Samara Doyle – X00114423Sean Kenny – X00106461Joe Neville – X00097751

Chui Yee Wu – X00102239

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Contents

1. Introduction………………………………………………..3

2. Secondary research findings………………………………5

3. Primary research findings…………………………………9

4. The big idea and our thinking behind it………………….12

5. Out of home formats and reasons for selecting them……18

6. Interactive aspect of the campaign………………………24

7. Media plan summarized and Ad locations…….……….. 26

8. Bibliography……………………………………………..27

9. Appendices………………………………………………28

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1. Introduction

Xtra-vision is Ireland’s largest chain of DVD/Blu-ray rental and entertainment retailing stores. In

recent years the company was bought by the global company Hilco(Coffey, 2013).Since then

there a number of new developments including a merger with HMV, and the development of

rental passes.

With the closure of a number of their stores around Ireland, they have expanded their network of

film rental vending machines to over 100 locations in Ireland. With such a huge demand for

entertainment,there are many opportunities for Xtra-vision to take advantage of.

A key component of their business model is the rental pass. This offers benefits for all

concerned, for the customer a great deal, for the company an upfront payment for the store.They

currently compriseapproximately 50% ofXtra-vision trade. In a strategic effort to build on the

idea of these rental passes, the company now wants to introduce a rental plan that will give

consumers the opportunity to rent unlimited movies, box-sets and games for €14.99 monthly.

This rental plan is currently being tested in various stores around the country. Its USPsare “Xtra-

Time” “Xtra- Exclusives” “Xtra- Options” and “Xtra- ahead”.

The main objective of the out-of-home (OOH) campaign we are designing for Xtra-vision is to

launch this rental plan, and as a “result to recruit, retain and win back customers”(Xtra-vision,

2015, p. 4). Competitors serving the same general market, such as Netflix and Sky will be looked

at.

In any advertising campaign, it is imperative that there are a number of key objectives that are

measurable. Key objectives in any advertising campaign should involve the following, to create

impact, concentrate on one big idea, and to make it simple and clear. Other objectives involve

the target consumer, differentiating the brand from its competitors, make it credible and genuine,

and integrate the brand name with the central idea. It is also important to establish a relationship

with the consumer and build brand personality.(Medcalf, 2004)

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When designing this campaign we are cognizant of the importance of the target market quickly

and easily understanding the “Big Idea”.One of the fathers of advertising Leo Burnett made the

followingobservation,“Make it simple. Make it memorable. Make it inviting to look at. Make it

fun to read”(Oetting, 2105). Another father of advertising David Oglivy made the following

comment “The best ideas come as jokes, make your thinking as funny as possible”(Goodreads,

2015).

Conscious of the home entertainment, family focused nature(Xtra-vision, 2015, p. 4) of Xtra-

vision’s retail service; we have anecdotal evidence of an increase in the family ritual of watching

entertainment together, in a home environment. This anecdotal evidence is further re-enforced by

a number of academic articles such as (Gladstone, 2012) and (Christian Kurz, 2012)who wrote of

“patchwork Family” quilts, and “family togetherness”.

This report consists of the secondaryand the primary research we gathered to gain an insight into

the Xtra-vision brand and its consumers. Our creative concept is then described in detail with a

considered rationalefor all our options and our out-of-home (OOH) media plan is then explained.

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2. Secondary Research

Before delving further in to this project we felt it was very important to know all that we could

about the Xtra-vision brand, the areas in which the store operates the target market and how such

a market interacts with the brand and its products.

There are approximately seventy Xtra-vision stores located throughout the Republic of Ireland

(some have merged with HMV), as well a number of recently launched Xtra-vision vending

machines in many locations. From our research we know that our primary audience is 15 to 34

year olds, of both genders. However our target market is quite diverse, and includes families with

children, teenagers and 35 year olds and over. As this is a broad target market, we will aim to

target and reach as many market segments as possible in our campaign.

A number of academic articles examine the concept of “family togetherness” (Christian Kurz,

2012) and wrote of a “Patchwork Quilt” family, where new family members are stitched along.

