Vapur
ADVT12-241 ADVERTISING PLAN APRIL 3RD 2014
SVEN & CO ADVERTISING AGENCY
SVENCO.COM.AU
CONTENTS Background Analysis
page 3
Swot Analysis
page 4
Competitor Analysis
page 5
Current and Past Advertising Campaigns
page 6
Critical Issues
page 6
Target Audience and Segmentation
page 7
Campaign Recommendations
page 8
Media Flowchart
page 9
The Campaign
page 10
Evaluation
page 12
Written & Created by Tom Lock, Brigette Foot, Bryan Miller and Julie Yamagata
BACKGROUND ANALYSIS
Known as the “Anti-Bottle”, the Vapur Bottle is a “BPA free, foldable, reusable water bottle” (Vapur, 2014). It is designed specifically for convenience and to be used on-the-go anywhere. Just like any other bottle it has the ability to stand upright when full or it can be rolled, folded or flattened when empty. It has an FDA approved inner layer, which means it is odour, taste and stain resistant, as well as being safe and durable. There is also a carabineer included which allows you to clip your Vapur Bottle to anything, plus a writable surface which means you can personalise your bottle as well.
that of what 13,000 cars would emit yearly (UOW, 2014). Furthermore, alarmingly only 36% of PET (polyethylene terephthalate) plastic bottles are recycled by Australians each year (UOW, 2014). This equates to approximately 373 million plastic bottles ending up as waste each year. These bottles are dumped in landfills and left to float in the ocean, killing thousands of wildlife each year.
Vapur Bottles are commuted to raise awareness about the global water crisis by making a difference. They have teamed up with The Planet program giving a portion of sales to water-related causes. As Although we consistently complain about the well as working with communities to make clean excessive costs of petrol, we spend more money tap water more readily available. per litre on bottled water than we do on petrol. Interestingly, if an individual was to purchase enough bottled water to satisfy their recommended daily intake of eight glasses per day, it would cost approximately $3650 per year (UOW, 2014). In comparison, the same amount of tap water would cost a minute 98 cents per year (UOW, 2014). However, what most individuals do not realise is that the combination of the manufacturing of plastic bottles, extraction of water, logistics, refrigeration, and disposal of the bottles generates more greenhouse gas emissions in a year, than
SWOT ANALYSIS Strengths
The Vapur Anti-Bottle was first released to the public in 2009. The California based company has created a unique product that serves many purposes and meets the needs of a wide range of consumers. The Anti-Bottle has a strong Unique Selling Proposition (USP) because it features a one of a kind design and provides benefits that normal plastic bottles do not. Vapur’s Anti-Bottle is ecofriendly, foldable, and reusable.
their distribution in Australia. This is an issue that Vapur is monitoring closely and continues to warn consumers about.
Opportunities
The Vapur Anti-Bottle has many opportunities to reach a large number of people. With a product as durable and versatile as theirs’, there are various different demographics to target. They also have the environmentally friendly angle to build upon. Additionally, with disposable incomes increasing at the at the moment and a growing price for bottled water, Australians are more likely to see the environmental and financial benefits of Vapur, and splurge a bit extra on a Vapur bottle to minimise costs in the future and help the environment at the same time. Furthermore, with a shift in the culture to healthy living and fitness, Vapur has the opportunity to target a variety of sport savvy and fitness conscious individuals.
Vapur has made a conscious effort to produce a product that is highly useful and also not harmful to environment. Not only is the Anti-Bottle reusable and BPA free, it is manufactured using the least amount of energy possible and a portion of all sales goes directly to the 1% For the Planet organization. Instead of throwing it out like a normal plastic bottle, the Anti-Bottle is reusable. The flexible and durable materials used to create the Anti-Bottle allow it to be folded up and stored virtually anywhere. Its flexibility makes the Anti-Bottle perfect for the on- Threats the-go user. The only true threat that Vapur has is the Platypus bottle. Platypus sells a similar product, but focuses Weaknesses almost exclusively on the adventure seeking Vapur has created a product that should result in individual. They produce large foldable bottles widespread success, but there are some weaknesses that are meant for long wilderness excursions and in their selling approach. Since the Vapur Anti- other outdoors activities. Therefore, with society’s Bottle is a relatively new product in Australia, it growing awareness of the environmental impacts of has not gained much attention. There seems to plastic water bottles, more and more competitors are be a complete lack of advertising, which is a major predicted to penetrate the market. Consequently, reason why the brand awareness level in Australia because this product is easily adaptable and can is low. It is difficult to find retail stores that carry be easily copied, there is a possibility for new the Anti-Bottle, so the consumer usually has to competitors to enter the market and gain market order it online. In addition to the weaknesses in share. Because of this, it is imperative for Vapur to the advertising campaign, even Vapur warns that become an established brand and ‘go to’ product for strongly flavored liquids have been known to leave people around Australia. an after taste in the plastic than can sometimes linger even after washing the Anti-Bottle. A more Another possibility is the potential for Mount recent issue that is causing concern within Vapur Franklin to tap into this market and overtake this is the production of fake Anti-Bottles in China and niche market as well.
