Russian Standard Vodka Campaign Proposal

Who We Are

Account Manager:

Jaddan Bruhn

Copywriter:

Sreyna Chao

Media Strategist:

Cedric Chai

Art Director:

Joe Brown

Mission Statement

“Spark incinerates your competition with our innovative approach to optimising your campaign through the delivery of tailored solutions to burn through the white noise”.

Logo

The Product

The Brand

The Client BriefThe RTD citrus product extension does not have an

easy to recite / remember name for consumers to use when ordering it.

To increase Russian Standard Vodka's RTD market share during the summer 2011/12 campaign period.

To increase awareness in the target audience of Russian Standard Vodka's RTD products during the summer 2011/12 campaign period.

Educate consumers on the new bar call.

Media Placement Budget $1m

Environmental AnalysisS.W.O.T.

Strengths  

Russia's Number One Premium Vodka

Diversifying into fast growing RTD market

Brand perceived as authentic & pure

Only Russian Vodka in Australia produced & bottled in Russia

Weakness

Weak image profile with target audience

Inconsistent distribution

Different product lines branded inconsistently

Environmental AnalysisS.W.O.T.

Opportunities  

High consumer acceptance of increasing diversity in RTD varieties

Changes in social patterns, population profiles, lifestyle changes, more conducive to convenience of RTDs

RTD product lowest-cost entry to prestige alcohol brands

Threats

Market leader Smirnoff controls approx 70% Australian vodka market

Cost impact of alcopops tax

Entry of other spirit manufacturers into RTD market

Cross-over of supermarket house brands into alcohol

Target Audience Profile 18 – 25 M / F (60% female skew)

The Thrill Seeker

Seeking new experiences, excitement & opportunity to take risks

See everyday as a source of new stimulation

Enjoy spending time with friends & indulging their own needs

Born to shop

Target Audience Persona - 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

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

Ruth Burke & Associates: How does Generation Y navigate the media landscape?

Primary ResearchKey Consumer Insight:

“I want my drink to reflect my shift in taste from sweet drinks in bright colours to authentic drinks with real flavours”.

Media Plan

Cedric Chai

Communication Objectives & Strategy

Top of mind awareness during University holiday and Christmas break

Encourage interaction and engagement through promotional activities

Obtain consumer data and details

Generate talk and create brand advocacy

Student

Age 18-21 & attends University, TAFE or College

Employed

Age 19-23 & works full time

Key TouchpointsMedia Consumption P18-21 and Studying

Rea

ch (

%)

Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college

Digital at Home & Outdoor are heavily consumed with this audience. TV and Radio are still high reaching however need to focus on key zones due to a high proportion of light to medium

users. Radio has higher consumption than youth who attend school

As with school students Digital

consumed on their mobiles while out & about and in uni

Touchpoints P18-21 and Studying: Likelihood to notice advertising

Outdoor, Magazines and TV are key for them to

notice brands

Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college

Key TouchpointsMedia Consumption P19-23 Full Time Workers

Rea

ch (

%)

Source: CCS 2009: P18-23, work full time

This audience experiences a higher media consumption overall against students. Digital at home/work & Outdoor are heavily consumed. TV is also high reaching however need to focus on key zones due to a high proportion of light to medium users. Consuming more traditional media than the uni & school students with higher press & radio consumption.

Touchpoints P19-23 Working F/T: Likelihood to notice advertising

Lower tendency to notice media. Outdoor and

Blogs/reviews play an important role

Captive audience 75% of rail commuters wait between 3 to 10 minutes for a train

Mass reachOn a typical weekday, CityRail (NSW) has around a million passengers

54% of commuters are Gen Y

A welcome distraction59% notice when advertising changes and42% read ads time and time again47% visited a website or a store to find out more information as a result of viewing rail ads

Cross Track Posters

APN Outdoor

November

Central, Town Hall, Bondi Junction & Wynard

December

Miranda, Burwood, North Sydney, Chatswood, Bondi Junction, Kingscross, Town Hall, Central &

