Artisan Drinks Campaign by nozir.hussain

ADVERTISING ACCOUNT MANAGEMENT AND PLANNING (AMC518)

DNA Advertising Agency By

Adrian Licimaniauc David Gil Gomez Mohammed Nozir Hussain

1. Executive Summary For this assessment, our team was given the task to create an advertising agency according to the chosen client brief in class. The objective of this task was to identify key problems in the brief, research the market and develop a communication strategy. Our team conducted primary and secondary research to gain insight into the target audience, market and brand. The first step was to research as much information as possible about the chosen brief, in this case, Artisan Drinks. Next, we put together all the information gathered and started working on the client brief to solve the problems we encountered. Finally, after completing these challenges, we started organising and planning our advertising strategy. In this reflective report we will explain our agency, strategy, audience for the campaign, desired response, the best way to spread our message, where our message should be located and the JWT planning cycle.

Table of Contents Executive summary…………………………………………………………………………….…………..………. page 2

1. Introduction…………………………………………………………………………………….…..……...….. page 4 2. Where are we now?………………………………………………………………….…………...………… page 5 2.1. Client brief…………………………………………………………………………………………………… page 5 3. Why are we here?………………………………………………………………............................... page 6 3.1. Insights………………………………………………………………………………………………………... page 6 3.2. Target Audience………………………………………………………………………………….………..page 7 3.3. Desired Target Audience Response…………………………………………………………….. page 10 4. Where do we want to be?……………………………………………………………………………….. page 10 5. How will we get there?...................................................................................... page 11 5.1. Creative campaign……………………………………………………………………………………... page 11 5.2. Media plan……..…………………………………………………………………………………………. page 12 5.2.1. Media plan objectives……...……………………………...…………..………………….. page 12 5.2.2. Channels…………..…...……………………...……………………………………..…………. page 12 6. Are we getting there?........................................................................................ page 14

Bibliography………………………………………………………………………………………………………….. page 15 Appendix………………………………………………………………………………………………..…………….. page 16

1. Introduction Logo

Colour palette:

Webpage

Mission This agency was founded to take on innovative and creative branding, marketing and advertising challenges, which will create value to an organisation and achieve a competitive advantage.

Meet the team

Adrian Licimaniuc

David Gil GĂłmez

Mohammed Nozir Hussain

Account Manager

Creative Director

Account Planner

2. Where are we now? 2.1. Client brief We believe itâ&#x20AC;&#x2122;s important to maintain clear and objective communication between the client and the agency, show specifically what the problem is and everything willing to achieve; with honest, defined and quantified objectives and a specific audience. Making it easy to measure success. Key Challenge

Create a brand campaign to drive sales for the premium range of Artisan Drinks within the best bars, hotels and restaurants in UK.

Communication Objectives

Be noticed, make people know and remember the brand. Make the audience want to try Artisan.

Audience and Insights

Customers are male and females, 21 to 45-year-olds, adventurous and early adopters who appreciate quality. Tend to go out to top bars, hotels, restaurants within metropolitan areas. Influencing people may be bartenders and bar staff, trendsetters and celebrities.

Key Message

Artisan Drinks is different from other mixers.

3. Why are we here? 3.1. Insights The market share for Artisan drinks currently sits at less than half of its competitors in the tonic water market. (Kantar media 2019) This offers an insight into the current stage the business is in for awareness and brand presence. The two companies sitting at the top are Fever Tree and Schewppes. Itâ&#x20AC;&#x2122;s evident that both are outright leaders when it comes to tonic water, but both have different rises to the top. Schweppes, who are the oldest of the two businesses are among the top companies because of their long-standing history in not just the tonic market but the drinks market also. Figure 1 proves this with the company outranking Coca Cola to be the most popular drink to use as a mixer in alcoholic drinks.(Kantar media 2019) Fever Tree, who were founded only 15 years ago, rose fast to become a key player in the market due to their wider availability in supermarkets, bars and restaurants. This demonstrated to us the key factor which is being highlighted to us in our research is the presence of the brand needs to increase in the market. (Rowe, et al., 2019)