COMPETITION ANALYSIS
SKWISH Brand: Skwish By Aqua To Go Colours: Blue, Pink and Green Volume: 470mL RRP: $1.99 Retailer: Officeworks Unlike the Vapur Bottle, the Skwish bottle is sold only at Officeworks and they do not have their own website. They do not advertise online as when product name is typed only Officeworks website will come up on search bar.
PLATYPUS
AQUAFLEX
Brand: Platypus Colours: Clear Volume: 2 L RRP: $19.00 Retailer: WildEarth
Brand: Aquaflex Colours: Blue, Green, Purple, Pink, Red Volume: 480mL RRP: 3 for $12.00 Retailer: Online
Similar to the Vapur bottle it is the same concept and product. Although Vapur do not sell bottles with have a volume of 2litres, instead there highest volume is 1litre and costs $25.95, meaning that the Platypus bottle is much cheaper in regards to price and volume capacity.
Again similar to Vapur Bottles, but only sold online as a bulk pack and does not have a website, nor does it have any information in regards to the bottles. They are very cheap compared to other competitors and Vapur itself.
ICONIQ Brand: Iconiq Colours: Clear Volume: 250mL RRP: N/A Retailer: Iconiq Iconiq are the only competitor with their own website. Although they are a completely different product compared to Vapur, as their product is a rip and drink bottle, where it is only used once (used for races, marathons etc.). They also mainly sell flavoured drinks for kids, as well as flavoured milk products.
CURRENT & PAST CAMPAIGNS The Vapur Bottle penetrated the Australian market in 2009 after distributer, Levi Aron, discovered the product in a US trade fair (Cain, 2011). The product was launched into the Australian market through a popular pre-Christmas Reed Gift Fair in Melbourne (Cain, 2011). Since then the Vapur Anti-Bottle has not been the centre of any major advertisements or campaigns.
PR and Word of Mouth
To date, they have relied on word of mouth and publicity from reviews on blogs and within magazines such as Vogue, Shop til you Drop and Marie Claire (Cain, 2011). These Public Relations strategies quickly exposed the brand and product to women throughout Australia, and additionally allowed retailers to display signs such as ‘as seen in Vogue’ in store. However, whilst these methods may have enhanced awareness, they were not necessarily effective methods to use in order to enhance sales.
Retail Stockists
Vapur also relies on an exclusive stockist of whom comprise businesses who share similar active and sustainable values. Such stockists include RACV travel, Howard’s Storage World and various yoga and Zumba studios. Knowing that the existing campaigns in America were not completely suitable for Australian markets, Levi Aron relied on point of sale merchandising featuring retail in store displays with counter stands, spinner displays and posters to achieve maximum impact (Cain, 2011). More recently Vapur has expanded distribution of the product from lifestyle and sporting stores to music
retailers as well (Cain, 2011)
Water Refill Stations
In early 2013 in the US, Vapur teamed up with Elkay (leader in stainless steel water stations) to create the Vapur Refill Station (Vapur US, 2013). This was implemented to align with Vapur’s message to encourage healthy hydration and the use of reusable water bottles which can be refilled at these designated stations. These stations feature motion sensors and Vapur Anti-Bottles which are available to be purchased (Environmental leader, 2013). A marketing campaign was conducted on-campus throughout the partnering universities to inform the students and staff of how and why to use these stations. Throughout these campaigns free Anti-Bottles will be handed out to students and staff (Environmental leader, 2013). Additionally. The universities who participated received special wholesale pricing on the stations and Vapur’s reusable Anti-Bottles (Vapur US, 2013). This campaign was strategically initiated after 90 educational institutions across the US banned or restricted the sale of plastic water bottles on campus during March 2012 (Environmental leader, 2013). Eddie Bauer and Tommy Bahama to gain ubiquity. Packaging Design Competition
Design Competition
In 2010 Vapur held a competition, encouraging submissions to design the packaging of their bottles. Ideas stemmed from paper-look finish and customisable packs with marker pens (AFN, 2010). All entries were then examined by design and sustainability experts to pick the design which best suited the brand’s values and customer’s desires
CRITICAL ISSUES The primary issues confronting Vapur is the fact that most consumers already own a water bottle and do not need another one, or alternatively they do not know the product and would rather go with one that is well-known.
Most individuals may not be aware of the severe consequences that plastic bottled water causes to the environment and therefore awareness of these issues must be raised and become something which is at the forefront of their minds. They must also fully understand how Vapur’s business model decreases Another deterrent of Vapur is its design and the gas emissions and detrimental environmental stigma that it is flimsy and not as strong as other impacts at all stages of their production and BPA stronger water bottles which are made of distribution. This knowledge will help individuals harder materials. make informed and educated decisions and see how Vapur distinguishes itself from other competitors.
