This document outlines an advertising plan to target a new market of young, confident wine drinkers. The plan seeks to position a wine brand as fresh, convenient, white, and youthful. It will show moments of confidence and achievement in a group of friends through print, television, outdoor, social media, and event advertising. The goal is to trigger this confident moment for the target audience and have them want to experience it through the wine brand.

1. ABRAXAS
Advertising – Team 3

2. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

3. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

4. The wine

5. Find a new market.
Lots of competitors in the current market.
Target new wine drinkers.

6. Find a position.
A honest brand position.

7. white • convenient
fresh • youthful

8. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

9. • Meets spontaneously
• Enjoy what life has to offer
• Pinnacle of her life
• Hang out no matter the reason
Angela 28

10. Confidence is beautiful.

11. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

12. The moment.

13. • In the group of friends
• Reflecting upon the past
• Realizing their own achievements
The moment.

15. We got so far.

16. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

17. Trigger the confident moment
in our target group.

18. Show it over and over again
until they want to have it.

19. PRINT
TV
OOH
SOCIAL
EVENT

21. TV Environment
• Matching audience
• Matching topics
• Wide reach

22. • Extend the story
• Use fashion environment
OOH

23. • Own the city
• Be highly visible
OOH

24. Advertising Plan Campaign StoryThe Brief The Audience The Idea
white
fresh
convenient
youthful

25. The Base

26. The Base

27. The Base

28. Print

29. OOH

30. TV

31. Social

32. Find a position in a new and exciting market.
Event
Event
• Create the Moment
• Set Highlight
• Start Social

33. Find a position in a new and exciting market.
Event
Event
• Create the Moment
• Set Highlight
• Start Social

34. Find a position in a new and exciting market.
Event
Event
• Create the Moment
• Set Highlight
• Start Social

36. We got pretty far.

37. Thank you.