Instagram) promotion. They would receive the info by clicking the Advertisements on YouTube. To Day 50 Give it some time. The people will start to increase and to enter the promotion as they see and heard about the advertisements, and/or be a part of this social movement, on Instagram, and share on Facebook, News, Emails, etc. After Day 50 Publish the Last video, the reunion video on TVC & YouTube, as promotion is over. To continually stimulate the audience of the result of the campaign. Lastly, to change the packaging to a more people oriented look and feel. It is because audiences and the winners are likely to attach to the brand Tim Tam (preferenced it).
  9. 9. THANK YOU FOR YOUR PATIENT AND PARTICIPATION OF OUR PRESENTATION By Matthew Cheng – Marketing Executive
  10. 10. REFERENCE: The teenager’s story https://www.youtube.com/watch?v=p029y1R8eGg The household’s story https://www.youtube.com/watch?v=t-ABR7LuKzI The middle age Woman’s story https://www.youtube.com/watch?v=FuV4l_KcwSU The elder man’s story https://www.youtube.com/watch?v=pGiZFJv_lkc The reunion tvc https://www.youtube.com/watch?v=MZgF61AXKqg
  11. 11. FOR ASSIGNMENT USED ONLY: STUDENT ID: 164217 NAME: (MATTHEW) MAN CHEUK CHENG Note: Do Not Count As A Slide

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