Get your beat

Ad Campaign performed by ADVERPLUS

ADVERPLUS May/2011 1

LIVE LIFE TO THE FULLESTGET YOUR BEAT

Table Of Contents

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Introduction

1. Campaign Objectives 2. Target Audience

7. Implementation of Advertising strategy6. Media strategy

3. Research Results4. Advertising strategy 5. Creative strategy

8. BudgetConclusion & SuggestionTeam MembersThank You

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Ahead of the first World Cup in Africa, Coca Cola has chosen our Agency ADVERPLUS to create an awareness campaign for its new energy drink BEAT in South Africa, especially in Pretoria.

The objective of the campaign was:

To launch BEAT in South Africa; and create a brand awareness; To increase the energy drink usage and Sales.


Introduction


1. Campaign objectives

1. Launching BEAT in SA & Creating a brand awareness;

2. Increasing the energy usage and sales;

All South African workers including students

Demographics 18 to 65 years old (Male & Female) R500-2000 Suburb, Urban areas


2. Target Audience

Psychographics Full access to services, Accessed internet 4 weeks. Out going and spend a lot


3. Research results59% of students confirmed

that they read the university Newspaper, 65% female buy

Cosmo Magazine once a month, 45% of them have

subscribed to student village website

The majority (65%) of workers have a Facebook

profile, 74% are on Mxit, and 80% of them have access to it

every day87% of South African workers have at least an email address,

and Cell phone; 42% have Smart Phone

62% use public transport, 38% use their own car, and

68% live in big cities, 32% are township

4. Advertising strategy Get your BEAT will appear in all the Ads in order to create

and increase an awareness.

Examples: Live your life to the fullest Get your BEAT Get your BEAT Stand Strong For an extra round Get your BEAT Get your BEAT have Xtra energy that you need



LIVE LIFE TO THE FULLEST

is the theme and slogan of the campaign

5. Creative strategy


Official theme of the BEAT’s campaign


6. Media strategy

Outdoor Media (Bus shelter, Billboard, & Transport Media): is a very flexible medium that enables the Advertiser to react to changing conditions in the market place immediately;

Internet & Social Media (Facebook & Twitter): Internet & Social Media are powerful media that enable the brand to engage with its customers, it also enable the Advertiser to measure exactly how many people used the medium;

Print Media (Magazine): various magazine options are available with varying cost and distribution profiles;

ADVERPLUS May/201111

View of the Ad on Transport Media

7. Implementation of Advertising Strategy


View of the Ad on Bus Shelter


View of the Ad on Billboard


View of the Ad on Social Media (Facebook)


View of the Ad on Print Media


8. Budget The budget allocated for this campaign is R 450,000

Personnel Budget Ad agency & employees R 112,310

Concept & Design Poster R 4,450

Operating Budget Photo & Rights R 10,000

Print Production R 84,250

Media Magazine R 84,000

Billboard R 50,000

Bus Shelter R 28,000

Transport Media R 42,000

Delivery cost R 3,000

Taxes R18,850

Total expenses Budget R 436,860 R 450,000


Conclusion & Suggestion

GET YOUR BEAT’s Ad should pup up online website such as Student village; (www.studentvillage.co.za)

In order to create an awareness with its target audience, the Brand has to constantly engage with potential customers on Social media such as Facebook, and Twitter; by creating a community

The study “GEAT YOUR BEAT” was carried out on LSM 4-8.

It can be concluded an excellent way to advertiser is at universities and Colleges just because most of students are everyday spender at the canteens.


Team Members

Leo Malaba,

As a Research Director

Manou Molosa,As an Account

Director

Cedric Nzuvele,As an Media

Director

Mpho Papi,As a Creative Director


THANK YOU FOR YOUR ATTENTION

ADVERPLUSThe Corner Building, 305 York Avenue, Ferdanle

Randburg, 2194; Gauteng/Johannesburg/ South AfricaContact 1: +27 (0) 795 498 167Contact 2: +27 (0) 732 781 032

Email: [email protected] Website: www.adverplus.com

Get your beat

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