D & AD AWARDSbrief: purdey's

G RACE RO B I NSO N

CAN D I CE SCH O FI ELD

FATH I MA DAWO O D

strat document

Th e Challen g eOur challenge was to de!ne the brand identity and increase brand awareness by 20% over a period of 12 weeks. We also wanted to give Purdey’s a clearer direction and vision for their brand as well as improve and sustain customer relationships by adding value to the consumers through our campaign and design.

R esearch Approach We saw that it would be bene!cial to focus on the market place and their views of Purdey’s as a brand and as a product. We decided to look at the consumers’ needs and wants of Purdey’s and this was done through thorough consumer research. We studied consumer reviews on Amazon, Hello Peter, survey monkey, we messaged Purdey’s Facebook followers and we emailed Purdey’s brand manager to ask about their consumer insights. "rough their response it was made clear that they hadn’t any insights. We also conducted more general research into the UK market and the general culture and consumer habits of our target market.

R esearch I nsi g htsProduct availability was lacking Contact point and awareness was very weak"e brand was unsure of their identityConsumers who did buy into Purdey’s were not happy about the bottle design. "e bottle circumference was too wide, making it di#cult for consumers to drink from and once the seal was broken the content would leak, sometimes resulting in bottle disposalEnvironmentally aware brands are more likely to be supported and have a greater chance of longevity in terms of Corporate Citizenship and brand loyaltyConsumers would buy a beverage just because of the packaging and design. If the design is stylish and eye catching, consumers will buy it. If they don’t like the taste of it they won’t buy into it again, but if they enjoy the taste of the product they are more likely to become loyal consumers

Targ et Mar ket"is was a challenge as Purdey’s stated a vague target market but in their absent brand personality they didn’t connect with this target market nor any speci!c audience at all. "is allowed us to narrow down a niche market of both male and female between the age of 22-35.

targ et mar ket I nsi g htsA$er looking into the di%erent generations, we found that generation y were the people we wanted to target.

Generation y are known to be sophisticated, technology wise, loyal and committed.We also found that they suit the brand well as they are high-end, aspirational shoppers, and o$en do their purchasing online. Although they are almost immune to marketing and sales pitches they are fascinated by non-traditional marketing schemes. Interaction and ambient advertising attracts them; they are openminded, creative and always looking for new ideas, designs and trends to set.Social networking is a big part of their daily lives, however, we decided not to use this as a fundemental means of advertising because with this niche market social networks are expected to be relevant, up-to-date, interactive and well designed - they get frustrated by spam on their social media networks."e Purdeyboy Delivery campaign will invite the brand into the hearts of women, while bringing the men to envy the brand. "is will bring them to speak of it and/or want to apart of it. Personally, we are highly aware of environmental issues caused from carbon emissions and found that our target market care just as much about the environment, or even more so than we do.

B ran d Positi o n i n g Currently, Purdey’s doesn’t have a de!ned positioning. However they are known as a healthy product which gives their consumers a natural boost. We want to go beyond the product. If we strip Purdey’s down to nothing what is the one thing they still have and stand on? We believe a good positioning stands on responsibility, sustainability and integrity. Although we’ve positioned Purdey’s as a high-end brand, which is exclusive and not for everyone; we have also placed an emphasis on sustainability as we believe that this is the most important of all. We put a twist on the brand positioning to suit our target market, not only is Purdey’s serious about environmental impact; it also knows how to have fun because it is very creative and just plain awesome. A brand which everyone aspires to be apart of.

Co m m u n i cati o n O bj ectives"rough our insights we found that consumers were having di#culties getting hold of the actual product. So we took a di%erent approach to the problem. Instead of &ooding the shops and restaurants with this product, we came up with a solution to support the fact that it is hard to !nd, as it is in line with the brand personality (being high-ended, exclusive yet fun and slightly humorous). Our main communication objective is to convey our positioning being a sustainable brand which is fun but also serious about delivering the needs and expectations of the consumer in an enviro-friendly manner. We want to communicate that a healthy relationship is a two way e%ort - Purdey’s will take the !rst step, not just to build customer relationship, but also to go ‘green’, and the consumers have to take the second step by interacting with the brand and helping the brand be green.

Co n cept D escr i pti o n "e best way to reach our target market is through an integrated campaign - meaning we communicate to our Target Market through a variety of di%erent mediums and ways but all delivering the same essential message. To meet the consumer where they are at and be fully committed to being a high-ended, aspirational brand; is all about the way the brand and its product is delivered. "is is how we came up with our concept - "e Delivery.

"e Delivery is a strong and appealing concept as there are three aspects to it.

1. First, the brand delivering its physical product not just in a few selective stores but to the consumers doorstep, and promising to deliver integrity. We were inspired from the good ol’ days of the milk man - always deliv-ering the bottles of milk on time and with a smile. We wanted to bring elements of nostalgia and romance of the milkman coming over. "rough black and white photography in some of the contact points this pushed the idea. We found that romanticism plays on emotions which is a very e%ec-tive marketing strategy.

2. "e second aspect of our concept is that it delivers a solution to envi-ronmental issues which customers have pointed out. We don’t just want to “reduce, reuse and recycle”, we want to get the consumers getting onboard too. We want them to play a role by inviting them to join us and give them a sense of power, value, commitment and ownership. We believe we’ve past the era of the consumer blaming the brands for irresponsible behaviour, where now it’s up to the consumer to at with their power of choice.

