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Marketing

Published on March 6, 2014

Author: craigbennett10

Source: slideshare.net

Description

Advertising and promotional communications campaign idea for the EDCOM live brief: binge drinking awareness.

Quantum Bringing together all elements of Advertising Craig Bennett, Will Bradbury, Kyle Stewart, Josh Oberman Client:

Introduction  Raise awareness of the risks of binge drinking throughout Europe to young adults aged 16 – 25  Produce a campaign to achieve further awareness  Risks  Social well being  Constraints

Target Audience 16 - 25 Go out at least twice a week Large groups Attend University Tech savvy Target Audience Users of Social Media Watch TV frequently Frequent online users

Secondary Research – Key findings Health Social Economic Political Advertising

Primary Research – Focus Groups Results  Females  Started drinking socially at 13-14  Unaware of alcohol to units breakdown  Felt that drinking in the home under 12 is wrong  Teenagers need clarification of alcohol consumption  Shock advertising  Remembered ads  Supported our main idea

Primary Research – Focus Groups Results  Males  Didn’t know the unit breakdown  Unaware of some major long term effects  Started drinking socially at 15 – 16  Didn’t know binge drinking applied to them  Ad campaigns  Remembered ads  General – shock factor and story telling  Criticised one of our ideas  Supported our main idea

Conclusions from Research  Target Audience – unaware of unit consumption  Insight from research  Key demographic  Consumption – too earlier  Lack of knowledge with target audience  Advertising  Male and female – shock ads and storyline series  Encouraging support for our idea

Our idea Shock narrative ads Following 4 stories “Your Liver, Your Heart, Your Brain, Your Soul” “Your Responsibility” media formats Translated into all European languages

Why it will succeed  Can be easily translated for each individual language  Graphics provides shock  Hits our TA preferences  Research – shock, storytelling  Across several platforms

Conclusion  Campaign - To raise awareness of binge drinking effects  Research - show effects + unit limits  Communication - social media, television  Main media outlets used by TA  Shock advertising to express the points  Focus groups response

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