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LIVE BRIEF

LIVE BRIEF . Team Kudos . Meet the team – Team Kudos. AIMEE. EMILY . CHRIS . RHIAN. Account Director. Events and Logistics Director . PR and Marketing Director. Creative Director. Brief. Right Environment. Audience Choice. Heritage. Positioning. Lagom. ?.

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LIVE BRIEF

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  1. LIVE BRIEF Team Kudos

  2. Meet the team – Team Kudos AIMEE EMILY CHRIS RHIAN Account Director Events and Logistics Director PR and Marketing Director Creative Director

  3. Brief • Right Environment • Audience Choice • Heritage

  4. Positioning • Lagom ?

  5. A Message from Sweden… This one, not the Alien. ‘We work hard, but like to make time for family and friends’

  6. Timescape Information via IPA Timescape

  7. Interviews- Analysis • Ross- 23,Waitrose sales manager, Chesham. • Tends to socialise with friends and partner. • Plays golf • Perceives Kopparberg as a young persons drink (18-21) • Associates Sweden with lederhosen and Blonde women serving beer. • Barry-29 Art director @ Holler • Socialises with friends and wife at the weekend. • Prefers Rekorderlig over Kopparberg • Tends to go out Fridays with work colleagues if there is something to celebrate. • Associates Sweden with IKEA. Following our discussion guide structure we asked four individuals about their lifestyle and drinking habits, to ensure unbiased results. • Alison-25 Family Protection Consultant @ Union Benefit • Socialises with friends during weekday evenings and at the weekend. • Loves outdoors events. • Tends to go out for lunch/in evenings with work colleagues. • Buys Kopparberg at pubs/bars • Associates Sweden with having a high quality of life and having a large disposable income. • Jake-23, Financial solutions company based in Canary Wharf • Likes socialising at work both lunch and evenings (Friday and Saturday) • Likes football • Would buy Kopparberg in a bar • Associates Sweden with Blonde Women. Aimee

  8. The WHY? The male target audience (23-34) have proved to be more responsive to social media platforms than initially thought. Women tend to embrace Kopparberg as a summer beverage, however males tend to be attracted by popularity and advertisement before trying. Buying behaviour indicates that alcohol is more likely to be brought during on- licensing hours and popular summer events. Similar ideologies and values of Swedish culture have become ingrained in the work/life balance of the chosen target audience. British males tend to stereotype Sweden as a country; perceptions need to be altered to in order to represent the quality of life that the country leads.

  9. Our Objective Using cultural aspects and values we aim to create a ‘Swedish’ themed stall that appeals to the audience without stereotyping or veering away from the primary research analysis.

  10. The ‘Core’ Concept We want to target them BUT We want to keep this… = ‘Just the Right Amount’

  11. Location JUNE JULY AUGUST SEPTEMBER Goodwood Festival of Speed 3rd – 5th July Brighton and Hove Food and Drink Festival 5th – 10th September Epson Derby 1st June Edinburgh Festival Fringe 3rd – 6th August Henley Royal Regatta 6th – 7th July Eden Sessions 7th – 9th June Bristol International Balloon Fiesta 8th – 11th August Summertime in Hyde Park 9th – 14th July Royal Ascot 18th – 22nd June EAT! Newcastle Gateshead 24th – 29th August Brass Durham International Festival 16th – 20th July Wimbledon 28th – 30th June

  12. Mock Up Plan/ Setup Bar WHITE PICKET FENCE WHITE PICKET FENCE MiniGolf(Where Applicable) Car Table Table Table Table

  13. Finance £3,000 for one themed hole • £15/h models • £10/h waitresses £5,850 Bar Hut £132,000 for all pitches £4,787 outright £12,000 Logistics

  14. Digital Drivers Instagram/ YouTube to reveal locations Visit us/ Promotion on event Facebook and Twitter Pages Social Media Aspects of Campaign The Kopparberg Car- What people think of Kopparberg via Vine. Vine/ Twitter campaign #justtherightammount To promote longevity

  15. PR – Online/Offline Press Release

  16. YouTube Ad UK YouTube statistics show that around 35% of sites users are 25-34 with the majority of them being male Google’s recent study proves users are 4 times more likely to visit the advertisers website if they’ve seen it on the YouTube homepage

  17. Print/ Digital Media

  18. Radio

  19. Measurement ‘To ensure the client achieves ROI’ • Tweet Deck • Facebook, QR Tags (click through rate) • You Tube Hits • NRS data • Google ad words + analytics • Event • Fizzy vs. Flat • Emotional reaction • Determine sales to decide samples • Outsourced • Campaign Success • Variables- Weather, Location etc.

  20. Gantt Chart- Campaign Time Period

  21. Longevity via marketing Social Aspects: -Promote longevity via social media, for example experiences of the summer.- Just the right amount we will hope will become an association with Kopparberg and the brand experience. • YouTube & Radio: • Prepare for the Indian Summer • Keep the campaign alive with winter ideas through YouTube channel – Keeping the crowd engaged. Blog - Following on from the campaign people who attended the event will have the chance to review Kopparberg via our blog. Finance -If the campaign is well received and sales do increase after/during (based upon the measurement), then the campaign could tour again next year -If sales do not increase and revenue is not generated

  22. Summary In summary we present to you- Kopparberg ‘Just The Right Amount’ combining aspects of Swedish culture with a well known brand name to give our audience a worth while drinking experience. Overall the end goal is to see more people recognising Kopparberg as a brand and in the end making it their choice of drink. ‘Just The Right Amount’

  23. Thank You For Your TimeAny Questions?

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