cafe neo presentation
TRANSCRIPT
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CAFÉ NEO AWARENESS CAMPAIGNPresented by Desperadoes Communications
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Café Neo is a Nigerian owned and run coffee shop with great ambience that serves high
quality gourmet coffee from Rwanda
ABOUT THE BRAND
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Establish Cafe Neo as a regular stop for its Target audience by increasing awareness
and driving Traffic.
THE BRIEF
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* Achieve 50% Traffic awareness among core target In 3 months
* Increase traffic to our shops by 25% in 3 months
* Establish brand loyalty
* Increase TOMA and make it a regular stop for its core target.
CAMPAIGN OBJECTIVES
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CONSUMER INSIGHT
• Presently, the coffee shop is unpopular with the target audience as just a few have heard about it from social media but have never visited the shop.
• A large sect of our target audience would visit a coffee shop to hook up with friends, have a meeting, discuss a good book, network and of course do all that over free Wi-Fi!
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COMPETITIVE ANALYSIS
ART CAFÉ BROWNS CAFE COLD STONE CREAMERY
These above listed franchise deal with a bit of everything and do not have a coffee culture therefore, Café Neo wins in this category.
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PRODUCT PROPOSITIONPRODUCT ATTRIBUTES Affordable Luxury
Delicious and high quality coffee
Café Neo is youthful and vibrant coffee shop with a comfortable and artsy ambience.
PACKAGING
PRODUCT PROPOSITION
Providing luxury gourmet coffee at an affordable price.
EMOTIONAL BENEFIT
Its not just a coffee shop……………….
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BRAND DNA
Brand EssenceTo enhance the Customers coffee
experience
Brand VisionTo provide affordable luxury to everyone, one
coffee cup at a time.
Target AudienceMale and female 18 – 45
(core 25-30)
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TARGET AUDIENCE
Our primary target audience are male and female within the age range of (18- 45) with our core target at (25- 30). They are digital natives and always on their smartphones. They build an affinity
with brands that project sophistication and creativity.
Demographic Analysis
TARGET AUDIENCE - OVERVIEWThey are fashionable and up to date but aren't the trendy type that care for the latest craze. They are highly educated,
internationally exposed and open to new experiences.
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Name Sandra Williams
Age 26
Marital Status Single
Occupation Brand manager
Interests Fashion, trends, news and information, entertainment
Media habits Social networking, blogs
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• She has a great reading culture as she has been exposed internationally via books.
• She associates with brands that offer her quality, value & convenience
• She loves to network and meet new people
• She is sociable and digitally inclined.
• Recommendations from close colleagues, and her trusted social media influencers is equally important to her
• Price and quality of a brand are a major purchase driver for her
• She is spontaneous and open to new experiences
BULL’S EYE INSIGHT
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CREATIVE CONSTRUCTI want a comfortable place where I can relax, have a sexy conversation, network and strike business deals.
Café Neo is a comfortable coffee shop with a serene, youthful and opportunity filled ambience
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BIG IDEA
EVERY SIP IS AN AFFAIRBecause great relationships starts with a cup of coffee in the most unexpected ways
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EXECUTION
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EXECUTION PHASES
First three weeks of the campaign will
have a teaser running across digital channels
tagged #TheAffair. Influencers will be deployed to spark
conversation before finally revealing the
brand
TEASER
Video commercials centering on
the brand proposition will
be used to launch the campaign
Build advocacy, retain customers
and maintain talk-ability offline
LAUNCH WITH AWARENESS
CONVERT WITH SUSTAINANCE
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DIGITAL MEDIA CHANNELS
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CHANNEL ACTIVITY RATIONALETwitter • Display Ads
• Over 12 million Nigerian subscribers
Facebook • Social Ads• Community Engagement
3rd most visited website in Nigeria with over 11 million registered Nigerian users.
LinkedIn • Display Ads 9th most visited website in Nigeria with over 800,000 registered Nigerian users. Best for reaching SME owners and Business professionals
Linda Ikeji • Display Ads• EPR
12th most visited website in Nigeria with over 4 million monthly views
BBM • Display Ads Over 7 million Nigerian subscribers
YouTube • Video upload• Pre-roll ads
5th most visited website in Nigeria
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DIGITAL MEDIA IDEAS
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WEB BANNER AND POP-UP ADS
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FACEBOOK ADS
Did you know that coffee is an anti-oxidant ?
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What kind of feeling do you have when you take what is not yours? #TheAffair
You do know you deserve better right? #TheAffair
What time do you like it best? #TheAffair
How do you feel after it? Good? Relaxed? Fulfilling? #TheAffair
How do you like it? Smooth or on the rocks? #TheAffair
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PICTURE MARKETING ADS
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EXPERENTIAL IDEAS
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EXPERENTIAL IDEAS
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Social Experiential VideoCamera opens up on a BBM message. A man picks it and reads the text his buddy sent him
SOUND: Phone Chimes
Zoom in: Your Wife is having an affair and its serious o!
Guy: You’re joking! My babe is loyal jor!Buddy: Don’t believe me? I’ll take you there!
Cut to: Guy and his buddy pull up to café Neo. and sees his wife reading a book in the corner sipping on a frappuccino
Sound: “Gobe” by Davido playing in background.
Cut to: she raises her head, sights her Hubby and is shocked. Hubby seats next to her and says “Busted!”
Zoom in: the window where the Eiffel tower can be seen.
FVO: I’m sorry love! I just couldn't’t resist the blissful serene environment and the awesome coffee!
Announcer: At Café Neo, Every sip is an affair!
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PRINT IDEAS
Coffee as strong as the strength of our FREE Wi-Fi!!!
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OFFLINE ACTIVITIES
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CAFÉ NEO WEEKLY ACTIVITIES
#FabulousFridays
#TableForTwo
Poetry/Book Club
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CUSTOMER LOYALTY REWARDS
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THANK YOU!!!