Hau5 Advertising Campaign

Hau5™ Advertising Campaign

Tony Hudson

Objectives

• Raise awareness whilst engaging the local community

• Triple attendance figures

• Achieve the above with minimal expenditure

Market Observations• Congested Market - 16 Weekly events in

Middlesbrough compared to just 9 in Northampton

• Adults in the North East and Wales have the lowest disposable incomes, at £199 and £181.

• Young people have the lowest disposable income 18-24 year-olds averaging £174.20

Competition (Perceptual Map)Music Credibility (High)

Music Credibility(Low)

DrinksCost (Low)

Drinks Cost (High)

Target Audience (Mood Chart)

The Proposed Campaign

Hau5™ DJ COMPETITIONThe big brand, Helping to uncover the local talent

Creative Strategy (The Idea)One main theme – The DJ COMPETITIONWinner awarded with an hour long DJ set at Hau5Open Recruitment day for Promo StaffThe budget for the campaign is £0Comp announced on Sun 8th Dec, Runs until Weds 11th.

Rationale for the Creative Strategy

It will increase acceptance with the local community

Opportunity to engage with local talented DJ’s

Media StrategyAnnouncement

Announced on Sunday 8th Dec at 3pm on Facebook by all the Promo staff.

Media StrategyRecruitment Day – Tues 10th Dec

Media StrategyExecution - What will happen

Event Page on Facebook, created at the time of announcement

DJ’s post their mix’s on the event wall, people will click ‘like’ on their favourites

Hau5 management will pick a winner from the top 3 with the most likes

Winner announced Sunday 14th

Awarded with a one hour set at Hau5 on Weds 18th

Media StrategyVisuals for the Campaign

Media StrategyVisuals for the Campaign

Campaign EvaluationAwareness - (Increased activity on the event page and a

new wave of staff, Both resulting in greater reach)Understanding - (Detailed description of the event on

the event page)Acceptance - (A concept which engages amateur DJ’s

and embraces the local community, leading to greater acceptance of the brand in the area)

Conviction – The campaign will increase the appeal and make people want to attend the event

Success of the campaign can be directly measured by the attendance figures of the Weds 11th and 18th Events.

Thank you, Any Questions?...