This growth in family togetherness,(Gladstone, 2012) and an increase in the extended family, has

increased the focus on family home entertainment. The article goes on to illustrate through

research that the ritual of “collective home entertainment”, as time together allied to the process

of “collective decision making” encourages and enables further dialogue and discourse between

family members. The rituals of such entertainment, so closely followed in a cinema setting, are

often closely followed in such a family home setting. The influence of grandparents is

increasing, both as one of the primary carer’s of grandchildren, and as growing tech savvy active

participants in extended family decisions is also a key changing driver in the dynamics of family

life. This is not to ignore the trends in the structure of formal family structure with an increase in

both single men, and women, and a decrease in the size of the average family (McHugh, 2015).

From research conducted by Xtra-vision in 2014(Empathy, 2014) we know that a high

percentage of the overall Irish market has a favourable opinion of the brand, saying it is a “good

store” with a “wide range of products”, however another high percentage of people also had the

view that it was “old fashioned” and “traditional”. We will off course take these opinions in to

account, when we target in our campaign. We will do so by addressing those perceptions, and

concerns by focusing on the company’s strengths and opportunities, such as, the demand for

entertainment of all categories, their high market share and their experience, and the unique

selling points in their “Xtra club” promotion”(Empathy, 2014)

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From research done by Xtra-vision we also know that when it comes to overall value and price

perceptions, Xtra-vision comes out on top when compared to HMV and dual stores, again value

and price is something we will be communicating through our campaign. (Ibid)

An important part of our research is to look at the existing competition, threats and opportunities

that Xtra-vision face. These drivers will undoubtedly play a large part in the design and

execution of our campaign.

Let us now look at some of the existing competition facing our company. Research showed that

the cinema appears to be an extremely popular and resurgent form of entertainment. However,

from a home entertainment perspective we must consider Netflix, Sky, Amazon, UPC and

Apple. The rise in popularity of all these services poses a threat to Xtra-vision’s business model.

However, Ireland has an uneven spread of speedy, reliable and efficient broadband, and this

undoubtedly presents an opportunity for Xtra-vision to maximise to their advantage.

Considering that these companies’ customers are reliant on reliable efficient broadband, we want

to focus a lot of our attention on areas, and consumers in Ireland that suffer from slow, unreliable

broadband service, as well as communicating that Xtra-vision offers a wider variety of

entertainment options. (Ibid)

Another one of the objectives of our research was to discover the effect out-of-home advertising

(OOH) has on consumer behaviour, and how this could impact our media placement plan and the

creative aspects to the campaign.

Amongst the benefits of outdoor advertising, is the fact that it’s a medium that is ever present or

“always on” and that its presence can target consumers when they have low exposure to other

mediums such as Television and Online advertising. We also found that OOH is excellent for

influencing consumers while on the path to purchase and at the point of sale (POS). This showed

us that there is huge potential to implement of well-placed Out-of-Home messages and that a call

to action in our design and/or copy of our creative aspect could be highly important to convert

this potential.

A study we came across in our research showed us that our media is not only best placed in areas

of high consumer traffic and relatively close to the point of sale but also in a location that

complements the billboard itself; “the environment surrounding an outdoor advertisement plays a

significant role in influencing consumer beliefs.(Solomon, 2003)

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We chose to analyse the demographic and statistical information available to us online via

resources such as CSO.ie (Central Statistics Office) and Google Maps, as we thought it could

help us further identify key area’s in each county that would be relevant to Xtra-vision’s target

market. After some preliminary qualitative research we surmised that travel times to and from

the stores may have an influence on the frequency of consumer visits and so we wanted to use

this information coupled with our statistical analysis to outline areas that may be of particular

importance and therefore deserving of higher spending from our budget.

Firstly we looked at clusters of the target market for Xtra-vision that had been outlined for us,

namely 25-45 year old consumers and families with children between the ages of 4 and 12 years

old. Taking county Wexford and families with young children as an example we can show the

results of this type of analysis below.

Above we have superimposed the location of each Xtra-vision store and the major roads in

Wexford over the population clusters of families represented in dark blue. We felt that this could

help us identify key areas to advertise along each road.

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We also used our qualitative research results on the average time people would travel to a store

and combined it with population clusters to try find potential spots of value for our advertising

spend, as shown below. This table shows population clusters of 25-45 year olds coupled with a

perimeter of distance respondents said they would travel to a store.

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3. Primary Research Findings

We began our primary research by conducting four in-depth interviews with a number of

participants, varying in age, gender and location. This qualitative research gave us some insight

into the views and workings of our target market and gave us a better idea of information we

needed from a larger quantitative research study.

