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Straight & Chaser
Untamable Brief
AGENDA:
Objectives
Target Audience
Big Idea
Creative Strategy
Content
Conclusion
Q&A
OBJECTIVES:
Build a Platform to Entrench the Global
Brand Idea
“Untamable Since 1862”
In South Africa
Build emotional connection with Bacardi
Brand
Dispell Negative Preconceptions
Trial & Loyalty
Brand Awareness &
Meaning
Active Selection/ Conversion at POP
Target Audience
Urban
Unconventional
Rebels
Risk takers
Bold
Untamable
THE Untamable BIG IDEA
Catch the untamable Light: Activate Bacardi Symbols around the country simultaneously
Creates Mystery & Buzz
Untamable Creative Strategy
7 Wonders of Bacardi
DJ DooWap: JoBurg Yfm Dj
Personality
Bold
Different
Cassper Nyovest: MafTown
Motswako Artist
Mr. Fill Up The Dome
Hometown Glory
K.O: Mpumalanga
Dust
CashTime Tsotsi for Life
Effortless
DJ Tira: Durban
Houshold Dj & Producer
Ezase Afro
Put Durban on the Map
Twinz on Decks: Cape Town Urban Dj’s
Double the
Trouble
Dj Speedsta: Vaal
Club & Radio Dj
New Kid on the Block
Maitele: Pretoria
Fashion Stylist
Out the Box
Print Ad
Caracara
Gusheshe
Consol Solar Jar
Merchandise
Merchandise
LED Cocktail Shaker
Untamable
Content
Mobile
Gamification
1
2 3
4 5
6 7
Social Media
Content Calendar
Week 1
Gamification Competition
Catch The Light Launch Campaign
Promotional Campaign
The Chosen 154
Venue Teaser
YouTube Video Launch
Facebook Ads
Activations – Every Friday
Week 2 Week 3
Week 5
Land a Positioning Provide More Info Internalize & Amplify Ambassadorship
Medium
Message
Purpose
Digital Media
Facebook & BTL,
YouTube & Influencers
Drive Awareness
Are you Untameable? This Party Is
for you
Terms and Conditions & How you can better your chances of
winning
This is the Party we have been talking
about, checkout who is involved
Communicate To
A Large Market of
Participants
Increase credibility and Hype around
events
Estimated BUDGET Expenses R
Promotion Merchandise
• Engraved mugs 26 950
• CaraCara( 10 per province) 245 000
• Gusheshe( 6 per province) 63 000
• Branding signage 47 250
• Print Ad 36 000
Estimated BUDGET Expenses R
Media
• Facebook 4 696
• You tube Instream ads 20 790
• Twitter -
• Instagram -
Estimated BUDGET Expenses R
App Development
• Estimated cost 80 000
Thank You