IMC Campaign

ALLCAPS
Lucy Bellomarino S3237483
Patrick Blaikie S3410825
Callum Clarke S34123!
"mma #arri$on S3440!2
Bro%ie #iggin$ S33805
Laura &e'(ol% S3284084
Lauren )an *eulen S340!!0
Contents:
1
Executive Summary Page: 3
Company Overview Page: 3
Market Overview Page: 4
Environmental Analysis Page:
Micro Page:
Macro Page: !
S"O# Analysis Page: $
%uyer %e&aviour Page: '
Market Segmentation Page: ()
Competitive Positioning Page: ((
Marketing Communication O*+ectives Page: ((
Communication Strategy Page: (,
Creative Execution Page: (3
#-C Script Page: (4
Me.ia Page: (!
%u.get Page: ($
Evaluation / Control Page: (0
Conclusion Page: ('
Appen.ix Page: ,)
Creative %rie1 Page: ,(
2e1erences Page: ,3
Executions / 3mages Attac&e.
Executive Summary
2
+,i$ report outline$ t,e -%)erti$ing -gency -LLC-PS.$ propo$al /or
0o1tel.$ C,ri$tma$ campaign2 3it,in t,i$ report t,ere i$ an accurate
an% $uccinct %e$cription an% analy$i$ o/ 0o1tel.$ in%u$try en)ironment4
e1ternally an% internally4 a (reak%o'n o/ (uyer (e,a)iour4 market
$egmentation4 competiti)e po$itioning an% communication o(5ecti)e$
pertinent to t,i$ campaign2
+,e cru1 o/ t,i$ report i$ outline% 'it,in t,e communication $trategy4
creati)e e1ecution4 me%ia an% (u%get $ection$ o/ t,e report2 In t,e$e
$ection$ t,e in$piration an% impetu$ /or our creati)e %irection i$
e1plaine% an% our creati)e e1ecution i$ t,oroug,ly %e$cri(e% an%
pre$ente%2 -t -LLC-PS 'e /eel t,at t,e $ucce$$ an% o(5ecti)e$ 0o1tel i$
$tri)ing /or 'ill (e capa(ly met (y our e1ecution2
Company Overview
0o1tel4 e$ta(li$,e% in 154 i$ an -u$tralian pay +6 company /orme% a$
a 5oint )enture (et'een +el$tra an% &e'$ Corp2 Since merging 'it,
-u$tar in 20124 0o1tel pro)i%e$ t,eir 223 million $u($cri(ing ,ome$ 'it,
more t,an 200 c,annel$ -u$tralia 'i%e )ia ca(le4 $atellite an%
(roa%(an% %i$tri(ution2 +,ey %irectly employ aroun% 2500 people an% a
/urt,er 2000 'orker$ are in%irectly employe% nationally in $ale$ an%
in$tallation $er)ice$2 0o1tel $tri)e$ to o7er t,eir cu$tomer$ a (etter
entertainment e1perience t,roug, t,e %eli)ery o/ e1clu$i)e an%
in$piring program$ acro$$ all genre$4 t,e 'orl%.$ mo$t popular c,annel
(ran%$ an% in)e$tment in ,ig, 8uality local content2 In a%%ition to t,i$4
t,e $u($cription tele)i$ion $ector in)e$t$ an e$timate% 9!00 million
e)ery year into original -u$tralian content2 +,ey o7er t,eir cu$tomer$ a
c,oice o/ /our package %eal$: "$$ential$4 Mo)ie$ ; Premium <rama4
Sport an% Platinum2 +,ey al$o o7er t,eir cu$tomer$ a num(er o/
inno)ation$ $uc, a$ 0o1tel i=> allo'ing t,em to recor%4 pau$e an%
re'in% li)e +6> 0o1tel ?o> allo'ing t,em to 'atc, $,o'$ on compati(le
3
$martp,one$4 ta(let$ an% computer$> an% mo$t recently4 0o1tel Play> a
no lock@in contract internet +6 $er)ice a)aila(le acro$$ a range o/
%e)ice$2
Market Overview
+,e pay tele)i$ion in%u$try in -u$tralia i$ a $tea%ily gro'ing4 mo$tly
monopoli$e% market t,at ,a$ ,a% no particular Auctuation$ in it$
$tea%y e1pan$ion2 It ,a$ ,a% an annual gro't, on a)erage o/ 224B
$ince 2008 an% contri(ute$ 9324 (illion annually to t,e country.$ ?<P2
Ct,er t,an 0o1tel t,ere are 10 ot,er (u$ine$$e$ t,at occupy t,i$
market $uc, a$ +el$tra4 ii&et an% Cptu$2 Mo$t o/ t,e re)enue in t,i$
market come$ /rom $u($cription /ee$4 $u($i%i$e% (y income /rom
a%)erti$ing an% $ome ot,er $ource$2
0o1tel account$ /or 7821B o/ t,e market an% alt,oug, more companie$
are attempting to compete /or market $,are none are ,a)ing any real
$ucce$$2 +,e real pro(lem /acing t,e in%u$try a$ a ',ole i$ t,e
proli/eration o/ pirating an% t,e /uture t,reat o/ companie$ like &etAi1
an% #ulu $prea%ing into -u$tralia2 +,ere i$ not muc, gro't, in t,e
in%u$try4 ',ic, can (e attri(ute% to a )ariety o/ /actor$ $uc, a$ t,e
glo(al Dnancial cri$i$ cau$ing people to cancel t,eir $u($cription$ an%
ne)er re5oin once t,e real Dnancial $tre$$ ,a% pa$$e%2 People generally
$eem to /eel t,at /ree@to@air tele)i$ion o7er$ a large enoug, )ariety o/
$,o'$ in com(ination 'it, not /eeling t,at pay tele)i$ion i$ 'ort, t,e
money2 -lternati)ely $ome people are morally again$t tele)i$ion in
general an% 'oul%n.t con$i%er paying e1tra /or $omet,ing you can get