Key findings from our in-depth interviews included the following;

Participants that are slightly older (30+) and those with children tend to plan their trips to

Xtra-vision. Whereas those that are younger than 30 without children are less likely to

visit a store and if they do it is spontaneous, and occurs as they are passing by the Xtra-

vision store.

Participants that live outside Dublin are willing to travel further to visit an Xtra-vision

store. However they would not be willing to travel further than their local town.

Participants living in Dublin are not willing to travel as far to visit an Xtra-vision store;

however due to the relatively compact size of Dublin city and county, they are more

likely to live closer to one.

Participants in Dublin and the surrounding areas had heard of both the rental passes and

the vending machines but participants outside of Dublin hadn't heard of either.

Participants living in Dublin were more likely to have better broadband than those living

outside of Dublin, however regardless of location, the participants that are slightly older

are less likely to use services such as Netflix.

All participants use some sort of social media (mostly Facebook) however none of the

participants that took part use QR codes or near field communication (NFC).

Participants living in Dublin and the surrounding areas all said they use public transport

when travelling to work/college and participants living outside Dublin said they are more

likely to drive to work/college.

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From this research it is clear there are two distinct segments, those people living in

Dublin and its surrounding areas, and people living in the rest of the country. This will

impact our media plan and we will likely have two very different methods of media

placement and use different media outlets depending on where in the country we are

targeting.

We went on to carry out an online survey through survey monkey to which 58 people responded.

The survey was aimed at people between the ages of 18 to 74.

Key findings from our online survey included;

Almost half (45%) of our respondents have children, this will be taken into consideration

in our campaign as the children undoubtedly have a role to play in the decision making

process both through“Pester Power” (McHugh, College Notes-Generation Age Cohorts,

2015), and through the increased genuine dialogue that now courses through generations

Only 12% of our respondents have weak or no internet connection, however 24% of

respondents only have an average internet connection. When placing advertising this will

be taken into consideration, as will the location of Xtra-vision storesnear the areas of

weak internet connection areas.

When asked if they watch movies at home, only 24% of respondents said they

rarely/never do, meaning a high percentage of the population is interested in home

entertainment. We also found that 70% of the respondents have an Xtra-vision store

within 10 miles of their homes. However only 24% of the respondents are aware of the

Xtra-vision vending machines.

A number of characters cropped up in our primary research. There is Maire in her late

30’s who is married with three children, and lives circa four miles from her nearest town

in Munster.  Maire works full-time Monday to Friday, as does her husband and they both

value the family time together around the television at the weekend. Maire is an avid fan

of Social Media, particularly Facebook but her weak and sometimes unreliable internet

access can prove frustrating for her and her family, and this has dissuaded Maire, who is

the primary decision maker from subscribing to Netflix. Maire drives to work, and on her

way home on a Friday evening will often deliberately stop at the Xtra-vision store near

her workplace to pick up some home entertainment to share with her family. 

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Thomas is in his early forties, and lives in County Dublin. His family are quite young,

and despite having access to a relatively good internet connection, he does not like the

format of many of the subscription packages offered by companies such as Sky. Thomas

is an avid fan of Twitter, and tweets daily; he also has an active Facebook

account. Thomas uses public transport to get to and from work Monday to Friday.

However, on a Saturday, as he packs his car with the family groceries, he enjoys the

ritual of texting his young children that he is bringing back some “home entertainment”

from the nearby Xtra-vision vending machine. 

Aine is in her early twenties with a three year old child. Aine lives in a medium sized

town in the South East, Aine works full-time outside her family home, and her Mother

Mary is a full-time child minder to Aine’s son Killian. Aine’s widowed Mum lives

nearby, but spends most of the week in Aine’s home minding Killian.  Aine’s Mum, who

is an avid fan of Pinterest, has much better internet access than Aine, but does not like the

subscription model of companies such as Netflix.  Quite often Aine on her way home will

spontaneously stop by at the nearest Xtra-vision store and borrow some suitable Xtra-

vision entertainment for both Killian and her Mum.  During the week, while Aine is in

work, Grandson and Grandmother spend time together watching this home entertainment.

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4. The big idea and our thinking behind it

When designing our creative we wanted to come up with an idea,that when executed would catch

the eye of our target audience, and engage with as many segments of that audience as possible.

