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

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Executive Summary
Russian Standard Vodka’s 300ml Vodka Citrus glass and can premixed
RTD product is the prestige vodka producer’s lowest cost point of entry
for consumers. Maintaining the brand’s prestige characteristics, whilst
forging a position in the vodka RTD category, aligned to authentic
experiences and consumer affiliation with Music, Fashion & Cinema has
seen sales build gradually since its launch in 2010.
With the crucial summer season approaching, Russian Standard Vodka is
seeking to consolidate the strength of its sponsorship, advertising, sales
promotion and public relations activity conducted throughout FY 10/11,
and focus precision activity aimed at boosting the profile and sales of
the Citrus RTD product.
Through extensive research and planning Spark Advertising has devised
a campaign designed to reach the target audience at the points where
a purchase decision is being executed, with tools to drive consumer
engagement with the brand, and resonate with the consumer’s
desire for excitement, new experiences, connectivity and positive
reinforcement.
Utilising technologies that integrate with the devices carried by the
target audience, and allowing the campaign message to be received,
processed, interacted with and rebroadcast by the consumer, at the
time and place most effective for them, whilst generating entertainment
content intended to have a high pass on value, reinforced by the target
audience’s needs for affiliation and affirmation will see the campaign
fulfilling its communication objectives whilst generating maximum
value from bought, owned and earned media. Successfully rolling out
the campaign and ensuring that the activity is accurately monitored
and efficiently responded to will ensure optimal ROI, manifesting the
campaign’s marketing objectives.
Strategically executing the campaign in cinemas, online, outdoor,
through social media, at point of sale and in venues through the
summer of 2011/12, with a creative concept focused on high consumer
engagement and interaction, facilitating the option on continued
consumer engagement beyond the campaign framework, building a
direct, valuable, link to the target audience, fostering consumer brand
loyalty and providing the scope for future upgrading to premium and
super-premium Russian Standard Vodka products.

Table of Contents

List of Figures

Background
CAMPAIGN PLANNING
1. The Client Brief
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Launched in 2010 on the first anniversary of the introduction of the Russian Standard Vodka brand
in Australia, capitalising on Australian expertise at bringing pre-mix RTD product extensions to
market, the RTD product has vied for recognition in the crowded vodka pre-mix category, as it has
sought innovative ways to captivate new consumers whilst reinforcing the integrity of its premium
brand mantle, maintaining its core brand connections to Music, Fashion & Cinema.
1.1 Introduction
Australia has been tasked with the unique opportunity of being the first market in the world to
introduce Russian Standard Vodka’s 300ml ready-to-drink vodka and citrus premixed glass and can
beverage to consumers.
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1.2 The Brand
The Russian Standard Corporation is owned by Roustam Tariko. Founded in 1992 it is
based in Moscow and operates in 70 countries with over 25,000 employees. It controls
Russian 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 to
Australia in 2009 and has global sales of over 2 million cases a year. It is Russia’s
number one premium vodka brand, and in Australia it is the number two mainstream
vodka brand, capturing a 7% share of the mainstream vodka market since its launch
here . In addition to the premix product Russian Standard Vodka produces Russian
Standard Original, Russian Standard Platinum and Imperia, competing in the premium
(Original) to super-premium (Imperia) segments of the vodka spirit category. Russian
Standard Vodka is the only authentically produced Russian vodka available for sale in
the Australian market.
1.4 The Category
There is over 130 different pre-mixed ready to drink spirit glass and can products
available 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 to
drink spirits category are from Light Spirits, the vodka RTD segment is dominated by
Diageo’s Smirnoff brand, controlling 19.5% of the market.
In 2007 304,489,000 litres of RTD alcohol beverages were sold in Australia, with vodka
RTDs comprising 56,832,000 litres of this volume . From 2000 – 2007 vodka premixes
were the fastest growing RTD category. In the six months following the May 2008
increase in RTD tax, 6%+ alcohol vodka RTD sales shrunk by 38%, and <6% alcohol vodka
RTD sales contracted by 21% . The higher alcohol vodka RTD loss in sales was the largest
sales percentage reduction of all the RTD categories.
In 2010 RTD sales returned to positive growth; however, in-line with prevailing economic
conditions 28% of consumers recorded cutting down their alcohol intake or buying
cheaper brands of alcohol during the year to save money . Cider is now the fastest
growing alcohol category, with the Coles / Woolworths duopoly, responsible for 70%
of all Australian alcohol sales by volume, tempering price increases whilst driving sales
through fierce competition and their own private label alcohol brands .
1.3 The Product
Russian Standard Vodka Citrus 300ml is a vodka and citrus premixed ready to drink
beverage available in a glass bottle or can. The product is distributed by Coca-Cola
Amatil, and is available for consumption on premise at licensed venues, pubs, clubs and
bars, and for consumption off-premise through bottle shops.
1 Coca-Cola Amatil: Australian Beverages Strategy Review November 2010
2 Impact Databank: The Global Drinks Market 2006, as cited in Excise, Customs & Tariffs, Senate Committee Submission
06A, www.aph.gov.au
3 www.danmurphys.com.au
4 Nielsen Scantrack Liquor Total Australia Offpremise – RTD value trend 2008 to 2010
5 Just the tonic: Australia set to serve vodka mix back to Russia, Sydney Morning Herald 24/09/10
6 2009 Nielsen ScanTrack Liquor volume
7 2009 Nielsen ScanTrack Liquor volume
8 Nielsen, Aussie Consumer Confidence Stumbles, 21/01/2011
9 Euromonitor International, Alcoholic Drinks in Australia, April 2011
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2. The Environmental Scan
2.1 SWOT Analysis
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2.2 PEST Analysis
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2.3 Competitor Analysis
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Competitor 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, Jackson's on George, Royal George, Docks, Mount Batten & Jade Tavern. The value in this column denotes the # of venues the product was available in.
