4as institute of advanced advertising studies--winner, hippocampus' new biz pitch for bulleit...
DESCRIPTION
I was a participant of the 2009 4As Institute of Advanced Advertising Studies. Essentially, the program takes young people in NY in advertising (with experience of 2-3 years or less), breaks them up into teams (mini agencies), and then have them battle it out against the other agencies in a new business pitch scenario. It's a mock process, but involving a real client--this year's client was Bulleit Bourbon. Teams are required to come up with the strategy, creative executions, media plan, etc. This was a great experience. My team (Hippocampus) was chosen by the client as well as a panel of judges to be the winner. This was our final deck. Happy to explain/clarify anything. Also would appreciate feedback if you have any. Thanks!TRANSCRIPT
hippocampus
may 12, 2009
Bulleit Bourbon
hippocampus
create lasting experiences between you & your consumermake your brand a memorable one
hippocampus
today’s agenda
- category analysis- strategic framework- the big idea- integrated media & creative
hippocampus
the assignment
- drive awareness and trial of Bulleit Bourbon- incremental case growth of 23,000- convert 310,000 consumers to “adopter”- bring the world of the distinguished outlaw to life
hippocampus
the situation
- overall category is !at- premium whiskey up 19%- Bulleit is up 60%!
source: tns stradegy 2009
hippocampus
challenges become opportunities
david and goliathcategory clutterselective distributioneconomic pressure
Bulleit can rede"ne bourbon andwhat it means to be a bourbon drinker
become a challengertake unique POVleverage exclusivityspirits are high
hippocampus
competitive overview
the category
hippocampus
competitive market share
hippocampus
conformist outlaw
premium
common
competitive landscape
hippocampus
competitive creative
“american standard”
hippocampus
consumers agree
- “there’s nothing special about it”- “it de"nitely has an old-fashioned vibe to it”- “pretty much the same as all the others”- “i can’t tell the di#erence between this and Maker’s”
Source: Agency Conducted Research
hippocampus
conformist outlaw
premium
common
competitive landscape
hippocampus
mass
“americanstandard”
“changeagent”
special
our competitive vision
hippocampus
Bulleit is beyond your average bourbon
hippocampus
the big idea
strategic framework
producttargetculture
hippocampus
product
hippocampus
bolder and spicier
hippocampus
palette preferences
bourbon a bourbon b
opinionated personalities prefer boldness
hippocampus
you’ll either appreciate us or you won’t
hippocampus
target
hippocampus
the anti-target
hippocampus
they !t in, but never blend in
hippocampus
the distinguished outlaw
208 - consider myself to be an in!uential person/friends oftenlook to me for advice
205 - obtain news/current events from the internet
205 - spend a lot time at bars/lounges
186 - consider myself a connoisseur of liquors/spirits
175 - seeks out opportunities to try new things
169 - interested in emerging media
162 - often visit/write on blogs and download podcasts
gatekeepers consumers
key niche opinion leaders leaders of their pack
hippocampus
it’s in their DNA to be di#erent
hippocampus
not everybody is born with it
distinguished outlaw
hippocampus
you’ve either got it or you don’t
hippocampus
culture
hippocampus
what we’re tapping into
hippocampus
walk with me
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
why is this signi"cant?
home sweet home
hippocampus
you’re either in or you’re out
hippocampus
strategic summary
product truthtarget truthcultural truth
Bulleit is the opinionated bourbon for deserving individuals
you’ll either appreciate us or you won’t you’ve either got it or you don’t you’re either in or you’re out
hippocampus
the big idea
hippocampus
few are Bulleit-worthyBulleit Bourbon
hippocampus
integrated media & creative
hippocampus
our pov: word of whisper® communications
hippocampus
3 key markets25% of western residents are bourbon drinkers
43% of the western population regularly drink hard liquor/spirits drinkers
78% consider themselves heavy consumers of media
200205220consumption ofspirits is heavy(index)
265M390M2.8MM
# of bourbon/whiskey drinkerswithin targetparameters
seattlesan franciscoportland
hippocampus
bourbon/whiskey drinkers3.5MM
people with similar mindset1.9MM
distinguished outlaws1.3MM
the size of the Bulleit-worthy opportunity
3.2MMpotential conversions
Source: IMS MRI Study
hippocampus
campaign rollout
generate curiosity induce trialengagement
launch sustaining activitypre-launch
hippocampus
3 creative platforms
hippocampus
platform 1
followers
we live in a world of sheepyet the distinguished outlaw follows no manhe thrives on his separation from the !ockBulleit exists to help him break away
guerilla
on-premise/viral
guerilla
pr
gatekeeper-oriented publications
ooh
guerilla/mobile
online
online media
pop
campaign summary
positions Bulleit outside yet superior to the rest of the bourbon category.Bulleit is seen as the independently-minded bourbon.this is the campaign that sets Bulleit apart from the pack.
hippocampus
platform 2
natural selection
”in the struggle for survival, the "ttest win out at the expense oftheir rivals because they succeed in adapting themselves best totheir environment"
- Charles Darwin
Bulleit is a more evolved bourbon for a more evolved man
pr
social media
mobile
online
on-premise
on-premise
sponsorship
events
“survival of the "ttest” parties
campaign summary
inspired by target insight de"ning the distinguished outlaw as fundamentally, evengenetically, di#erent from others around him.looks entirely di#erent than any bourbon/alcohol advertising - highlydi#erentiating aesthetic.while your competitors are stuck in the past, we can position Bulleit in the presentand push it into the future.
hippocampus
platform 3
Augustus
a unique and distinctive recipe.a mysterious and fragmented story.
what if all the pieces came back together?Tom has resurrected the recipe;now it’s time to "nd the man.
the journal
pr
on-premise
on-premise
microsite/social media
events/promotions
online banners
ooh
ooh
campaign summary
utilizes mystique surrounding Augustus Bulleit - his story, his disappearance.creates insider community.for those outside community, we create curiosity and desire to be part.
hippocampus
Q3’09 – Q4’10 media plan
hippocampus
campaign goals and metrics
campaign e#ectiveness:- site tra$c- measurable PR brand mentions (magazines, television, digital)- sales increase within the campaign period- distribution increase (availability in bars and liquor stores)
hippocampus
expected outcome
3.2MM potential conversionwithin 3 key markets
distinguished outlaw(gatekeeper/consumer)
targeting strategy +
$1MM75K Bulleit consumer conversions5K incremental case sales growth
3+ reach of 5%
$1.5MM200K Bulleit consumer conversions10K incremental case sales growth
3+ reach of 15%
$2MM310K Bulleit consumer conversions23K incremental case sales growth
3+ reach of 25%
hippocampus
few are Bulleit-worthyBulleit Bourbon
but we are, and we’d love a shot.
hippocampus
q&a
hippocampus
appendix
hippocampus
it’s time to graduate
viral
viral
The Mystery of Augustus Bulleit