simplebooklet thumbnail

Advertising campaign for our Capstone project, featuring the one and only Johnnie Walker.

Budget  AUX Advertising   DEsign  Johnnie Walker    Going against the grain, one glass at a time
You don   t know how to drink. Your whole generation, you drink for the wrong reasons. We drink because it   s good, becau...
creative direction How a man treats others  how he enters a room  how he dresses himself  what he drinks  these are all de...
Table of Contents  Introduction  Campaign  Insight  Conclusion  Quote - 1 Creative Direction - 2 Table of Contents - 3 Joh...
Johnnie   s Life  04
Johnnie   s Adversaries Despite multiple marketing changes over the year, Ballantine   s was able to maintain a 2  growth ...
The Walker Residence  The industry is changing. Diageo is transitioning from measured to unmeasured advertising.  06
Johnnie   s Neighborhood The Spirits industry in North America is dominated by consumers in the United States, who represe...
Johnnie   s Companions The ideal consumer of Johnnie Walker is a man, older than 21 with financial stability built on hard...
Evolution of Men 09
Co-Op Marketing Bonobos - Partnership  With support from Diageo plc, Johnnie Walker will host tasting events at Bonobos   ...
Mobile Application Platforms  iOS, Android   Windows Price  Free Release Date  Q2 2016 Services Offered       Comments   R...
Social Media Instagram Purpose  Work closely with Bonobos on merchandising and product promotions.  Facebook Purpose  Upda...
     YouTube   Television  Title     Evolution of Men    Duration s    YouTube  90 - Second    Extended      YouTube Pre-R...
Print    Magazine    The    Evolution of Men    advertisement will be featured in 3-month segments per magazine in the fol...
Outdoor Billboard Billboards will be featured in the following states across the United States. City highlights will inclu...
16
Objectives Marketing Objectives                 Increase net sales from 18.9M  9-liter cases  to more than 21M. Raise bran...
Measurements Benchmarking Social Media  We will be utilizing the internal analytics tools offered by each social media pla...
Budget   Scheduling Total Budget   25 M  Annual Budget   Social Media   2.5 M  All Platforms   Television   15.0 M   30-Se...
20
Evaluation Print      Magazine Audience Performance Predictor  MAPP  will be used to analyze magazine effectiveness. MAPP ...
   We measure more than 40 percent of the world   s viewing behavior hundreds of channels, thousands of programs, and mill...
Agency Biography Located in Rockford, Michigan above the beloved Rockford Corner Bar. Auxiliary Inc. is lead by its fearle...
24
Contact Information  Zach Gilbert   Josh Van Gorden AUXILIARY Advertising   Design 29 N MAIN ST  300 ROCKFORD, MI 49341 ww...