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2.4.1 Vodka Cruiser:
The vodka cruiser is obviously a“party drink”, all of their pictures on the website
relate to party events they have sponsorship for. They have recently updated
their website for the Australian summer, while creating a competition to create
a new summer flavour that is now down to the finalist. Their market is a young
female based group who feel the need for a“sweet, pretty drink”throughout
their night. Their use of competitions all relate to notorious party places,
“carnival”or 30k Party Getaway. The events they sponsor also fall under these
categories. After looking through their ads, and reading their website. My
assumptions on the USP for Vodka Cruisers is-USP:- Most diverse flavours.
http://www.cruiserrange.com.au/vodkacruiser/about.php
2.4 Competitor Creative Analysis
2.4.2 Midori Range:
The Midori RTD range is also a very female dominated market. The target
would come under the“look at me”VALS segment. Midori itself is more of a
cocktail spirit and they decided to make an RTD of their best selling cocktail
which was the“illusion”, since adding another 3 varieties. After analysing
their ads and reading their website my assumption on what their USP
would be-USP:- The most versatile spirit, in an RTD.
http://www.adoremidori.com/#/home
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2.4.3 Skyy Vodka:
Skyy Vodka has definitely placed itself as the prestigious woman's vodka. Their
market 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 Russian
Standard is also 4x distilled so it is subject to change.
www.skyy.com
2.4.4 Smirnoff Vodka:
Smirnoff have dominated the RTD market in Australia for a couple of years, with
sponsorships of festivals, bars, concerts and events nation-wide. Their market is
very 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 drink
it due to its RTD nature. It has worked in the favour very well by keeping the
masculinity but not making it too masculine for a woman to look fine holding
the bottle. From reading their website and analysing their prior RTD campaigns, I
would assume their USP would be-USP:- The vodka of the world.
http://www.smirnoff.com/
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2.4.5 Bacardi:
Bacardi has taken on the party lifestyle, by using a very Latin theme,(due to
the fact its rum) and it has helped create the image of their drink. The Bacardi
Breezer is the highest selling RTD in the world. Aimed at women and men,
skewed towards women, hitting the young market. After analysing past ads
and reading their website I would assume their USP is:- The Drink that Makes
the party.
www.bacardi.com
2.4.6 Pulse:
Pulse was the first RTD in Australia with guarana in it, giving it a head over other
RTD's because of the energy drink angle. The angle they have taken is“a drink that
will get the party started”, making people want to drink it early in their night, so
they 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 a
premium 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/
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3. The Consumer
3.1 Target Audience Profile
3.1.1 Demographic
The company had identified the intended age range for this campaign
as 18 – 25, with existing product consumption splits reflecting a 60%
female skew; full time workers and students, single, still living at home
with parents in metropolitan Sydney, earning $30-60k per year, with a high
school / TAFE / Trade education.
3.1.2 Psychographic
From research undertaken by Roy Morgan Research in their report
Psychographic Segmentation of Spirits / RTD / Liqueur Drinkers the target
audience we anticipate reaching through our campaign is a segment most
closely identified as“Tracey and Sam: The Thrill Seeker”.
The common attributes that link this psychographic segment include a core
need for challenge; constantly seeking new experiences, excitement and
the opportunity to take risks; seeing everyday as a potential source of new
stimulation; enjoy spending time with friends but also indulging their own
needs; and, they are born to shop. Their main focus in life is going out and
engaging in fun and exciting times with friends.
This segment likes to go to the cinema at least once a month, whilst having
a night out at least once a week (travelling mainly by public transport, then
taxi, whilst out drinking), weekends are for friends, fun and new experiences,
with Monday to Friday a stopgap until the following weekend. Holidays
are spent experiencing the most of the fast-pace and bright lights of the
big city. Style, fashion and being noticed are incredibly important, as is
sharing 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 two
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.
This segment is a heavy consumer of ready-to-drink (RTDs) pre-mixed spirits,
and is currently the primary market.
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10
The profile of the target audience for this product can best be
personified with the example of an individual, whose circumstance
and 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 phone
3.2.2 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 online
3.2 Target Audience Persona
10 Ruth Burke & Associates: How does Generation Y navigate the media landscape? weknowmedia.blogspot.com 17/2/11
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11 See Appendix 2
12 See Appendix 1
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4.2.2 Consumer Insights
4.2.2.1 Going Out
When asked about their interests and favourite activities, the respondents were
generally in agreement that it was predominantly based around socialising and
spending time with their friends, primarily at bars and clubs. It is apparent that
they would not attend a venue arbitrarily, not even for a DJ that they liked, unless
they were accompanied by friends. Eleven out of sixteen participants stated that
they 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 drinks
of their drink of choice at a friend’s house and getting intoxicated before going
to a premise, unless it was‘five dollar Friday or happy hour.’ The more mature
participants assumed to have a higher disposable income believes that‘when
going to the pub, price isn’t an issue’and that they drink whatever pleases them
at the time. All participants agreed that a drink of choice is preferred when
starting a night out and‘once you’re drunk, everything tastes the same’.
4. Quantitative and Qualitative
Research
4.1 Primary and Secondary Sources
4.1.1 Roy Morgan Research
Our initial understanding of the product and its target audience was largely
informed by Spark Advertising’s access to extensive research already undertaken
by 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 to
gain a more extensive insight into the target audience.
4.1.2 Primary Research
To facilitate the fullest possible understanding of the target audience, their
lifestyle, routine, key influencers, attitudes towards alcohol, vodka, RTDs and
Russian Standard, Spark Advertising undertook quantitative research via an
online Survey Monkey questionnaire , and qualitative research via a focus group .
4.2 Qualitative Research
4.2.1 Focus Group
The focus group was conducted with 16 Tafe students aged over 18. They were
recruited as a convenience sample, and provided an opportunity to engage
directly with the target audience, interactively exploring activities and processes
that fundamentally impact their purchase intention of the product. The focus
group also provided the key setting for developing a credible bar-call that would
have high re-call and credibility with the target audience, and one that would be
distinct and desirable.
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4.2.2.2 Response to RTDs and Russian Standard
Projective testing was applied and the participants were asked whether they
would consider purchasing the Russian Standard RTD. A female respondent replied
‘maybe if I was sixteen’. It received negative comments about its appearance being
too similar to Smirnoff, calling it a‘rip off of double black’, and that it looked cheap
and childish. According to the same female respondent,‘it detracts away from the
allure 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 already
intoxicated and she will not drink directly from a bottle.
