Kopparberg agency presentation
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Transcript of Kopparberg agency presentation
![Page 1: Kopparberg agency presentation](https://reader036.fdocuments.net/reader036/viewer/2022062419/55877e2cd8b42acc4c8b45f2/html5/thumbnails/1.jpg)
LIVE BRIEF
Team Kudos
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Meet the team – Team Kudos
EMILY CHRIS AIMEE RHIAN
Account Director Creative DirectorPR and Marketing Director
Events and LogisticsDirector
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Brief
Right Environment
Audience Choice
Heritage
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Positioning
Lagom?
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A Message from Sweden…
This one, not the Alien.
‘We work hard, but like to make time for family and friends’
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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
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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.
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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.
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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.
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The ‘Core’ Concept
We want to target them
BUT We want to keep this…
=
‘Just the Right
Amount’
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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
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Mock Up Plan/ Setup
Bar
Car
Table
Table
Table
Table
MiniGolf(Where
Applicable)
WHITE PICKET FENCE
WHITE PICKET FENCE
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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
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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
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PR – Online/Offline
Press Release
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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
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Print/ Digital Media
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Radio
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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’
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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
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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
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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.
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Thank You For Your Time
Any Questions?