/or /ree2
Cne /actor t,at ,a$ ,elpe% keep t,e in%u$try aAoat i$ t,e intro%uction
o/ %igital $er)ice$ an% more programma(le an% con)enient
programming2 3it, t,e relea$e o/ pro%uct$ like 0o1tel i=4 (ringing
along 'it, it t,e a(ility to recor% programming an% a )ariety o/ ot,er
/eature$4 people ,a)e /elt reali$tically compelle% to $pen% e1tra money
on t,eir $u($cription$2
4
+,ere are $ign$ t,at t,e in%u$try ,a$ reac,e% a mature $tate2 In 2011
0o1tel (oug,t out it$ ma5or ri)al -u$tar in a mo)e t,at greatly
increa$e% 0o1tel.$ market@$,are2 +,i$ ac8ui$ition $ugge$t$ t,at t,e pay
tele)i$ion in%u$try ,a% $tagnate% an%Eor mature% %ue to t,e /act t,at it
$eem$ t,at only real e1pan$ion can (e gaine% t,roug, ac8ui$ition
rat,er t,an inno)ation2
3it, /ree to air tele)i$ion o7ering more t,an e)er (e/ore in coalition
'it, t,e online market (ecoming muc, more t,reatening pay tele)i$ion
pro)i%er$ are caug,t in a %iFcult $ituation ',ere t,ey mu$t a%5u$t
rapi%ly to $ecure /uture proDta(ility2
<ata $ource% /rom: IBIS'orl%4 20134 pay tele)i$ion in%u$try report2
Environmental Analysis
Micro
0o1tel$ internal en)ironment i$ $ta(le4 o)er 24500 employee$ are
%irectly employe% (y 0o1tel an% e)en more people 'orking in%irectly
/or t,e company4 employee$ $prea% o)er oFce$ in Mel(ourne4 Sy%ney
an% t,e ?ol% Coa$t G a$ 'ell a$ $maller oFce$ all aroun% -u$tralia2 +,e
en)ironment i$ re'ar%ing an% o7er$ many %i7erent type$ o/ po$ition$ G
/rom me%ia to call centre 'ork an% t,e I+ %epartment4 it i$ a prime
-u$tralian Crgani$ation /or employment4 'it, e)en more people
'orking in%irectly /or t,e company2
0o1tel i$ o'ne% in e8ual percentage (y +el$tra an% +,e &e'$
Corporation L+<4 an% ,a$ no ot,er ma5or $u($cription competitor a$ it
many competitor$ ,a)e collap$e% in recent year$ or4 like -u$tar4 ,a)e
(een (oug,t out (y 0o1tel2 C)er ,al/ o/ -u$tralian.$ ,a)e4 or ,a$ ,a%4
0o1tel at $ome point in t,eir li)e$ G meaning t,e company ,a$ %irectly
impacte% on many -u$tralian.$ li)e$2 Hic,ar% 0reu%en$tein i$ t,e key
5
player a$ t,e C"C ',ile C,airman Bruce -rk,ur$t i$ al$o an e$$ential
Dgure2
0o1tel.$ yearly re)enue i$ o)er 92 (illion per year I200@2010J (ut
proDt$ amount to only 920! million a year I200@2010J4 'it, licen$ing
/ee$ taking up a ,uge percentage o/ income per year2
Porters 4ive 4orces C&art:
Macro Analysis
0o1tel
6
Su*stitutes:
- Illegal %o'nloa%ing o/ &etAi1
- 0ree to air +6
- Illegal %o'nloa%ingE$treaming
#&reat o1 new entrants:
- &o %irect Kpay +6L competitor
- &etAi1 pro)i%ing legal acce$$ to
-u$tralian$
- Po$$i(le &etAi1 $u($titute
Suppliers:
@ 0o1tel purc,a$e$ licen$e$
%irectly /rom pro%uction
companie$ an% $tu%io$
@ Co$t can )ary an%
Auctuate %ramatically
@ Co$t o/ purc,a$e i$
relati)e to t,e package
price
%uyers:
- 0o1tel i$ u$e% /or
re$i%ential an% (u$ine$$
purpo$e$
P"S+
Political
- &o ma5or competition at t,e current time a$ t,ey (oug,t out
t,eir main competitor G -u$tar4 earlier t,i$ year2
- Currently t,eir (igge$t Ipai% /orJ competitor i$ &etAi14 ',ic, i$n.t
acti)ely intere$te% in e1pan%ing to -u$tralia4 (ut i$ $till IillegallyJ
acce$$i(le2
- It ,a$ (een $ugge$te% t,at /ree@to@air c,annel$ are attempting to
(lock &etAi1.$ a(ility to pro)i%e t,eir $er)ice in -u$tralia
Economical
- Illegal %o'nloa%ing i$ a c,eaper I/reeJ option /or anyone 'it,
acce$$ to t,e internet
- 0o1tel a%%@on package$ are e1pen$i)e in compari$on to /ree@to@
air4 illegal %o'nloa%ing an% &etAi1
- Hecent economic climate ,a$ ma%e people reluctant to purc,a$e
Klu1uryL item$
- <ue to t,e impen%ing4 potential economical cri$i$ in t,e MS4
&etAi1 may open it.$ %oor$ to -u$tralian cu$tomer$4 po$ing t,e
(igge$t t,reat to 0o1tel2
- Co$t$ o/ purc,a$ing certain program$4 e$pecially KpremiumL
program$ t,at are K/a$t tracke%L4 I"g: Ma% Men4 Breaking Ba%4
?ame o/ +,rone$J take a large part o/ 0o1tel.$ (u%get2
Social
- &etAi1 i$ $till an option /or people ',o %on.t 'ant to Killegally
%o'nloa%L I-*-: &ot pay /or +6 an% mo)ie$J (ut $till 'ant ea$y
acce$$ to a 'i%e range o/ entertainment2
- +6 $en$ation$ t,at are 0o1tel e1clu$i)e $uc, a$ -u$tralia.$ &e1t
+op Mo%el encourage people to e1plore t,e option$ 0o1tel can
