TEAM 104
E X E C UT IV E S U M M A RY C O NT E NT S INTRODUCTION
3
RESEARCH
4-7
STRATEGY
8-9
CREATIVE
10 - 21
MEDIA
22 - 25
EVALUATION
26
SOURCES
27
Tai Pei cuisine was founded in 1996, rooted in Chinese culture. Rather than settling with a traditional approach, the brand has created modern ethnic dishes that are unique and can appeal to everyone. The brand’s wide range of offerings suggests adventure and excitement at its core. However, 20 years following Tai Pei’s creation, the frozen food industry has been stagnant, except for a few highly differentiated competitors. This discouraging fact, coupled with the knowledge that the frozen aisle is notoriously hard to shop because of its cold temperatures and hidden products, presents a big challenge for frozen brands. Tai Pei has many great brand equities — from its fast cook time and convenience to its superior range of dishes. Despite these qualities, Tai Pei has extremely low brand awareness, making these attributes invisible to consumers. Lacking a lively brand image, Tai Pei needs to define and own a position that will set it apart from other options. Our campaign will give Tai Pei a unique voice that no other brand can own. We will display the qualities that make it stand out, ultimately connecting the brand to our target and pushing the boundaries of the frozen industry.
KEY Link
Research
Price
Impressions introduction
3
RESEARCH RESEARCH METHODS After identifying our target audience we began our research by analyzing the brand and its competitors to see where we stood next to other frozen brands. After identifying key competitors we moved to primary research, conducting over 800 surveys to gauge the consumers’ perceptions of Tai Pei. Very low brand awareness led us to interview over 50 grocery stores across all 50 states to see how the brand performed on the shelves. In the end, it was apparent that Tai Pei was getting lost in the crowd and wasn’t performing at its full potential. From this, we realized that our campaign must disrupt the status quo in order to put Tai Pei in the minds of consumers.
Millennials are the largest, most diverse generation in the U.S.
THE AUDIENCE In order to capture the most sought after target, millennials ages 18-25, Tai Pei needs to make a killer impression. While millennials are the most diverse generation group, their needs and wants when it comes to brands tend to be very similar. They crave excitement and see a world of limitless possibilities. These expectations carry into all aspects of their lives, including food. Millennials are looking for something a little more satisfying and Instagram-worthy than their run-of-the-mill weekly meals. With all of these considerations in mind, we set off on the journey to make Tai Pei their new go-to meal in a way that no frozen meal has dared.1
77 MILLION PEOPLE 2 5 % O F T H E P O P U L AT I O N O F M I L L E N N I A L S H AV E A MINIMUM OF A FOUR YEAR COLLEGE DEGREE
CHALLENGES Generate awareness of the Tai Pei brand with millennials
4
introduction
Generate trial of the Tai Pei brand and products
Generate loyalty to the Tai Pei brand over other brands/Asian offerings
831
SURVEY RESPONSES
23
GROCERY STORE VISITS
5
IN-DEPTH FOCUS GROUPS
24.26%
of people have heard of Tai Pei
54
GROCERY STORE INTERVIEWS
? 48.35%
consume frozen food monthly
“If I get Chinese I’m going to get real Chinese [go out or delivery].” -Focus group participant
30.07%
consume frozen food weekly
2.05%
consume frozen food daily
“I imagine they’d be something I once passed over at a [grocery store]. I have no real opinion of their taste because I haven’t tried them, but in looks alone they seem on a similar level to Ramen.” -Survey respondent
19.53%
consume frozen food irregularly
“Another generic frozen Asian food brand.” -Survey respondent
research
5
SWOT
MAP OF GROCERY STORE CALLS
STRENGTHS • • • • •
Convenience - the ability to have a meal prepared, cook time Nutrition - portion control, less sodium, increased number of vegetables/meats Variety - multiple flavor options Individual entrées Affordable price
WEAKNESSES • • • • •
Only offers Asian cuisine Low brand awareness Mostly small portion sizes, no family sized portions Poor presence on social media Unhealthy perception of food
OPPORTUNITIES • • •
FROZEN FOOD CATEGORY PREFERENCE
•
•
Forgettable advertising of competitors Not many competitors with a definitive brand personality Ingredient revamp can allow brand growth into health-conscious segment Millennials tend to have less time and desire to cook yet still crave exciting meals, making them a good audience to target Increasing social media presence, as millennials are more receptive to brands on social media2
THREATS 33.42%
31.18%
AMERICAN
ITALIAN
15.12% 13.06% ASIAN
OTHER
7.22% MEXICAN
• • • • •
6
research
Competitive frozen food market Negative perception of frozen food quality Frozen aisle limits interaction with product Consumers have many options for healthier alternatives Decline in frozen food industry
C O M P E T ITO R A N A LYS IS ASIAN FROZEN MEALS Many of the key players in the Asian frozen category offer family size entrées and appetizers, all of which have a similar scope of meal flavors. Most of these competitors claim to be a better alternative to Chinese take-out, other than PF Chang’s, who pride themselves on their noteworthy restaurant reputation.