We also felt that as Xtra-vision is an entertainment retailer it was important that the theme of

entertainment be incorporated into our creative idea. Such a theme should have a number of key

components, such as humour, simplicity, reference to family, and a “home setting”. This was the

framework upon which we predicated our thought process, but they were not mutually exclusive

from other components.

In view of the over-crowded out of home advertising mediums, we felt it important to have a

creative idea that stands out from the crowd, catches the eye of our audience, while also

conveying our messages clearly and concisely.

Over a long period of time we experimented with many different ideas and avenues, we

discussed, debated, examined and finally agreed on a final overall theme that clearly displayed

our marketing message to the correct audience. In the end we came up with one overall concept

that has a number of family variations to suit each primary segment of our target market. With

Xtra-vision being an entertainment retailer, we felt humour was a key ingredient in the

development of our concept.

Our creative

Through our creative we wanted to convey our key message, which is, Xtra-vision offers so

much excellent entertainment that the audience literally gets so engrossed in it, that they are

oblivious to what goes on around them, and forgets what's going on around them.

We decided to use one main concept that then had some variations; this will help us to reach

more segments of our target market. The overall creative is set around the family and its various

members. Each scene is set in the same room. It is a family's sitting room taken from the view

behind a television set. In each image, we see the exact same room, consisting of a sofa with a

dog sleeping beside it. A table in the right background with a fish bowl, in the left background

there is a window looking out to a back garden.

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Below we have given a description of each variation and a sample of some of the scenarios.

Scenario 1 – The Clumsy Burglar – In the first image we see a man and a woman sitting on the

sofa (representing the parents of the family unit), they are clearly watching TV as the light from

the screen shines on them. In the background we see a man suspended from a rope coming

through the roof, dressed all in black with a balaclava. He is clearly a reckless burglar, not being

very discreet but the parents are so engrossed in their movie they do not notice.

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Scenario 2 – Juggling Dog – In the second image we see two young children between the ages of

five and ten sitting on the sofa, again engrossed in the TV. In this variation, instead of the dog

sleeping beside the sofa like in all the other images he is balancing on one paw on a ball while

juggling. Again the children don't notice this unusual sight because they are busy watching Xtra-

vision entertainment.

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Scenario 3 -Gamers Battle – In the third variation we see a teenage boy sitting on the sofa, in his

hand is a console controller and he is leaning forward with a look of great concentration on his

face. In this image the wall behind the sofa has a big hole in it, it is covered in debris and there is

smoke coming out of it. Outside we see a tank and army men battling as in one of the teenager’s

games but again he is oblivious to it because of the entertainment.

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Scenario 4 – Sneaky Cat – In this image we see an elderly woman (the granny of the family)

lying back into the sofa. In the background we see her pet cat, dressed in scuba gear ready to

drop into the fish tank. The granny is too busy watching TV to notice this hilarious scenario

unfolding behind her.

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Scenario 5- The Whole Family – In the final variation we see the whole family – the parents, the

two children, the teenage son and granny all sitting down to watch a movie together. In the

window behind them we see an alien spaceship has crash landed in their garden and up against

the window is the face of one of the aliens, lightly tapping the window trying to get the attention

of the family, however once again they are too lost in their entertainment to look back and see it.

Each of the posters will contain the same text “Unlimited games and movies, only €14.99 a

month. You’ll never look back”. We chose this wording because more than anything we wanted

to get across the rental plan deal in the simplest language so people know exactly what they get.

We then played on the words “You’ll never look back”, meaning the people in the poster are so

entertained they are literally not looking back at what’s going on behind them, but also meaning

that once you avail of the rental plan you won’t look back.

The font and colouring throughout the design (i.e. the walls, curtains and sofa) were chosen to

fall in line with the font and colouring of the Xtra-vision logo, and of course the Xtra-vision logo

is placed distinctively in the bottom right hand corner. As the audiences’ eyes naturally glance

the image from the top left hand corner to the bottom right hand corner it insures the logo is the

last thing they will see and it will be imprinted in their minds.

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5. Out Of Home formats and reasons for selecting them

When putting together our media plan, we decided to look at Dublin along with other cities and

the rest of the country as two separate areas. As mentioned in our research, we know that the

habits of the consumers are different in these areas and there is also a difference in the formats

available in cities compared to the rest of the country.