pro)i%e in term$ o/ entertainment an% pop culture e1perience$2
#ec&nological
- 0o1tel.$ tec,nology i$ 8uite impre$$i)e4 'it, t,e a(ility to recor%
more t,an t'o $,o'$ $imultaneou$ly ',ile 'atc,ing a t,ir%2
- -)aila(ility o/ 0o1tel ?oN -n% 0o1tel Play4 ',ic, allo'$
$u($cri(er$ to 'atc, $,o'$ on t,eir iPa% or computer
- Ct,er c,annel$ are pro)i%ing $imilar iPa% or computer program$
',ic, allo' t,em to Kcatc, upL on tele)i$ion t,ey ,a)e mi$$e%
- +el$tra i$ currently o7ering $mall 0o1tel package$ o)er t,eir +@Bo1
%e)ice4 meaning $u($cri(er$ can get certain c,annel$ /or a lot
le$$ t,an ',at 0o1tel i$ o7ering4 ,o'e)er t,ey %o not ,a)e t,e
a(ility to recor% any program$2
7
S"O# Analysis
Strengt&s
@ Strong (ran% an% /airly ,ig,
(ran% a'arene$$
@ ?oo% reputation
@ Mi1 o/ c,annel$ 'it, (a$ic
e$$ential$ pack
@ ?oo% to time market in ,oli%ay
$ea$on
@ -7or%a(le entertainment
@ Multiple u$er$ on one %e)ice
@ 3i%e target market
@ 0o1tel ?o Ior 0o1tel PlayJ
pro)i%e$ e1tra Ae1i(ility 'it,
)ie'ing time$ an% recor%ing
@ S,o'$ are o/ ,ig, 8uality an%
$ome are /a$t@tracke% /rom t,e
MSEM* pro)i%ing a point o/
%i7erence
@ I= (o1e$ pro)i%e t,e opportunity
to recor% anyt,ing an% any time
@ Cption to purc,a$e #< c,annel$4
meaning t,at t,e )ie'ing
e1perience i$ at it.$ (e$t
"eaknesses
@ +oug, economic climate
@ People 'anting to $pen% le$$4 more
con$ciou$ o/ ,o' t,ey $pen% t,eir
money
@ Cngoing e1pen$e Imont,ly
payment$J
@ -%%itional4 optional e1pen$e Inot a
(a$ic nee% /or a ,ou$e,ol%J
@ Price point4 e1pan$ion pack$
e$pecially can (e e1pen$i)e4 al$o
co$t o/ in$tallation
@ Many o/ t,e $,o'$ an% mo)ie$ are
al$o a)aila(le on 0ree@to@air
tele)i$ion
@ - percentage o/ people alrea%y
,a)e 0o1tel4 an% 'e aren.t pu$,ing
/or t,e e1tra c,annel package$4 $o
no room in our a% /or potential
upgra%e$
@ &ot a)aila(le to all ,ome$
Opportunities
@ C,ri$tma$ a$ a goo% opportunity
to market
@ ?i/t /or t,e ',ole /amily
@ Somet,ing e)eryone can en5oy
all year roun%@ practical gi/t t,at
'ill (e u$e% regularly
@ Call to action@ get people to call
up to $ign up /or 0o1tel4 t,en
#&reats
@ Illegal %o'nloa%ing $ite$ e2g2
+orrent Butler
@ Li)e $treaming
@ C,ange in main$tream me%ia
u$eEe1po$ure@ young people not
'atc,ing a$ muc, t)4 more reliant
on internet
@ "1ten$ion o/ /ree to air tele)i$ion
8
ma$$i)e opportunity to up $ell
o)er t,e p,one to a%% a%%itional
package$ I$port$Emo)ie$4 etcJ
@ Cpportunity to appeal to t,e
mot,er a$ primary target
au%ience @ a$ primary Dgure /or
t,e O$ign o7. on ma5or ,ou$e,ol%
%eci$ion$ an% Dnancial $pen%ing
/or /amily
@ Cpportunity to rai$e $ale$
$igniDcantly %uring t,i$ perio% o/
t,e a% campaign
a$ a t,reat to pay +6@ )ie'er$ are
alrea%y getting more at no
a%%itional co$t
@ Intro%uction o/ +6@)ie'ing $ite$
$uc, a$ &etAi1 ',ic, ,a)e a
$maller $u($cription /ee an% acce$$
to a 'i%er )ariety o/ entertainment
@ 'it, no preci$e )ie'ing time$
I',ile &etAi1 $peciDcally i$ not
a)aila(le legally in -u$tralia4 t,ere
are $till 'ay$ to acce$$ itJ
%uyer %e&aviour
-t pre$ent a t,ir% o/ -u$tralian ,ou$e,ol%$ ,a)e 0o1tel currently
in$talle%4 one t,ir% ,a)e al$o4 at one $tage4 ,a% 0o1tel (ut ,a)e $ince
remo)e% it an% a /urt,er t,ir% ,a)e ne)er ,a% 0o1tel in$talle%2
Con$umer$ purc,a$e 0o1tel /or t,e a%%itional entertainment4 t,e
%i)er$e $election o/ c,annel package$ an% t,e )ariety o/ program$
t,e$e package$ pro)i%e2 +ele)i$ion $,o'$ an% $port$ c,annel$ are a
ma5or rea$on people purc,a$e 0o1tel2 -$ (ig (u%get tele)i$ion $,o'$
(ecome more an% more popular4 -u$tralian$ 'ant to ,a)e t,e
opportunity to 'atc, t,e epi$o%e$ a$ t,ey are relea$e% in ot,er part$ o/
t,e 'orl% an% not ,a)e to 'ait /or t,em to (e relea$e% 'eek$ or
mont,$ later /or purc,a$e on -u$tralian $,ore$2 -lt,oug, illegal
%o'nloa%ing i$ a /a$t gro'ing plat/orm /or o(taining )ariou$ type$ o/
entertainment4 inclu%ing mo)ie$ an% tele)i$ion $,o'$4 it i$ u$e%
pre%ominantly (y t,e younger generation$2 Cl%er generation$ ',o
9
,a)e young c,il%ren %o not typically utili$e torrent 'e($ite$ a$ muc,
an% 'oul% pre/er to ,a)e an ea$y to operate met,o% o/ )ie'ing t,e$e
tele)i$ion $,o'$ /or a price2 -%%itionally4 t,e a(un%ance an% )ariety o/
c,annel$ o7ere% (y 0o1tel pro)i%e a great %eal o/ %i)er$ity in program$