The other female respondents came to a consensus that drinking out of a glass is
their main preference due to a classier perception as opposed to drinking out of a
bottle. However, some males do not mind purchasing bottled drinks on premise
because 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 and
sponsored events where‘everyone’s doing the same’and options are limited, it’s
more convenient and status is no longer an issue. ‘At a festival, everything is so
expensive; I’ll just go for the most cost effective.’ Depending on the occasion,
core attributes that would be considered when purchasing alcohol would be the
taste, alcohol content and cost. Females would also take into consideration the
packaging and colour.
First impressions of RSV Original were very positive including a response of‘I want
to 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 going
to have a filthy hangover…It looks like a very intimidating drink; It definitely looks
like a more masculine kind of drink. The Russian writing sets it hard. It would be
something that I am curious of. It’s something that I would bring to a party’
4.2.3 Implications for Campaign
A bottle of Russian Standard RTD with the name blacked out was shown to the
focus group and they were asked the question of what they would call it if they
were to order it behind a bar. The majority of responses were as expected which
included‘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 highly
effective and are highly influential on the consumers’purchase decision. A female
respondent emphasised that she would only enquire about an RTD if there was a
‘special deal’. Suggestions of promotions that appealed to the focus group included
half 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 up
by 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 going
to feel the next day.’A respondent believed that premium vodka should be‘easy for
your 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 first
word 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 about
the drink that is associated with prestige and luxury, all participants responded
with scotch.
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4.2.4 Development of the Bar-Call
It was also requested for participants to provide names and words that they
believed were cool, which unfortunately only stimulated one serious answer.
A female respondent commented‘I like the word standard…I think the word
standard in a drink is cool… I think it’s clever…considering that people don’t have
standards when they drink.’
Top of mind responses to the name‘Pure Russian’were generally positive and
peaceful, evoking the words‘beautiful blonde, sparse, open like Siberia and
endless horizon’. It was a name which the respondents could picture being
associated with Russian Standard.
Surprisingly, only four respondents knew what a tsar was and all respondents
believed that‘Silver Tsar’was not an appealing name, with one respondent
commenting that‘it’s an unusual name for a drink’.
All respondents strongly disagreed with the name‘Standard Citrus’with a
respondent explaining‘I don’t associate citrus with Russia, it presents a conflicting
image’. Another respondent noted that‘you would think it would be sour in taste
because 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 to
a female respondent who is a bartender,‘Standard’is a suitable and appropriate
name 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’. The
moderators were concerned that‘Standard Black’would be too similar to Smirnoff’s
Double Black. The respondents ensured that they do not associate‘black’with
Smirnoff and that black is a common colour used in other alcohol brands including
Bundaberg and Johnnie Walker.‘Black has the connotation as being the refined
and 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 the
Russian Standard Original with an altered silver colour, it would be a significant
improvement and would impact their decision to purchase it.
4.3 Quantitative Research
4.3.1 Survey Monkey Online Survey
The results of the quantitative survey are from a convenience sample of 40 male
and female 18-25 year olds, who were invited to participate by Spark Advertising
and via Facebook invitation. The questions were designed as Likert scale,
multiple choice, matrix and open ended questions, and were categorised into
sections 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 Information
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4.3.2 Consumer Insights
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18
20
Male
Female
Figure 1 – Places where males & females are likely to consume RTDs
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4.3.2.1 Drinking Habits
First of all, males. Males when deciding on a drink at either the bar, or at a
bottle shop think firstly of cost, Convenience, taste, and availability. These 4
factors affect their decision on what to buy most of all, and when it comes to
an 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 it
easier once they are at the bar and makes it a faster trip to get their drink. From
our research, males aged from 18-25 have very different drinking habits, starting
with 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 who
from our research drink everyday at the casino, or high class bars. From age to
age, reasons in males to drink vary. From 18-21 there is a constant which is either
having fun or socialize. From there it varies, drinking the same drink all the time
for 22 to 25 year olds, rather than that experience new things. Venues where
males drink change, all ages drink at restaurants and pubs, but most alcohol is
consumed at bars and clubs by males, from the ages of 19-23.
Females on the other hand, have quite different drinking habits. When deciding
on 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. When
drinking RTD's, highest chance they will drink them at House parties, Friends
house with a small group of friends, Festivals/ raves, and like males, out on "big
nights out" to save time at bar. Females aged 18 are much like males, drink a few
times a week, but not much just to get out there and have fun, which again is a
constant all the way to a 22 year old. Only at 20 years of age do girls start to drink
a 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 clubs
are much more common, but less alcohol is consumed than the males on these
nights 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 and
clubs, but they do not go there to drink our product. Bottled drinks are perceived
as cheap and the target prefer to have a glass.
Figure 2 – Analysis of male drinking habits Figure 3 – Analysis of female drinking habits
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0
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18
20
Male
Female
Figure 4 – Male & Female purchase considerations when selecting an RTD
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5. The Campaign
5.1 The Creative Brief
Client: Beam Global Australia Date: 16/05/2011
Brand: Russian Standard Vodka RTD Citrus
Account Manager: Jaddan Bruhn
Creative Team: Joe Brown, Sreyna Chao
Media Strategist: Cedric Chai
1. Role for Advertising
Increase awareness of RSV RTD citrus in target audience by 10% during campaign
period, by increasing consumer awareness of product attributes, and through
demonstrating 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-premise
sales of RTD by 5% during campaign period.
2. Target Audience
2.1 Demographics
M/F 18-25, 60% female skew, full time workers and students, single, still living at home
with 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 in
fun and exciting times with friends. Going to the cinema at least once a month, and
having a night out at least once a week (travelling mainly by public transport, then
taxi, whilst out drinking), weekends are for friends, fun and new experiences, with
Mon-Fri a stopgap until the following weekend. Holidays are spent experiencing the
most of the fast-pace and bright lights of the big city. Style, fashion and being noticed
are incredibly important, as is sharing 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
two 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 Usage
Product 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, and
experimenting with sophisticated drinks with authentic flavours, whilst getting good
value for money relative to percentage of alcohol are the most important factors when
selecting a drink. Males like RTDs as they are easier to carry back from the bar, females
prefer drinking out of glass as it looks less immature/more sophisticated.
