advertising presentation imc

IMC Plan

David, shepherd,Killed Goliath, a threatening giant,By throwing a stone with his sling,in the giant’s head, hitting the brow.

David and Goliath

Companies : global, strong and greedy GoliathMore than 30 different brands of soft drinks and over 200 flavours in Canada

Canadian soft drink market was valued at $4.5 billion

Source : Statistic Canada and Agriculture & Agri-Food Canada (2009)

Excessive sugar consumption among youth in Quebec, Goliath’s head

13-18 y.o. as the biggest consumers of sugar-sweetened beverages(daily amount of sugar : 172g > 100g recommendation)

Source : Cqpp : Weight Coalition of Quebec

Ministry of Health of Quebec : local, legitimate and powerful David

Strategic plan for 2015-2020 : promotion of healthy lifestyles, prevention of health problems

Perceptual map :where David stands

Ideal, expected and healthy daily behaviour :

Water >> Sugary drinks

Reduce the consumption of sugary drinks among male teenagers and young adults

of Montreal in age of 13 to 18by 5% within a year of launched campaign

Survey : 50% of children in Montreal have everyday access to SD at home,comparing to just 20% households with SD available only on special occasions

Marketing objective : hit the head

+ Brian Ancuta+ Sergueï Bécoulet+ Omar Jimenez

A+ Integrated Marketingfictional agency

Aiming at the brow : mothers, main decision makers « Nag factor » : influence of children on parents

Source : Cqpp : Weight Coalition of Quebec

Raise awareness of negative effects of an excessive consumptionof sugary drinks on health, among low-income families of Montreal

with male teenagers and young adults in age of 13 to 18by 15% within a year of launched campaign,

in order to encourage them to decrease their consumption of sugary drinks

and change their children's drinking habits.Survey : Emphasizing the health problem related to the excessive consumption seems to

be a more persuasive and more effective method of changing the behavior, over increasing

prices.

Communication objective : hit the brow

“

”

If you, parents, monitor your children’s sugary drinks

consumption, they will grow and live healthily.

The USP, our message, our stone

Visual

Metaphors

pity

innocence vulnerability

discomfort

Our strategy : which weapon ?

Advertising

Public Relation

s

Sales promoti

onEvent

« Buzz »throughStreet

marketing

Increasing

popularity on

social media

Opinionleaders

Reaching alarge

audience

OFFLINE ONLINE

Choice of media : which model of sling ?

Print media

(Subway, magazines)

AdvertisingAdvertising


Print media

(Subway, magazines)

Advertising

Spokeperson

(website /facebook blogger)

Public Relation

sAdvertisi

ng

Print media

(Subway, magazines)



Contest(facebook)

Sales promotio

n

Print media

(Subway, magazines)

Advertising

Spokeperson


Public Relation

sAdvertisi

ng

Print media

(Subway, magazines)



Print media(Subway,

magazines)

Advertising Public Relations

Sales promotion

Spokeperson(website/facebook blogger)

Contest(facebook)


Contest(facebook)

Sales promotio

n

Print media

(Subway, magazines)

Advertising

Spokeperson


Public Relation

sAdvertisi

ng

Print media

(Subway, magazines)


Earned media(blogs,

newspapers, WOM)

Event

Visual metaphors :Street marketing

Media calendar : when do we shoot ?

Measuring effectiveness : medical exams for Goliath

• PMB (2016-17)

• Sales ofsugary drinks

Costs : price of our sling

To reduce the children’s excessive consumption in Quebec, the Ministry of Health sends a preventive message at mothers, with an online oriented approach,

Summary

advertising presentation imc

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