TARGET AUDIENCE & SEGMENTATION The following section explains the consumer insights of our target audience and how the market is segmented in order to deliver our campaign strategy in the most efficient and effective manner.
the product out. Furthermore, this demographic is usually well educated, have middle-high incomes and enjoy balanced lifestyles of fitness, socialising and work. In consideration of this, the Vapur is very suitable to The majority of inner-city dwellers already have an their interests and lifestyle. existing water bottle. Additionally, as stated earlier Australians spend more than $500 million a year on Additionally, the Australian disposable income has plastic bottled water and only 36% of these bottles increased and reached an all time high at the end will ever be recycled. This suggests that plastic water of 2013. This suggests consumers are now more bottles are continuing to be used but should be willingly than ever to pay for premium products used in a way which is environmentally and socially that are both good in quality, and have positive responsible. This significant gap in the market can socio-environmental effects. Another interesting be taken advantage of through a fun, educational consumer trend is that customers are always willing and interactive campaign which can be designed to to help out to a greater eco-friendly or social cause. change the behaviour and thinking of this segment According to the Stanford Social Innovation Model, approximately 43% of young working people would Another consumer insight is that customers want be willing to pay more for eco-friendly products. to trial products first, particularly those they will use regularly. If a trial is not available, they will Other relevant consumer insights include that the generally rely on word of mouth. Whilst this product product must be affordable and trendy. Whilst the currently relies on word of mouth due to minimal Vapur is more expensive then traditional bottled advertising, the word of mouth circulation is not water, in the long term it is more affordable. As large enough simply because people already have for trendy, the bottle comes in a variety of designs, water bottles and are not fully aware of Vapur’s but more importantly, it carries with it the stigma unique features. Subsequently, this enforces the need of being a healthy person which contributes to the for an educational but engaging campaign focusing ‘trendiness’ of having such a water bottle. on these key trends which allows this market to try
PROFILE OF TARGET AUDIENCE This is the current gap in the market that needs to be reached as they have a high disposable income and loyalty is high Audience Segmentation. • Inner city dweller. • Early 20’s – late 40’s (although anyone will be available to participate). • Loyal to brands, willingly to pay more for premium or if it benefits society/environment • Split between female and male. • In a relationship, no sign of marriage or kids. • Maintains a good work-life balance. • Huge emphasis on being healthy, has a gym membership but probably doesn’t go there as often as they would like. • Medium disposable income, careful with their purchases. • Like to stick to a routine. • In tune with popular culture and celebrity and entertainment news.
Segmented Categories Being Targeted
For the purposes of reaching different audiences, this report has segmented the target audience into the following categories: • Active: Those who will plan to visit the trucks, try to work out strategies to guess, tell their friends and post on social media. Most likely to be following the campaign’s social media pages and most anxious about the results • Semi-Active: Those who will vote and not care afterwards, may spread it through word-of-mouth. • Aware: Those who will be moderately aware, but not too keen to actually go to the truck – may be very skeptical and negative about the campaign.
CAMPAIGN RECOMMENDATIONS The recommended campaign will operate over a five week period across a variety of media channels including online and print advertisements in newspapers, social media, billboard ads, news coverage and truck and uniform branding. The proposed campaign recommends the following advertising channels in order to maximise exposure of Vapur’s brand and its’ products, and more importantly satisfy the creative brief through increasing sales. Please refer to the creative brief section for a deeper understanding of the campaign.
television (ABS Australia, 2006). At just over 3 hours a day and with a population of over 21 million people, that’s a lot of eyes and ears seeing and hearing your brand! The ad will be seen at least once a day and when combined with the other channels, exposure and reception will reach desired levels. The 30 second ads will be scheduled in a repetitive way throughout the 7:30pm-9:30pm timeslots on Channel Seven Network on each day of the week. The ads will go for 30 seconds in order to ensure brand retention. There will be a total of 30 advertisements.
Newspaper Advertising
Social Media
This will involve distribution through both one page print ads in Newspapers throughout each Australian States and Territories, and also through their online publications as well. A full page colour ad will be placed in a different state/territory newspaper each day of the week (see scheduling).
