2. Love more than one campaign
Launch Tim Tam Treat pack
Build brand awareness
3. Aspects of Love more than one campaign
that need improvement
Production and quality of the TV commercial
4. Strategy
Effectively communicate the consumer’s role and the benefits they experience from consuming tim
tam treat packs .
Ensure all communication tools deliver a consistent message.
6. Execution techniques – POP materials
Potential to influence buying behavior
Integrate Love more than one platform and the consumer shopping experience
8. Conclusion
Work collaboratively to develop a stronger integrated marketing communications campaign in
the following ways:
Implement consistent messages
Use emotional appeal and brand imaging
Introduce POP advertising
Editor's Notes
(30 seconds)
Hello and welcome to Saida’s creative marketing communications strategy pitch for Tim Tam.
I am a leader in developing campaigns for business’s seeking to improve their integrated marketing communications. I have been selected to work collaboratively with you and your marketing team, to further develop and improve marketing communications with your target audiences.
This presentation will discuss the issues with the current campaigns; Love More than One”, will make recommendations for revised strategies and communication tools.
(30 seconds)
The aim of the Tim Tam “Love more than one campaign was to launce the newest Tim Tam treat packs to hit the market and build on brand awareness
In 2012 Tim Tam Launched the truly Madly Tim Tam” activation which took place in Sydney martin place with a tim tam tree, that was Tim tams Facebook fans wish that was fulfilled. Love more than one campaign follows on from Trully madly tim tam, capturing concepts, such as allowing Facebook fans to enjoy and engage In the campaign,
which appears to be taking a more consumer focused approach; marketing communications are attempting to convey the ‘Love more than on” that can be experienced by consumers when they eat a piece of tim tam.
1 minute)
Aspects of love more than one that needed improvement
The Love more than one campaign was good at creating awareness and building the Love more than one platform in the target audiences minds. However, there were inconsistencies between the communication tools which resulted in the messages not being interpreted by consumers as intended tim tam.
Due low production quality of the tv and small size of the treat packs that were demonstrated by the people in the commercial holding it, made it difficult for consumers or took a while for consumers to understand the point and the idea behind the comerscial
(30 seconds)
Building on the truly madly campaign, love more than one continued to involve and consequently engage target audiences. This theme must be consistent across all marketing communication tools, as consistency is essential in delivering a integrated marketing communications mix that clearly communicates the desired messages to the consumer.
(40 seconds)
In order to
a)educate consumers about consumption benefits, for example, Love more than one
B)educate consumers about their role in Love more than and
Influence buying behaviour,
Tim tam should employ emotional appeals and brand imagining techniques aimed at target audiences. Research shows that emotional advertising is extremely effective for product categories that are naturally associated with emotions (such as chocolate). Therefore, this technique should prove successful in convincing consumers to purchase their own ‘Love more than ’. Tim tam could do this across a range of communication tools, including but not limited to, TV advertisements, newspaper and magazine advertisements, product packaging and social media.
t(40 seconds)
Execution technique- pop materials
Tim tam should invest in more point-of-purchase (POP) advertising in supermarkets and mass merchandise retailers. This recommendation is based on the fact that a) a high proportion of all confectionary purchases are unplanned (up to 90%) and
b) research shows in store media, signage and displays heavily influence customer purchase decisions. Implications of this research are consumer purchases of confectionary and biscuits products are often unplanned, and tim tam therefor have the potential to heavily influence this unplanned buying behaviour through in store POP advertising. Through POP advertising in supermarkets and mass merchandise retailers, tim tam can further reinforce the Love more than one platform and integrate it to consumer shopping experience.
Due to the criticism received from the tv commercial promotion of th Love more than one campaign, it is highly recommended that tim tam discontinue this TV ad instead creation of a new ad with more life and colour
focuses on the emotional benefits for consumers will help to reinforce the positive emotion
** mention that aspects worked/ aspects didn’t’
Love more than one is a strong campaign that has built brand awareness and developed a platform that will be able to be used as a base for many future tim tam campaigns. I believe though, that there is potential for the love more than one campaign to become more successful by implementing a consistent messages across all communication tools, use emotional appeal and brand imaging techniques, introduce POP advertising
Saida’s Marketing Communications Agency wish to work alongside with tim tam Marketing team to be able to help Love more than one reach its fullest potential
