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”
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, because it feels better than unbuttoning your collar. Because we deserve it. We drink because it’s what men do. - Roger Sterling 01
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 decisions that affect a man’s walk through life. What he will become; what he will accomplish; what will become his legacy; are all results of his decisions. Johnnie Walker scotch whisky is the drink of forward-thinking men. The man who drinks Johnnie Walker makes the decision everyday to keep walking and be a better man than the day before. Our concept for Johnnie Walker revolves around the Evolution of Men. Just as a man must evolve and always move closer to the best version of himself, so must Johnnie Walker. As the world’s most popular scotch whisky, Johnnie Walker has been a global symbol of progress for nearly two centuries. We highlight four varieties of Johnnie Walker: Red, Black, Gold and Blue Label, which are the primary influencers in the design of our creative. Johnnie Walker’s progression from Red to Blue Label is representative of a man’s evolution. 02
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 Johnnie’s Life - 4 Johnnie’s Adversaries - 5 The Walker Residence - 6 Johnnie’s Neighborhood - 7 Johnnie’s Companions - 8 Objectives - 17 Measurements - 18 Budget & Scheduling - 19 & 20 Evaluation - 21 Closing Words - 22 Agency Bio - 23 & 24 Creative Evolution of Men - 9 Co-Op Marketing - 10 Mobile Application - 11 Social Media Campaign - 12 YouTube / Television Production - 13 Print “Magazine” - 14 Outdoor - 15 & 16 03
Table of Contents  Introduction  Campaign  Insight  Conclusion  Quote - 1 Creative Direction - 2 Table of Contents - 3 Joh...
Johnnie’s Life 04
Johnnie   s Life  04
Johnnie’s Adversaries Despite multiple marketing changes over the year, Ballantine’s was able to maintain a 2% growth in 2014. Ballantine’s is owned by Pernod Ricard SA but operated by Chivas Brother, which is the arm of Pernod Ricard that covers whisky and gin. The brand spans seven varieties of blended scotch whisky ranging from Finest, which is comparable to Johnnie Walker Red Label, to ultra-premium products similar to Johnnie Walker Blue Label. Owned by Chivas Brother, the Chivas Regal line of scotch whisky contains five varieties ranging from 12- to 25-year-old and from premium to super-premium products. The brand experienced a 2% decline in 2014 despite their use of new distribution channels to capitalize on untapped growth potential in the UK. Even an abundance of new marketing campaigns and new product launches couldn’t reignite sales of William Grant & Sons’ Grant’s Scotch whisky. Hopes were raised after the brand saw its first volume increase in four years in 2013, but this momentum was proven to be short lived. Last year the brand switched its focus from older male consumers to Millennial drinkers, launching a new social media-led campaign and releasing the new Grant’s Signature which was designed to appeal to a younger audience. Maintaining its number five spot despite a 7% sales fall, J&B still claims to be the most popular whisky in Europe. Despite moving into the popular flavoured “whisky” category with the release of J&B Urban Honey in March last year, the brand has not experienced the same level of success as its honeyed American cousins. 05
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
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 represent 86.9% market share, by value. Of the North American Spirits industry, Whiskey is the largest segment with 26.6% of the category followed by Vodka at 24.8%. Whiskey’s 26.6% accounts for $21,166.1M in volume sold during 2014. Diageo, owner of Johnnie Walker scotch whisky, holds an overwhelming majority of the market with a 20.6% share. The next highest company is Bacardi at 9.7%. In 2019, the market is projected to increase by 9.8% from $79,484M to $87,268.5M, which is a compound annual growth rate of 1.9%. Above: Whisky, Vodka and Rum account for 62.8% of the Spirits in North America. This pie chart represents each category and sales volume in millions of US dollars. Left: This pie chart represents the four biggest players in the North American Spirits Industry in 2014. Diageo, owner of Johnnie Walker, holds a commanding lead in market share with 20.6%. The remaining 53.8% that Source: http://0-advantage.marketline.com.libcat. ferris.edu/Product?pid=MLIP1679-0001&view=d0e5 is not displayed in the chart belongs to a multitude of smaller companies and would distort the information. 07
