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UK Activation of Martini Global brand platform FY13
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Running order • Agency Intro
• Introduction
• Towards a Platform
• Proposed Campaign Platform
• Creative Concept
• Campaign Overview
• Experiential
• TV Partnership
- Experiential
- Selecting target consumers
- Awareness -TV Sponsorship
- 3rd Parties – Fashion / Celeb Ambassador EGS
- Entering the Promotion
- Digital – Facebook
- Mobile App / Bar Finder + invite and Ask Yuri Game
- Awareness – Outdoor Poster Campaign
- Consumer Press Partner
- Ambassador Recruitment Strategy: Workplace
- On Trade Activation Plan
- On Trade Consumer Promotion
• Consumer Journey
• Timing
• Costs
•Appendices
Agency Intro • Neon Marcomms is an agency specialising in channel activation
• We only create campaign platforms that can be effectively implemented
across all channels
• Our focus is on excellent execution and achieving KPI’s
• Expertise has been built over 20 years’ working with many of the largest
drinks companies: Bacardi, Moet Hennessy, Anheuser Busch, Coca-
Cola, Foster’s Wines, S&N Retail and PRUK
• Key strengths are: Strategic overview, consumer insight, trade
knowledge & understanding, technical ability, experiential / sampling and
creative execution
• Our role is to adapt the global activity into the most effective UK launch
plan to fit with the overall budget of £600-800K and deliver the required
ROI
Introduction
• Following a tissue session on Friday 6th January, we have focused on
creating an activation platform that will cause awareness, interruption
and promote trial during the Playful Hour
• This platform will act as the glue that brings the existing elements of
the global campaign together with the additional activity required for a
successful UK launch of MARTINI® Royale, and increased relevance /
adoption amongst the new generation
• Our campaign seeks to incorporate the global team’s new DRESS ME
UP Casting activation, and style / fashion theme within a wider
framework that resonates with UK consumers, and helps us to create
the right brand ambassadors for the campaign, and use them visibly as
a core element of the campaign
• The proposed platform refines the channel activation plan previously
presented
Towards A Platform
• Our challenge is to create an idea that will cut through to engage the
audience and create awareness, whilst at the same time allowing for
practical implementation and the achievement of KPIs
• A vehicle for the campaign that brings the brand values to life, and
reflects the spirit of MARTINI®, communicates everything that we need
it to and encapsulates LUCK IS AN ATTITUDE
• It is your attitude, and the way that you embrace life that creates luck,
and anything could happen...
Towards A Platform
• What kind of place reflects this attitude?
• Where you can express your true self and where anything could happen
• A place where you could be discovered, and where you can discover
• A modern day version of Warhol’s STUDIO 54 – the ultimate happening,
where individuals could make their own statements and become
famous...
...STUDIO ROYALE
STUDIO ROYALE IS...
• An experiential led campaign that will bring LUCK IS AN ATTITUDE to
life, by presenting consumers with a physical place where they can show
who they are, and have the chance to gain recognition...maybe even
change their lives
• A studio is a place where things happen, people who have already
‘made it’ hang out, drop in, put on a quick show, get interviewed and give
their advice to stylish hopefuls
• There is a buzz from the presence of a TV channel and the fact that
LIVE broadcasts are being made – and you can be a part of it
• Out-going Italian staff to help breakdown inhibitions, and explain how to
enter for the headline prizes
• A bar also appears every day between 5.00pm - 8.00pmserving
/sampling the perfect drink for this exciting event... The MARTINI® Royale
What is Studio Royale?
What is Studio Royale?
What is Studio Royale?
What is Studio Royale?
Reverse Graphics
Reverse Graphics
Side Graphics
Front Graphics
Front Graphics
Campaign Overview
CELEBRITY
AMBASSADORS
TV
SHOW
LINK
PR
MOBILE
APP
DIGITAL
ACTIVATION FACEBOOK
STUDIO
ROYALE
EXPERIENTAL *Castings
*3rd Party
*Education
*Engagement
*Trial
*Traffic
REGIONAL
OUTLET
ACTIVATION *Product serve
*Traffic building
*Trial
*Education
TRADE
INCENTIVE *Educate
*Incentivise
CONSUMER
PRESS
PARTNER
OUTDOOR
MEDIA *16 sheets
WORKPLACE
ACTIVATION
BRAND
AMBASSADOR
VISIBILITY
*Stylish outlaws
in Playful Hour
ICON
BAR
DEAL
Experiential
• Brings STUDIO Royale to life, with a unique and impactful structure that is primarily
an Outside Broadcast Unit for our media partner, a casting studio and the Playful
Hour Pop-Up Bar
• Celeb presenter: LIVE links, interviews, fashion shows and MARTINI®
• The Unit will be located in a suitable central space, within each designated bar
activation area
• It will be manned by promo staff to capture working women, 25-35yrs (&men!) who
are on their lunch-break & passersby. Staff will invite the audience to participate &
invite friends/colleagues to get involved
• Staff will be good-looking, authentic Italians with the MARTINI ® attitude, briefed to
fully engage with consumers in a light-hearted way to encourage them to experience
the MARTINI® brand, take a flyer and enter the promotion with a mini-casting
• Clothes and make-up could be provided by 3rd parties
• Live broadcasts, celebrity appearances / catwalks will be advertised to attract an
audience
• Pop-up Z-cards will also list bars participating in each area and drive traffic to them
with an offer & prize promotion
• Alternative entry route at STUDIO Royale via Facebook
Experiential – Selecting Target Consumers
• Pop-up Z-cards handed to target market consumers
• Bars in each London Zone listed
• Drives reader to Facebook to find out more...