Figure 1: (Brand of mixers in the UK from Statista, 2018)

Through our primary research we needed to find out what appeals to the target market about tonic water. We conducted an interview to gather qualitative research and give us more of an understanding about how people feel about tonic water and the associations with the drink such as brand, flavour, price and quality. Our results showed that participants had heard of the big brands but were not aware of Artisan. They also commented that flavour is a key factor in any drink they try and would most likely consume the drink during occasions such as socialising or during the summer period. They also mentioned that Gin was something they would associate quite widely tonic water. This insight offered us another avenue to explore with the campaign and gave us the mindset of our target audience.

From here we looked for the type of style we wanted the drink to be associated with. We understood from the brief the business was all about creativity and representing individualism. The whole vision around the brand is standing out from the crowd. So, we started to look into drinks that are similar to Artisan’s viewpoint in terms of being different. Our research turned towards gin and its close association with tonic water. The two have been known to go hand in hand with each other for many years now and some would say you can’t have one without the other. Gin culture was a trend we look into as a way to see what has caused it’s resurgence in recent years. We found that Gin has become an on-trend drink and this could potentially play into how we promote the drinks. (The Spirit Embassy 2017) The alcoholic drink is very versatile to mix with many bartenders making it known that it’s their favourite spirit. Gin is seen as a drink which breaks away from traditional styles which resonates with Artisan and how they want to be perceived. (The Spirit Embassy 2017) (See Appendix A for more information)

3.2. Target Audience We understood the audience that Artisan identified to aim their drinks at. We discussed this at length within the team and eventually came to the decision to narrow the age range down further, to create a more focused campaign that appealed to a specific age range. Having clarified this, we selected the age bracket of 25 - 34-year olds, because our research based off Fever Tree, showed that consumers fell into this category. (TGI 2017)

Figure 2: (Tonic water drinkers age range from TGI 2017)

With the age range defined, we explored the behaviour of the audience and find what’s important for them, not just from a drinks perspective but also their lives. Our thinking behind this was there’s something we could identify from their viewpoint that we could implement into the campaign. We found that they generally wanted to have enjoyment with their life and are open to trying new experiences. (TGI 2017) This was interesting to see because when referring back to the business, they mention they want to squeeze enjoyment out of life. This set the tone of the campaign early on because we saw the correlation between the brand and consumer. A key of research was finding areas we wanted to avoid with the campaign. (See Appendix B1 for more information)

Our approach to consumers had to be planned out tactically to find the best way to get through them. Weâ&#x20AC;&#x2122;d seen they were highly likely to be influenced by fellow consumers which gave us view that they put a lot of trust in others' opinions through their decision-making process. (See Appendix B2 for more information)

Figure 3: (Consumer influences from TGI 2017)

We knew that enjoyment was essential for audience experience, so we started to mind map key elements that link to it. We came up with ideas such as socialising, happiness, lively environments and many more. We eventually settled on music as a way to centralise the campaign. We found that on average people listen to some form of music for up to 2 hours a day. (British Phonographic Industry 2015) This shows how frequent and common the activity is. This offered the potential to make a campaign that would implement music into it.

Figure 4: (Age range of music listeners from British Phonographic Industry 2015)

Most listeners are aged between 16-34 year olds which gave us more of a reason to use music as a way to get through to our target audience. (Entertainment Retailers Association 2015) The more familiar they are with the activity the more likely the advert will be impressionable for them. One of our objectives is to create a campaign which will be memorable and stay in our consumers’ minds.