A lot of young people are on social media, using it frequently and sharing things they like. In the case of a campaign that is interactive and relies heavily on audience engagement, this is crucial to the success of the campaign. 71% of respondents noted that they accessed social media at least two times a day in any The fact that newspapers are going digital, means given month (Lucia, 2013). This suggests that social that there is still a need for news but on tablets such media is an extremely cost-effective and suitable as iPads and other pieces of technology. According channel for the campaign to reach these target to the Digital Australians Report, 56% of adults aged market segments. 18-29 obtain news from sites at least once a day, and this significantly outweighs exposure to radio which Platforms including Youtube, Instagram, Twitter is at 34% and magazines which have significantly low and Facebook will be used to share the journey of level readership and circulation figures (Harrison, the challenge, and reveal the next location of the campaign to the followers. Whilst it gives Vapur the 2014). opportunity to connect with its’ audience, customers 85% of Australians aged 18-25 read online, with 26- can also use these platforms to interact with the 36 year olds still reading traditional newspapers. brand through the use of hashtags and uploading Therefore, printed newspapers are more likely their ‘pledges’ to their own accounts. to be circulated throughout our target audience. Additionally, as inner city dwellers, it is likely they Mobile Billboard Advertising are tech-savvy and are professional workers and This is an effective tool particularly for this campaign therefore with the inclusion of online publications because it allows trucks to park with billboards the likeliness of reaching our target audience in areas where the real truck is expected to arrive also increases. These newspaper ads will further weeks later. These billboards are also simple and compliment existing television and social media eye-catching but again engage the audience with the promotions as well. brand and the competition.
PR & News Coverage
Television Advertising
If the event receives enough hype it is likely to make the local news and receive local or even state or nation wide publicity for free. This would be invaluable to the overall campaign in terms of connecting with an even larger audience.
TV is a powerful advertising medium as it combines two main senses - sight and sound, to induce an emotive response from the audience. An average Australian person spends 182 minutes a day watching
FLOW CHART OF CAMPAIGN
1. 3.
Creative Content Created & Media Purchased
2.
TV Commercials Released Mobile Billboards Positioned & Newspaper Ads Launched
4.
Trucks begin journey, social media tracking begins and city events commence.
Videos released of the journey and everyone thanked for improving sustainability.
6.
Competition Closes. All bottles are collected, released and counted. Winner is contact and announced.
5.
THE CAMPAIGN Campaign Goals
•Engage the public with the Vapur brand by increasing involvement and education. •To increase sales by a minimum of 5% within three months after campaign has finished. •To increase social media followers to the official Vapur Facebook by a minimum of 5% within 6 months of campaign launch.
The Big Idea
Australia’s Greatest Squeeze, Bend & Fold Challenge where Australians have the opportunity to guess the number of Vapur bottles inside a truck and have the opportunity to win $250,000 if estimated correctly.
Creative Brief Synopsis
The purpose of the Campaign is to target the inner-city dweller by actively engaging them with the Vapur brand and showing the positive environmental impacts of purchasing Vapur. To do this, Vapur will hire two trucks to travel across Australia and stop at various Australian cities including the Gold Coast, Sydney, Canberra, Melbourne, Adelaide, Perth, Broome, Darwin, Cairns and Brisbane (see Appendix 1 for proposed itinerary). The idea is based on the fact that Vapur can fit more bottles within a average truck than those who distribute bottled water. According to Vapur, delivering one truck of Vapur bottles is equivalent to the same amount of bottled water delivered in nine trucks. And delivering 9 trucks is equivalent to fuelling 1.3 million cars for a year. By using this fact it has been incorporated into a national awareness campaign to increase sales and brand awareness of Vapur. The Campaign is held over five weeks with different advertising channels operating in different weeks (see Appendix II for Media Schedule).
The Trucks
One truck will be filled with a specific number of Vapur bottles (this number is to be determined at a later stage when dimensions are available) and the other truck will be empty collecting plastic bottles from locals as they travel around Australia. The full truck will be used for a competition where Australians can enter a competition to win $250,000 by estimating the number of bottles inside the truck. The person with the closest estimate to the real number will be the winner (see ‘how will the winner be decided later in the report).
At the end of the travelling and events, these plastic bottles will be released from the truck and counted to determine the positive impact on the environment which every participated in. A short video recapping the journey will be produced and an announcement made via social media to promote the great results. The video will feature the truck tipping out all the bottles to engage audiences in the great extent of bottles collected. It is recommended that a time lapse video should also be recorded to emphasise this message.
Truck Branding
The branding of the truck is critical, as it will be used as a form of outdoor advertising when travelling across Australia, as well as establishing curiosity and attention when it enters and parks in the selected major cities (see Appendix III for proposed truck design). Each side of the truck’s containers will have ‘Vapur’s Greatest Squeeze, Bend, Fold Challenge,’ with respective hashtags imprinted whilst the other side will have the see through case so motorists and general consumers will have a chance to look at the amount of plastic bottles and/or Vapur bottles enclosed in the containers. The other alternative is to have a screen print of folded bottles on the side of the truck to depict a realistic perspective of how the bottles are stacked within the truck.
