Who We Are

Account Manager: Media Strategist:

Jaddan Bruhn

Cedric Chai

Copywriter:
Sreyna Chao

Art Director:
Joe Brown

Mission Statement
Spark incinerates your competition with our innovative approach to optimising your campaign through the delivery of tailored solutions to burn through the white noise.

Logo

The Product

The Brand

The Client Brief

The RTD citrus product extension does not have an easy to
recite / remember name for consumers to use when ordering it.

To increase Russian Standard Vodka's RTD market share

during the summer 2011/12 campaign period.

To increase awareness in the target audience of Russian

Standard Vodka's RTD products during the summer 2011/12 campaign period.

Educate consumers on the new bar call. Media Placement Budget $1m

Environmental Analysis S.W.O.T.

Strengths Weakness

Russia's Number One

Premium Vodka

Weak image profile with

target audience

Diversifying into fast growing

RTD market

Inconsistent distribution Different product lines

branded inconsistently

Brand perceived as authentic

& pure

Only Russian Vodka in

Australia produced & bottled in Russia

Environmental Analysis S.W.O.T.

Opportunities Threats

High consumer acceptance

of increasing diversity in RTD varieties

Market leader Smirnoff

controls approx 70% Australian vodka market

Changes in social patterns,

population profiles, lifestyle changes, more conducive to convenience of RTDs

Cost impact of alcopops tax

Entry of other spirit

manufacturers into RTD market

RTD product lowest-cost

entry to prestige alcohol brands

Cross-over of supermarket
house brands into alcohol

Target Audience Profile

18 25 M / F (60% female skew) The Thrill Seeker Seeking new experiences, excitement & opportunity to take risks See everyday as a source of new stimulation Enjoy spending time with friends & indulging their own needs

Born to shop

Target Audience Persona Kristen

21 years old Full-time TAFE student Part-time sales job Single, lives with parents in innersuburban Sydney

Short-term focus Has a night out once a week Goes to cinema once a month Style, fashion & being noticed

Profile on Facebook, Twitter & YouTube.

Constantly connected through smart
phone

Target Audience Media Profile

81% use Facebook
everyday

44% watch traditional TV

daily

71% still read print

magazines

42% watch TV shows online 27% watch movies online 25% access his/her mobile
devices for social media

66% access newspaper

content online

63% use social media to

interact with brands

24% read magazine content

online
Ruth Burke & Associates: How does Generation Y navigate the media landscape?

45% read blogs everyday 45% read traditional

newspapers daily

Primary Research
Key Consumer Insight:

I want my drink to reflect my shift in taste from sweet drinks in bright colours to authentic drinks with real flavours.

Media Plan
Cedric Chai

Communication Objectives & Strategy

Top of mind awareness during University holiday and
Christmas break

Encourage interaction and engagement through

promotional activities

Obtain consumer data and details

Generate talk and create brand advocacy

Student

Employed

Age 18-21 & attends University, TAFE or College

Age 19-23 & works full time

Key Touchpoints
Media Consumption P18-21 and Studying
As with school students Digital consumed on their mobiles while out & about and in uni

Reach (%)

Digital at Home & Outdoor are heavily consumed with this audience. TV and Radio are still high reaching however need to focus on key zones due to a high proportion of light to medium users. Radio has higher consumption than youth who attend school
Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college

Touchpoints P18-21 and Studying: Likelihood to notice advertising

Outdoor, Magazines and TV are key for them to notice brands

Source: CCS Australia Benchmark 2009: P19-21, studying or at University/TAFE/college

Key Touchpoints
Media Consumption P19-23 Full Time Workers

Reach (%)

This audience experiences a higher media consumption overall against students. Digital at home/work & Outdoor are heavily consumed. TV is also high reaching however need to focus on key zones due to a high proportion of light to medium users. Consuming more traditional media than the uni & school students with higher press & radio consumption.
Source: CCS 2009: P18-23, work full time

Touchpoints P19-23 Working F/T: Likelihood to notice advertising

Lower tendency to notice media. Outdoor and Blogs/reviews play an important role

APN Outdoor
Cross Track Posters

A welcome distraction 59% notice when advertising changes and 42% read ads time and time again 47% visited a website or a store to find out more information as a result of viewing rail ads

Captive audience 75% of rail commuters wait between 3 to 10 minutes for a train

Mass reach On a typical weekday, CityRail (NSW) has around a million passengers 54% of commuters are Gen Y