Figure 5: (Free time listening to music from Department for Digital, Culture, Media and Sport UK 2018)

What more effective way to do this then with music. What also supports our campaign is the fact that 85% of our target audience listen to music in their free time. (Department for Digital, Culture, Media and Sport UK 2018) Emotions of the audience is something which helped settle the tone of voice of the campaign. We found that emotions felt or often associated with music is that of excitedness and passion. (Deezer 2018) These are often associated with enjoyment which is what we want to emulate with the adverts. We want these emotions to link to the drinks. The brief was another reason for our choice of music because they mention “we should be allowed to march to the beat of our own drum, especially if itʼs playing beautiful music “. We took this as inspiration to try and develop a campaign which would incorporate music and reflect the brand’s aim of wanting people to experience the drink.

3.3. Desired Target Audience Response The ideal response we want from the audience is to have more awareness of the brand. We believe this will be accomplished through our campaign. The aim of our advertising is to become memorable for the audience and be easy to recall with a catchy beat or tune that automatically connects it with our brand. The hope is that it will eventually become part of gin culture by close association as we roll out the campaign to wider audiences such as gin drinkers in the future. We want to alter buyer behaviour of the audience and change their approach to buying tonic water. The audience should be affected by impulse buying and want it at the next given opportunity because it should bring out that level of desire to try it. With this campaign we see it as a chance to increase the demand for the drink and take a business to consumer process into a business to business process with demand by outlets such as bars, hotels and restaurants to increase.

4. Where do we want to be? As our research showed, Artisan Drinks don't have a current plan to launch in supermarkets any time soon. We also noticed that Artisan has a small audience on social media. On their Instagram page, the average likes per post are between 30-60, so we can tell the content is not as engaging or appealing to the public. The important factor to mention is we found no existing or previous campaigns that were widely publicized. When they launch a new product, the main channels of engagement are Facebook and Instagram. We as an agency, are aiming to fix these small issues and provide the customers with a better experience and engagement between them and Artisan Drinks. Our plan is to push the Artisan Drinks campaign to the public so that they can get to know the brand and at the same time to feel different after seeing or experiencing this campaign. To connect with customers, we need to provide them with unique and engaging experiences so they can share with friends or family. The next step would eventually be to sell the Artisan products in supermarkets or convenience stores. Down the line, we could aim the drinks at popular university cities in the UK to try and engage with a younger target audience and spread the appeal. Another point we suggest improvement in is social media. We think it would be good to change up the content more to make the pages more inviting to explore. The potential plan would be to make a partnership between Artisan, influencers and other recognisable celebrities. With this kind of partnership we would boost our presence in the world and help people identify the drink with the brand and buy it. Ideally, we would like to have billboards across the UK and Australia in the busiest areas of the country, such as the London Underground, central London, Airports, convenience stores, buses, etc. We want Artisan Drinks to stand out from the crowd, to make them feel and have a unique and enjoyable experience and make it part of drink culture scene. When it comes to drinking in style, we want Artisan to be the number one choice in the market.

5. How will we get there? 5.1. Creative campaign Proposition: Artisan Drinks bring the beat to your spirit.

Tone of voice: Fun - Relating the drinking experience, an excuse to have fun and socialise Cultured - Proving itâ&#x20AC;&#x2122;s made for cosmopolitans, people not afraid to try and innovate Confident yet relaxed - Being composed with the message and self-assured Persuasive - Creating need to taste the product

Ideation: Slogan - Drink to your own beat This idea is based on three concepts merged: individuality, music and enjoyment; combined with basic values and aesthetics of Artisan Since each of the bottles have their own design with its own character, we wanted to add more, so each bottle character is also related to an instrument. Coming together they create a harmonic performance, which stands as a metaphor of socialization, people with different traits enjoying time together, making Artisan Drinks the brand that will gather people together and have a drink for each of them.

(Artisan Drinks bottles n.d.)

This concept will be represented in two different ways: ● ●

Short-video ad. For social media and TV Static ad. For printed posters and online advertisement

(For detailed ideation, see Appendix C)

5.2. Media plan 5.2.1. Media plan objectives: GRP Gross Rating Points (GRPs) = Reach x Frequency (as a percentage)

• First stage: Reach 450 GRPs in 4 weeks: 50% of TA x 7 exposure - since we are promoting something new for the audience, an impulsive purchase.