The City Events
These events will be full of excitement and buzz with people trying to mathematically and strategically make their guesses as well as excitement over the possibility of winning a large sum of money. It will have a very happy, open and warm community spirit feeling. Here free food will be available for those who attend. The type of food will depend on the time. 24 hours before the truck stops at a city location, the dedicated social media page will state where the truck will be. Participants in major city centers will have the opportunity to stop by, make a guess and record their details. Not only will participants need to take a guess, but also they then must post a picture of themselves next to the Vapur man on the Facebook page for their chance to win and go into the campaign. Locals who enter the competition will have to be over the age of 18 due to the prize money and must exchange contact details in order to be eligible. They will then be provided with a registration number to claim prize.
The empty truck will be collecting plastic bottles from participants who in exhange will be given a free special Staff will also be responsible for uniform branding. edition Vapur Bottle for taking the pledge and boycotting Uniform branding is important as on the day it will easily plastic. These bottles will be designed saying ‘I took the allow consumers to find Vapur staff that can assist them squeeze, bend, fold challenge’. Then the opposite side and interact them with the product. This will also allow would have a unique message which may be ‘I saved a another point of visibility for consumers to see the brand dolphin’ or ‘I saved a marine animal’ or ‘I boycott plastic’ already existing on the truck and their registration form 10when they make the guess. or it may say how many fossil fuels they saved.
Additionally, at these events our character ‘Vapur Warrior’ will be walking around taking pictures and encouraging locals to take the pledge and throw away a plastic bottle in exchange for a free Vapur, or alternatively purchase one. This will be an effective promotional tool for connecting with the little children and incorporating them into the environmental movement.
Social Media
The campaign will use the most popular social media platforms including Facebook, Instagram (Appendix VII) and Twitter. On these social media accounts, the truck drivers and the Vapur ‘eco-warriors’ will post as they are driving around Australia, what they are doing and the landscape views as they travel in the truck across the 15 day period. There will be one ‘eco-warrior’ scoial media specialist per truck. This will not only be used to highlight the beauty of nature and the importance of protecting it, but also keep everyone guessing on where they are heading next via seeing the change in landscape and any identifiable tourist marks. 24 hours prior to arriving at the new destination, the new location will be revealed via these social media accounts. It is important for the campaign to ensure that people can upload, share and hashtag on the day the truck arrives and sets up in the city. Hashtags will include: #squeezebendfoldchallenge #vapur #boycottplastic Social media platforms will also be updated throughout the day by staff highlighting special moments. Such things can include video snippets and photos of the people attending and the progress of the truck filling up.
The Competition Winner
The winner will be decided by the person/s who guess the closest or correct number to the amount in the truck. For example, if the truck contained 1567 bottles, then if one hundred people guess 1567 exactly, then the $250,000 would be divided equality into $2500 each just for a simple guess. Or, if one person guesses the 1657 exactly, then they will win the total $250,000. The winner will be announced via a Channel 7 broadcast with the registration number revealed, with the person/s being notified shortly before. It is then their choice if they would like their identity to be then featured in advertisements on Vapur’s social media pages, however, in agreeing to participate in the campaign, their registration number along with the correct guess will be featured on future Vapur promotional pieces.
Pre-Event TV Advertisements
As previously mentioned these will run in Week 1, launching the entire campaign. These ads will feature on Channel 7 between the hours of 7:30-9:30pm and will average four per day. Again, as mentioned earlier this allows for a repetitive message reaching our target audience more frequently progressing them through the stages of awareness, interest and then action. It will ingrain the Campaign, the product and the brand in their minds.
11
The creative storyboard and explanation of these proposed advertisements can be found in Appendix IV.
Pre-Event Newspaper Advertisements
As depicted in Appendix II, the proposed advertisement (Appendix VI) is a full page colour ad which will feature in a different state newspaper each day during Week 2. These ads are simplistic but capture the attention of the audience through the prize money and push to join in on a nation wide campaign. The ads direct the readers to the relevant social media channels and briefly explains the competition and steps to be taken. The design is simplistic with the blue watercolor map symbolising water, Vapur and the company’s journey around Australia.
Pre-Event Mobile Billboard Advertisements
These will be positioned simultaneously with the newspaper campaigns. For example, when the newspaper advertisement runs in NSW, the mobile billboard will be positioned in the area where the event will eventually take place. The proposed design is similar to that in Appendix III but will include a truck within the picture to give a real life vision of the truck (coincidently pictured on a billboard on the back of the truck). This tactic will increase authenticity of the ad and allow passers by to use the mobile billboard truck to help formulate and start thinking about their guesses. This also provides for another touchpoint with the audience and another way for the audience to be exposed to the Campaign.
EVALUATION To evaluate the success of the Vapur truck campaign the marketers must determine how many people participated in the guess, the number of people who followed the campaign on social media (Facebook, Twitter, Instagram likes/views etc.), the amount of people who visited the stops that the Vapur bus made all around Australia, and how many media impressions were generated. The marketers must also look at the readership and circulation numbers
for The Australian, each of the state papers, and the television ratings for Channel 7. Additionally, the number of followers across social media platforms will be compared and evaluated against objectives to see whether the 5% increase was met. The number of sales will also be compared against the campaign goals as well to see whether the campaign was effective in this area.
