MEDIA PLANNING

AND BUDGET
 Over a period of 6 months
MEDIA PLANNING between March to August
Pre-campaign
(March & April)
Campaign
(May & June)
Post-campaign
(July & August)
$493,986
IDEAL USER JOURNEY
 PROTOTYPE

Strongbow: Battle With Company

How To Play:
Position yourself 1m away from the game zone
You are given a bow and some arrows
You have as many tries within a given time limit of 90 seconds per game
Try to shoot down as many apples as you can
With every 4 apples shot down, youll receive a free bottle of Strongbow Cider
Have lots of fun!

x4 = x1
CO-CREATION &
ENRICHMENT
Respondents

Runs Createurs Productions Business Student

Business Student
Feedback
Likes: Dislikes: Areas of Improvement:

Fun Hard to aim Use a better & easier bow

Interactive Generally, nothing to Longer play time
Engaging dislike about Decide when is the point
Exciting given
Enjoyable Some apples fall
Competitive when the arrow hits
the display instead
of the apples
Feedback on Location - Supermarkets
Good choice to reach out to the older group of youths (Wills age group)
Might be crowded and cramped

9/10 will play the game, cause I can get a free bottle of Strongbow.

I will play the game with my wife. - Will

10/10 will play the game, with friends or strangers. Since its at the supermarket - Yanling

8/10 will play the game with friends. - Tommy

How would we improve?
Tactic:

Opt for better location options elsewhere, besides supermarket

Prototype:

It will not be counted when apples fall due to the impact of the arrows hitting the box
Sturdier and taller game structure
EVALUATION
 How do we know if our
Evaluation campaign is a success?
Evaluation
Media Content Analysis
The number of times #strongbowstrongbonds , #betterwithcompany have been mentioned
How many social media posts were generated
How many views of our videos
Online Metrics
Website analytics to track site visits and counts
Media Monitoring
Number of shares, likes, followers etc
Number of our participants in our game (offline, online)
Sales Monitoring
Difference in sales (statistics before and after the campaign)
CONCLUSION
 Conclusion
Strongbow perfect for chill-out moments with company

4 strategies, 13 tactics

6 months from March to August

Intended Reach: 100, 000 trial, KPI = 1 million

Estimated reach from campaign: 1.5 million people

STRONGBOW, STRONG BONDS

Strongbow: Better With Company

Thank you!
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