HEALTH-ORIENTED FROZEN MEALS The brands that saturate the healthy frozen meal sector advertise as easy alternatives to preparing balanced, low-calorie meals. Most of the competitors in this section offer single-serve entrées with a wide range of flavors and cultural dishes (Italian, Mexican, Asian, etc.). A large selling point for many of these frozen brands is their claim to have fresh, healthy ingredients.
®
HOMESTYLE FROZEN MEALS The homestyle frozen category prides themselves on hearty, family-sized meals. The competitors in this category do not focus on health or freshness of ingredients but rather on comfort food and homemade-style recipes. Many of the homestyle brands offer a wide range of meal sizes, from single-serve to family portions as well as desserts and side dishes.
C A M PA I G N P I L L A R S After conducting our research, we chose three pillars — cook time, convenience and variety — for our campaign to stand on. These were selected based on Tai Pei’s brand attributes that pose the biggest opportunity for spaces we could own. Our competitors in the frozen aisle can not boast as fast a cook time, amount of variety when it comes to Asian offerings, nor as many single-serve options. While Tai Pei has many great attributes, we are confident that these three pillars will give us the opportunity to make a unique campaign that will stand out against our competitors and attract our target audience.
research
7
C A M PA I G N ST R AT E GY It’s clear that the brand has low awareness due to lack of excitement in a near-stagnant industry. We saw this as an opportunity to disrupt the status quo and reenergize the brand in order to put Tai Pei in the minds of our consumers.
We will reintroduce Tai Pei with an unexpected brand personality that resonates with our millennial consumers and disrupts the stagnant frozen food category.
C R E AT IV E ST R AT E GY We will highlight three of Tai Pei’s biggest brand attributes: cook time, variety of flavors and practicality. We will achieve this in a humorous, relatable manner while also taking to the streets to create attentiongarnering executions, propelling the brand to a maximum level of disruption. Our campaign will make Tai Pei a clear choice for our excitement-seeking audience that craves enthusiasm from their food.
8
strategy
By heightening the brand attributes to a place of over-dramatization, our campaign will elevate the brand to a maximum level of life and humor that tackles the status quo of the mediocre frozen meal.