an% entertainment4 ',ic, i$ $omet,ing t,at purc,a$er$ )alue a$ t,ey
%e$ire more )ariety t,an ',at i$ o7ere% t,roug, /ree@)ie' tele)i$ion2
0urt,ermore4 a$ t,e current campaign i$ centere% aroun% C,ri$tma$4 an
in$ig,t 'e ,a)e /oun% to (e 8uite )alua(le i$ t,at people o/ten Dn%
C,ri$tma$ $,opping to (e 8uite an e1,au$ting an% $ometime$ $tre$$/ul
e1perience2 3it, t,e pre$$ure o/ Dn%ing t,e per/ect gi/t$ a$ 'ell a$ t,e
o)ercro'%e% an% ,a$ty en)ironment o/ t,e $,opping center$ C,ri$tma$
$,opping can (ecome 8uite a %aunting ta$k2
Market Segmentation:
-$ t,e 0o1tel C,ri$tma$ campaign i$ targete% to'ar%$ mi% /amily
,ou$e,ol%$ 'it, young c,il%ren t,e market can (e $egmente% into
t,ree group$ a$ /ollo'$> c,il%ren4 mum$ an% %a%$2
+,e$e t,ree $egment$ all ,a)e %i7ering intere$t$ an% pre/erence$ an%
eac, can (e a%)erti$e% to on a %i7erent le)el2 -$ t,e 0o1tel "$$ential$
Pack inclu%e$ a plet,ora o/ entertainment /or all age$ an% $peciDc
c,annel$ /or $peciDc type$ o/ entertainment it 'ill (e ea$y to target
eac, o/ t,e$e market $egment$ 'it,in t,e $ame creati)e
a%)erti$ement2
3it, ne'$4 li/e$tyle an% %rama c,annel$ ',ic, are targete% mo$tly
to'ar%$ 'omen4 $port$ ne'$ an% racing c,annel$ ',ic, are targete%
more to'ar%$ men4 a$ 'ell a$ c,annel$ $uc, a$ &ickelo%eon an%
<i$ney ',ic, are targete% to'ar%$ c,il%ren t,ere i$ $omet,ing t,at
10
appeal$ to eac, o/ t,e t,ree market $egment$4 'it, t,e a%%ition o/
entertainment4 mu$ic an% %ocumentary c,annel$ /or all au%ience$2
Mtili$ing t,e$e c,annel$ in t,e +6C component o/ t,e 0o1tel C,ri$tma$
campaign 'ill allo' /or eac, o/ t,e market $egment$ to (e
communicate% to $eparately 'it,in a $ingle a%)erti$ement2
Segmenting t,e market a$ $uc, 'ill a$$i$t in reac,ing t,e marketing
goal o/ increa$ing (ran% con$i%eration4 a$ it 'ill clearly %emon$trate
t,e )alue an% (eneDt$ 0o1tel can pro)i%e /or eac, an% e)ery mem(er
o/ t,e /amily2 +,i$ 'ill al$o /ollo' t,e $ingle@min%e% propo$ition o/
0o1tel to (e Ot,e $mart C,ri$tma$ gi/t t,e ',ole /amily 'ill en5oy2.
Competitive Positioning
0o1tel i$ e1periencing a marketplace t,at i$ more competiti)e t,an it
,a$ e)er (een a$ gro'ing online me%ia %o'nloa%ing only gro'$ year
a/ter year2 -long 'it, t,i$ t,e u$e$ o/ online tele)i$ion repeat$ (y eac,
%igital tele)i$ion c,annel allo'$ more Ae1i(ility t,an e)er in t,e 'ay in
',ic, au%ience$ con$ume t,eir tele)i$ion2 0o1tel nee% to /urt,er
e1pre$$ t,e i%ea o/ t,eir pro%uct (eing /or e)eryone a$ t,i$ i$ t,e
a%)antage t,ey ,a)e o)er t,eir oppo$ition2
Su($cri(ing to a 0o1tel OBa$ic. package allo'$ enoug, entertainment
/or an entire /amily %ue to t,e %i)er$ity o/ c,annel$ a)aila(le2 +,e
competiti)e po$itioning o/ t,e (ran% $,oul% ,ig,lig,t t,i$ t,oroug,ly a$
all competitor$ %o not pro)i%e t,i$ a$ t,oroug,ly2
11
Marketing Communication O*+ectives
Marketing:
Cur marketing o(5ecti)e$ are to increa$e $ale$ o/ t,e 0o1tel e$$ential$
package (y 5B an% o)erall $ale$ (y 4B2 3e al$o 'ant an increa$e in
con$umer in8uiry (y 10B at eit,er 0o1tel kio$k$ in $,opping centre$4
online or (y p,one2
Communication:
Increa$ing con$umer$. acceptance o/ t,e 0o1tel (ran% i$ at t,e core o/
our campaign2 3it, a lo$$ o/ intere$t %ue to online competition4 'e
nee% to gain not only acceptance4 (ut al$o pre/erence /or /amily
)ie'er$2 Increa$ing a'arene$$ a(out t,e e$$ential$ package i$ al$o an
important communication o(5ecti)e4 ',ic, link$ %irectly to our
marketing o(5ecti)e$2
Me.ia:
Me%ia o(5ecti)e$ /or t,i$ campaign are to en$ure t,at t,e %e$ire%
au%ience appropriately recei)e$ t,e me$$age /rom t,e creati)e
e1ecution an% communication $trategy2 I/ 'e $ucce$$/ully ac,ie)e t,i$
goal it i$ only a $,ort leap o/ /ait, to a$$ert t,at t,e com(ination
(et'een appropriate me%ia planning an% our creati)e e1ecution t,at
all communication$ o(5ecti)e$ 'ill (e com/orta(ly met2
Communication Strategy
Executions:
#-C:
- CamoAague outDt$ on t,e /amily gi)e t,e impre$$ion o/ a
$truggle or a mi$$ion2
- 0a$t camera $,ot$ t,roug,out t,e a% emp,a$iPe t,e $tre$$ o/
$,opping /or C,ri$tma$ pre$ent$2 -l$o contra$t$ 'it, t,e rela1e%
/amily at t,e clo$ing o/ t,e a%4 in$tilling a $en$e o/ rela1ation an%