When looking at the locations of the various Xtra-vision stores around the country we found that

many of the stores are located in areas that are a focal point of commerce for significant

surrounding hinterlands. In these areas the local population has to travel to the center of town

(where the Xtra-vision stores are located) to carry out any and all of their retail activity. It is for

this reason that we felt it would be wasteful to use our budget on advertising formats too far

outside the town, as simply having a presence inside the town near the point of sale would be

highly effective.

In order to gain this desired presence we have designed a strategic plan that can be applied to all

locations in the country (excluding cities) that have an Xtra-vision store in them. We decided to

recommend three different advertising formats in each location where possible, located no

further than 5 k/m from the targeted Xtra-vision store. Using Google maps we pinpointed every

store individually and then using Google map street view we examined the surrounding area to

see exactly what was available to us. We were then able to narrow down our options and pick the

ones that best complemented each other while suiting the particular location.

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Recommended Formats

48 Sheet – We are using 48 sheets as a high

impact method of OOH advertising. 48

Sheets deliver good brand awareness and

offer roadside visibility. As 48 sheets are

expensive and will take up a large amount of

our budget we are going to make sure each

one is strategically placed in order to gain

the highest impact and greatest possible

reach.

Adshels – We will be using Adshel both in

Dublin and in counties outside of Dublin.

Within Dublin they will be strategically

placed near Xtra-vision locations because

they will be near the point of sale and they

give a longer dwell time than tradition

billboards. Outside of Dublin there is a

limited number of Adshels, depending on

the location, so again they will be placed

carefully depending on the location of the

nearest Xtra-vision store.

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Adshel Connect – Adshel connect uses the

space on Eircom phone kiosks in various

locations around Ireland. In many of the

smaller towns that have Xtra-vision stores,

there is a very limited number of different

formats to use (I.e. no billboards, Adshels or

6 sheets available) however we noticed that

many of these small towns have phone

boxes with Adshel connect space available.

This is a good method of creating a presence

in a small town that does not have much else

available.

POPAd Trolleys – These ads are located on

the handle of the trolley. We are using this

format for many different reasons; it reaches

high numbers of our target market, it allows

for long dwell time so we can include a lot

of information about the rental plan, these

POPAd trolleys are used in the stores in

which a lot of our target market said they do

their weekly shop (I.e. Tesco, Dunne’s and

Supervalu) and because in each area in

Ireland that has an Xtra-vision store there is

also either a Tesco, Dunne’s or Supervalu in

close proximity. This allows us to gain a

presence in the area while also engaging

with the consumer close to the point of sale.

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T-sides – We are using T-sides because they

are located on the driver’s side of the bus

meaning they are seen by both motorists and

pedestrians, this combination allows for

excellent cover and impact within Dublin

and the surrounding areas. This coverage

will be a great way to gain a presence in the

Dublin area along with the other formats we

are going to use.

Supersides 

We are using Supersides because they are

effective in communicating with pedestrians

in the city centre. This gives us exposure in

high footfall areas which increases our

presence in Dublin and the surrounding

areas and allows repeated exposure of our

message.  

 

Super Rears – The Super rear delivers very

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high impact as entails the entire back of the

bus being wrapped in the advertisement.

Again this will allow us to gain presence in

the Dublin area. It also allows us to offer

more details about the Xtra-vision rental

plan as there is more dwell time for people

in traffic behind the bus.

Luas– Within the Luas we will be using both the Luas straplines, located along the Luas

overhead height and also the Luas portrait panels which are located throughout the tram at seated

eye level. Advertising on the Luas allows for high levels of exposure within Dublin, it also

allows us to include a lot of information about the rental plan as there is a long dwell time as

passengers make their commute.

Supermarket Digital Screens – These

screens are located in 81 Supervalu’s

nationwide. We are using them because

many of the Xtra-vision stores are located

very close to Supervalu stores, along with

using the POPAd trolleys we think these two

formats will complement each other and

create impact close to the point of sale.

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Adshel Wrap – We have decided to include one Adshel Wrap in our budget because it’s high

impact and grabs the attention of the audience. It has greater potential to generate an online

social media presents than the other formats because people are likely to take pictures and post

them on their social media pages. They format is quite expensive so we have only included one

in our budget, however if the budget could be expanded, this format could be rolled out across

the country.

