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Spark.
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The People
Account Manager: Jaddan Bruhn As Sparks Account Manager, Jaddan is responsible for managing client accounts, liaising between our clients and Sparks creative and media departments, nurturing the dynamic relationships and fluid information exchanges required to produce our work on time, on budget and en pointe. Media Strategist: Cedric Chai Cedrics skill at maximising the impact of our campaigns by artfully employing cross platform integration ensure the campaign message reaches the designated target audience via the most effective touch points, with the requisite frequency. His media strategising increases our clients ROI by igniting an effective execution based on precision research, savvy media planning and canny negotiation. Copywriter: Sreyna Chao Sparks Copywriter Sreyna operates in conjunction with our Art Director to interpret the creative brief and filter our clients campaign objectives into outstanding copy that resonates throughout the campaign. Art director: Joe Brown Skilled at producing visual content that hits the mark every time through his mastery of Adobes Creative Suite, Sparks Art Director Joe works closely with our Copywriter and Media Strategist to implement his visual problem solving capabilities, ensuring Sparks advertising is effective, appropriate...........and highly flammable.
Executive Summary
Russian Standard Vodkas 300ml Vodka Citrus glass and can premixed RTD product is the prestige vodka producers lowest cost point of entry for consumers. Maintaining the brands 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 consumers 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 audiences 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 campaigns 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
CAMPAIGN PLANNING
Background
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1.1 Introduction
Australia has been tasked with the unique opportunity of being the first market in the world to introduce Russian Standard Vodkas 300ml ready-to-drink vodka and citrus premixed glass and can beverage to consumers.
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.
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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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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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http://www.cruiserrange.com.au/vodkacruiser/about.php
http://www.adoremidori.com/#/home
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www.skyy.com
http://www.smirnoff.com/
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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 heritage, and company heritage playing a part. Their USP from my reading and analysing of their ads would be: Real Russian Vodka.
www.bacardi.com
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. 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 arent 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.
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.
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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
10 Ruth Burke & Associates: How does Generation Y navigate the media landscape? weknowmedia.blogspot.com 17/2/11
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20 18 16 14 12 10 8 6 4 2 0
Male Female
Figure 1 Places where males & females are likely to consume RTDs
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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.
Figure 2 Analysis of male drinking habits Figure 3 Analysis of female drinking habits
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.
20 18 16 14 12 10 8 6
4
2 0 Male Female
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5. The Campaign
5.1 The Creative Brief
Client: Brand: Account Manager: Creative Team: Media Strategist: Beam Global Australia Russian Standard Vodka RTD Citrus Jaddan Bruhn Joe Brown, Sreyna Chao Cedric Chai Date: 16/05/2011
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 arent 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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From the competitor analysis and our understanding of the products 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.
Figure 5 Perceptual Map of Russian Standard Citrus RTD & its closest competitors
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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.
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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 entrys youtube link to the entrants 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.
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.
6.3.3 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 thats special events and promotions.
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.
6.3.4 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 consumers 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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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.
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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
Figure 7 Advertising Creative Half Live OOH plus Online & TVC (APN)
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 Years 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.
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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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7.1.4 Cinema
Cinema is a medium that is affordable to run at longer lengths with high quality 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 Ys who enjoy shopping and watching movies as a favorite past time, especially when school and work is over.
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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 Audience: Female 25+, Female 18-24, Male 25+, Male 18-24 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.
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 Years 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.
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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 onscreen 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
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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.
Tower Heist Release date: 26/12/2011 Starring: Ben Stiller, Eddie Murphy, Casey Affleck, Ta 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 Release date: 8/12/2011 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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Figure 13 Consumers Social Media expectations of businesses & brands (SENSIS Social Media Report 2011) 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.
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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 havent 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 Years 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.
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 Years 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.
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NOVEMBER
03 92 82 72 62 52 42 32 22 12 02 91 81 71 61 51 41 31 21 11 01 9 8 7 6 5 4 3 2 1 W T M S S F hT W T M S S F hT W T M S S F hT W T M S S F hT W T
MOVIE/CINEMA I Don't Know How She 50/50 OUT OF HOME APN Rail Cross-Track JCDecaux Citylights POS Display Posters Coasters PR Promotional Crew ONLINE Facebook Giveaways Twitter Giveaways Youtube Homepage Most Viewed In Video Ads Banner Ads Promoted Videos Live at the Chapel Website Live at the Chapel FB page Facebook Premium Targ Block MREC Expandable Masthead 24 Sheets 6 Sheets A1 60 Sec Ad 60 Sec Ad
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DECEMBER
JAN
MOVIE/CINEMA Piranha 3DD The Gates of Hell Tower Heist A Very Harold & Kumar Xmas 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 60 Sec Ad 60 Sec Ad 60 Sec Ad 60 Sec Ad Live in Cinema
4 3 2 1 13 03 92 82 72 62 52 42 32 22 12 02 91 81 71 61 51 41 31 21 11 01 9 8 7 6 5 4 3 2 1 W T M S S F hT W T M S S F hT W T M S S F hT W T M S S F hT W T M S S F hT
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EYN
Dec / Jan
Total
33,600 87,300 120,900 12% 179,000 272,900 451,900 45% 8,000 44,600 52,600 5% 230,000 147,900 377,900 38% $450,600 $552,700 $1,003,300 100%
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8. Conclusion
Coordinated execution of the documented activities will build Russian Standard Vodkas 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 Vodkas 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 audiences 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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CONCLUSION The results of the focus group provided invaluable insights of the target audiences 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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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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