A L M O ST UNIMAGINABLE Who would have thought that the next best thing would come out of the grocery store freezer? After all, it’s not every day that our lives are interrupted by something incredible, making us stop in our tracks. Our disruptive campaign will do just that. We were inspired by the product itself, which stretches the limits of ease, variety and time more than you would have ever thought possible from a frozen meal. We took this idea and exaggerated it in outlandish and memorable ways, revitalizing Tai Pei and creating a campaign that might be hard to imagine, so we did it for you.
strategy
9
COMMERCIALS
10
creative
Our 30-second commercials will be the narrative focal point of our campaign, appearing on Hulu, YouTube Pre-roll and TV. This series of ads will inadvertently highlight Tai Pei’s fast cook time, extensive flavor variety and convenience. This particular spot puts an entertaining spin on the mundanity of getting your picture taken at the DMV. We will engage our audience with exaggerated humor, proving everything in life should provide this many options, including meal choices.3
TV still constitutes the majority of video consumption, 66% of millennials’ average weekly minutes of video time is spent on TV.
https://vimeo.com/209684645 password: team104videos 2,043,567
75,300,000
B I L L B O A R DS Tai Pei will use sequential billboards, placed a mile apart on major highways to captivate our audience driving by. The message on each will play off one another, creating a cliffhanger and revealing (on the second billboard) that within the time between, you could have prepared one of Tai Pei’s meals. Focusing on the brand’s fast cook time, these billboard couples will disrupt daily commuter and prompt our audience to think of time in a different way.4 244,391
785,103,891
80% of surveyed U.S. residents ages 16 or older have noticed a billboard in the past month. creative
11
PA N D O R A & S P OT I FY S P OT S Our radio spots will create Almost Unimaginable situations — like someone experiencing chronic Kung Pow Chicken cravings who’s willing to go to great lengths to satisfy it. Through a short series of radio advertisements, we will challenge consumers’ opinions on the drab frozen food market by displaying how the brand’s wide range of flavors, short cook time and convenience will always be there to satisfy them. These 15 second spots will appear on Spotify and Pandora, inviting listeners to have a laugh at zany situations, while highlighting the major brand equities.5
Millennials are the largest and most engaged audience on Pandora.
1,800,000
72% of Spotify users are millennials.
120,000,000
SFX: Upbeat elevator jingle VO:“Can’t imagine your life without your weekly fix of Kung Pao Chicken?” SFX: Interject: Car horn honks, cartoonish ‘Whoa!’, clamor of chicken ‘bocks,’ followed by fish slapping noise, followed by glass breaking, water splashing, gong sounding, firecrackers exploding and cinematic screams. VO:“But currently serving a lifetime ban from Chinatown for accidentally setting off fireworks?” SFX: Fade back in upbeat elevator jingle VO: “We have you covered. Tai Pei, Almost Unimaginable.”
12
creative
https://vimeo.com/209684985 password: team104videos
SOCIAL MEDIA
585,550 346,810,000
SOCIAL MEDIA PERSONALITY To remain relevant on the social platforms of our audience, Tai Pei will be an extrovert in the social circle and join in on the pop culture “buzz” of the day, as well as conversations amongst our audience. Actively looking for keywords surrounding our campaign, social accounts will take the opportunity to interact with our millennial target by using the brand’s witty Almost Unimaginable personality to gain approval and recognition with our brand-sensitive audience. This social media consideration will increase the followers of the brand’s pages across all social media and help them remain relevant in a fast-paced social media sphere.2
SOCIAL MEDIA GIFS Our social media GIFs will use everyday circumstances taken a step further to highlight the product’s benefits — like running out of clean forks before you try all of Tai Pei’s flavors. They will be paid promotional videos on three of the most popular social media platforms — Facebook, Instagram and Twitter. Optimized for maximum impressions with our CPM buys, they will create impactful brand awareness. These offbeat and eye-catching GIFs will also build our social media presence with millennials, acting as simple reminders that Tai Pei gives you that much more time, that many more options and is that much easier.6 Over five million GIFs are shared through Facebook Messenger every day.