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 work and perseverance. But, the target market is better explained through psychographics than demographics because the definition of a man cannot be derived from numbers. The campaign will be directed toward progressive-thinking men; those who live in the moment but because they are certain of their future. The man who drinks Johnnie Walker is sophisticated and carries himself with class. Consumers in the target market are attracted to active, exciting lifestyles and value new experiences. These men may look, speak and act differently depending on their personal evolution. However, there is a whisky for each one of these men. Much like the Striding Man that has become an icon of the world’s favorite scotch whisky, the man who drinks Johnnie Walker could be anybody. A man’s drink of choice is a defining characteristic of his selfperception and of how the world perceives him. Johnnie Walker is a personal promise to constant self improvement and it sends a message to world that the consumer is man who stands for something. 08 Demographics: Men 21+ Income $20K + Psychographics: Adventurous Lifestyle Concerned with Fashion Progressive Thinkers Confident Experiential
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
Evolution of Men 09
Co-Op Marketing Bonobos - Partnership With support from Diageo plc, Johnnie Walker will host tasting events at Bonobos’ retail stores located throughout the country. Details of these events provided below: Title: Johnnie Walker & Bonobos presents “Dress for Success” Scheduling: Events will take place on the last Friday of every month from 6 - 10 PM. Events: • Guests will be allowed to taste Johnnie Walker’s Red, Gold, Black and Blue Labeled Spirits (with snifter prices based accordingly). • Bonobos & Johnnie Walker will offer Tie/Whisky packages for gift giving options for friends/family/loved ones. • Live entertainment from local established bands. Entrance Fee: $25.00 (includes free snifter of Johnnie Walker Red & Gold, with discounts of Johhnie Walker & Bonobo products during the event) 10 “A man should look as if he has bought his clothes with intelligence, put them on with care and then forgotten all about them.” – Sir Hardy Amies
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 & Review Section • Purchase / Gifting Options • Bonobos & Johnnie Walker Finder • Social Media Connections User Integration Options: • Photo Upload (Comments) • SWYPE Feature (Android OS) • Autocorrect (All Platforms) • User Login (Age, Password, Billing Options, etc.) 11
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: Update users on new products and upcoming events. User Integration: Allow User Integration: Work with Facebook Calendar services users to share what they wear. With #Dress4Success and allow users to export Johnnie Walker/Bonobos events that links to Twitter as well. to their mobile devices, while Snapchat will follow suit providing alerts and reminders without hastag though. for upcoming events. 12
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-Roll: 15 - Second Television: 30 -Second Network: The National Broadcasting Company (NBC) Program: Chicago MED & Chicago Fire (4,919,000 Combined Viewers Ages 18-49 y.o.) Standings With Viewers: CM = 15th & CF = 20th Timing: Tuesday @ 9 PM & 9:30 PM Wednesday @ 10 PM & 10:30 PM 13
     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 following publications: • Esquire • GQ • Men’s Journal Ad Specs: Layout: 2-Page Spread Color: 4/Full Color Ad Location: Mid-Magazine Dimensions: 16 3/8” x 8 3/8” Submitted: Digitally Published: Print & Digital Copies 14
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 include: Birmingham - AL Los Angeles - CA Jacksonville - FL Atlanta - GA Honolulu - HI Wichita - KS Billings - MT Charlotte - NC Fargo - ND Sioux Falls - SD Nashville - TN Houston - TX Salt Lake City - UT Burlington - VT Charleston - WV 15
Outdoor Billboard Billboards will be featured in the following states across the United States. City highlights will inclu...