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6. Interactive elements to the campaign

Again when designing our interactive element we wanted to think of a way in which we could

reach as many segments of the target market. We wanted to create something that could be linked

with the social media that the target market uses. We didn't want to stray too far from our

creative because we want the audience to very clearly link the creative they are seeing on various

formats (billboards, bus shelters etc.) with what they are seeing in the interactive. As there is

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humour in our creative we also want to involve this in our interactive, we feel that if we can

make our audience and their children laugh they are more likely to get involved and to go on to

talk about it and share on social media, this will in turn give us even more coverage nationwide.

It is also important for us to use something that hasn’t really been done before, something that

people haven’t seen too much and will get excited about.

Our Idea

For our interactive we want to use live augmented reality. Augmented reality is a live direct or

indirect view of a physical, real-world environment whose elements are augmented by computer-

generated sensory input. It takes real-world, real-time environments and adds digital

enhancements to enable interaction and give extra information.

We recommend this be done in major shopping centres in the cities around Ireland, (i.e. Two in

Dublin, one in Cork, one in Galway and one in Limerick), having this many locations will allow

for maximum coverage and through word of mouth and social media sharing we are confident

that consumers all over Ireland will see or hear about it.

In the shopping centres, augmented reality screens will be set up. In front of the screens, facing

them will be a red sofa the same as the one in our creative. The audience will be encouraged to

sit on this sofa and when they do they will see themselves on the screen in front of them. The

screen will show them sitting on the sofa in the same room seen on our billboards. However

instead of just seeing the still images of the various scenarios from the creative, they will see the

humorous stories that lead to the image.

For example, in scenario one from our creative, the clumsy burglar, we see a burglar hanging

from the roof behind a couple sitting watching T.V. In the interactive, the scene begins in a

normal sitting room with nothing strange happening in the background; we then see a saw

coming down through the roof above the sofa. It cuts a big hole and a chunk of the roof falls to

the ground behind the sofa. A man’s face appears from the whole in the roof, covered by a

balaclava; he looks around nervously and then pops his head back up into the hole. We then see

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his feet come down from the hole and he begins to slide out, however he gets stuck half way

because his belly is too big. We see him struggle to release himself for a few seconds and then he

pops out and falls awkwardly until he finally rests still suspended by a rope. This is the image we

are seeing in the creative. In the interactive however it doesn’t last for long, the burglars' rope

snaps and he falls to the ground behind the sofa. We see him stand up looking dazed, he brushes

himself off and runs from the scene, taking the fish tank as he passes.

Each time someone sits on the sofa in the shopping centre they will see one of the funny

scenarios play out, whether it be the burglar, the sneaky cat or the tank bursting through the wall.

At the end of each video the Xtra-vision logo will appear on the scene and then the slogan

“Unlimited Entertainment, €14.99 a month. You’ll never look back” will fade in under it.

This interactive idea works well because it incorporates entertainment and watching T.V. The

slogan “You’ll never look back” also fits in perfectly because as the audience sits on the sofa

watching the scenario play out behind them, they won’t physically be looking back because they

will be so engrossed in what’s going on in the scene in front of them.

This interactive can also be altered and shown on the T.V scenes in the Xtra-vision stores or

possibly on D-pods in shopping centres throughout the country.

7. Media plan summarized and Ad locations

In the media plan our approach to gaining maximum exposure in each location was three fold. Firstly we

wanted to use large formats that reach a wide audience and give us good exposure in the area. We chose

48 sheets where available to achieve this and in areas which lacked this format we decided to use super

rears on local Bus Eireann routes that travel along key locations towards the town centre. Having caught

the attention of our audience with our simplistic brand building messages on billboards and super rears

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we then wanted to include slightly more detailed information on main streets close to the store. We chose

bus shelters and Adshel connect phone boxes to deliver a creative similar to that of the larger formats but

with extra information referring to the subscription plan and possibly brief directions to the store where

necessary. Our third approach to the media plan was to gain exposure close to the point of sale, i.e. next

to Xtra-vision stores. We used POPad Trolleys in supermarkets that were in close proximity to an Xtra-

vision store in each town to achieve this. This format has an average dwell time of 45mins and so can be

used to include detailed information of both the subscription plan and make reference to the Xtra-vision

Xpress Vending machines. Below we have summarised our ad locations and formats in each. In the

appendix we have included a detailed copy of the exact formats we used in each location to achieve this

three pronged approach to the media plan.

