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Ad Campaign performed by ADVERPLUS
ADVERPLUS May/2011 1
LIVE LIFE TO THE FULLESTGET YOUR BEAT
Table Of Contents
2
Introduction
1. Campaign Objectives 2. Target Audience
7. Implementation of Advertising strategy6. Media strategy
3. Research Results4. Advertising strategy 5. Creative strategy
8. BudgetConclusion & SuggestionTeam MembersThank You
3
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5
6
14
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Ahead of the first World Cup in Africa, Coca Cola has chosen our Agency ADVERPLUS to create an awareness campaign for its new energy drink BEAT in South Africa, especially in Pretoria.
The objective of the campaign was:
To launch BEAT in South Africa; and create a brand awareness; To increase the energy drink usage and Sales.
ADVERPLUS May/2011 3
Introduction
ADVERPLUS May/2011 4
1. Campaign objectives
1. Launching BEAT in SA & Creating a brand awareness;
2. Increasing the energy usage and sales;
All South African workers including students
Demographics 18 to 65 years old (Male & Female) R500-2000 Suburb, Urban areas
ADVERPLUS May/2011 5
2. Target Audience
Psychographics Full access to services, Accessed internet 4 weeks. Out going and spend a lot
ADVERPLUS May/2011 6
3. Research results59% of students confirmed
that they read the university Newspaper, 65% female buy
Cosmo Magazine once a month, 45% of them have
subscribed to student village website
The majority (65%) of workers have a Facebook
profile, 74% are on Mxit, and 80% of them have access to it
every day87% of South African workers have at least an email address,
and Cell phone; 42% have Smart Phone
62% use public transport, 38% use their own car, and
68% live in big cities, 32% are township
4. Advertising strategy Get your BEAT will appear in all the Ads in order to create
and increase an awareness.
Examples: Live your life to the fullest Get your BEAT Get your BEAT Stand Strong For an extra round Get your BEAT Get your BEAT have Xtra energy that you need
ADVERPLUS May/2011 7
ADVERPLUS May/2011 8
LIVE LIFE TO THE FULLEST
is the theme and slogan of the campaign
5. Creative strategy
ADVERPLUS May/2011 9
Official theme of the BEAT’s campaign
ADVERPLUS May/2011 10
6. Media strategy
Outdoor Media (Bus shelter, Billboard, & Transport Media): is a very flexible medium that enables the Advertiser to react to changing conditions in the market place immediately;
Internet & Social Media (Facebook & Twitter): Internet & Social Media are powerful media that enable the brand to engage with its customers, it also enable the Advertiser to measure exactly how many people used the medium;
Print Media (Magazine): various magazine options are available with varying cost and distribution profiles;
ADVERPLUS May/201111
View of the Ad on Transport Media
7. Implementation of Advertising Strategy
ADVERPLUS May/201112
View of the Ad on Bus Shelter
ADVERPLUS May/201113
View of the Ad on Billboard
ADVERPLUS May/201114
View of the Ad on Social Media (Facebook)
ADVERPLUS May/201115
View of the Ad on Print Media
ADVERPLUS May/2011 16
8. Budget The budget allocated for this campaign is R 450,000
Personnel Budget Ad agency & employees R 112,310
Concept & Design Poster R 4,450
Operating Budget Photo & Rights R 10,000
Print Production R 84,250
Media Magazine R 84,000
Billboard R 50,000
Bus Shelter R 28,000
Transport Media R 42,000
Delivery cost R 3,000
Taxes R18,850
Total expenses Budget R 436,860 R 450,000
ADVERPLUS May/2011 17
Conclusion & Suggestion
GET YOUR BEAT’s Ad should pup up online website such as Student village; (www.studentvillage.co.za)
In order to create an awareness with its target audience, the Brand has to constantly engage with potential customers on Social media such as Facebook, and Twitter; by creating a community
The study “GEAT YOUR BEAT” was carried out on LSM 4-8.
It can be concluded an excellent way to advertiser is at universities and Colleges just because most of students are everyday spender at the canteens.
ADVERPLUS May/2011 18
Team Members
Leo Malaba,
As a Research Director
Manou Molosa,As an Account
Director
Cedric Nzuvele,As an Media
Director
Mpho Papi,As a Creative Director
ADVERPLUS May/2011 19
THANK YOU FOR YOUR ATTENTION
ADVERPLUSThe Corner Building, 305 York Avenue, Ferdanle
Randburg, 2194; Gauteng/Johannesburg/ South AfricaContact 1: +27 (0) 795 498 167Contact 2: +27 (0) 732 781 032
Email: [email protected] Website: www.adverplus.com