Mavea XM pitch

1. Brent Gibson, Mark Spodar, Matthew Tse

2. Experiential Campaign Goals
 To educate the public on the importance of hydration
while emphasizing Mavea’s core values (Family and
Active Lifestyle)
 To establish top of mind awareness when it comes to
water filter systems
 To reach our target market by being involved in the
community and attending large and small events that
interest that group
 To encourage people to be active and have a good time
while staying hydrated during the summer

3. Experiential Campaign Objectives
 Increase brand awareness among Ontario GTA
residents
 Obtain 5,000 impressions at each event
 Obtain 10,000 cumulative shares on all social media
platforms

4. Target Market
Primary:
 Demographic: Ontario residents specifically young
families (ages 25-45) with children
 Psychographic: Young families who enjoy an active
lifestyle; health conscience; environmentally friendly
by nature; middle to upper class
 Behavioural: Actively spends time at the gym weekly;
busy schedule attending their children’s
extracurricular activities; spends time outside during
the summer months; attends community events

5. Target Market
 Target Market (Secondary):
 Demographic: Ontario residents specifically Post-
Secondary Students living on or around campus on
their own
 Psychographic: Post-Secondary Students whose
parents help with purchasing kitchen necessities;
environmentally friendly, cost efficient
 Behavioural: Active weekends and weeknights, attend
social events and participate in sports/outdoor
activities

6. Brand Positioning
 Insight: Health conscience young families who enjoy an
active lifestyle
 Discriminator: Mavea produces great tasting water while
offering a superior filter ; Many colours to choose from
 Reason to Believe: Mavea is a trusted brand with a
proven track records; easy to use while eco-friendly;
produces great tasting water
 Functional Benefit: I am able to get hundreds of great
tasting glasses of clean water from the tap using one single
filter
 Emotional Benefit: I feel confident this product will filter
my tap water safely and effectively for my entire family

7. Brand Positioning Statement
 To young families living in Ontario between the
ages 28-45, Mavea should be your family’s number
one choice in producing safe, great tasting
drinkable tap water for your home because of its
superior filtration system and proven track
record, while remaining friendly on the
environment

8. Live Experimental Concept
 Our concept is to bring a large water tank on a truck
that is Mavea branded to various sports events and
festivals around Ontario and the GTA area in July
 We will have brand ambassadors that will fill Mavea
systems with water from the truck and refill the water
bottles of people who pass by
 These brand ambassadors will also educate the public
on the importance of the filter and the importance of
staying hydrated during the summer

9. Live Experimental Concept
 The brand ambassadors will inform people about the text
coupons that are available by texting a number to receive a
discount for the product.
 Pictures of the campaign will be taken and uploaded to
Mavea’s Social Media platforms on an hourly basis to
engage and invoke excitement with our target market
 Passerby’s will have the opportunity to contribute a
donation of at least $1 to The Clear Water Fund and in
return will receive a Mavea Water Jug
 We want to be able to engage the public through
community events to ensure people have a safe and
hydrated summer

10. Five W’s
 Who: People ages 25-45 who take are active, take care of
their bodies, and are conscious of the environment
 What: A Mavea branded truck carrying a large water tank
which will be used to refill the water bottles of people at
festivals and sporting events
 Where: Various events around the GTA (Molson Indy,
Carribana, Toronto Beer Festival, as well as local sports
events)
 When: July 1st -31st
 Why: To promote the brand to the target audience and to
increase awareness and educate the public on the product
and he importance of hydration , especially during the
summer months

11. Experiential Marketing Campaign:
Social Media
Goal: To create awareness and educate the public about Mavea filtration
system through Social Media platforms
Objective: To obtain 50,000 online impressions throughout all social
media platforms
Strategy: To use all social media platforms to connect followers and gain
new audience by using and utilize websites like Reddit to gain online
traction and buzz for the product and campaign.
Plan:
Upload photo and video content to social media platforms
Reveal location of the truck on social media so followers can find us
Use search engine optimization and social media ads to raise awareness
of product
Live hourly updates through social media during the events about the
location of the truck and the experience that people are having with the
campaign

12. Experiential Marketing Campaign:
Public Relations
Goal: To convey familial and active living lifestyle values to the public
Objective: to be recognized by three different marketing publications
or websites
Strategy: Keeping the public hydrated and remain active while
promoting a fun and exciting atmosphere while portraying Mavea’s
core values
Plan:
 Contact editors of publication and inform them about our
campaign
 Give away Mavea filters after receiving a donation towards the Clean
Water Fund

13. Experiential Marketing Campaign: Product
Promotion
Goals: To entice the target audience to purchase the product
through the text coupon campaign
Objectives: Implement 5,000 sales through text coupons
Strategy: To prominently show and promote the coupon during
the live event and through the social media campaign
Plan:
 Announce coupons during the Experiential Marketing
Campaign
 Place a notice about the offer in the descriptions of all
pictures and videos uploaded to social media platforms

14. Budget
Expenses Cost
Truck and Water Tank
Rental
$15,500
Prizes $4,000
Brand Ambassadors $2,500
Operating Costs $12,000
Text Coupon Service $8,000
Search Engine Optimization
and Online Ads
$8,000
Total $50,000

15. ROE
 Real Life Impressions: 25,000 bottles refilled
 1,000 Mavea Containers given away
 Online Impressions: 50,000
 Coupons Redeemed: 40-50% (4000-5000 filters)

16. Event Logistics
• Contact Truck and Water tank rental – May 1st
• Design vinyl decals for truck and water tank – May 15th
• Contact mobile marketing company for text coupons - May 15th
• Post job postings for brand ambassadors – May 21st
• Plan which events and locations will be visited – May 31st
• Contact event organizers and sport associations – June 1st
• Detail routes and times for itinerary – June 5th
• Invest in SEO and AdWords – June 8th
• Hire and train brand ambassadors – June 15th
• Rent speakers order decals – June 16th
• Obtain truck and water tank and apply decals – June 28th
• Receive prizes and promotional material – June 29th
• Start campaign –July 1st
• Upload pictures and videos to social media – July 1st – July 31st
 Finish campaign – July 31st
 Release video summarizing campaign – August 15th
 Debrief with Mavea – August 20th