Media
Television advertising would not be effective because our target audience - active and young people who do not spend a lot of time watching television. In addition, it is quite costly and will create the wrong impression about the main advantages of the product. So advertising via radio seems the best solution because it is mostly targeted on younger audience. Club-Mate will be advertised after 10PM and promoted the stimulating effect without alcohol because most of the radio audience are drivers. The advertising via Internet is also of paramount importance. We will launch a viral video with QR-codes which lead to a special app. This is an extremely effective way to promote our product, as some videos gain millions of views in a few days and social interaction with consumers is becoming increasingly important.
Television advertising would not be effective because our target audience - active and young people who do not spend a lot of time watching television. In addition, it is quite costly and will create the wrong impression about the main advantages of the product. So advertising via radio seems the best solution because it is mostly targeted on younger audience. Club-Mate will be advertised after 10PM and promoted the stimulating effect without alcohol because most of the radio audience are drivers. The advertising via Internet is also of paramount importance. We will launch a viral video with QR-codes which lead to a special app. This is an extremely effective way to promote our product, as some videos gain millions of views in a few days and social interaction with consumers is becoming increasingly important.
Outdoors
Before sales start actively in St. Petersburg historical part where will be teasing advertising. This advertising will be placed on billboards and on the background where will be partially visible picture of the bottle. It will contain only the following slogan: “There is something in the city you don’t want to oversleep” (see “Pic.1.”). By “something” we mean both all opportunities which the city gives to youth and our very own Club-Mate drink. This teaser will undoubtedly intrigue and after a week it will be replaced by a reveal advertizing on the same billboards. Slogan will remain completely the same but where will be added name of the drink and its key characteristics which emphasize the non-alcoholic nature of the beverage and its energizing effects (“Non-alchogolic Club-Mate. Cause there is something in the city you don’t want to oversleep” or “Stimulating club mate. Cause there is something in the city you don’t want to oversleep” (see “Pic.2”) and on background there will be the whole picture of the bottle, so it will generate associative array with the previous teaser.
Before sales start actively in St. Petersburg historical part where will be teasing advertising. This advertising will be placed on billboards and on the background where will be partially visible picture of the bottle. It will contain only the following slogan: “There is something in the city you don’t want to oversleep” (see “Pic.1.”). By “something” we mean both all opportunities which the city gives to youth and our very own Club-Mate drink. This teaser will undoubtedly intrigue and after a week it will be replaced by a reveal advertizing on the same billboards. Slogan will remain completely the same but where will be added name of the drink and its key characteristics which emphasize the non-alcoholic nature of the beverage and its energizing effects (“Non-alchogolic Club-Mate. Cause there is something in the city you don’t want to oversleep” or “Stimulating club mate. Cause there is something in the city you don’t want to oversleep” (see “Pic.2”) and on background there will be the whole picture of the bottle, so it will generate associative array with the previous teaser.
Pic. 2. Teaser
Pic.3. Reveal
Indoors
To increase brand recognition and to achieve the correct positioning it is necessary to cooperate
with vending machines operators. It could be a simple presence of a beverage at the vending
machines placed in universities, at concert venues, sports stadiums and other places of a congestion of people. Besides, the small size brand refrigerators installed in bars, cafe and open
spaces can be equipped (see “Pic. 4”).
Pic.4. Vending
Stimulation
Cooperation and establishment of long-lasting relationships with partners is an important part of a promotion of a brand. It will help to formulate the correct idea about the beverage as about an integral part of life of active youth. Thus, free drinks at festivals, cooperation with places where target audience is crowded like, Tkachi, Etazhi, New Holland and cooperation with night life promoters like, Geometria is an essential part of promotion.
Cooperation and establishment of long-lasting relationships with partners is an important part of a promotion of a brand. It will help to formulate the correct idea about the beverage as about an integral part of life of active youth. Thus, free drinks at festivals, cooperation with places where target audience is crowded like, Tkachi, Etazhi, New Holland and cooperation with night life promoters like, Geometria is an essential part of promotion.
I was thinking abot examples of billboards.. You mentioned that you want to emphasize healthy at first place. Don't you think that you should emphasize that in ads as well?
ОтветитьУдалить