Transcript
V Advertising Campaign
Xavier Pattison
Campaign Strategy:
V. Its not the destination. Its the Journey
V loves the Nightlife
V is an energy drink, so the question is ‘When would 18-24 year olds require an energy drink?’
Answer: A Night Out
Imagine it is late at night. Your tired and running low on energy. But thanks to the new ‘V App’ on your phone, it locates the nearest V-Van to give you that energy burst you need. And so off you go, and the journey begins.
Destination Unknown
The main objective of the campaign is for consumers to relate V with memorable moments.
My strategy will do this by making the journey to get a V an adventure, from video games, free tickets and a photo competition. It will soon be a topic of conversation as to ‘What happened with you got your V?’
Tactical ExecutionCampaign Running Time: Summer Dec 1st to Feb 31st
State Coverage; 2 Vans for VIC,NSW,QLD,WA (CBD).
Budget: $500,000
This campaign while being digital, will need a large budget as it requires creating a phone/tablet application dubbed the ‘V App’ and Promotional Vans that need the following technologies to utilize the campaign’s digital requirements.
• Digital banners• Cameras• Xbox systems with MW3,• Synced software which allows Phones to link with Vans.
Promotional vans for the campaign are to be called ‘V-Vans’ and are a great way to promote brand awareness and create unexpected and memorable social encounters.
The V App
V App: Overview• Locate: The ability to locate the V-Vans on GPS.• Info: Contains information about V and talks about upcoming
events it sponsors. ‘V-Vans will be at the Big Day Out’• The Race: See next slide for more info.• Vote: Choose your favourite V flavour.• Check In: Show your mates where you are and what your doing.
HashTag# your position and win prizes for number of places you visit.
• Blog: A forum talking about interesting stories related to V. Blogs posted are shown on the V-Vans digital banners.
• Photos: View all the photos taken from the V-Vans and vote. • V Logo: Links to the V Website• Facebook and Twitter Symbols: Links to their respective sites
with V pages.
V App: The Race
One feature on the V app is ‘The Race’. You sync up your phone with the V-Van at one location and you must then go and sync up with the other V-Van location, the first one there wins a pair of promotional shoes (once a night competition)
V App: Social NetworksThe V App also links people to the V’s Social websites such as V’s face book and twitter pages. All blogs can appear on the V-Van digital banner and creates great social interaction especially with the Hashtag# feature.
The V-Van
To help relate V with creating memorable moments, The V-Vans will offer free tickets to venues around the area, allowing for cheaper entry or free drinks. This is too keep the party going and to make more great memeories. This is targeted towards women as they may not be big fans of video games so need something else to motivate them to search for the Van.
V-Vans: Free Tickets
V-Vans: Photo Competition
This photo competition is to be called the ‘$10,000 Pose'. The V-Van’s promoters will ask if want a picture posing with a V can. The photos can than be viewed and voted on the V’s Facebook (this will help push up the number of people who ‘like’ V). The photo with the largest numbers of ‘likes’ at the end, wins the $10,000 cash prize
This competition will encourage a lot of word of mouth from people telling their friends to vote for them online or to even enter themselves into the competition.
V-Vans: Photo Competition
Bruce Lee spotted
V-Vans: Gaming Competition
When people arrive at the V-Vans, not only will they offer free ‘V’s to customers and club tickets but also have Modern Warfare 3 (MW3) running, so that the customers can compete for more prizes. The Winners get ‘V’ t-shirts and other promotional merchandise.
The V Formula
Tired + V= Party
Thank You
Xavier Pattison
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