2.4 Key Consumer Insight
I want my drink to reflect my shift in taste from sweet drinks in bright colours to
authentic drinks with real flavours.
3. Key Thought or USP
Russian Standard RTD is the youthful convenient authentic Russian vodka.
4. Support
4 x distilled, 4 x filtered through charcoal; authentic original flavour conveniently mixed
to the right balance for an authentic vodka experience in a 300ml bottle or can.
5. Tone and Manner
All Russian Standard Vodka promotional activity is underpinned by its alignment to
Music, Fashion & Cinema.
Bright, exciting, engaging, aspirational in tone; direct, fun, competitive in manner.
6. Desired Mediums
Cinema, social media, digital/online, mobile, out of home, promotion idea.
7. Budget
Media placement $ 1,000,000
8. Timing
Nov 2011 – Jan 2012
9. Mandatories
300ml glass & can RTD product, Russian Standard Vodka logo. Requisite legal
statements.
Adherence to:
Alcohol Beverages Advertising (and Packaging) Code
Distilled Spirits Industry Council of Australia Inc Statement of Responsible Practices for
Alcohol Advertising and Marketing
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5.2 The Perceptual Map
5.3 The Campaign Strategy
5.3.1 Positioning
From the competitor analysis and our understanding of the product’s attributes as
perceived by the target audience through the primary research, Russian Standard
Citrus is positioned as the premium cool party nightlife vodka RTD.
This positioning reflects the on and off premise consumption patterns demonstrated
by the consumer, encompassing the relaxed, convenient yet sophisticated fun
the drink is associated with, at the nightlife oriented instances of drinkers who are
seeking a real, crisp, authentic vodka taste.
5.3.2 Marketing Objectives
The marketing objectives to be addressed through this campaign are:
1. Increase awareness of RSV RTD citrus in target audience by 10% during
campaign period, by increasing consumer awareness of product attributes, and
through
2. Increase on-premise sales of RTD by 5% during campaign period
3. Increase off-premise sales of RTD by 5% during campaign period.
5.3.3 Key Problem to be solved by development of Bar-Call
Russian Standard Vodka Citrus is a long and difficult to remember name for a
drink, and for the target demographic especially. Competitor products in the
RTD category have shorter, sometimes more colloquial, names by which they
are universally known, making them more readily identifiable in both on and off
premise environments, by consumers and retailers / bartenders.
It is anticipated that clearly linking the product with an appropriate Bar-Call through
the campaign will cement the concept of an easier to remember name with the
product, and overcome the primary barrier to the demographic currently ordering
the product – not knowing what it is called.
Figure 5 – Perceptual Map of Russian Standard Citrus RTD & its closest competitors
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5.3.4 The Role of the Theme Image Advertising
The goal of the advertising is to captivate the target into ordering the drink next
time they are out, to see where the night will take them when they are spending
it with a Russian Standard Citrus RTD, tapping into their thrill-seeking nature and
experience based values.
It is anticipated that this goal will be achieved by aligning this message with a
campaign promotion that encourages the target audience to engage with the
brand and their friends via Social Media, and to submit content based on how
their perception of the creative message is processed and shared, using the
premise of where they believe a night with a Pure Russian would go.
5.3.5 The Brand Character and The Tonality
of the Advertising
The brand characteristics of Russian Standard Vodka are reflected in the
advertising through the relationship with fashion and music, projected through
the filter of premium style, sophistication and authenticity synonymous with the
brand. Concurrently reflected are the drink’s attributes of crispness, clarity and
authenticity, through the simplicity, accessibility and aspirational nature of the
creative.
5.3.6 The Evoked Response
The anticipated consumer response to this campaign is:
1. The Promotional Response – I’ll have a Pure Russian & see where it takes
me, 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 will
add to a fun, authentic experience that could change the direction of the night
for the better.
6. The Creative
6.1 The Creative Rationale
The aim for this concept is to increase consumer awareness of the Russian
standard RTD citrus and adopt“Pure Russian”as the bar call.
6.1.1 Creative Solution
From the research we have found that our target audience’s views on RTD
is very negative, consumers feel that RTD are just another Alco pop for
teenyboppers, who wants to get drunk fast and cheap. Consumers want a drink
that doesn’t have the same sweet taste to all of the other RTD drinks. Consumers
want real tasting vodka and experience the real deal. So from this we have come
up with a concept that will help give the consumers a different view on RTD
drink and especially Russian Standard Vodka RTD citrus itself. We want to the
consumers to experience the real Russian taste in the more youthful way but
still get the authentic feel of this drink.
6.1.2 Concept Testing
After conducting concept testing with a focus group that were in the target
age we tested four different creative concepts that were under development, of
these there were two concepts that elicited the highest response.
From these two concepts we had to eliminate it to one. During the process, the
focus group rated various facets of the concepts . The chosen concept rated the
highest with the target audience. The chosen concept appeared to resonate
with the target audience due to its youthfulness and sophisticated setting, that
set it apart, whilst still retaining an authentic feel, as shown from research“the
fantasy concept was the highest concept with the most female voter, as the
product is a 60% female skew we came to a conclusion that this would be the
best suitable concept to reach our target audience.
12
12 See Appendix 3 – Concept Test
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6.1.3 Call to Action
One of the main focuses of this strategy is for the consumers to be more aware
of 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 have
adapt 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 social
network. The reason for using the tag line is because it is proven that people
remember things better when they are tag line/s or quote where is constantly
repeated by different medium.
6.2 The Promotion
The other focus of this strategy is to promote the competition and special event
about the product, by doing this we can get the target audience involved with
the campaign. How we are planning on do this is having competition information
on cinema ad, on premise print ad and social networks where audience will get
the chance to be creative and entry into the competition with what they think
will happen next in“the fantasy’cinema and print ad scenario. Audiences will
have to go onto the main RSV‘Pure Russian’competition site by scanning the QR
code 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 Youtube
1. View campaign video advertisement (cinema / viral)
2. Get together with your friends & film how you think the scenario should
end / how the scenario will change with“Pure Russian”.
3. Go to the pure Russian / rsv website/minisite etc“register”for the
competition
4. Upload your entry to youtube with the tag“purerussian”.
5. Submit your competition entry’s youtube link to the entrant’s gallery on
the pure Russian / rsv website.
