Download - Bacardi:Presented by Straight &Chaser
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Straight & Chaser
Untamable Brief
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AGENDA:
Objectives
Target Audience
Big Idea
Creative Strategy
Content
Conclusion
Q&A
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OBJECTIVES:
Build a Platform to Entrench the Global
Brand Idea
“Untamable Since 1862”
In South Africa
Build emotional connection with Bacardi
Brand
Dispell Negative Preconceptions
Trial & Loyalty
Brand Awareness &
Meaning
Active Selection/ Conversion at POP
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Target Audience
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Urban
Unconventional
Rebels
Risk takers
Bold
Untamable
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THE Untamable BIG IDEA
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Catch the untamable Light: Activate Bacardi Symbols around the country simultaneously
Creates Mystery & Buzz
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Untamable Creative Strategy
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7 Wonders of Bacardi
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DJ DooWap: JoBurg Yfm Dj
Personality
Bold
Different
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Cassper Nyovest: MafTown
Motswako Artist
Mr. Fill Up The Dome
Hometown Glory
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K.O: Mpumalanga
Dust
CashTime Tsotsi for Life
Effortless
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DJ Tira: Durban
Houshold Dj & Producer
Ezase Afro
Put Durban on the Map
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Twinz on Decks: Cape Town Urban Dj’s
Double the
Trouble
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Dj Speedsta: Vaal
Club & Radio Dj
New Kid on the Block
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Maitele: Pretoria
Fashion Stylist
Out the Box
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Print Ad
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Caracara
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Gusheshe
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Consol Solar Jar
Merchandise
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Merchandise
LED Cocktail Shaker
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Untamable
Content
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Mobile
Gamification
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1
2 3
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4 5
6 7
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Social Media
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Content Calendar
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Week 1
Gamification Competition
Catch The Light Launch Campaign
Promotional Campaign
The Chosen 154
Venue Teaser
YouTube Video Launch
Facebook Ads
Activations – Every Friday
Week 2 Week 3
Week 5
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Land a Positioning Provide More Info Internalize & Amplify Ambassadorship
Medium
Message
Purpose
Digital Media
Facebook & BTL,
YouTube & Influencers
Drive Awareness
Are you Untameable? This Party Is
for you
Terms and Conditions & How you can better your chances of
winning
This is the Party we have been talking
about, checkout who is involved
Communicate To
A Large Market of
Participants
Increase credibility and Hype around
events
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Estimated BUDGET Expenses R
Promotion Merchandise
• Engraved mugs 26 950
• CaraCara( 10 per province) 245 000
• Gusheshe( 6 per province) 63 000
• Branding signage 47 250
• Print Ad 36 000
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Estimated BUDGET Expenses R
Media
• Facebook 4 696
• You tube Instream ads 20 790
• Twitter -
• Instagram -
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Estimated BUDGET Expenses R
App Development
• Estimated cost 80 000
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Thank You