Heineken – Strategy and Channel Planning
We received a brief from Heineken to re-position the Heineken brand as the premium smooth lager on the market. My key task in this project was to develop a unique strategy across owned, earned, paid and shared media so that the campaign was fully integrated across all media channels. This is the media plan I came up with to communicate to the consumer on each step of the journey.
Whilst my peers did the creative, I ensured that each message was appropriated to different media types, to engage the consumer and maintain strategy, with the USP of the beer being smooth consistent throughout the channels.
I decided that print media was an essential channel along with TVC, to maximise reach to audiences. Furthermore, after researching the target audience of predominantly young to middle-aged men, I decided social and interactive media was the best way to go in terms of building a brand-consumer connection.
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We received a brief from Hyundai to create a print advertisement for the Hyundai-i30, to convey the single-minded proposition “The intelligent option is now sexier”. The main communication objective was to get consumers to call into a Hyundai dealership on the way home, with their renewed perspective that the Hyundai-i30 is cool, trendy and high tech.
My main role in this project was to undertake thorough research to really understand the target market, by tapping into their buying habits around cars and their passions. By doing this I was able to identify what matters to consumers when buying new cars, and what appeals to the male ego when buying a new car. This role taught me the essentiality of consumer research when developing any media or creative strategy for a brand, and has equipped me with an ideation process of how to approach developing campaign ideas.
My research then informed the creative process of my partner, who took key consumer insights from my research and created a print advertisement.
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