entertainment 'it, 0o1tel2
12
- &ot $,o'ing ',at t,e (alloon$ are until near t,e en%
emp,a$iPe$ %i$co)ery an% keep$ t,e )ie'er gue$$ing until t,e
en%2
Posters:
4oxtel 4amily Poster:
- M$e$ geometric $,ape$ to %ra' t,e con$umer.$ eye Dr$t /rom t,e
top o/ (ottom2
- C,ri$tma$ colour$ create )i$ual contra$t4 %ra'ing attention
4oxtel 3n.ivi.ual Poster:
- Bur$t$ o/ colour an% te1tural contra$t$ on $,ape$ again$t a ',ite
(ackgroun% %eman%$
- "lement$ o/ %i$co)ery in t,e e1plo$ion$ o/ $,o'$ an% o(5ect$ are
particularly attracti)e /or c,il%ren2
5iosks:
- Balloon$4 po$ter$ an% ot,er relate% me%ia rein/orce t,e me$$age
o/ t,e t)c an% (ring$ t,e t)c Oto li/e. in $,opping centre$2
Expansion:
- Simple an% po'er/ul campaign i$ ea$ily e1pan%a(le to ne'
campaign$ an% many ot,er me%ium$ $uc, a$ online an% mo(ile2
Creative Execution
-$ mentione% pre)iou$ly4 0o1tel nee%$ to %i7erentiate t,em$el)e$ /rom
competitor$ (y emp,a$i$ing t,at t,ey ,a)e $omet,ing /or e)eryone4
an% t,at purc,a$ing t,e "$$ential$ package i$ t,e per/ect gi/t /or t,e
',ole /amily2 +,e $ingle@min%e% propo$ition /or t,e (ran% re$pon$e
a%)erti$ing i$ t,at 0o1tel i$ Ot,e $mart C,ri$tma$ gi/t t,e ',ole /amily
can en5oy.2
13
In our creati)e e1ecution4 'e ,a)e en%ea)ore% to communicate t,i$
t,roug, t,e i%ea o/ a /amily $earc,ing /or t,e per/ect gi/t /or eac, ot,er
in a $,opping centre an% Dn%ing t,at 0o1tel i$ $omet,ing t,ey all can
en5oy e8ually2 In t,e +6C4 ',ic, i$ t,e Dr$t a% t,at 'ill launc, an%
pro)i%e$ a$ t,e (a$i$ /or t,e campaign4 a /amily arri)e$ at a $,opping
centre %rea%ing t,e ta$k a,ea% @ e)eryt,ing i$ (u$y an% c,aotic2 +,e
mu$ic o/ 5ingle (ell$ 8uickly tran$ition$ into t,e t,eme /rom mi$$ion
impo$$i(le a$ t,e o)erlaying mu$ic track4 a$ t,e /amily mem(er$
tran$/orm into O'arrior$. 'it, /ace paint an% (an%ana$4 an% t,e 8uick
camera angle$ $,o' eac, o/ t,em $pringing o7 in %i7erent %irection$
ma%ly $earc,ing /or Ot,e per/ect gi/t.2 "ac, o/ t,em return in t,e mi%%le
'it, a $ecret item@ re)ealing t,em to eac, ,a)e /oun% a giant letter4
',ic,4 ',en 5oine% toget,er4 $pell out O0CQ+"L.2 "ac, o/ t,e letter$ are
ma%e up o/ +6 $creen$ /eaturing t,eir o'n /a)ourite $,o'$>
repre$enting t,e intere$t$ o/ eac, /amily mem(er2 +,i$ $ym(oli$e$ ,o'
0o1tel i$ $omet,ing t,at e)eryone can en5oy2 +,e $cene t,en c,ange$
to $,o' t,e /amily at ,ome4 all in /ront o/ t,e tele)i$ion4 en5oying 0o1tel
toget,er at C,ri$tma$ time2 +,e tagline: 6Somet&ing 1or everyone7
/urt,er emp,a$i$e$ t,i$ me$$age4 t,at 0o1tel i$ in%ee% t,e $marter gi/t
to gi)e your /amily t,i$ C,ri$tma$2
+,i$ moti/ 'it, t,e 0o1tel Oletter$. i$ t,en u$e% in t,e /ollo'ing print
an% out%oor a%)erti$ing4 /eaturing eac, /amily mem(er an% t,eir
corre$pon%ing letter4 ',ic, t,e target market 'ill i%enti/y 'it, a/ter
(eing /amiliar 'it, t,e +6C2 +,e OIgnite. po$ter an% print a%$ 'ill t,en
/ollo'4 re/erencing t,i$ earlier moti/ in imagery I0o1tel (alloon letter$J
(ut 'it, t,e retail4 call to action copy O?et t,e 0o1tel "$$ential$
package /rom le$$ t,an 911 a 'eek.2
+,e u$e o/ a%)erti$ing kio$k$ 'ill al$o (e implemente%4 'it, 0CQ+"L
letter (alloon$ /eaturing a$ marketing collateral a$ a /urt,er e1ten$ion
on t,e original campaign i%ea2 Sta7 at t,e kio$k$ 'ill (e %re$$e% in t,e
$ame O'arrior. co$tume$ a$ t,e c,aracter$ /rom t,e +6C4 to link again
(ack to t,e $tory2
14
+,i$ creati)e i%ea i$ $trong a$ it 'ork$ acro$$ a range o/ me%ium$ an%
i$ a $imple me$$age t,at 'ill cut t,roug, to t,e target market )ia t,e
)ariou$ me%ia c,annel$2
#-C Script
4O8#EL KSomething for everyoneL
Setting: Cro'%e% $,opping centre2
Scene (: 9M:S;
0amily 'alk into a $,opping centre4 looking c,eer/ul2 +,eir /ace$ %rop2
Soun% o/ $leig, (ell$ in t,e (ackgroun%2
Scene ,: 9":S;
Cut to $,o' /amily /rom (e,in%4 re)ealing a c,aotic an% cro'%e%
$,opping centre4 packe% 'it, /ello' C,ri$tma$ $,opper$2
Scene 3: 9M:S;
Back to t,e /ront )ie' o/ t,e /amily2 +,ey.re 'earing camouAage4 /ace
paint an% %etermine% e1pre$$ion$2 +,ey ,u%%le toget,er an% $u%%enly4
$print o7 in %i7erent %irection$2
Cue %ramaticEmi$$ion impo$$i(le mu$ic
Scene 4: 9M:S;
<a% run$ into a $porting goo%$ $tore4 an% gra($ a large o(5ect2 *nock$