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Objectives Marketing Objectives • • • Increase net sales from 18.9M (9-liter cases) to more than 21M. Raise brand value from $5.6B to more than $6B within two years of the campaign’s beginning. Highlight Red, Black, Gold and Blue Labels to expand sales in each blend from both consumers and businesses. Communication Objectives • • • • Maintain global perspective as the world’s #1 scotch whisky. Instill a sense of nostalgia by referencing the brand’s extensive heritage while focusing on a progressive mentality. Transition away from the Joy campaign toward a brand image that pays homage to the brand’s adventurous, masculine spirit. Through our partnership with Bonobos, produce a line of branded apparel that demonstrates our dedication to superior craftsmanship. 17
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 platform: • Facebook 11M likes to 13 million likes • Twitter 15.2K followers 50K followers • Instagram 74.5K followers 90K followers • YouTube 17,296 subscribers 20K subs Analytics Nielsen Ratings: Television Provided by Publisher: Print Adams Advertising: Outdoor Google Analytics: Website & Application Traffic *Facebook data is measured in millions of likes rather than thousands. This bar graph represents the effects of our campaign on our social media profiles. Each media has two bars to show our anticipated growth from before and after our campaign’s implementation. 18
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-Second Ad, 4 x Weekly/4 months, based on $150,000 per ad + Production) YouTube: $500,000.00 (5.0 M-Impressions) Magazine: $225,000.00 (Three Publications) Outdoor: $1.5 M (Based on Total Population) Co-Op: $5.0 M (Events/Merchandising) Mobile App: $50,000.00 (Development + Disbursement) Source: http://adage.com/article/news/costsad-prices-tv-mobile-billboards/297928/ http://gaia.adage.com/images/bin/pdf/ TV_pricing_chart_for_web.pdf 19
Budget   Scheduling Total Budget   25 M  Annual Budget   Social Media   2.5 M  All Platforms   Television   15.0 M   30-Se...
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Evaluation Print • Magazine Audience Performance Predictor (MAPP) will be used to analyze magazine effectiveness. MAPP is a relatively new process that analyzes advertisement effectiveness on a weekly basis. The tool uses predictive analysis based on consumer reactions to promotions placed in magazines. • TAB Ratings will be utilized to measure and analyze the effectiveness of Out-of-Home (OOH) advertisements. TAB provides standardized, quantitative and reliable analysis metrics while combining detailed demographic information from across the United States. During the campaign timeline, TAB’s analysis will help ensure OOH advertisements are delivering the highest ROI possible. Social Media • The media being used contain internal analysis tools to measure the success of targeted promotional efforts. These internal tools will be used to monitor campaign progress and make adjustments if needed. Using these tools will help maximize ROI for online campaigns. • In addition to the sophisticated tools offered by these social media platforms, simple analysis can be done by monitoring and analyzing trends in social interactions surrounding the #EvolutionOfMen campaign. Broadcast • Nielsen Ratings will be utilized to measure the effectiveness of the TV Spot, which plans to run three separate periods during the campaign. Each period, Nielsen’s metrics will allows us to monitor the commercial’s success and adjust accordingly. • For YouTube Crossover and Pre-roll, the YouTube analytical tools will be employed to make certain shareability is maximized. Views, shares and likes will allow for quick analysis of the YouTube Crossover ad. 21
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 millions of viewers” - Nielsen “Keep RISING. Keep BUILDING. Keep CLIMBING. Keep EXPLORING. Keep UNITING. Keep INNOVATING. Keep WALKING.” 22 - John Walker
   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 fearless leader Tom Crimp. AUX has been serving clients since December 2005. Some of its clients include: • Brunswick Bowling • Wolverine’s Chaco • Various Amway Events 23
Agency Biography Located in Rockford, Michigan above the beloved Rockford Corner Bar. Auxiliary Inc. is lead by its fearle...
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Contact Information Zach Gilbert & Josh Van Gorden AUXILIARY Advertising & Design 29 N MAIN ST #300 ROCKFORD, MI 49341 www.auxiliaryinc.com
Contact Information  Zach Gilbert   Josh Van Gorden AUXILIARY Advertising   Design 29 N MAIN ST  300 ROCKFORD, MI 49341 ww...