6. The video entry with the highest number of views on youtube during any 7
day period (mon-sun) during the campaign will win.
6.2.2 Facebook, Twitter, Foursquare
1. 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”your
location. Using the“shout-out”text box on Foursquare tell your friends how the
night is going & include“#purerussian”at the end of your shout-out. Update your
facebook & twitter profiles at the same time through Foursquare.
3. The first“#purerussian”check-in will earn you the Russian Standard Vodka
foursquare badge.
4. Use the #purerussian hashtag to update your profiles as often as you like
during the campaign period.
5. The check-in with the highest number of re-tweets during the campaign
period will win.
Once a week, every week during the campaign period, individuals who are
registered for the promotion & who have participated in the promotion via
Foursquare, Twitter & Facebook during the previous 7 days will be randomly
awarded small prizes (rsv rtd packs, hats, branded merchandise, itunes credits
etc).
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6.2.3 Off-Premise
Unique number sequences will be printed inside the cardboard packaging of
RTD packs sold off-premise. Individuals register for the promotion, go online &
“validate”the number sequence to randomly win small prizes.
6.2.4 On Label
QR Codes printed on all rsv rtd glass & can labels; landing on the promotion
registration page.
6.2.5 Mobile
Use of orange highlighted“special offers”appended to certain venues on
Foursquare, detailing promotion & entry details.
Mobile Ping patrons at certain venues at the beginning & randomly during the
campaign with campaign promotion details +/- venue specific sales promotion
information.
6.3 The Execution
6.3.1 Cinema
The cinema ad will be a 60 sec ad of“the fantasy”concept to show the audience
youthful, fun and the status of Russian standard vodka (classy, luxury and
prestige) The cinema concept is concentrated on a guy and a girl to reflect the
youthfulness of this concept, it is set out at a classy and more luxury bar and not
at a nightclub to show that it is classy and prestige.
The reason for using cinema ad is because we want the audience to be able
to connect to this concept and responds. The idea was to fade out the cinema
ad to when the guy and the girl takes a drink form the pure Russian and it
freeze 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 the
competition to win a prize. This would work well as gets the consumers thinking
about the product and the company will also receive information about the
consumer as they register the competition.
6.3.2 Out of home
Print ad will include the Russian standard vodka bottle with a red square
background 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 cinema
fantasy ad.
6.3.3 Online
Small banner ad will be placed on social network such, as Facebook where
audience can like the link or visit the page to view detail of that’s special events
and promotions.
6.3.4 Viral
A vial video will be uploaded on to YouTube of a small flash mop of a guy
dancing to Rasputin, the reason why we have chosen to do this is because we
hope for the video to go viral and get the consumer interested in the video as
this 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 of
friends and film how they would think the scenario would end and how the
scenario can change with‘Pure Russian’audiences can then go to either pure
Russian 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 entry
get the most views.
The proposed concept is intended to increase consumer’s awareness of the
product and to make Russian Standard RTD Citrus be seen as the convenient
authentic“Pure-Russian”vodka RTD choice for 18-25s.
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6.4 The Creative Concept
6.4.1 Where Will Pure Russian Take You?
Concept: The Fantasy
Setting/Location: A social event/classy bar
Teaser: Cinema and print ad
- (Cinema concept) starts of with a shot of a Beautiful girl at
the bar socializing to her friends. (Wide shot of the surround
ing as it zooms up to the girl)
- Walking towards her are two guys carrying a drink each try
ing to impress her, she turns them down with disappoint
ment.
- Then comes a handsome man to the bar and orders a RSV,
she turns to look at him and both catch each other’s eyes
with excitement. (Close up on when they look into
each other’s eyes)
- As she is looks into he’s eyes she says to the bartender“make
that two please”
- As the bartender presents the drinks (camera zooms in on to
the RTD)
- They both take a sip of the drink the room starts to change
and it frizzes on them sipping the drink and looking into each
other’s eyes. (Close up)
- (Medium close up) It freeze on them looking at each other
- A voice over comes on… (“Experience the pure Russian
vodka”)
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6.5 The Creative Production
6.5.1 Cinema Advertisement Story Board
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6.5.2 Outdoor Advertisement
6.5.2.1 Point of Sale (A1) 6.5.2.2 Outdoor (6 sheet)
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6.5.2.3 Outdoor (24 Sheet)
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7. Media
7.1 Media Strategy
The media strategy being applied is a Sydney based integrated online
campaign which encourages dialogue, engagement and interaction between
the consumers and Russian Standard. Online and social media is the biggest
medium consumed by the target audience. This will be complimented with
point of sale displays, out of home citylights and rail cross tracks to assist in
creating brand awareness, driving traffic to the online competition website
as well as reinforcing the messages of the online campaign. Advertisements
will also be placed in popular cinemas, where the target audience is most
likely to attend. PR will help in creating personal experiences, awareness and
encourage consumers to participate in the online competition.
7.1.1 Campaign Launch
Although the launch of the campaign is in the beginning of November,
Spark’s strategy will revolve around building top of mind awareness during
the commencement of university holidays (last week of November), which
is usually the time when there is a significant increase in leisure and party
activities. Aggressive advertising won’t commence until middle of December,
attempting to drive top of mind awareness when it is closer to Christmas and
New Year’s Eve.
7.1.2 Out of Home
Out of Home is an effective medium that has the ability to target a mass reach
over a long period of time, which delivering a high ROI. According to Outdoor
Media Association (OMA), Out of Home increases the memory of an online
campaign by 30% and has the second highest campaign retention rate.
Figure 6 – Advertising Medium Retention Rates (APN)
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7.1.2.1 APN Rail Cross-Track
The 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’s
preferred transport of choice when travelling to the city and consuming alcohol is
by public transport.
Rail cross-tracks have the ability to obtain a massive reach and deliver messages
to a captive audience. Rail cross-track advertising is a cost effective, highly target-
ed medium offering a powerful visual connection with commuters. Its high peak
hour dwell times offer a unique advertiser environment for emotional, rational or
interactive 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 result
of 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 again
During November rail cross-tracks will be placed in high traffic stations including
Town Hall, Central, Bondi Junction and Wynard. Our target market that travels to
the city for work or attend university will be exposed to Russian Standard on a daily
basis and then again on the weekend.