3. Lastly, everyone knows that you always look good when you feel good. Taking part in a good cause, even if it is something small like giving your old Purdy’s bottle to the delivery boy so that it can be reused, will make you feel good about yourself, and this will cause you to automatically de-liver yourself better. "e way you think about yourself, speak about your-self and carry yourself will change. "e brand will cause you deliver your-self positively and with more conference. Because the brand has a cool, en’ trend, fashionable image - being seen with our brand will also deliver your personal image that people will aspire have.

roll- out plan

bottle designr ej uvi nate

bottle designnatu ral en ergy

(pro d u ct d iversi fi cati o n 8 weeks after r ej uvi nate lau n ch)

contact point #1th e d elivery b i cycles

contact point #2b oys o n lo n d o n u n d erg ro u n d

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contact point #3co llatera l posters (u n d erg ro u n d)

contact point #4outdoor ambient

contact point #5solar powered electronic billboard

contact point #6natural energy launch - ambient

contact point #7website home page

contact point #8D ELIVERY O R D ER APP

creative rationale

Cr eative Rati o nalOur target market has been exposed to much advertising and, in someways, are immune to it. So, the best way to reach our market would be through an interactive, integrated campaign, and with this campaign we decided to have some fun and show o% the brand personality.

"e Purdey Boys - Yes, it’s a play on words and it’s exactly what it sounds like. "is is one of our most simplest contact points and also one of the !rst. Coming down the stairs and excalators in "e London Underground will be three posters of three di%erent Purdey boys. "e posters of the handsome lads will show &irtatious statements, inviting themselves over to the homes of the target audience. "ese pictures will also be posted on their social media pages and constant discussion of the photos will be held over Facebook, Twitter, Instagram and the Purdey’s webpage. A$er these print adverts have been up for a while, and a$er the men on the posters have become well known for their beauty another advert will unfold.

Boys on the Bus - "e girls are going to go crazy! "e men from the posters will be spotted sitting on "e London Underground and on buses around the U.K. Seeing “the guys from the posters” will stir up much excitement, awareness and gossip. Every now and then the Purdey Boys will give a Purdey’s to someone who !ts the brands personality. We will upload hints as to where they will be on social media platforms and post pictures of them on the trains. Consumers will have the chance to upload their picture and have it reTweeted.

"e boys will always be dressed well. "ey will be dressed in high-fashioned clothing, which is smart/casual. "is will cover the look and feel of the brand (that it is smart, sophisticated and trendy). "e boys will show the brand personality though interaction with the niche target market. Only with this target market will they make conversation and interact. "ey are fun and friendly yet serious and passionate about what they believe in. "e De-Liv-Ery - Be excited to meet your Purdey boy at your door. "is is where the boys will deliver the Purdey’s to those who have ordered them. "ey will be riding vintage stylised bicycles and solar panelled vespas to deliver the bottles. “Hard to !nd. Easy to have” play with the idea that not only are Purdey’s hard to !nd, but the gorgeous boys are too. But with Purdey’s, all you have to do to have them is place your delivery. We will also have the boys taking “sel!es” with the customer and putting it up on social media.

"e Giant Bottle - an ambient advert which is made to be simple but e%ective. “"is wasn’t delivered to you this morning?” A question written on a giant bottle on Oxford street (where our target market goes shopping). "e reason for the question is to signify a shock and disbelief. On the giant Purdey’s bottle there will be a digital pad where people can punch in their address and place a free delivery of one Purdey’s drink. "e giant bottle will create brand awareness and create a place for them in the market.

De-Liv-Ery Billboard - "is is an electronic billboard place at one of the busiest street in London. "is electronic billboard will have the map of the city displayed and each time a Purdey’s is delivered the yellow locator light will come up where it was delivered to. People will soon want to see their house light up and place an order for a delivery. "is is purely to inform the market on Purdey’s whereabouts and to bring more fun and interest into the campaign.

We also decided to bring about more excitement with the launch of the new Purdey’s Natural Energy. Although this falls under "e Delivery Campaign, it has it’s own message;Natural Energy! It makes sense because it’s literally natural energy. "e !rst ambient advert will show in Hyde Park reading: “Now delivering natural energy”. It will be executed on glass and placed high where it can’t be seen (in a tree perhaps) and the shadow will fall on the ground. "e whole idea of the this and the next few adverts is to show that all is made through natural energy. "ere will also be another two billboards put up. Both will say “Now delivering Natural Energy” but one of them will be a%ected by rain (cra$ed on litmus paper). It will change colour only where the rain had fallen on it while the other will change colour with the temperature of the sun. As the sun gets stronger the writing changes from a yellow to orange to pink then green as these are the new &avours. Facebook post and tweets will be made about the new launch and where to !nd the ambient billboards. Social media can even play with the idea of the billboards being the new weather man.

Finally, "e Heat Seats - just to add some curiosity to everyones bus trip; “Now delivering natural energy” will appear on the seats with a supporting Purdey’s bottle outline. "is will come up like a watermark as a reaction from the warmth of someone sitting on it. By now the Purdey’s bottle will become an icon and by itself increase brand awareness. Purdey’s will blog, Tweet and Instagram about “choosing your seat wisely” with supporting pictures of "e Heat Seats. Talking about it on social platforms will plant a seed of hope in the consumers that they will sit on a Purdey seat.

the end.