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8. Bibliography:

Christian Kurz, C. G. (2012). The global family today: Nickelodeon Kids and Family GPS. International Journal of Market Research (CEE Research Forum, Krakow, March 2012), 3.

Coffey, A. (2013, May). Businness Section. Retrieved from Sunday Times: http://0-go.galegroup.com.millennium.it-tallaght.ie/ps/i.do?id=GALE%7CA328720270&v=2.1&u=tallaght&it=r&p=AONE&sw=w&authCount=1#.VUClSCFViko

Empathy. (2014). Xtra-vision-Brand Category & Review. Dublin: Empathy Research.

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Solomon, D. (2003). Does out of home advertising work. Amersterdam: Esomar: World Association of Research Professionals.

Xtra-vision. (2015, February 20th). Xtra-vision Presentation & Brief. Xtra-vision Presentation , 1-12. Dublin, Leinster, Ireland: Xtra-vision.

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Appendix

Appendix 1

29

In-depth interviews were recorded, below is dialogue from 4 interviews;Interview 11. Gender, age, location

Female, 28, Dun Laoghaire2. Do you rent from Xtra-vision on a regular basis?

Not that regularly3. Do you plan your trips to Xtra-vision or do you visit while doing something else? (E.g.

Shopping)Usually just while passing by

4. How far are you from your closest Xtra-vision?1/2 mile in Sallynoggin

5. How far would you be willing to travel to visit an Xtra-vision store?Not much further, I generally go in because it's there when I'm going to other shops

6. When visiting Xtra-vision is it for you or is it to find family entertainment/entertainment for kids?For myself, I don't have any kids

7. Are you aware of the Xtra-vision rental passes? Do you/would you use them?Yeah I've heard of them but I’ve never used them

8. Are you aware/ have you used the Xtra-vision vending machines?I've heard of them but I haven’t used them, I don’t need to because the store is closer to me than any of the machines

9. Do you have good Internet connection in your home? /Do you watch TV/movies online or on Netflix?Pretty good, I use Netflix but the internet isn’t good enough to stream anything else

10. Do you use social media? /Have you ever used QR codes/NFC?Yeah I use social media, I used to use QR codes but not anymore, I don’t even have the app anymore and I've never heard of NFC

11. How do you commute to work/college?I either get the dart or drive to college in Blackrock

12. Where do you shop?In Tesco or Aldi, the Xtra-vision I go to is beside Centra and I’d usually go to Xtra-vision if I was in there getting a few small bits

Interview 2

30

1. Gender, age, locationMale, 49, Dublin 3

2. Do you rent from Xtra-vision on a regular basis?Yes

3. Do you plan your trips to Xtra-vision or do you visit while doing something else? (E.g. Shopping)Yeah because I plan it around the kids

4. How far are you from your closest Xtra-vision?1/2 mile

5. How far would you be willing to travel to visit an Xtra-vision store?Probably a bit further yeah

6. When visiting Xtra-vision is it for you or is it to find family entertainment/entertainment for kids?For myself and my wife, not really the kids

7. Are you aware of the Xtra-vision rental passes? Do you/would you use them?Yes, I’ve never used them though

8. Are you aware/ have you used the Xtra-vision vending machines?Yeah I use it regularly now because our local shop is gone but there's a vending machine in the Supervalu close by

9. Do you have good Internet connection in your home? /Do you watch TV/movies online or on Netflix?Yes the internet is good but Idon’t use Netflix or watch things online

10. Do you use social media? /Have you ever used QR codes/NFC?Yeah I use social media but never QR codes or NFC

11. How do you commute to work/college?I get the bus to work in the city center

12. Where do you shop?Supervalu,Aldi or Lidl.

Interview 31. Gender, age, location

31

Female, 34, Dublin 32. Do you rent from Xtra-vision on a regular basis?

Yes3. Do you plan your trips to Xtra-vision or do you visit while doing something else? (E.g.

