Date post: | 16-Aug-2015 |
Category: |
Documents |
Upload: | joe-neville |
View: | 19 times |
Download: | 0 times |
Campaign Objectives
Launch Xtra-vision’s rental plan
Concentrate on one ‘Big Idea’
Create impact
Involve the consumer
Create consumer/brand relationships
Research Findings
Target market
Planning and perception
Awareness and interest
OOH effectiveness
Consumer behaviour
Urban/Rural divide
The Family
Growth in “family togetherness”
Collective decision making
Reach the family as a whole
Reach individual segments
The Big Idea
Key components;
Humour
Family
Home setting
Key Messages;
Excellent entertainment
Engrossing
Never look back
Interactive Element
Live Augmented Reality
The story of the creative
Involving the audience
Creating excitement
Sharing through WOM & Social Media
Our Strategy
Examined on Store by Store basis
Identify unique characteristics
Looked at factors within Counties
Key Locations
Wanted a cohesive Media Plan
To Achieve maximum coverage
Our Strategy
Combining variety of Formats
Large Formats
Street Formats
POS Formats
Targeting Consumers
Stages of daily routine
Stages of consumer
behaviour
Varying levels of detail
Rationale for Formats
Layout of Towns
Road Networks
Population Distribution
Consumer Habits
Cavan Town
Recommended Formats
48 Sheets
High impact
Brand awareness
Strategic positioning
City Impact
Replace billboards in small
towns
Routes serve key locations
Recommended Formats
POPAd Trolleys
45min dwell time
Can deliver detail
Viewer demographic
SuperValu Digital Screens
Repetition near POS
Provide extra coverage
Transport
Luas
Straplines and Portraits
Offer dwell time
Dublin Bus
T-sides and Supersides
Variety of coverage
Transport
Bus Eireann Routes
Super Rears used
Target high traffic roads
nationally
Give coverage overlap
City Impacts
Path to purchase
Serve key locations
Recommended Formats
Adshel Bus Shelters
Street presence
Prime locations
More dwell time
Adshel Connect Phone boxes
Maintain presence in small towns
Media Plan Budget Distribution of budget
Itemised store by store
Average per store ~ €1400
18% spend in Dublin
Causes for variation per store
Recommendations
Distribution of Budget