o)er a %i$play in t,e $tore in ,i$ ,a$te to get a'ay2
Scene 9M:S;
<aug,ter run$ into a clot,ing $tore2 S,e %i)e$ un%er a rack o/ clot,e$
(et'een cu$tomer$ to pull out a large o(5ect2 S,e run$ o7 'it, it2
Scene ! 9M:S;
15
Mum run$ into a ,ome@'are$ $tore4 $omet,ing catc,e$ ,er eye2 S,e
race$ to'ar%$ it4 pulling a large item o7 t,e $,el/4 only moment$ (e/ore
anot,er cu$tomer can2
Scene $ 9M:S;
Son run$ into a toy $tore2 #e $li%e$ un%er anot,er $,opper4 along t,e
Aoor to gra( a large o(5ect o7 a (ottom $,el/2 #e run$ o7 'it, t,e
o(5ect4 %ragging it along t,e groun%2
Scene 0 9M:S;
+,e /amily %og appear$2 #e run$ into a pet $tore4 $niFng out a large
o(5ect2 #e gra($ it in ,i$ mout, an% run$ o72
Scene ' 9":S;
S,o' /amily running (ack toget,er4 comically %o%ging C,ri$tma$
$,opper$4 all carrying large o(5ect$ in t,eir arm$2 <a% run$ pa$t a
0o1tel kio$k ',ere t,e /rien%ly employee ,an%$ ,im anot,er large
o(5ect2
Scene () 9":S;
+,e /amily make$ it (ack toget,er an% arrange t,em$el)e$ to re)eal
t,ey are ,ol%ing giant letter$ t,at $pell out O0CQ+"L.2 ")eryone c,eer$2
Scene (( 9M:S;
Cut to $,o' /amily in t,eir lounge room4 'atc,ing 0o1tel on t,eir
tele)i$ion toget,er2 C,ri$tma$ tree in t,e corner2 Backgroun% mu$ic o/
$leig, (ell$2
Scene (,
0o1tel logo
6EC: Foxtel something for everyone
Me.ia
16
+,e me%ia u$e% in t,e campaign $prea% acro$$ a )ariety o/ mean$ an%
allo' t,e campaign to connect $eamle$$ly t,roug,out t,e a%)erti$ing
run2 Cur Dr$t me%ia u$e 'ill (e a +6C promotion4 ',ic, 'ill (e t,e
large$t met,o% o/ a%)erti$ing2 In con5unction 'it, t,i$ t,ere 'ill (e a
po$ter campaign4 ',ic, 'ill in)ol)e imagery t,at mirror$ t,e +6C
pro%uct2 +o create /ace@to@/ace connection 'it, cu$tomer$ 'e 'ill al$o
pro)i%e a kio$k $tyle a%)erti$ing approac,2 -$ all t,ree me%ia outlet$
'ill relate 'it, one anot,er t,e campaign 'ill (e $trengt,ene% an% t,e
key (eneDt 'ill re$onate appropriately 'it, t,e con$umer2
+,e +6C me%ia 'ill run /or t,e entirety o/ t,e campaign an% generate
t,e $ource o/ t,e key (eneDt /or t,e au%ience2 -$ t,i$ a%)erti$ement
e1,i(it$ t,e u$e$ o/ large (lo' up letter$4 5u$t like our ot,er me%ia
u$e$4 t,e con$umer 'ill (e a(le to relate t,e key (eneDt 'it, all me%ia
outlet$ %ue to t,e original +6C me$$age2 -$ t,i$ i$ t,e central /ocu$ o/
our campaign it i$ important t,at t,e /ocal point$ 'e nee% to ,ig,lig,t
are e1pre$$e% clearly to t,e au%ience2 It i$ al$o nece$$ary /or t,e +6C
to continue it$ run t,roug,out t,e campaign a$ it 'ill con$tantly (e t,e
re/erence point /or our ot,er t'o me%ia u$e$2
In con5unction 'it, t,e +6C u$age 'e 'ill al$o e1erci$e t,e u$e o/
po$ter a%)erti$ing to e1ten% our 0o1tel campaign /urt,er2 3it, t,e
a(ility to e1ten% t,i$ me%ia type into out%oor an% pu(lic $pace$ 'ill
allo' t,e con$umer to ,a)e acce$$ to anot,er campaign re/erence
point in t,eir %aily li)e$2 It 'ill al$o contact t,o$e ',o ,a)e not (een
a(le to acce$$ t,e +6C me%ia an% encourage t,em4 'it, t,e telep,one
num(er in/ormation4 to entertain t,e i%ea o/ 0o1tel o'ner$,ip2 +,e u$e
o/ po$ter me%ia compoun%$ t,e campaign to t,o$e e1po$e% to t,e +6C
an% al$o e1ten%$ t,e key (eneDt to a ne' au%ience ',o may not ,a)e
(een in contact 'it, t,e original +6C pro%uction2
+o in/orm t,e con$umer to t,e utmo$t %egree 'e 'ill al$o inclu%e kio$k
me%ia 'it,in (u$y $,opping area$ o/ -u$tralia2 +,e$e kio$k$ 'ill (e in
t,e t,eme o/ our +6C an% po$ter me%ia material an% 'ill run in
con5unction 'it, t,e campaign2 +,e a%)antage$ o/ t,i$ me%ia type are
many (ut mo$t importantly it allo'$ /or a /ace@to@/ace approac, 'it,
17
our potential con$umer$2 -t t,e$e kio$k$ our au%ience 'ill (e a(le to
acce$$ t,e e1tra in/ormation t,ey may nee% to make t,e Dnal proce$$
in 5oining 0o1tel a$ a $u($cri(er2 In a%%ition to t,e in/ormati)e approac,
'e 'ill al$o pro)i%e t,e $,opping pu(lic O/ree(ie$. $uc, a$ (alloon$ in
t,e $,ape o/ our 0o1tel letter$ $o t,at t,ey can e1ten% t,e campaign
/urt,er t,roug,out t,e $,opping centre2 Ct,er $,opper$ may $ee t,e$e
letter$ an% re/erence (ack to out +6C or po$ter me%ia an% $eek out t,e
kio$k a$$i$tance in $igning up in a /ace@to@/ace capacity in$tea% o/ o)er
t,e p,one2