62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.
creative
13
SOCIAL MEDIA VIDEOS Our social media shorts will allow viewers to experience the Almost Unimaginable moments that occur when they choose Tai Pei. To resonate with our target audience, each 10 second video will be posted on Instagram and Facebook, two of the most popular social media platforms for millennials. Tai Pei will disrupt the stagnant frozen food market by defying viewers’ preconceived notions through witty dramatizations. These videos will drive home the benefits Tai Pei provides by showing what can happen when you have too much time, exactly how variety can spice up your life and how much easier your meal can be.6
https://vimeo.com/209684253 password: team104videos https://vimeo.com/209684390 password: team104videos https://vimeo.com/209684513 password: team104videos
14
creative
T H E L A NT E R N F E ST Tai Pei will create an Almost Unimaginable spectacle by partnering with the 2017 Lantern Fest. This unique festival brings a celebration of good fortune and life to a number of large cities, including some within our DMAs like Detroit, Dallas and Phoenix. The Lantern Fest also emphasizes community values by donating to local charities in each location, appealing to our target audience who actively favors brands that support charitable causes. Tai Pei will also have a booth on the festival grounds handing out samples and branded lanterns for participants. Thousands of lanterns will be released, illuminating Almost Unimaginable possibilities.7 More than 85% of millennials correlate their purchasing decisions (and their willingness to recommend a brand to others) to the responsible efforts a company is making. 83,613.97
157,000
creative
15
T H E TA I T R UC K Imagine ordering your food from a giant microwave on wheels, instead of cooking it up in one. With our Tai Pei food truck we will leave an Almost Unimaginable impression that emphasizes our unique brand personality while encouraging taste trials. Showcasing our broad flavor capacity and encouraging experimentation, consumers will have the opportunity to purchase their choice of four different meals in a bowl sectioned into quarters. Featured in each of our DMAs, the truck will visit high traffic areas, as well as make appearances at select lantern festivals. Interested consumers can keep up with the truck’s whereabouts on the site extension, also driving traffic to the brand’s site. A Snapchat geofilter will also be used to reinforce the ambiance of the food truck and provide entertainment for consumers, attracting passersby to join in on the fun along the way.8 Respondents ages 18-24 are more likely than any other group to visit food trucks for dinner. 244,000
16
creative
3,400,000
W E BS IT E E XT E NS I O N Our site extension will act as a hub for all things Almost Unimaginable, inviting our millennial audience to further engage with Tai Pei. We will encourage interaction through our flavor creation contest, promote food truck locations and provide information on our philanthropy events. These straightforward platforms will increase web traffic as well as advance brand awareness.9 45,000 320,067,193
creative
17
FLAVOR CREATION CONTEST Our flavor creation contest will give participants the chance to imagine the Almost Unimaginable. Available on our site extension, consumers can completely create, customize and name their own flavor of Tai Pei. After submitting their flavor, participants will be prompted to enter their phone number for a digital coupon. Four finalists will then be selected to be voted on by the public via social media and the site extension for one week. The winning flavor will be available for a limited time purchase.9
18
creative
UNIMAGINABLE KIOSK Tai Pei will invite consumers to experience the Almost Unimaginable by creating a digital kiosk that allows them to interact with unimaginable possibilities. We will encourage users to tap the screen and open the Tai Pei box, which will read them a mysteriously fun fortune such as, “Our flavors might be out of this world, but this is ridiculous.” They will then be transported into this fortune by using facial recognition technology — for example, wearing a spacesuit floating through the universe. Users will then be prompted to share a screengrab of their experience on their own social media accounts. These kiosks will be located in each of our DMAs in high traffic areas and will not only catch our target but also curious passersby throughout their days and give them a break from reality.10
16,000 5,614,438
creative
19
I N - STO R E In select grocery stores throughout our DMAs, freezer window clings and grin-worthy shelf tags will catch shoppers’ attention and prompt them toward Tai Pei. The witty messages will correlate with the strategic placement of each shelf tag, giving the brand recognition in non-frozen sections. The shelf tags will also offer coupons for Tai Pei, once again directing customers to the frozen aisle. Once they are there, our freezer door will have a matching window cling to bring the Almost Unimaginable message full circle. Without being incredibly showy, these small suggestions reach millennials where they are already shopping, as well as reinforce the brand multiple times throughout a consumer’s grocery store journey.11 20
creative
51% of millennials say their coupon usage has increased over this past year.