Shopping)Yeah they are usually planned trips

4. How far are you from your closest Xtra-vision?About 1/2 mile

5. How far would you be willing to travel to visit an Xtra-vision store?Id travel further, I sometimes go to one about a mile away if I’m near there anyway

6. When visiting Xtra-vision is it for you or is it to find family entertainment/entertainment for kids?Mostly for myself but sometimes I’d get movies for the kids

7. Are you aware of the Xtra-vision rental passes? Do you/would you use them?Yeah but Ihaven’t tried it yet

8. Are you aware/have you used the Xtra-vision vending machines?Yeah I’ve used it a few times, I prefer going got the shop though

9. Do you have good Internet connection in your home? /Do you watch TV/movies online or on Netflix?Yeah the internet connection is good, I don’t use Netflix but I sometimes watch movies online

10. Do you use social media? /Have you ever used QR codes/NFC?Yeah I use FB but never used QR codes or NFC

11. How do you commute to work/college?Walk or cycle, work is about 2 miles from where I live

12. Where do you shop?Lidl/Aldi

Interview 41. Gender, age, location

Female, 45, Co. Wexford

32

2. Do you rent from Xtra-vision on a regular basis?Sometimes

3. Do you plan your trips to Xtra-vision or do you visit while doing something else? (E.g. Shopping)Yeah generally planned if I decide I want a movie

4. How far are you from your closest Xtra-vision?5 miles in Wexford town

5. How far would you be willing to travel to visit an Xtra-vision store?I wouldn’t travel any further than town

6. When visiting Xtra-vision is it for you or is it to find family entertainment/entertainment for kids?Mostly movies for the kids or movies for us to watch together

7. Are you aware of the Xtra-vision rental passes? Do you/would you use them?No I haven’t heard or them

8. Are you aware/have you used the Xtra-vision vending machines?No haven’t heard of them either

9. Do you have good Internet connection in your home? /Do you watch TV/movies online or on Netflix?No the internet connection isn’t great, I never watch things online and don’t use Netflix

10. Do you use social media? /Have you ever used QR codes/NFC?I use some social media but not QR codes or NFC

11. How do you commute to work/college?Drive

12. Where do you shop?Lidl or Aldi, none of which are near Xtra-vision

Appendix 2

Detailed quantitative research findings;

33

Location of respondents

Dublin Cork Tipperary Kilkenny Sligo Laois

7 6 4 3 1 1

Wexford Kildare Louth Cavan Galway Kerry

3 3 3 2 1 1

Limerick West Meath Waterford Meath Donegal Clare

1 1 1 2 2 2

55.17% of respondents do not have children 44.83% of respondents have children

Respondent’s level of Internet connection

34

Connection level

No Wi-Fi–

Weak–

Average–

Good–

Very Good–

Total–

– 3.45%2

8.62%5

24.14%14

24.14%14

39.66%23

 58

From the survey, we found out that people tend to watch movies at home and only a small

amount of the population never and rarely watches movies at home, which is 24.14% of the

sample population. Results have shown that there is a possibility that people might be interested

in the rental service that Xtra-vision provide.

Almost 70% of the population tends to have an Xtra-Vision store within 10 miles away from

home. Only 31.58% of them do not and only a small amount of the total sample is aware of the

vending machines. 24.14% of the sample population are aware of its existence. As well as the

rental promotion, we think it will be the best to promote their DVD vending machine as well. We

think it will be good to give the consumers directions to the closest store or vending machine in

their area as one aspect of the marketing strategy.

Date and time of the week respondents do primary shopping:

35

Mon Tues Wed Thurs Fri Sat Sun

Morning 2 1 2 2 6 1

Afternoon

1 1 5 5

Evening 1 1 2 2 3

Anytime of the day

1 1 4 5 5

Total 3 2 1 4 8 18 14

Appendix 3

36

1

34

5

6

7

1

4

5 6

7

Creative Storyboards

Scenario 1 – Clumsy Burglar

1. Text2. The person3. Dog

4. Television5. Fish bowl6. Window

7. Bur

glar

Scenario 2 – Juggling Dog

1. Text

37

5

1

3

4

5

6

7

2. The person3. Dog

4. Television5. Fish bowl

6. Window7. Cat

Scenario 3 – Gamers Battle

38

1

3

4

5

6

7

1. Text2. The person3. Dog

4. TV5. Fish bowl6. Window

7. Tank

Scenario 4 – Sneaky Cat

1. Text 2. The person

3. Dog

4. TV

39

1

3

4

5

67

5. Fish bowl 6. Window 7. Cat

Scenario 5 – The whole Family

1. Text2. The person3. Dog

4. Television5. Fish bowl6. Window

7. Aliens

40

Appendix 4

Interactive – Scenario 1 Story board

41

Appendix 5

Detailed media plan and budget

42

43