BUDGET Truck Hire Petrol Truck Driver Wages Accomodation Sign Designs Social Media Travellors Uniforms Vapur Costume Vapur Man Wages Creation Costs Tv Ads Tv Ads Media Purchase Newspaper Advertisements Mobile Trailer Billboards Competition Prize Waterbottle give away Staff Event food Total Cost Budget Emergency Fund
$ 20,000.00 $ 30,000.00 $ 6,000.00 $ 1,110.00 $ 2,000.00 $ 12,000.00 $ 3,000.00 $ 500.00 $ 300.00 $ 20,000.00 $ 1,000,000.00 $ 800,000.00 $ 80,000.00 $ 250,000.00 $ 250,000.00 $ 1,800.00 500,000 $ 2,976,710.00 $ 3,000,000.00 12 $ 23,290.00
This Campaign falls within the budget of $3,000,000 and has an emergency fund put aside incase hidden or unexpected costs arise. To examine the finer details of these number please refer to Appendix VII. It is also anticipated that sponsors will become an integral part of this campaign. In particular, RACV, RACQ and other subsidiaries as they are a major stockist and supporter of the Vapur Bottle. This would be an invaluable sponsor to have on board considering the trucks will be travelling around Australia. In consideration of this, travel expenses for the trucks may be dramatically decreased. It may even be achievable for hotels and apartments to sponsor the cost of accommodation for the ‘eco-warriors’ performing our social media and this could be another deduction to our costs. Another likely sponsor is small businesses as well as franchises who may offer food for the event.
REFERENCES Australian Bureau of Statistics. (2013). Household Use of Information Technology. Retrieved 23 February 2014 from http://www.abs.gov.au AFN. (2010, July 22). Aus Food News. Retrieved March, 22, 2014, from http://www.ausfoodnews.com. au/2010/07/22/vapur-anti-bottle-the-foldable-water-bottle.html Cain, A. (2011, October 19). A bottler of an idea. Retrieved March, 22, 2014, from Sydney Morning Herald: http://www.smh.com.au/small-business/growing/a-bottler-of-an-idea-20111019-1m7bm.html Environmental leader. (2013, February 27). Vapur, Elkay Install Water-Bottle Refilling Stations on Campuses. Retrieved from Environmenta Leader: http://www.environmentalleader.com/2013/02/27/vapur-elkay-installwater-bottle-refilling-stations-on-campuses/ Harrison, A. (2014). Digital Australia 2014. Retrieved 20 March 2014 from http://www.igea.net/2013/10/digital-australia-2014/ Iconiq (2010). Iconiq Drinks. Retrieved March, 24, 2014, from http://www.iconiqdrinks.com/brighton_marathon.html Lucia, A. (2013) Young People, Social Media and Engagement, Modern Perspective on Social Media. Journal of American Contemporary Research12(2), 255- 276 Office Works (2008). Skwish Foldable Water Bottle Assorted Colours. Retrieved March, 24, 2014, from http:// www.officeworks.com.au/shop/officeworks/skwish-foldable-water-bottle-assorted-colours-skwishfb Tracy (2014). 3 Aquaflex Collapsible Bottles for only $12. Retrieved March, 24, 2014, from http://tracerscouponaffair.net/3-aquaflex-collapsible-bottles-for-only-12-00/ UOW. (2014). Why buying bottled water is a problem. Retrieved March, 22, 2014, from University of Woolongong: http://www.uow.edu.au/about/environment/waterbottlerefill/index.html Vapur US. (2013, February 25). Vapur Refill Stations Coming to Colleges and Universities Around the US. Retrieved from Vapur Us: https://vapur.us/blog/media/press-releases/vapur-refill-stations-coming-to-collegesuniversities-around-the-us/ Wall, D. (2013) The Australian Newspaper Rates Card. Retrieved 27 March 2014 from http://www.hutchisonmedia.com.au/publications/the-australian-rates Wild Earth (2011). Platypus 2.0L Classic Collapsible Bottle Closure Cap. Retrieved March, 24, 2014, from http://www.wildearth.com.au/buy/platypus-2.0l-classic-collapsible-bottle-closure-c/7601?kpid=3753&gclid= COD5wL76qb0CFYtapQodIyEAhA
13
APPENDIX I Itinerary
Day 1: Gold Coast Bond University, University Drive Robina, QLD, 4216 8am: Set up | 8:30am: Challenge Begins | 10:30am: Challenge Ends & Pack Up | 11:00am: Leave for Sydney (Driving will be approximately 9 hours) | 9pm: Time of arrival in Sydney.
