STRONGBOW

TEAM BOW WOW WOW

Account Executive | Neo Jia En Mikko 1532418
Media Planner | Ng Yi Fang 1532591
Creative Director | Koh Qing 1531871
Designer/Copywriter | Liyana Hakim Khoo Yee Hui 1532658
Events Head | Charmine Foo Zhi Min 1532140
 Contents
1. Brand Idea 9. Tactics

2. Past Campaigns 10. Media Planning + Budget

3. Challenges 11. Ideal User Journey

4. Communication Objectives 12. Prototype

5. Target Audience 13. Co-creation & Enrichment

6. Big Idea
14. Evaluation
7. Creative Direction
15. Conclusion
8. Strategies
16. References
Brand Idea

Strongbow is:
Authentic, grounded and unpretentious
Modern and progressive
Drink perfect for chill-out moments
 Apple Drop Event
PAST CAMPAIGNS
 #AppleDrop

10th to 25th June 2016

Apple dispensing machine
(25,000 apples)
Exchange apples for a bottle
of Strongbow at selected
places
CHALLENGES
CHALLENGES
Little recognition in Singapore
Not much advertisements promoting Strongbow in Singapore
People prefer to drink competitor brands
Cider is not the most sought after drink and beer remains as the most popular
alcoholic drink.

https://epianalysis.wordpress.com/2012/02/28/alcohol/
Competitors

Direct
Competitors

Indirect
Competitors
Communication Objectives
Communication Objectives
To drive spontaneous awareness and trial among 100,000 18-34 year olds.

Drink Strongbow once and change their beliefs that wine and other cider brands are

not the only alternatives to beer.

Convey that Strongbow is a refreshing alcoholic drink made from apples that is an

alternative to beer and wine during chill out moments.

TARGET AUDIENCE
Demographic Profile
18 - 25 year olds : 26-34 year olds :

Mostly students Median income:

Median income: $1,500 to $1,999 Females: $3,863
Transitioning from adolescence to Males: $5,312
adulthood Higher spending power as they have
Behaviours will change full-time jobs
Stressed out by emerging adult Singles will be pressured by parents to
responsibilities get married
Shop online more as compared to in-store Generally more involved with the
purchases community

(cr: National Youth Council 2012) (cr: National Youth Council 2012)
Consumer Behaviour and Psychographics
Easily influenced by marketing and advertising materials
Tend to take into account peers comments
Internet - to be one of the most important and influential sources to them
Self-images change in situations
Most impatient age group
More likely to be impulsive buyers

(cr: Singapore Polytechnics Survey on Online Shopping, 2016)

Consumer Insights and quotes from

Insights our primary research

Insights
Values companionship
Cherish time spent with friends
Goal-oriented
Social media proficient
Decreased usage in traditional media
Values experiences and sampling

(source: In-depth interviews from MMR)

 Its just fun hanging out with friends and drinking, cause
sometimes we get a little drunk and everything just comes out.

samplestore.com is my go-to before I decide to buy something new

or not, cause i get to try.
Daryl, Male, 18
Student.
 As long as I spend time with my friends, its an ideal day.
Donovan, Male 18
Student

It is quite difficult but its nice to hang out with them (friends)
on the weekend.
Mindy, Female, 28
Marketing & Sales Executive
 MEDIA What are the best ways to reach out to

CONSUMPTION our target audience?

HABITS
Youths 18-34
Media Consumption Habits
Most highly sought after by advertisers and marketers (Media Lifestyles: Aged 18-34, 2004)
31% of Singaporeans between the age of 25-34 uses the Internet (Statista, Singapore)
First generation to grow up with the internet.
63% youths said that Instagram was their most popular network
Mobile phone usage was the top concurrent media activity when multi-tasking
More than 6 in 10 youth are engaging in social networking (67%) and chatting (58%)
weekly.
85% of singaporeans tune in to free-to-air channel (Nielsen Media Index 2014)

(source: National Youth Council, 2013))

 I yearn for companionship
Needs
but I dont have time.
Statement
 Personas Who is the main character?
Media
Touchpoints
 Age: 20
Occupation: Business Intern

Dragon Boat, Captain

Business Studies

I want companionship, but

I dont have time.
Active
Competitive
Ambitious
Fun

Motivated Melvin