Around Town Visibility
• Promo staff to zip around London in branded Fiat 500 convertibles for visibility
• To bring to life the playful hour and give extrovert Italian staff the right vehicle
to travel in style
• Fiat 500 could also be offered as on-trade consumer prize
Awareness: TV Partnership • Channel 5 and ‘Make Me a Supermodel’ would be an
interesting partnership opportunity
• Neon are based in same building as Tiger Aspect and have had an
encouraging initial conversation
• A new series is being commission by Channel 5 for 2012
• Timings could fit the MARTINI ® campaign, with shooting from May, going
‘on-air’ later in Summer 2012
• Opportunity for MARTINI® to shape content and programme format
• Some heats / challenges can be related to STUDIO Royale and the UK /
Global promotions
• One poster prize could be exclusive to ‘Make Me a Supermodel’ contestants,
or there could be an ATTITUDE challenge for contestants to win
• LIVE filming at STUDIO Royale with target consumers as audience
WITH ATTITUDE
BY
Awareness: Other Potential Links
‘Made In Chelsea’
• E4’ s show may be open to a link of some kind
• Could tie-in with filming a scene at an Icon venue
• Good source of Celebrity ambassadors to visit
Studio Royale
• Stylish, classy and full of attitude!
Gok Wan
• Could be a great celebrity presenter
• Neon are investigating his upcoming ventures
• He could help women ‘discover their inner attitude’
3rd Parties - Fashion
• 3rd parties will be approached to provide a range of clothes
for the castings, catwalk appearances and promotional prizes
• Suggested brands include Reiss, Selfridges, ASOS and All Saints
• Further enquiries with brands will be made following client
approval
• Potentially a great deal for the right brand to feature as
a partner on all campaign elements and benefit from
awareness, visibility and trial
• The clothing brand will be highly visible in spreads with a media
partner and winners could model the clothes in our photo
shoots for outdoor media
• We would hope to get some visibility in store & online in return
Awareness: Celebrity Ambassadors
• The stars of scripted reality shows...
• Millie Macintosh from Made in Chelsea and
Lydia Bright from TOWIE could be relevant and
cost effective brand ambassadors
• They are often seen drinking at show biz events
and parties
• Agents can be approached and a contract
drawn up detailing the activities that they commit to
• Included in this will be the generation of content for
use online / with social media
STUDIO Royale – How To Enter The Promotion
• Inside the STUDIO there are 2 ways that consumers can enter the promotion
ROUTE A – VIA IPAD2
• Entrants are presented with an imaginary scenario and asked to select what their reaction would be.
There is also space to type in your own reaction - to show your ATTITUDE E.g.
‘You are in a bar after work enjoying a drink with a few friends when a group of fun,
good-looking Italians arrive and sit at the next table.
They look like they’d add a new dimension to the evening...’
Would you...
a) Wait until they say something to you?
b) Try to catch their attention, by speaking some Italian phrases
that you’ve looked up on your mobile phones?
c) Order a round of MARTINI® Royales to share with them?
d) Stand on your chair and sing opera?
e) Other .............................................................(consumer to type in)?
• A consumer photo is also taken on the iPad2 and uploaded
• This route is open to individuals or groups of friends
• Anyone over 25 can tick a box indicating that they are happy to be put forward into the global
competition
STUDIO Royale – How to enter the promotion
ROUTE B – A VIDEO CASTING
• Anyone who wishes to up weight their entry, with an extra video casting,
can showcase their attitude in a video casting
• One of the staff will ask the questions and the answers will be videoed
• Entrants can change into some of the outfits available at the STUDIO, do
their make-up and walk the runway.