Throughout December, there will be an increase in rail cross tracks placed in
stations located in the city and around major shopping centres, including Mirranda,
Burwood, Bondi Junction and Chatswood. There is an expected increase in traffic
during 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 on
NYE or to attend festivals such as Field Day or Harbour Life. These rail cross tracks
were also chosen specifically near major cinemas where our advertisements will be
running, strengthening the message and exposure of our brand.
According to APN, 75% of rail commuters wait 3-10 minutes for a train, allowing
plenty of time for them to view and interact with the highly impactful billboard
which will contain a QR code that will direct the target audience to the registration
website of our online campaign.
Figure 7 – Advertising Creative Half Live OOH plus Online & TVC (APN)
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7.1.2.2 JC Decaux Citylights
JCDecaux citylights are very effective in reaching people close to points of
purchase. They consist of a network of locations close to the most high traffic
areas and high value audiences.
JCDecaux offers exclusive coverage in the heart of Sydney's CBD in addition to
the entertainment and lifestyle precincts of the inner eastern suburbs including
Bondi Beach, Surry Hills and Paddington, and the restaurant and entertainment
hubs 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 forms
the daily workforce.
Citylights are a suitable option for our demographic, considering their outgoing
nature and that the majority of popular bars and nightclubs are situated
in the city, allowing us to reach the target audience at the time and place
where they are most likely to consume alcohol. Citylights will be placed a
week after university semester ends (last week of November) which is usually
inundated with parties and celebrations. A promotional crew offering branded
merchandise and online promotional giveaways will also be present on the
same day, assisting in the reinforcement of brand messaging.
JCDecaux allows for 15 citylights to be hand selected and placed at the
locations of choice. The 15 hand selected citylights will be 3D special builds and
placed around high traffic areas and nightlife hotspots including Kingscross,
Newtown, Oxford St, Darling Harbour, George St and Surry Hills. The special
builds are of high impact which will encourage talk and encourage pedestrians
to take photos and upload onto the internet. The December citylights and
special builds will be placed within the same week when work holiday begins
which is usually followed by celebrations on the weekend. Christmas is also
near and consumers are doing their last minute shopping in the city, allowing
for increased traffic and maximum reach. Top of mind awareness and exposing
the consumers to Russian Standard around this time will help drive off premise
sales, especially when they are contemplating on what beverages to bring
to Christmas gatherings. To strengthen top of mind awareness during this
period, the citylights will be flighted in conjunction with online promotions,
promotional crews as well as increased social media and cinema advertisements
and a live in the cinema performance within that week.
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7.1.3 Point of Sale
According to primary research, a respondent had stated that she will only
enquire about an RTD product if there was a special promotion or if there was
a highly impactful advertisement on premise. Point of sale display posters will
be placed throughout bottle shops, nightclubs and pubs which will reinforce
our brand and image to remind our target that Russian Standard exists and to
inform them about the current online campaign. Point of sale material includ-
ing posters and coasters will be used to trigger top of mind awareness while
the target is in a position to purchase a Russian Standard RTD. The point of sale
materials can be used to:
• Inform consumers about current campaign
• Encouraging impulse buys
• Increasing sales
• Reinforcing a brand
7.1.4 Cinema
Cinema 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 the
same 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 the
entertainment.
The table below highlights that the majority of cinemagoers are Gen Y’s who
enjoy shopping and watching movies as a favorite past time, especially when
school and work is over.
Frequent moviegoers by age indexed against population
7.1.4.1 November Movies
I Don’t Know How She
Starring: Greg Kinnear, Pierce Brosnan, Sarah Jessica Parker, Olivia Munn,
Christina Hendricks
Genre: Comedy
Audience: Female 25+, Female 18-24, Male 25+, Male 18-24
Synopsis: 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 two
young children.
Figure 8 – Frequent Australian Cinemagoers by Age (Roy Morgan 2010)
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50/50
Release date: 10/11/2011
Starring: Joseph Gordon-Levitt, Anjelica Huston, Bryce Dallas Howard, Anna
Kendrick, Seth Rogen Genre: Comedy, Drama
Synopsis: Based on an incredible real-life experience, 50/50 is a funny,
touching and original story of friendship, love, and survival starring Seth
Rogen, Joseph Gordon-Levitt, Anna Kendrick, Bryce Dallas Howard and
Anjelica Huston.
These two movies were chosen on the basis that the comedy genre was the
best available option for the November period.
Comedy Movie Age Profile
Comedy Movie Gender Profile
Each movie will run at two week bursts one after the other at major cinemas
that are either located in or near a shopping centre, which will contribute to
the initial awareness of the campaign.
More movies and aggressive cinema media placements will occur during
the December period as top of mind awareness is to be created close to
Christmas and New Year’s Eve. Piranha 3DD and The Gates of Hell were
chosen primarily because the horror genre attracts more of our target
audience. Piranha 3DD will be in 3D which creates a novelty value and has
the ability to attract a higher number of audiences. Piranha 3DD will be
the 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 down
considerably.Figure 9 – Comedy Genre Cinemagoers by Age (Val Morgan 2010)
Figure 10 - Comedy Genre Cinemagoers by Gender (Val Morgan 2010)
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Horror Movie Age Profile
Horror Movie Gender Profile
Tower Heist was selected due to the popularity of the comedy cast which
includes Ben Stiller and Eddy Murphy. A Very Harold and Kumar Christmas
was chosen based on the success and popularity of their prequels amongst
our target market.
7.1.4.2 Live-in-Cinema
Live 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 campaign
into a face-to-face experience, with exceptional recall and talkability due
to 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 customer
enjoyment
• It is highly targeted
Figure 12 - Horror Genre Cinemagoers by Gender (Val Morgan 2010)
Figure 11 – Horror Genre Cinemagoers by Age (Val Morgan 2010)
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Live in cinema will be executed by the Russian Standard promotional crew,
who will perform the Rasputin dance, which a viral version would have been
most viewed on Youtube a few days prior. The live performance will reinforce
the online message and remind the audience about the competition. Russian
Standard vouchers and branded merchandise including key rings and t-shirts
with a web link to the online registration website will be offered for free. The
reaction and comments of the audiences will be filmed and posted on the
Russian Standard website and its social media pages. Live at the cinema
will occur twice on the 22nd December at George St cinemas. It is expected
for the audiences to film the performance and share the content with their
friends via mobile or social media and talk about their experience during
Christmas gatherings.
