LIVE BRIEF

Team Kudos

Meet the team – Team Kudos

EMILY CHRIS AIMEE RHIAN

Account Director Creative DirectorPR and Marketing Director

Events and LogisticsDirector

Brief

Right Environment

Audience Choice

Heritage

Positioning

Lagom?

A Message from Sweden…

This one, not the Alien.

‘We work hard, but like to make time for family and friends’

Timescape Analysis

Spend around 10 hours a day

consuming media

Web Access equals 27.16% of media consumption vs. 5.56% of time accessing print

media.

Spend around 1 hour & 1/2 each day accessing web via laptop vs. 15 mins on mobile and 2 mins on tablet.

Surprisingly, happy for

around 8 hours of the day!

Spend around 2 hours a day listening to radio whilst commuting

Information via IPA Timescape

Timescape

Interviews- Analysis Following our discussion guide structure we asked four

individuals about their lifestyle and drinking habits, to ensure unbiased results.

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.

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.

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.

Aimee

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.

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.

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.

The ‘Core’ Concept

We want to target them

BUT We want to keep this…

=

‘Just the Right

Amount’

JUNE JULY AUGUST SEPTEMBER

Eden Sessions7th – 9th June

Royal Ascot 18th – 22nd June

Wimbledon28th – 30th June

Epson Derby

1st June

Goodwood Festival of

Speed3rd – 5th July

Brass Durham International

Festival 16th – 20th July

Summertime in

Hyde Park

9th – 14th July

Henley Royal Regatt

a6th – 7th

July

Edinburgh Festival Fringe3rd – 6th August

Bristol Internatio

nal Balloon Fiesta

8th – 11th August

EAT! Newcastle Gateshead 24th – 29th August

Brighton and Hove Food and Drink Festival 5th – 10th

September

Location

Mock Up Plan/ Setup

Bar

Car

Table

Table

Table

Table

MiniGolf(Where

Applicable)

WHITE PICKET FENCE

WHITE PICKET FENCE

Finance

• £15/h models• £10/h waitresses

£5,850 Bar Hut

£3,000 for one themed hole

£132,000 for all pitches£12,000 Logistics £4,787 outright

Digital Drivers

The Kopparberg Car- What

people think of

Kopparberg via Vine.

Instagram/ YouTube to

reveal locations

Vine/ Twitter campaign

#justtherightammount To promote

longevity

Visit us/ Promotion on

event Facebook and Twitter

PagesSocial Media

Aspects of

Campaign

PR – Online/Offline

Press Release

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

Print/ Digital Media

Radio

Measurement

Before

During After

•Event•Fizzy vs. Flat • Emotional reaction• Determine sales to decide samples

•Tweet Deck•Facebook, QR Tags (click through rate)•You Tube Hits •NRS data•Google ad words + analytics

•Outsourced•Campaign Success•Variables- Weather, Location etc.

‘To ensure the client achieves ROI’

Gantt Chart- Campaign Time Period

Campaign Launch/ Epsom Derby

Social media activity

Eden Sessions

Royal Ascot

Launch YouTube Ad/ Radio Ad

Wimbledon

Mail Online/ Metro campaign

Goodward festival of speed

Henley Royal Regatta

Summertime in Hydepark

Brass Durham festival

Edingburgh festival fringe

Bristol International Balloon Festival

EAT! Newcastle

Brighton & Hove Festival

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.

Blog- Following on from the campaign people who attended the event will

have the chance to review Kopparberg via our blog.

YouTube & Radio:

- Prepare for the Indian Summer

- Keep the campaign alive with

winter ideas through YouTube

channel – Keeping the crowd

engaged.

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

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.

‘Just The Right Amount’

Overall the end goal is to see more

people recognising Kopparberg as a

brand and in the end making it their

choice of drink.

Thank You For Your Time

Any Questions?