• Also open to men – so that they can win a part as an extra in the add, or
be part of a group shot on the UK posters
• They could be filmed mixing a MARTINI® Royale against a green
background if mandatory
Allows users to send out
invitations to their friends,
inviting them to meet at a
featured bar in the Martini
Playful Hour
Mobile Phone App
- Bar Listings / Bar Finder + Invite
• The iPhone app will use location-based targeting to inform the user where
their nearest participating bar is, where the bar staff will be fully trained to
serve up the perfect MARTINI Royale
• An invite function will enable users to text or email an invite to their friends
to join them for a spontaneous early evening Martini Royale
• This could include a special price for X drinks to share with friends
• The app could also include a ‘What would Yuri do?’
LUCK IS AN ATTITUDE game, where the player asks a
question and a random answer from Yuri is triggered
Outdoor – Poster campaign
• UK promotion winners featured
and named on posters
• Real MARTINI® drinkers who
had the right ATTITUDE to make
their own LUCK
• Winners named on poster
• Open to males too
• Groups preferred to share £5,000
prize – bonding
• Great social currency
• Phased to refresh throughout
campaign
Consumer Press Partner - Stylist
Ambassador Recruitment –
Workplace channel
• We see unlocking the ‘place of work’ as essential to this campaign,
as it is the initiation of the ‘Playful Hour’ itself
• Offices will be used to source groups of target market Stylish Outlaws
to be seen drinking MARTINI Royales in our selected outlets
• Workers will be targeted at lunchtime with an invitation to
apply to:
WIN AFTER WORK DRINKS FOR YOU AND 5 FRIENDS
VISIT US ON FACEBOOK & TELL US WHO YOU’D LIKE TO INVITE
• FB page lists all participating bars and sampling event timings
• MARTINI Royale offer for runners up, (could only be valid in the Playful
Hour or at the sampling event to keep redemption costs down)
In-house Bars
• Identifying companies that have their own bars is another opportunity
• A survey to find which offices have the best in-house bars in London
• Entrants apply to WIN a Playful Hour MARTINI® Royale sampling
session in their bar
• PR led to push into each professional sector and generate some rivalry
• Results published in a general business publication like CITY AM /
TIMEOUT, judged by a panel of experts
Ambassador Recruitment –
Workplace channel
ON-TRADE
On-Trade Activation
• Key areas of London will be identified by concentration of target market
consumers and quality mainstream outlets
• Neon has recent experience of outlet activation across free trade and some
managed outlets across London, and will be able to use this to help target
the most suitable areas
• Activation process:
- Identify key areas
- Explain the full package and benefits to each outlet
- Sign up list of participating outlets; E.G. 20 outlets x 5 areas
- Kit sell in / staff training
- Launch event
- LIVE
- Staff incentive / Consumer promos + Experiential
Possible Activation Zones TBC
1. City & C Wharf
2. Central & SW
3. South
4. West
5. North
Trade Promotion
• Each outlet will receive a heavy sell-in, training and rich promotional kit to
participate
• Presentation box, opens up to reveal the New Classic: MARTINI Royale
• Contains full briefing, profit story, recipe guidelines, details of the manager
and staff incentive, experiential, option to apply for some Martini hardware,
plus full details of the marketing support that will be driving customers to
their bars
• Possible kit contents:
- Branded glasses
- Ice buckets
- Lime chopping board / basket
- Quality minimalist coasters
- ‘Playful Hour’ back bar clock
- Door / window stickers to show that they are participating
Trade Promotion
Trade Proposition
LONDON’S BEST AFTER WORK BARS
SELECTED TO LAUNCH THE NEW CLASSIC MARTINI Royale
• Consumer publication features bars in each area, plus traffic building offer
to readers
• Phone app for customers to invite groups of friends, promoted via outdoor
media
• Work place targeting in each zone
• Experiential overlay for a sampling event in each bar to build traffic, and
drive repeat purchase
• Social media support
Exciting incentive to be developed to measure performance of each bar and its staff
WIN A MAKEOVER IN MILANO
Or £250 ASOS vouchers to share
• Judging criteria: Sales vs. Target
Back bar display
Active selling
Product serve