368,964 66,480,000
TASTE TESTING To further support Tai Pei’s personality and presence in grocery stores, taste testing tables will intrigue passersby with an easy way to try the brand’s meals at the point of purchase. Starting from the beginning of our campaign and pulsing throughout, taste testing will be crucial for customers unfamiliar with Tai Pei and will catch them while on their grocery store journey.12 The average cumulative new buyers was +85% for sample products and +23% for the brand franchise over a 20 week period.
36,000 66,480,000
SHOPKICK In partnership with the #1 most engaging shopping rewards app, Shopkick, we will reward our consumers simply by walking into our participating grocery stores — and even better, when they purchase Tai Pei. Shopkick reaches the consumer throughout their path to purchase using iBeacon technology. The app acts as another incentive to purchase as users can see their “kicks” adding up as they shop and scan featured items, yet again driving consumers to the frozen aisle to interact with the product. These simple and enticing rewards, all provided at the ease of user’s mobile device, will lead both first-time and loyal consumers to our product.13 Over 270 million priority products scanned in aisle via Shopkick. 1,500,000
7,600,000
SEO/SEM It’s imperative to provide relevant paid search content on Google throughout our entire campaign. There are strong category search terms Tai Pei should show up for such as “frozen Asian meals” and “cheap frozen meals” but we also wanted to dive deeper with our SEO/SEM strategy. Almost Unimaginable has some unique executions throughout the yearlong campaign and we want to make sure we have paid search content specific to those executions. Searches like “Asian food trucks” and “lantern fest” are ones that are relevant specifically to our campaign. This will ensure that Tai Pei shows up in moments when consumers are turning to Google to find more information.12 500,000
13,870,000
creative
21
MEDIA MEDIA STRATEGY In order to reintroduce Tai Pei to our diverse target through out our unique Almost Unimaginable campaign, our media plan has to be powerful and multidimensional. With an emphasis on digital platforms and a revived presence across the many touch points both in and out of the grocery store, our placements will reach and directly involve millennials in ways that fit their lifestyle, while also standing out amongst competitors. After hitting over 1.8 billion impressions, Almost Unimaginable is able to elevate Tai Pei in the frozen food market, increase awareness, trial and loyalty all while coming in under our $10 million budget at $9,991,483.63.
TRADITIONAL Our 2017 campaign is kicking off with traditional media buys to reach a large portion of our audience early on. Our TV buys will allow consumers to not only become familiar with the pillars of Almost Unimaginable, but the brand in general. These primetime buys will continue throughout the course of our campaign, continually catching the eyes of our target with humorous spots. Our unique billboards will serve as another reinforcer for Almost Unimaginable, catching our target on-the-go within our DMAs.
22
media
DMA s 1. Seattle 2. Los Angeles 3. Phoenix
4. Denver 5. Dallas/Ft. Worth 6. New Orleans
7. Chicago 8. Detroit 9. Atlanta
10. Pittsburgh 11. New York 12. Boston
DIGITAL The largest portion of our budget is allocated to the category where millennials spend most of their time, on digital platforms. Our social videos and GIFs will serve as quick quips across our social channels, giving our target a laugh while connecting them to Almost Unimaginable. The site extension will connect users to the whereabouts of the Food Truck, Lantern Fest locations and the chance to create their own unique flavor through our flavor creation contest. Snapchat filters at these events will allow visitors to share their Almost Unimaginable experiences. Our Spotify and Pandora ads will reinforce our message on two of our target’s favorite platforms. Being more active across all of Tai Pei’s social platforms will draw more interaction from our target and make Almost Unimaginable more relatable.