3it, me%ia $election $uc, a$ t,i$4 t,e campaign 'ill (e a(le to run a
connecting key (eneDt t,roug,out an% maintain rele)ance 'it, our
target au%ience con$tantly2 +,e regular interaction 'it, our 0o1tel
a%)erti$ing 'ill keep t,e con$umer t,inking i/ un$ure an% ena(le t,em
to act ',en t,ey are rea%y to2 +,i$ approac, 'ill $ucce$$/ully ena(le
0o1tel to gain greater $u($cription rate$ an% al$o /urt,er (ran%
a'arene$$ %ramatically2
%u.get
#otal Expen.iture:
Pro%uction (u%get: 97004000
Me%ia (u%get: 9240004000
#elevision Commercial:
Pro%uction Co$t: 95504000
Me%ia Co$t: 9145004000
Out.oor:
Pro%uction Co$t: 904000
Me%ia Co$t: 92004000
<ewspaper:
Pro%uction Co$t: 9204000
Me%ia Co$t: 92004000
4oxtel 5iosk:
18
Pro%uction Co$t: 9304000
Me%ia Co$t: &E-
<ewspaper =yers:
Pro%uction Co$t: 9104000
Me%ia Co$t: 91004000
Evaluation an. Control:
In or%er to en$ure t,at t,e 0o1tel C,ri$tma$ campaign run$ $moot,ly a
plan 'ill (e $et 'it, $peciDc marketing goal$ to (e met at %i7erent
$tage$ o/ t,e campaign2 +,e$e goal$ 'ill in)ol)e pre%etermine% $ale$
o(5ecti)e$4 namely a 4B increa$e in $ale$4 an% (ran% a'arene$$ an%
perception mea$ure$2 Strategie$ 'ill (e implemente% t,at 'ill a$$i$t in
t,e ac,ie)ement o/ t,e $et goal$4 an% i/ at any $tage o/ t,e campaign
t,e $tan%ar%$ or goal$ ,a)e not (een met4 correcti)e action can (e
taken or goal$ can (e a%5u$te% accor%ingly2
<uring t,e campaign cu$tomer $ur)ey$ 'ill (e u$e% a$ a mea$ure o/
(ran% perception an% a'arene$$2 Completion o/ a $ur)ey 'ill (e
optional to all 0o1tel purc,a$er$2 Sur)ey$ 'ill (e pro)i%e% to all
cu$tomer$ ',o p,one4 )i$it a kio$k or purc,a$e a 0o1tel package online
/or t,e %uration o/ t,e C,ri$tma$ campaign2 He$ult$ /rom t,e$e $ur)ey$
t,roug,out t,e campaign 'ill a$$i$t in %etermining ',et,er (ran%
a'arene$$ an% perception goal$ are (eing ac,ie)e%2
0or t,i$ campaign t,e main mea$ure o/ a%)erti$ing e7ecti)ene$$ 'ill (e
$ale$ gro't, rate$2 Comparing $ale$ rate$ (e/ore an% a/ter t,e launc,
o/ t,e campaign 'ill allo' u$ to %etermine ',et,er t,e C,ri$tma$
campaign ,a$ ,a% a $igniDcant impact on $ale$ gro't, Itaking into
account all ot,er po$$i(le /actor$ t,at may ,a)e impacte% $ale$J2 Sale$
gro't, 'ill al$o (e monitore% t,roug,out t,e cour$e o/ t,e campaign
to en$ure t,e $ale$ o(5ecti)e$ are (eing met2 In or%er to e)aluate t,e
$ucce$$ o/ t,i$ campaign %ata o/ ne' $u($cri(er$4 a$ 'ell a$ p,one
call$4 an% kio$k )i$it$ 'ill (e recor%e%2
19
Conclusion
+,i$ targete% IMC campaign i$ %e$igne% to con)ince mot,er$ age% 35@
45 t,at 0o1tel.$ Oe$$ential$ package. i$ t,e per/ect C,ri$tma$ gi/t /or
t,eir /amily t,i$ year2 +,roug, t,e campaign t,ere i$ an impetu$ put in
place t,at en$ure$ (ran% con$i%eration 'ill increa$e an% t,ere(y
increa$ing $ale$ o/ t,e package (y at lea$t 4B (y 0e(ruary 20142
Currently t,e primary target au%ience /or t,i$ package al'ay$ t,oug,t
t,at 0o1tel i$ e1pen$i)e an% %i%n.t repre$ent a reali$tic or 'ort,',ile
e1pen%iture /or t,eir /amily at t,i$ time2 +,roug, our care/ully ,one%
creati)e e1ecution an% communication $trategy at -LLC-PS 'e /eel
conD%ent t,at t,e target %emograp,ic 'ill (e con)ince% t,at 0o1tel i$
t,e per/ect C,ri$tma$ gi/t /or t,eir /amily an% 'ill re$pon% to t,e call to
action (y making a p,one call4 going to t,e 'e($ite or )i$iting a kio$k
to /urt,er e1plore an% ,ope/ully e1ecute a tran$action2
20
Appen.ix
Creative %rie1
2e1erences
Executions / 3mages
21
ALLCAPS
C2EA#3-E %23E4
CL3E<#:4oxtel
P2O>?C#:SE2-3CE: Su*scription #elevision
>A#E: ,)t& Septem*er ,)(3
CA#E@O2A A<> %2A<> 3<S3@B#S:
0o1tel nee%$ a%)erti$ing in or%er to increa$e (ot, %irect $ale$ an% con$umer
con$i%eration a$ a key (ran% attri(ute2
+,e C,ri$tma$ perio% i$ an i%eal time to target ne' con$umer$ an% i$ an
e$pecially $igniDcant time to (oo$t (ran% image4 a$ it i$ %uring t,e ,oli%ay perio%2
+orrent 'e($ite$ are t,e ma5or competitor a$ t,ey o7er /ree content an% are
(ecoming ea$ier to operate2 -l$o a$ torrent 'e($ite$ are (ecoming increa$ingly
popular4 $ome $ite$ are (eginning to look )ery pro/e$$ionally put toget,er2 Ct,er
competitor$ inclu%e i+une$4 0ree)ie' tele)i$ion4 an% &etAi1 ',ic, i$ $ai% to reac,
-u$tralian $,ore$ 'it,in 18 mont,$2