Redfern

Station Daily barrier count*

Central 170,520

Town Hall 154,700

Wynyard 110,260

Martin Place 35,900

Bondi Junction 38,420

St James 14,460

Kings Cross 22,300

Edgecliff 12,820

Redfern 41,720

North Sydney 49,420

St Leonard’s 28,520

Chatswood 40,940

JCDecaux Citylights

Effective in reaching people close to POS

Popular bars & clubs located in the city

Reach 745 000

Min Reach TA – 54.1%

Min Frequency – 6.4

In December, 15 Special builds to be placed around high traffic areas and nightlife hotspots

Point Of SaleDisplay Posters & Coasters

trigger top of mind awareness while the target is in a position to purchase Russian Standard RTD.

Inform consumers about current campaign

Encourage impulse buys

Encourage enquiries about Russian Standard

Reinforce brand Image

CINEMAFrequent moviegoers by age indexed against population

Brand Appeal

Comedy Movie Age Profile Comedy Movie Gender Profile

Horror Movie Age Profile Horror Movie Gender Profile

Live in CinemaCreates an emotional connection with the

audience

Provides unrivalled cut through

Viral opportunities

Strong word of mouth

Cinema experience heightened, increased customer enjoyment

Highly targeted

If they like a brand they will tell others

Peer to peer recommendation are even more important to this group

They love sharing ‘pass-on-able’ content

Becoming a ‘fan of’ something is a form of self expression – 50% of youths have ‘fanned’ something in the last month

ONLINE PROMOTIONSLaunch of campaign – First 50 people to

share/post online commercial on their social media page will win Russian Standard vouchers

Weekly prizes and giveaways

Online drink specials

Approximately 10 million user accounts in Australia

School and Uni Students are likely to visit FB at least once a day

Facebook is used by more than 90% of social media users from both sexes and all age groups.

On average, Facebook users use the site around 16 times a week

Ability to engage and interact with consumers

Inform them directly about current promotions and upcoming events

YouTube is 4th largest website in the world

43% of Australian internet population visit YouTube each month

On Average Australians watch 62 videos a month on YouTube

32% of Australian YouTubers are 18-29

51% use YouTube to watch music videos

1/3 of users who see a relevant add will click on it

PUBLIC RELATIONSSampling and free giveaways in Sydney’s most popular bars

Like Russian Standard FB page

Follow Russian Standard on Twitter

Register for online competition

EVALUATIONParticipation 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

Creative Concepts

Joe Brown & Sreyna Chao

Creative Brief Role of advertising

Increase consumer awareness of the Russian standard RTD citrus and adept “Pure Russian” as the bar call.

USP

Russian Standard RTD is the youthful convenient authentic Russian vodka.

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”.

Concept Development

Surveys

Focus group

Concept testing

Results

Bar Call

‘Pure Russian’

Concept ResultsSuggests 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 me 

Stylish 

Classy and prestige  

Exciting & vibrant brand 

Expensive 

Brands for people like me 

Represent modern & contemporary Russia 

Consider purchasing this in the future 

Female Male

Rationale

Youthful

Classy and prestige

Authentic

Involvement

The Fantasy

Promotional idea

www

On premise

Out of home

Promotional Ideas

Competition

Promotions

Point of sales

Live at the cinema

Strategy & Execution

Cinema

Viral

Social

Out of home

On Premise

Cinema- 60 second “the

Fantasy”

Live performance (dance group)

Ad #1

On premise

Bus shelters

Ad #2

On premise

Bus shelters

Out of home / billboard

Social Media

-

Maintain the on going engagement of the consumers

Increase the visibility of the online campaign

Maximize entrants into viral comp

YouTube - Viral Video Modern & fun

Interactive & engaging

Promotional Aim Building customers and product relation

Build a data base of our target audience

Interaction

Engagement

Get as many views, likes and responds

Thank you for your time..

Hope you enjoy the video =)