7.1.4.3 December Movies
Piranha 3DD
Starring: Neil Hopkins
Genre: Comedy, Horror
Audience: Male 18-24, Female 18-24
Synopsis: Sequel to the 2010 cult classic‘Piranha 3D’
A Very Harold & Kumar Christmas
Starring: Danny Trejo, Neil Patrick Harris, Kal Penn, John Cho
Genre: Comedy
Synopsis: Six years after their Guantanamo Bay adventure, stoner buds Harold
Lee and Kumar Patel cause a holiday fracas by inadvertently burning down
Harold's father-in-law's prize Christmas tree
Tower Heist
Starring: Ben Stiller, Eddie Murphy, Casey Affleck, Téa Leoni
Genre: Action, Comedy
Audience: Female 25+, Female 18-24, Female Teens, Male 25+, Male 18-24, Male
Teens
Synopsis: When a group of hard working guys find out they've fallen victim to a
wealthy business man's Ponzi scheme, they conspire to rob his high-rise
The Gates Of Hell
Starring: Michael Piccirilli, Samantha Noble, Christian Clark
Genre: Horror
Audience: Male 18-24, Female 18-24
Synopsis: Five adventurous filmmakers set out to make an online interactive
movie exploring the nature of evil.
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7.1.5 Public Relations
From the 25th of November onwards, every Friday and Saturday, the
Russian Standard promotional crew will be hitting the streets of Sydney,
offering sample tasting and freebies including Russian Standard Cossack
hats, t-shirts, caps and key rings in exchange for consumer details.
Consumers are encouraged to like the Russian Standard Facebook page
and follow Russian Standard on Twitter. They will be informed about the
current campaign and will be encouraged to enter the online competition
in addition to letting them know about the online promotions, discounts
and giveaways that occur weekly. Offering free sampling in an environment
which the target feels most comfortable with, will encourage them to take
Russian Standard on as part of their repertoire. The majority of the branded
merchandise is highly visible and will allow the consumers to act as a
mobile billboard advertisement and assist in generating talk. For example,
if a consumer was to walk into a club and almost everyone was wearing
a Cossack hat, that consumer is bound to also want one or ask someone
about it.
7.1.6 Online Promotion
According to market research conducted by Sensis, discounts are the most
commonly sought after items required from businesses or brands followed on
social networking sites. Giveaways, invitations to events and general product
information are also sought by a sizeable proportion of followers.
Participants of the Foursquare, Twitter and Facebook promotion will be awarded
prizes and giveaways (which include branded merchandise and event invitations)
weekly on Friday. This encourages the target to continuously check the Russian
Standard social media sites and help create engagement, interaction and top of
mind awareness on a weekly basis before the target goes out to socialise.
Figure 13 – Consumer’s Social Media expectations of
businesses & brands (SENSIS Social Media Report 2011)
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Online promotions and discounts such as‘ask your bar tender for a Pure Russian
and receive a Russian Standard RTD for only $2’will be offered arbitrarily
throughout the campaign. Examples of these promotions will assist in driving
on premise sales and provide an incentive for consumers to purchase Russian
Standard, encouraging and converting those who haven’t tried it before. The
name‘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 Christmas
and New Year’s to develop customer relations and satisfaction, building credibility
and making Russian Standard seem benevolent.
For the launch of the campaign, a promotion will be offered on Facebook, giving
away Russian Standard vouchers (which entitle participants to a free four pack of
Russian Standard RTD) for the first 50 people that share/post the Russian Standard
commercial on their Facebook page. This is an effective way of obtaining reach
and having a presence on the social media platform, considering that the average
number 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 this
promotion can be seen as the beginning of an online seeding process.
These promotions will be reinforced by targeted advertisements on Facebook and
Youtube.
7.1.7 Social Media
Australians are the world’s most prolific users of social media according to new
data from the Nielsen Company.
It was estimated that Australians spend an average of six hours and 52 minutes
per month on social media sites – well ahead of the US, which has the next largest
social media usage at six hours and nine minutes per month.
The reach of social media in Australia is large, with Nielsen estimating a unique
reach of 9.9m Australians per month. The data highlights that a large proportion of
the country’s 22m population is engaging with social media, particularly Facebook.
Average time spend (h:m:s) on social media each month:
1. Australia – 6:52:28
2. United States -6:09:13
3. United Kingdom – 6:07:54
The premium video commenting target blocks will be implemented during
the launch of the campaign specifically targeting 18-25 year olds that reside in
Sydney. The target blocks help drive constant awareness of Russian Standard
and help maintain a presence in the most utilized social media platform in
Australia. The majority of placements will be on the weekends and near
Christmas and New Year’s Eve, attempting to reinforce brand messaging,
especially the with social media online promotions.
7.1.8 YouTube
YouTube is the fourth largest website in the world and is most popular amongst
young adults with 32% of Youtubers being 18-29 who spend an average
engagement time of an hour and nine minutes every week. Close to half of
Youtubers use the social media platform for watching music videos and 47% of
Youtubers share their videos. Research also indicated that 1/3 of users who sees
a relevant ad on Youtube will click on it.
Promoted videos and banner ads will be the predominant form of advertising
on Youtube within the first few weeks of the campaign launch. Promoted
videos are cost effective and efficient, as it is charged on a cost per click basis.
The promoted videos could be targeted through AdWords, tagging product
related search words – cold, cool, vodka, refreshing, premium vodka, Russian
Standard, Russia, authentic, pure Russian, in addition to interest related words
such as rock, music, vevo, funny, party, festivals.
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Banner ads will be placed under the categories which are most likely to be
viewed by our target market – Music, Comedy, Entertainment, Film and
Animation and Peoples and Blogs.
During the first week of university holiday, an expandable masthead will be
implemented on the Youtube homepage. It is the highest profile placement
on 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 to
maximize impact and frequency. This combination will be placed on popular
Youtube 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 the
online video commercial appears in the most viewed section of the Youtube
homepage. The homepage audience is actively looking for their next video to
watch, so would be particularly receptive to our advertisement.