MA25E#3<@ COMM?<3CA#3O< O%CEC#3-ES:
0o1tel nee%$ to increa$e con$umer (ran% con$i%eration to reac, t,eir 4B increa$e
in t,eir $ale$ t,roug, Oe$$ential$ package. $u($cription$2 +,i$ i$ to (e
accompli$,e% (y 0e(ruary o/ 20142
#A2@E# A?>3E<CE:
+,e mi%@/amily ,ou$e,ol%4 t,ey ,a)e a couple o/ ki%$ an% all lo)e t,eir +6
entertainment2
Primary: Mot,er$E'omen age% 35@454 marrie% 'it, young c,il%ren4 a$ t,ey are
commonly t,e %eci$ion maker$ ',en it come$ to /amily purc,a$e$ an% c,ri$tma$
$,opping2
C?22E<# PE2CEP#3O<S:
+,e target market currently t,ink t,at 0o1tel i$ e1pen$i)e an% not a pro%uct t,at
t,ey 'oul% (uy on a ',im2 -$ it in)ol)e$ $igning a 12 mont, contract t,ey 'ant
to (e a$$ure% t,at it i$ $omet,ing t,at t,ey 'ill u$e an% en5oy /or at lea$t t,at
perio% o/ time2
>ES32E> 2ESPO<SE:
+o make t,e target market (elie)e t,at 0o1tel i$ t,e per/ect gi/t /or t,e entire
/amily t,i$ C,ri$tma$ a$ it can (e en5oye% (y eac, an% e)ery /amily mem(er /or
year$ to come2
+o get t,e target market to p,one4 )i$it t,e 'e($ite or )i$it a kio$k to make a
purc,a$e2
3<#E<>E> MESSA@E:
22
+,e inten%e% me$$age o/ t,e creati)e a%)erti$ing I(ran% re$pon$eJ i$ t,at 0o1tel
i$ t,e $mart C,ri$tma$ gi/t t,e ',ole /amily can en5oy2 +,e inten%e% me$$age /or
t,e Ignite component o/ t,e campaign i$ O?et t,e 0o1tel "$$ential$ package /rom
le$$ t,an 911 a 'eek.2
S?PPO2#:
+,e "$$ential$ Pack inclu%e$ 35 c,annel$ 'it, $omet,ing /or t,e ',ole /amily2 +,e
c,annel categorie$ inclu%e: entertainment4 %rama an% cla$$ic mo)ie$4 ki%$4
%ocumentary4 mu$ic4 ne'$ an% 'eat,er4 li/e$tyle4 $port$ ne'$ an% racing an%
)ariou$ ot,er c,annel$2
P2OM3SE:
+,e 0o1tel "$$ential$ Pack i$ t,e per/ect gi/t /or t,e /amily t,i$ C,ri$tma$2 3it, 35
c,annel$ t,ere i$ $omet,ing /or e)ery mem(er o/ t,e /amily to en5oy2
%2A<> PE2SO<AL3#A:
0o1tel.$ (ran% per$onality i$ /rien%ly4 /un an% entertaining a$ it i$ a pro%uct t,at.$
main purpo$e i$ to pro)i%e entertainment2
0or t,i$ campaign t,e tone o/ )oice 'ill (e entertaining an% play/ul to go along
'it, 0o1tel.$ (ran% per$onality an% t,e C,ri$tma$ t,eme2
ME>3A: "&ic& me.ia are likely to *e involve.
+ele)i$ion Commercial:
Pro%uction Co$t: 95504000
Me%ia Co$t: 9145004000
Cut%oor:
Pro%uction Co$t: 904000
Me%ia Co$t: 92004000
&e'$paper:
Pro%uction Co$t: 9204000
Me%ia Co$t: 92004000
0o1tel *io$k:
Pro%uction Co$t: 9304000
Me%ia Co$t: &E-
&e'$paper Ayer$:
Pro%uction Co$t: 9104000
Me%ia Co$t: 91004000
%?>@E#: "&at is t&e *u.getD
Pro.uction *u.get: E$))F)))
Me.ia *u.get: E,F)))F)))
23
MA<>A#O23ES: "&at are t&e *ran.ing propertiesD
+,e 0o1tel logo2 In Dne print at t,e (ottom o/ all a%)erti$ement$ mu$t (e t,e
+;CR$4 $u($cription an% in$tallation co$t$4 contract %etail$2
#3M3<@: "&at is t&e .ea.lineD
Me%ia %ea%line /or completion: 5t, o/ &o)em(er 2013
Campaign commencement: 25t, o/ &o)em(er 2013
2e1erences:
Barrett4 <2 20132 Foxtel Play: Its a bit expensive, innit? | Televise !evol"tion2
SonlineT -)aila(le at: ,ttp:EEtele)i$e%re)olution2comE/o1tel@play@it$@a@(it@
e1pen$i)e@innitE S-cce$$e%: 1 Cct 2013T2
0o1tel2com2au2 20132 Foxtel2 SonlineT -)aila(le at: ,ttp:EE'''2/o1tel2com2au
S-cce$$e%: 1 Cct 2013T2
0o1tel2com2au2 20132 #bo"t Foxtel $ Foxtel2 SonlineT -)aila(le at:
,ttp:EE'''2/o1tel2com2auEa(out@/o1telE%e/ault2,tm S-cce$$e%: 1 Cct 2013T2
+aylor4 U2 20132 #"stralians en%o"rage to bypass &et'ix geo$blo%( | )*&et2
SonlineT -)aila(le at: ,ttp:EE'''2P%net2comEauEau$tralian$@encourage%@to@
(ypa$$@netAi1@geo@(lock@7000017!15E S-cce$$e%: 2 Cct 2013T2
+urner4 -2 20132 Is paying &et'ix the same as stealing?2 SonlineT -)aila(le at:
,ttp:EE'''2$m,2com2auE%igital@li/eEcomputer$E(log$Ega%get$@on@t,e@goEi$@
paying@netAi1@t,e@$ame@a$@$tealing@20130717@283e22,tml S-cce$$e%: 1 Cct
2013T2
+urner4 -2 20132 Foxtel lo%(s a+ay more ,,- . /,0 sho+s in 12342 SonlineT
-)aila(le at: ,ttp:EE'''2$m,2com2auE%igital@li/eEcomputer$E(log$Ega%get$@on@
t,e@goE/o1tel@lock$@a'ay@more@((c@@,(o@$,o'$@in@2014@2013041@2i4gc2,tml
S-cce$$e%: 1 Cct 2013T2
3ikipe%ia2 20132 Foxtel2 SonlineT -)aila(le at: ,ttp:EEen2'ikipe%ia2orgE'ikiE0o1tel
S-cce$$e%: 1 Cct 2013T2
IBIS'orl%4 20134 Pay +ele)i$ion In%u$try Heport4
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