Introduction. I’m Ben and I’m Mad
1
2
Experience. I’m Ben and I’m Mad
3
“We’re a little bit different”
TV Advertising The purpose of the television advertisements will be to gain credible awareness for the Bionade brand. The TV campaign will be consistent with the radio advertising and the social media tone of voice. It will introduce the personification of Bionade: a German exchange student that is authentic, conservative yet hip, 100% vegan, thick accented, watches calories and straight-edge.
6
Magazines. The Bionade will be placed as a fractional ad in selected magazines that are highlighted in our media schedule. The ad will fit in with the campaign message and will be self-referential to not being within the most popular of brands and a brand that we probably haven’t heard about.
7
Billboards. Social media will be used to engage with and open up two way communication channel between the business and its customers while at the same time providing timely and important information about the business. It is also important to set a tone of voice, it is recommended that Greener Grocers take a community focused approach. This means finding out your followers problems and concerns. Listen to the way they voice their feelings and make sure you know what they want from you. Speak their language on their terms. The two platforms that will be utilised are: Facebook and Instagram.
9
Radio. The radio advertisements will follow the same format of the television advertisements, featuring the personification of Bionade. He will relay his same message that we haven’t heard of him and we should hit him up online.
10
Social Media. The social media will be used to engage with consumers and open up a two way communication channel between the business and its customers while at the same time create a tone of voice for Bionade. The tone of voice for Bionade is: • 100% vegan • Doesn’t have a sweet tooth • Watches calories • German exchange student • Straight edge
11
Guerilla. The Guerilla campaign will exist in various forms, each contributing to raising the brand awareness of Bionade and adhering to the central campaign message of being the lesser known brand. The first factor being stickers, which will not be encouraged to used in vandalism situations, but may lead to them popping up in all sorts of places.
13
Media Schedule
Budget Report It’s in the report, but if you have a overwhelming urge here’s some statistics: • Billboard (Average spend for poster size ad) $987/week • Magazine - Using Roy Morgan calculated a schedule with a budget limit of $175,000 • Radio schedule of $400000 • TV Ad Schedule - $2,000,000 was set aside for television advertisements. Since tv spots prices are not fixed and varies due to bidding • Social Media - No costs
Media Schedule
13
Thank,
& Thankyou.