Station Central

Daily barrier count* 170,520 154,700

November
Central, Town Hall, Bondi Junction &
Wynard

Town Hall

Wynyard
Martin Place Bondi Junction St James

110,260
35,900 38,420 14,460 22,300 12,820 41,720 49,420 28,520 40,940

December
Miranda, Burwood, North Sydney,
Chatswood, Bondi Junction, Kingscross, Town Hall, Central & Redfern

Kings Cross Edgecliff Redfern North Sydney St Leonards Chatswood

JCDecaux Citylights

Effective in reaching people close to POS

Popular bars & clubs located in the city

Reach 745 000 Min Reach TA 54.1% Min Frequency 6.4

In December, 15 Special builds to be placed around high traffic areas and nightlife hotspots

Point Of Sale
Display Posters & Coasters

trigger top of mind awareness while the target is in

a position to purchase Russian Standard RTD.

Inform consumers about current campaign Encourage impulse buys Encourage enquiries about Russian Standard

Reinforce brand Image

CINEMA
Frequent moviegoers by age indexed against population

Brand Appeal

Comedy Movie Age Profile

Comedy Movie Gender Profile

Horror Movie Age Profile Profile

Horror Movie Gender

Live in Cinema
Creates an emotional connection with the audience

Provides unrivalled cut through

Viral opportunities Strong word of mouth Cinema experience heightened, increased customer
enjoyment

Highly targeted

 If they like a brand they will tell others

Peer to peer recommendation are even more

important to this group

They love sharing pass-on-able content Becoming a fan of something is a form of self
expression 50% of youths have fanned something in the last month

ONLINE PROMOTIONS
Launch of campaign First 50 people to share/post
online commercial on their social media page will win Russian Standard vouchers

Weekly prizes and giveaways

Online drink specials

 Approximately 10 million user accounts in Australia

School and Uni Students are likely to visit FB at least once a

day

Facebook is used by more than 90% of social media users

from both sexes and all age groups.

On average, Facebook users use the site around 16 times a

week

Ability to engage and interact with consumers

Inform them directly about current promotions and upcoming

events

 YouTube is 4th largest website in the world 43% of Australian internet population visit YouTube each
month

On Average Australians watch 62 videos a month on

YouTube

32% of Australian YouTubers are 18-29 51% use YouTube to watch music videos 1/3 of users who see a relevant add will click on it

PUBLIC RELATIONS
Sampling and free giveaways in Sydneys most popular bars
Like Russian Standard FB page Follow Russian Standard on Twitter Register for online competition

EVALUATION
Participation rate in online competition

Click Thru and conversion rate of ads placed online

Participation in online promotions How many people used QR code to access site

Measurement of sales during & after campaign

Accumulated fans/followers since the launch of the
campaign

Number of impressions on sites advertised

Conduct market research for brand awareness

Creative Concepts
Joe Brown & Sreyna Chao

Creative Brief
Role of advertising
Increase consumer awareness of the Russian standard RTD citrus and adept Pure Russian as the bar call.

USP
Russian Standard RTD is the youthful convenient authentic Russian vodka.

Key consumer insight

I want my drink to reflect my shift in taste from sweet drinks in bright colours to authentic drinks with real flavours.

Concept Development

Surveys Focus group Concept testing

Results

Bar Call

Pure Russian

Concept Results
Suggests Russian Standard Vodka (RSV) is a good quality vodka

Female

Male

Suggests RSV would have a smooth taste Suggests RSV is an authentic vodka brand Makes me more likely to consider RSV Makes RSV more appealing to me

Stylish
Classy and prestige Exciting & vibrant brand Expensive Brands for people like me Represent modern & contemporary Russia Consider purchasing this in the future

Rationale
Youthful
Classy and prestige Authentic Involvement

The Fantasy

Promotional idea

Out of home

www
On premise

Promotional Ideas
Competition Promotions Point of sales Live at the cinema

Strategy & Execution

Cinema

Viral
Social Out of home On Premise

Cinema
60 second the Fantasy

Live performance
(dance group)

Ad #1

On premise
Bus shelters

Ad #2

On premise Bus shelters

Out of home / billboard

Social Media
Maintain the on going engagement of the
consumers

Increase the visibility of the online campaign Maximize entrants into viral comp

YouTube - Viral Video

Modern & fun

Interactive & engaging

Promotional Aim
Building customers and product relation

Build a data base of our target audience

Interaction Engagement Get as many views, likes and responds

Thank you for your time.. Hope you enjoy the video =)