• Second stage: Reach 350GRPs in 8 weeks: 30% of TA x 15 exposure - when the market already knows about the brand, the focus will be in being reminded and taken into consideration, pushing the audience who has still not tried their products.

5.2.2. Channels • First stage: This campaign will last three months. It will launch as a short-video ad being screened on social media platforms such as YouTube, Instagram and Facebook - Audience will have their first initial reaction with the brand. It will also include its own hashtag (#DrinkToMyBeat), persuading them to post own experiences with the brand on social media, expanding its reach, interacting with them while asking which character they identify with. Giving the chance to be featured on the brand’s main profile. After launch on these platforms, it will be screened on TV, reaching more people and reiterating the message to existing audience and give an impression that something big might be going on with this brand. Since it’s a fairly new brand and has little history, the frequency will be high but with low reach, in order to create an impact and be reminded based on repetition but not being too widely spread.

• Second stage: Once the short-video format has been created, potential consumers and awareness of the brand will increase within one month time-period. This will be complemented with static part of the campaign such as social media posts and billboard and public transport posters. These will be placed in strategic locations where the target audience usually pass by or travel via transport.

â&#x20AC;˘ Supportive material: Counting with a relative success of the campaign in terms of awareness, it will be supported with: - POS (Place Of Sale) advertising. Display stands at bars and restaurants where the target audience go, so they know that Artisan Drinks can be ordered there and encourage them to try it and even recall the ad. - Sponsorship of events, having its own stall, giving away sample bottles or tonic, give away drinks vouchers. Artisan Drinks could be the sponsor of a music festival/event, since the campaign will be associated with music, maybe with competitions where people could win vouchers for Artisan Drinks to be used at the event itself.

TIMELINE VIDEO AD STATIC AD POS EVENT STALL

MONTH 1 - LAUNCH

MONTH 2

MONTH 3

6. Are we getting there? Our campaign will be based on three sets of outcomes. From this we aim to measure the success of the campaign and how it has impacted the market and buying behaviour of our target audience. We have included below the elements that play into parts of the campaign and how they will be analysed:

Attitudinal/Awareness Track with quantitative study before, during and after the campaign (including video/post views and reach) evaluating the following factors: ● Brand/Campaign awareness ● Brand consideration ● Brand/Campaign attitude ● Intention to purchase

Behavioural • •

• • • • •

Calculate whether people are talking about it. Increase with web traffic and social media engagement (followers, likes, comments and response rate overall). People using the hashtag Number of sales Frequency of purchase Locations where being sold the most Places where advertising backing needed

Business • •

Calculate and study what happens to sales and market share, reflected in profit. Estimate how it will go from that point considering sales of product once the campaign has been launched and in approximately a year's time.