BUDGET EXPERIENTIAL In order to bring Almost Unimaginable to life and to the fingertips of our audience we have allocated a portion of our budget to experiential advertising. Our kiosks, placed throughout our DMAs, will allow consumers to not only interact with the product but also insert themselves into an Almost Unimaginable situation and share with friends. The Tai Pei Food Truck will hit the road at the start of our campaign in April and travel through June to bring our consumers the opportunity to try some of Tai Pei’s flavors. The Lantern Fest will also allow our target to interact directly with Tai Pei while also giving back to the community, making an Almost Unimaginable spectacle.
IN-STORE To give Tai Pei a better presence at the point of purchase, we allotted for several in-store executions. Capitalizing on the entire grocery store journey, we purchased space throughout surrounding aisles and on consumers’ mobile devices, via the shopping app Shopkick, ultimately leading our audience right to Tai Pei’s freezer door with the reward of a coupon. To attain goals in purchase frequency and loyalty, which are crucial to our campaign, in-store executions will peak in the beginning of 2017 and remain steady throughout the year. Taste testing booths will attract our target, as well as passersby, to conveniently experience Tai Pei with a sample of our meals and the chance to purchase it on the spot.
$15 MILLION BUDGET CONSIDERATION We allocated the extra five million dollars available in the budget to platforms we knew would get the most impressions. In addition to the $10 million campaign consideration, we added cost-per-click to social media to guarantee profile and webpage traffic. We also chose to spend more on large TV spots like The Walking Dead and This Is Us to gain more viewers during prime viewing times. In order to ramp up impressions even further, we added a billboard in each of our DMAs, a month extension to the interactive kiosk and more digital platform impressions gaining more than 271 million impressions to the Almost Unimaginable campaign. media
23
BUDGET $10 MILLION BUDGET TOTAL BUDGET $9,991,483.63 TOTAL IMPRESSIONS 1,848,450,219
$15 MILLION BUDGET ADDED COST $4,640,960
ADDED IMPRESSIONS 271,565,848
TOTAL BUDGET $14,632,443.63
TOTAL IMPRESSIONS 2,120,016,067
$15 MILLION BUDGET CONSIDERATION
DIGITAL Social Media Snapchat Google AdWords Display Network YouTube Pre-roll Spotify Pandora Hulu Website Extension SMS Marketing Total
Billboards TV Total
ADDED COST
ADDED IMPRESSIONS
$585,550 $132,582.35 $250,000 $250,000 $50,845.31 $1,200,000 $600,000 $420,000 $45,000 $970
346,810,000 22,042 6,935,000 6,935,000 25,416,655 60,000,000 60,000,000 12,000,000 320,067,193 129,000
$500,000
48,070,392
$500,000
13,870,000
$50,000
250,000
$250,000 $250,000
25,000,000 7,142,857
$3,534,947.66
838,314,890
$244,391 $2,043,567
785,103,891 75,300,000
$200,000 $2,124,960
93,015,417 81,000,000
$2,287,958
860,403,89 1
$244,000 $16,000
3,400,000 5,614,438
$16,000
717,182
$260,000
9,014,438
$230,364 $1,500,000 $138,600 $36,000 $1,904,964
33,240,000 7,600,000 33,240,000 66,480,000 140,560,000
$500,000
2,500,000
$83,613.97
157,000
EXPERIENTIAL Food Truck Interactive Kiosk Total
IN-STORE Shelfing Shopkick Coupon Sampling Total
PHIL ANTHROPY Lantern Fest
CONTINGENCY media
IMPRESSIONS
TRADITIONAL
EVALUATION
24
COST
$1,000,000 $920,000
$250,000
MEDIA PLAN APR ‘17
MAY ‘17
JUN ‘17
JUL ‘17
AUG ‘17 SEP ‘17
OCT ‘17 NOV ‘17
DEC ‘17
JAN ‘18
FEB ‘18 MAR ‘18
DIGITAL Facebook Twitter Instagram Snapchat Website Extension Spotify Pandora Hulu YouTube SMS Marketing
IN-STORE Shelf & Door Shopkick Sampling Coupon
EXPERIENTIAL Interactive Kiosk
*
Food Truck
PHIL ANTHROPY Lantern Fest