Promotional redemption / Event implementation
Use of social media
• Measured by: Sales figures
Mystery customer (LOOKING FOR ATTITUDE TOO)
Voucher redemption
Consumer feedback via phone app
Trade: Manager and Staff Incentive
On Trade: Consumer mechanics
• Drive Trial, educate customers, build awareness and get the right
people to be seen drinking MARTINI® Royale in outlet
• Tasteful communication materials: postcards, glasses, ice buckets,
mini blackboards, rubber coasters, bar runner, chalkboard stencils
Consumer promotion:
TRY A NEW MARTINI® Royale & WIN MAKEOVERS IN MILANO FOR YOU PLUS 3 FRIENDS
Plus 5,000 ASOS vouchers must be won
• Mechanic: Text & Win
• Consumer texts outlet specific mobile keyword in order to enter prize
draw to win main prize + random selection instant win for ASOS
vouchers and MARTINI® drinks for runners up
On-Trade: Consumer Mechanics
On-Trade: Consumer Mechanics
• Promoting bonding over shared bottles will increase visibility and
encourages a pouring ritual
ICON Bar Deal (Martini)
• Negotiate a deal for visibility within an ICON bar
• Possible Boujis or PUBLIC
• Visited by those most likely to spark a trend, if they
adopt the MARTINI Royale
• Possibilities include:
- Sponsor an event
- Sponsor a bar or VIP area
- Sampling (drink offer on entry)
• We would also aim to tie this visibility in with Made in
Chelsea, if a link was built with this programme
Timings:
Martini 'Luck Is An Attitude' - Activity Timeplan_17.01.12_v1
2012
April May June July August September October
TV SHOW SPONSORSHIP PRODUCTION ON AIR
STUDIO ROYAL EXPERIENTIAL
CELEBRITY AMBASSADOR
PRINT MEDIA PARTNER(S)
DIGITAL ACTIVATION (FACEBOOK)
OUTDOOR MEDIA
IN-OUTLET: CONSUMER TRADE (MANAGED & FREE)
IN-OUTLET: ADDITIONAL MANAGED TRADE
WORKPLACE ACTIVATION
CONSUMER BRAND AMBASSADOR VISIBILITY
MOBILE APP
Costing Menu: Item £
TV SHOW SPONSORSHIP 60,000
STUDIO ROYAL EXPERIENTIAL 210,000
CELEBRITY AMBASSADORs 20,000
PRINT MEDIA PARTNER 50,000
DIGITAL ACTIVATION (FACEBOOK) 30,000
UK PROMOTION PRIZES 30,000
OUTDOOR MEDIA 100,000
IN-OUTLET: CONSUMER TRADE (MANAGED & FREE / CONSUMER & STAFF) 200,000
IN-OUTLET: ADDITIONAL MANAGED TRADE TBC
WORKPLACE ACTIVATION 25,000
CONSUMER BRAND AMBASSADOR VISIBILITY 20,000
MOBILE APP 35,000
TOTAL 780,000
NB: Menu only at this stage, as no. Outlets unknown, Activation zones unknown, Partner contributions / cost not negotiated. Plus number of FREE MARTINI®Royales for Brand ambassadors tbc.
Revenue expected from
STUDIO Royale to
contribute to budget
APPENDICES
Proposed Team Structure
Hannah Thomas
Main Touch Points for Stylish Outlaws Journey to work
Sides of buses/bus stops
Tube/escalator advertising
Outdoor marketing
Free sheet media; The Stylist, The Metro
At work/at their desks
Targeted emails
Mobile app/messaging
Social media
Websites
Shopping
Going out after work
Experiential
Bar Staff
Journey Home
The Evening Standard
At Home
Television
Relevant female press
Trade Insights
• Neon conducted tele-research amongst a small sample:
“MARTINI not
popular. We don’t
get through many
bottles a year”
“Mainly drunk by
women in their
40’s”
“Either with
lemonade or in one
of our cocktails”
“Had no idea that
it is meant to be
kept in the fridge”
“TV ads or tastings
might encourage
younger people to
drink it”
“A new drink by
MARTINI is a must,
and we’d like to
hear about new
ones”
“Training would be
good, but not at a
busy time”
“Pimms have got lots
of new people
drinking it after their
campaign. Pitchers
are good for sharing”
“ To be honest a
quality product will
usually sell well”
“If you can get the
girls behind the bar
to try it and like it,
they are likely to
recommend it”
Consumer Insights • Neon conducted market research amongst a small sample:
“I would go for a
drink after a hard,
stressful day at
work, or to meet
friends”
“I look for a good
venue, with good
drinks I can enjoy
with my friends”
“I almost always go
to a bar close to
work”
“I normally drink
Wine, Vodka
mixer or a Gin &
Tonic”
“On a week night I
would have between
two and four drinks”
“I would try a new drink if
it was advertised or
there were free samples,
or if it was
recommended”
“I usually drink wine
because I can
share a bottle with a
friend”
“Yes I would try a new
drink, but I would like
it to be refreshing,
taste good and not be
too strong”
“ I only ever drink
MARTINI with
lemonade or in a
cocktail”
“The MARTINI
Royale sounds
delicious, I would
definitely be
tempted to order it”