Bibliography British Phonographic Industry, 2015. During a typical day approximately how much time do you spend listening to music?. [Online] Available at: https://www.statista.com/statistics/539851/time-multichannel-music-listeners-spent-listening-to-music-by-source-in-the-uk/ [Accessed 3 December 2019]. Deezer, 2018. How would you describe your state and feelings when it comes to discovering new music?. [Online] Available at: https://www.statista.com/statistics/965461/feelings-when-discoveringnew-music-in-the-uk/ [Accessed 3 December 2019]. Department for Digital, Culture, Media and Sport (UK), 2018. Share of adult population spending free time listening to music in England in 2017/18, by age. [Online] Available at: https://www.statista.com/statistics/556349/listening-to-music-in-free-time-by-age-uk-england/ [Accessed 3 December 2019]. Entertainment Retailers Association, 2015. Approximately what percentage of your music listening is from each of the following sources?. [Online] Available at: https://www.statista.com/statistics/539757/multi-channel-music-consumption-by-age-uk-survey/ [Accessed 3 December 2019]. Kantar Media, 2019. Brands of mixers for alcoholic drinks ranked by number of users in Great Britain in 2018. [Online] Available at: https://www.statista.com/statistics/308462/leading-brands-of-mixersfor-alcoholic-drinks-in-the-uk/ [Accessed 10 November 2019]. Rowe, L., Crossley, A., Guinness, H. & Bush, A., 2019. Who makes the best tonic water?. [Online] Available at: https://www.olivemagazine.com/guides/taste-tests/best-tonic-water-taste-test/ [Accessed 11 November 2019]. TGI, 2017. TGI Snapshot. [Online] Available at: https://www.tgiconsumeranalysis.com/#/snapshot/report?answer=&answer2=&base=B_F43021E89 860B97014A6AF275C098CB&bookmark=&brands=%5BMM139017%20OR%20MM139018%5D&com pareWithTarget=&compset=customcompset&inactiveRegionCodes=&mapChartDataType=&mapCha rtRegion=0& [Accessed 11 November 2019]. The Spirit Embassy, 2017. What's caused Gin to become an on-trend drink?. [Online] Available at: https://www.thespiritsembassy.com/blogs/news/whats-caused-gin-to-become-an-on-trend-drinkwe-asked-the-experts [Accessed 17 November 2019]. Feldwick 1997. Campaign Evaluation IN Cooper, A. (1997) How to Plan Advertising

Appendix Appendix A - The culture and history with its flavour makes it the ideal drink to base our campaign off because we see that it’s unique and this what we want our audience to see in the Artisan brand.

Appendix B1 -

The brief mentioned that they wanted to make it clear that they are a premium drink and want to stand out elegantly from the crowd. However our research pointed out that this shouldn’t be the main focus of the campaign because we found that money was not that important for a majority of them and what’s important for them is the life they have at the moment. (TGI 2017) This showed us that if we point out the premium value in the drink it may turn the audience away because they don’t purchase a product by value rather more with experience.

Appendix B2 - We also found a factor that we could consider highlighting in the campaign is quality. Primary research also supports this with respondents saying it would be a key factor in their choice of drink. It was also important for us to see what type of promotion appeals to them because it will play a part in the channels we use for our campaign. Advertising and branding seems to be the most effective on our audience as it was revealed they are quite impressionable with these outlets.

Appendix C - Detailed explained, both formats of the ad: Short-video ad. Beginning with a close-up of a drum set starting to be played with one of the bottles discreetly placed on the floor next to the drumset. Pans out and slowly revealing the animated bottle character playing that instrument. Continuously, another instrument can be heard, and quickly there is a transition to that other character playing that instrument, following this repeating process with all the characters. And eventually, all of them come together in the same shot and space (with a plain colour background) and then suddenly the curtains unveils images of the bottles and logo, with the slogan ‘Drink to your own beat’. For this, the music being played and the lyrics being sung are very important and need to be catchy, so it sticks in people’s minds and every time it is played or heard it can immediately remind them to the brand and this first video ad. ➢ Classic London tonic. Classic, complex but a perfect partner -keyboard. ➢ Skinny London tonic. Perfect for combining, subtle but powerful -drums. ➢ Violet blossom tonic. Vibrant while sophisticated. Born to be the lead singer. ➢ Pink citrus tonic. Has fresh vibes -guitar. ➢ Agave lemon tonic. Agile and with an exotic sense -“cajón”/box while backup singing. ➢ Barrel smoked cola. Unique, loud and exciting -saxophone.

(Static ad prototype, 2019)

Static ad. These ads will have a simple composition, of each of the them made a real-life person (with exactly the same features and clothing) lifting their hats uncovering the bottle underneath, which will be standing on the top of their head matching the character they are representing. To make it iconic and fun, each of them will be represented as caught uplifting their hat with a pose related to the qualities and behaviour of each character. As well, making use of the same slogan.