Day 10: En Route to Darwin 1:30am: Leave for Darwin (expected 21 hour trip over 1874 km) | 11:30am: 2 hour stopover and break. | 2pm: Continue journey after driver swap.| 12pm: Arrive in Darwin and check in to hotel. Driver swaps. Day 11: Darwin 7 Casuarina Dr, Darwin, NT, 0810 7am: Set up. | 7:30am: Challenge Begins | 9:30am: Challenge Ends and Pack Up | 10am: Leave for Cairns (expected journey time is 34 hours over 2851km). | 10pm: Check into hotel.
Day 2: Sydney & Canberra. 436 George St, Sydney, NSW, 2220 8am: Set up | 8:30am: Challenge Begins | 10:30am: Challenge Ends & Pack Up | 11:00am: Leave for Canberra after swapping driver. |2pm: Arrive in Canberra and Set up for Afternoon Tea Session | 2:30pm: Challenge Begins | 4:30: Challenge End and Pack up | 5pm: Check into hotel as driver swaps. Day 3: Melbourne Federation Square, Melbourne, VIC 3000 1am: Leave for Melbourne (expected 7 hour trip over 662 km) | 7am: Set up | 7:30am: Challenge Begins | 9:30am: Challenge Ends and Pack Up | 10am Leave for Adelaide (expected 8 hour trip over 726km). Driver swaps before taking this next route. 8pm: Check into accommodation. Day 4: Adelaide 77 Wakefield St, Adelaide, SA, 5000 7am: Set up | 7:30am: Challenge Begins | 9:30am: Challenge Ends and Pack Up | 10am Leave for Alice Springs (expected 16.5 hour trip over 1532km). 8pm: Stop over at hotel for the night and truck driver swap. Day 5: Alice Springs Botanical Gardens, Alice Springs, NT 0870 4am: Continue path for Alice Springs. 12pm: Arrive at Alice Springs and set up. 12:30pm Challenge Begins | 2:30pm: Challenge Ends and Pack Up | 3:00pm: Stays in motel as truck driver swap occurs. Day 6 & 7: En Route to Perth The next two days will follow a significant journey of 38 hours over 3620. There will be three accommodation stop overs and three truck driver swaps. Day 8: Perth 478 Riverside Dr, Perth, WA, 6000 7am: Set up | 7:30am: Challenge Begins | 9:30am: Challenge Ends and Pack Up | 10am Leave for Broome (expected 26 hour trip over 2229km). 8pm: Stop over at hotel for the night and truck driver swap. Day 9: Broome 32 Carnarvon, Broome, WA, 6725 4am: Continue path to Broome | 2:30pm: Arrive and set up. | 3:00pm Challenge Begins | 5:00pm Challenge Ends and Pack Up | 5:30pm: Check into hotel.
14
Day 12 Route to Cairns 6am: Leave for Cairns and continue journey stopping over at a hotel (expected journey time is 34 hours over 2851km). Day 13: Cairns 1 Florence St, Cairns, QLD, 4870 12pm: Arrive in Cairns and set up |12:30pm: Challenge Begins | 2:30pm: Challenge Ends and Pack Up | 3pm: Check into hotel. Day 14: En Route to Gold Coast 1am: Leave for Gold Coast and continue journey stopping over atone hotels (expected journey time is 21 hours over 1790km). Day 15: Gold Coast Bond University, University Drive Robina, QLD, 4216 2pm: Arrive in Gold Coast | 2:30pm: Welcome back and bottles begin to be counted and the entrants considered.
Format
Format
Week 1
Full colour Ad
Full colour Ad
Event
ding Uniform and Truck Branding
Instagram, Social Media Facebook, Youtube, Twitter Instagram, Facebook, Youtube, Instagram, Twitter Facebook, Youtube, Twitter
age PR & Seven News Coverage
Full Mobile Colour Billboards - Truck for 8 hrs/day Full Colour - Truck for 8 hrs/day Full Colour - Truck for 8 hrs/day
ital) Full Newspaper colour Ad(print & digital)
30TV seconds (Channel 7:30-9:30pm 7) slot each30 night seconds 7:30-9:30pm slot 30 seconds each night 7:30-9:30pm slot each night
Overall Scheduling Format Media Channel Week 2 Week 1
Week WeekWeek 3 12
Week Week 24 Week 5
APPENDIX II Media Schedule
TV & Newspaper Breakdown
Week of Campaign Week 1 Media Channel TV
Week 2 Newspaper
Billboard
15
Day of Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Time/State 7:30-9:30pm 7:30-9:30pm 7:30-9:30pm 7:30-9:30pm 7:30-9:30pm 7:30-9:30pm 7:30-9:30pm VIC SA WA NT ACT QLD NSW Melbourne Adelaide Perth Darwin Canberra Gold Coast Sydney
16 Coming to a city near you!
#squeezebendfoldchallenge
JOIN THE NATIONWIDE
do you think fit in here?