TRADITIONAL Billboards TV *Extra month allocated in $15 million budget media
25
E VA L U AT I O N In order to ensure Tai Pei’s Almost Unimaginable campaign is successful, we have developed key performance indicators based on our objectives. These will be measured and optimized throughout the campaign using Google Analytics and Keyhole, a social media analytics platform. Awareness KPI’s • Benchmarking Surveys: These will be distributed to measure the brand lift from our campaign, showing how consumers’ perceptions of Tai Pei is affected by our executions. •
Google Analytics: Measuring CTR of paid search, Google quality score and website traffic
•
Keyhole: Social media following, mentions and engagement
Interest KPI’s • Benchmarking Surveys: These will be distributed to measure the brand lift from our campaign, showing how consumers’ perceptions of Tai Pei are affected by our executions. •
Engagement rate and engagement time with digital TV ads
•
Google Analytics: Measuring CTR of paid search, Google quality score and website traffic
OBJECTIVE
26
Purchase Consideration KPI’s • Benchmarking surveys: These will be distributed to measure the brand lift from our campaign, showing how consumers’ perceptions of Tai Pei are affected by our executions. •
Coupon downloads
•
Shopkick metrics
Trial KPI’s • Food truck sales data •
Lantern Fest sampling data
•
Coupon downloads
•
Shopkick metrics
•
Grocery store sampling: Increase of sales on and around days of sampling
Retail Sales • Compare sales before, during and after campaign
MEASUREMENT
RESULT
Generate awareness of the Tai Pei brand with millennials.
Benchmarking surveys, engagement rate, Google Analytics, and Keyhole
Generate awareness of the Tai Pei brand with millennials.
Generate trial of the Tai Pei brand and products.
Benchmarking surveys, coupon downloads, Shopkick metrics, food truck sales data, Lantern Fest sampling data, grocery store sampling data, and overall sales
Generate trial of the Tai Pei brand and products.
Generate loyalty to the Tai Pei brand over other frozen brands/Asian offerings.
Engagement metrics and overall sales data
Generate loyalty to the Tai Pei brand over other frozen brands/Asian offerings.
evaluation
SOURCES 1 2 3
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“10 New Findings About The Millennial Consumer” Forbes. (20 Jan. 2015). Retrieved by https://www.forbes. com/sites/danschawbel/2015/01/20/10-new-findingsabout-the-millennial-consumer/2/#4e5e2e751474
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Lamar. (2017). Retrieved by http://www.lamar.com/ InventoryBrowser
7
Nielsen 2016 OOH Advertising Study
5
“Spotify Now Has 100 Million Users Worldwide” Forbes. (20 June 2016). Retrieved by https://www.forbes.com/ sites/hughmcintyre/2016/06/20/spotify-now-has-100million-users-worldwide/#322a19666aa6 Spotify for Brands. (2017). Retrieved by https:// spotifyforbrands.com/us/
6
“Twitter Ads Pricing” Twitter Business. (2017). Retrieved by https://business.twitter.com/en/help/overview/adspricing.html “Build Your Business on Instagram” Instagram Business. (2017). Retrieved by https://business.instagram.com/ advertising
10 11
“Grocery Shopping: Who, Where and When” The Time Use Institute. (Oct. 2008). Retrieved by http:// timeuseinstitute.org/Grocery%20White%20Paper%20 2008.pdf Matrix Media Services “Supermarket Advertising” Blue Line Media. (2016). Retrieved by http://www.bluelinemedia.com/ supermarket-advertising Coupons in Demand. (2011). Retrieved by http://www. couponsindemand.com/agency.cfm Tai Pei Research
“Deluxe Festival Kit: Customized” Above All Advertising Inc. (2017). Retrieved by https://abovealladvertising.net/ deluxe-festival-kit.html
12
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