These online placements will be flighted specifically to create brand and
campaign awareness a few days prior to the weekend where citylights and
the promotional crews will be active.
One week prior to Christmas, viral content will appear in the most viewed
and the top favourite section of the Youtube homepage. This will then be
reinforced by in video and banner ads on Youtube and citylights and public
relations the following weekend. The viral content will assist in generate talk
especially 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 awareness
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7.3 Media Flight Plan
Media Format
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 W
1 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
MOVIE/CINEMA
I Don't Know How She 60 Sec Ad
50/50 60 Sec Ad
OUT OF HOME
APN Rail Cross-Track 24 Sheets
JCDecaux Citylights 6 Sheets
POS Display Posters A1
Coasters
PR
Promotional Crew
ONLINE
Facebook Giveaways
Twitter Giveaways
Youtube Homepage Expandable
Masthead
Most Viewed
In Video Ads
Banner Ads MREC
Promoted Videos
Live at the Chapel Website
Live at the Chapel FB page
Facebook Premium Targ Block
NOVEMBER
Tafe Semester Ends Uni Semester Ends
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Media Flight Plan cont.
Media Format
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 W Th F S S M T W
1 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 4
NYE
MOVIE/CINEMA
Piranha 3DD 60 Sec Ad
The Gates of Hell 60 Sec Ad
Tower Heist 60 Sec Ad
A Very Harold & Kumar Xmas 60 Sec Ad
Live in Cinema
OUT OF HOME
APN Rail Cross-Track
JCDecaux Citylights
Special Builds
POS Display Posters
Coasters
PR
Promotional Crew
ONLINE
Facebook Giveaways
Twitter Giveaways
Youtube
Viral Most Viewed
Viral Top Favourite
InVideo Ads
Banner Ads
Promoted Videos
Live at the Chapel Website
Live at the Chapel FB page
Facebook Premium Targ Block
2 Weeks Work Holiday X-mas
JANDECEMBER
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7.4 Indicative Media Budget Summary
Nov 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%
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8. Conclusion
Coordinated execution of the documented activities
will build Russian Standard Vodka’s brand awareness
with the target audience, increase consumer desire
for the product, provide Russian Standard Vodka
with a database that will be beneficial in the short
and long term for communication, engagement and
promotion, drive traffic to Russian Standard Vodka’s
online and social media platforms, associate the
brand with the lifestyle and social affiliations of the
target audience, and drive the broader distribution
of the RTD product into a wider selection of venues
frequented by the target audience, concurrently
building further on the campaign generated
increased awareness and word of mouth, ensuring a
“Pure Russian”remains a premier component of the
target audience’s repertoire of drinks.
9. Recommendation
With affiliated stakeholders and venue partners on
board, and requisite planning in place, the proposed
campaign activity should be reviewed as a matter of
urgency. The stated plan is acutely time-sensitive,
the summer period is critical for competitor brands
and a decisive implementation strategy will ensure
that Russian Standard Vodka is able to successfully
execute this campaign in its optimal sequence and
manner.
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10.References
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11. Appendices
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11.1 Appendix 1
Focus Group Research
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Focus Group Research n=16
AIM - Provide consumer insights and attitudes towards Russian Standard
RTD
Develop drinking behavioural insights of target audience
Determine lifestyle characteristics of target audience
Determine motivating factors that influence their purchase decision
Test initial bar calls
HYPOTHESESE
RTDs are perceived to be suited for amateur and weak drinkers
RTDs are not usually consumed on premise
The appearance of Russian Standard RTD is too similar to Smirnoff’s
Double Black
METHOD
A focus group of sixteen was held by two moderators at building G6.24 TAFE
Sydney Institute, Ultimo. Thirteen out of the sixteen participants were within
the demographics of the target audience, 18-25. The discussion involved
several scripted open ended questions, a round of word association, projec-
tive testing and a review of Russian Standard display posters. The discussion
was recorded as well as scribed and the qualitative data was collected on
the same day. The participants were not informed about the purpose of the
focus group until a few minutes prior to the discussion and light snacks were
provided to ensure the participants felt comfortable.
CONCLUSION
The results of the focus group provided invaluable insights of the target audi-
ences’perception of Russian Standard and its RTD. Aside from the appearance
of Russian Standard Citrus being too similar to Smirnoff Double Black and the
negative perception of RTDs in general, the brand Russian Standard did not
transpire with negative connotations.
The most apparent implication of the results appears to suggest that social
and esteem needs play an important role in deciding the drink of choice for on
premise drinking with friends. It has been established that certain alcoholic
beverages has the ability to portray attributes of a specific personality or
identity. For example, RTDs are perceived to be childish whist scotch is a
sophisticated and prestigious beverage.
There was not enough evidence to support the hypothesis that RTDs were
primarily consumed off premise, however it was quite clear that RTDs were not
the drink of choice when starting a night out at a bar.
RECOMMENDATIONS
Considering packaging to be a major influence on female purchase decisions
and based on the insights and suggestions from the respondents, changes
to the Russian Standard RTD bottle including frosting of the glass, would
demonstrate a significant improvement to its appeal and effect on purchase
decision.
On premise displays and promotions are recommended as the respondents
have emphasised that they would drink at a bar more often and would be more
likely to enquire or purchase an RTD if there was a special promotion or an
effective advertising campaign.
The word‘Standard’should be implemented in the bar call due to the positive
reception it received from the respondents and the fact that there is no other
brands over the bar with a similar name. The word‘Standard’could also be
implemented in a bar calls associated with the other Russian Standard product
lines including gold and platinum.
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Focus Group Time Line
Monday 28th March 2011
n=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:
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11.2 Appendix 2
Survey Monkey Online Questionnaire
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Survey Monkey Online Questionnaire n=40
Aim: To gain insight into where the target market drink, what they drink, and their reason to drink, and their influences when
choosing 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 sur
vey 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, closed
questions 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 the
market 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 at
house 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 a
competitive price, and in an attractive package.
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11.3 Appendix 3
Concept Test
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The criteria by which the focus group assessed the concepts presented
to 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 future
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