Guess correctly and you could win $250,000.
How many of these bottles
@vapurau Follow
How many fit in here? APPENDIX III
Truck Branding Design
APPENDIX IV TV Ad Storyboard
Shot 1: Shot of a quiet suburban library Shot 2: Shot of an elderly librarian with glasses, grey hair, typing on the computer and looking up quite shocked Shot 3: Camera shot of an 10 bikies asking where ‘prediction mathematics’ textbook is Shot 4: Librarian goes to take them there, with a wide camera shot of her walking them there with them following behind her briskly Shot 5: The librarian goes to show them textbook, ‘oh, its appears as if they are all gone.’ Shot 6: Bikies turn around to a large crowd behind them with their heads buried in textbooks Shot 7: The Bikies see other people, such as young professionals, tradespeople all looking at the textbook Shot 8: ‘Why is everyone after this textbook?’ Shot 9: ‘Australia’s Greatest Squeeze, Bend and Fold Challenge...winners who can guess amount can win up to $250,000 worth of prizes or money.’ Shot 10: Elderly librarian is trying to snatch textbook off a customer Shot 11: ‘Australia’s Greatest Squeeze, Bend and Fold Challenge is coming to a city near you! Are you prepared? Visit our website online or Facebook page to find out
APPENDIX V Eg Instagram Post
17
APPENDIX VI Mock Newspaper Ad
JOIN THE NATIONWIDE #squeezebendfoldchallenge
to win $250,000
follow our journey (@vapurau) around Australia as we take the
#squeezebendfoldchallenge
to #boycottplastic
Step 1: Follow us on Social Media Step 2: Visit us at your local city Step 3: Enter our competition by guessing how many Vapur Bottles can squeeze, bend and fold into a 6 tonne truck. Guess correctly and you could win yourself $250,000. Step 4: Take the pledge. Throw out a plastic water bottle and receive a free Vapur Bottle. Step 6: Take a picture and upload, using the relevant hashtags and tags. Step 5: Enjoy a free feed on us! #squeezebendfoldchallenge
#boycottplastic 18
#vapurbottles
@vapurau coming to a city near you
APPENDIX VII Budget Explanations
Truck Hire
Costs were attained directly through Budget.
Social Media Travellers
This was estimated based on 24 hour employment at Petrol an average rate of $25/hour and was multiplied to Based on the average price of diesal multiplied by include both of our social media employees. number of km travelled multiplied by estimated fuel consumption of the tank (ie how many km/L does the Vapur Man Wages truck get). Then all of this multiplied by 2 to take into Will be a separate actor at each city. Based on a three consideration of two trucks. We have over budgeted hour shift in consideration of 12 locations. the cost to take into considerate petrol fluctuations and the fact the truck may burn fuel quicker with a TV Ad Creation Costs heavy load. A rough estimate in terms of creating a high quality video advertisement for TV. Truck Driver Wages These are based on the minimum award rate for truck drivers going long distanced. Prices were determined TV Ads Media Purchase & Newspaper using this website: http://www.saferates.com.au/ Advertisements Wages/LongDistanceAwardWageGuide/tabid/536/ The figures provided in the report are from the Default.aspx most recent figures provided by Hutchinson Media. on 27 March 2014 from http://www. Each city will see a swapover of drivers occur. This hutchisonmedia.com.au/publications/the-australianminimises accommodation costs and ensures an observant driver who can keep within the scheduled rates timeframe.
Mobile Trailer Billboards
Accommodation
Quote obtained from: http://www.bluelinemedia.com/ This was estimated based on available accommodation mobile-billboard-advertising. This includes 7 x 8hr in the relevant areas. Costs include separate beds in billboard displays in each location we are visiting. a single room. Therefore the social media travellers would be sharing a room together. Quotes were as Waterbottle Give Away follows: Estimated cost of production for specially designed water bottles. Sydney: Meriton Apartments - $96 – 1 night Melbourne: Budget 1 Hotel - $64 – 1 night Staff Adelaide: Adelaide Granada Motor In - $78 – 1 night Whilst hoping to get volunteers and sponsors on board Alice Springs: Alice’s Secret Travel Inn - $22 – 1 night to help out, this is based on hiring 6 staff for three Perth: Criterion Hotel Perth - $100 – 1 night hours at each place visited. Broome: Cable Beach Backpackers - $25 – 1 night Darwin: Barramundi Lodge - $85 – 1 night Food Cairns: Cairns Queen Court - $85 - 1 night Budget allocated to purchasing free food for the event and for the local communities to enjoy whilst making Sign Designs for Trucks Sign their guess. Quote received via http://www.rentasign.com.au/ mobile_billboards which had a deal including 3 digitally printed billboard skins for only $1,190 (plus GST). So we over budgeted as it may depend on the quality and type of sign we go for in the end. 19