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Executive Summary
Fraser &Neave Holdings Bhd(F&N) is focus on the production, sale and marketing of
soft drinks, dairy products, and offer services relate to property development and sale. F&N have
many brand used to emphasize the well-built category brands such as Fruit Tree, 100 Plus,
Seasons, Nutrisoy, Ice mountain and etc.
In order to promote the brand of F&N, our advertising agency decides to launch guerilla
advertising campaign. Guerilla advertising campaign is a strategy which is low cost
unconventional interactions in order to promote a product or service. Besides that, the guerrilla
advertising campaigns use by advertising agency are unexpected, potentially interactive, and
consumers are targeted in an unexpected places. So, our advertising agency plans to target the
places at bus stop, lift, and street and so on. We choose the places such as bus stop are because
these places are mostly people will pass by and easy notice by people.
In addition, our advertising agency uses outdoor advertising and transit advertising to
support guerilla advertising campaign. We create 3 Dimensional advertisements and the transit
advertisement can move around the intercity. Moreover, we also use all the media such as
internet advertisement to let people know about our campaign.
The clients of guerilla advertising campaign are including 13 years old to 40 years old.
F&N have famous carbonated isotonic sports drinks like 100 PLUS. Therefore, the clients also
include athletes. Furthermore, our advertising agency always have meeting to discuss and
identify this advertising campaign to satisfy the needs and wants of client. Besides that, we plan
to launch guerilla advertising campaign is to attract people attention. It also can create a
memorable brand experience.
Key Planning Decision
The target audience of this guerilla advertising campaign is focus to teenagers who are
pursuing excitement from 13 years old to 19 years old and it also focus to the adults who are 20
years old to 40 years old. Besides that, this guerilla advertising campaign also focus to the
athletes. It is because this advertising campaign prefers carbonated isotonic sports drinks like 100
PLUS. The F&N products of 100 PLUS can helps body to achieve hydration and electrolyte
loses. When the athletes drink 100 PLUS, they can feel refresh and it can help their body full of
energy.
The objective of the guerilla advertising campaign is wanted to maintain brand
positioning F&N in order to improve F&N's awareness. F&N will become more famous and also
can let all Malaysian know the products of F&N through the creative and interesting
advertisement. Our advertising campaign provides 3 Dimensional advertisements to attract
attention of audience. These 3 Dimensional advertisements will be place at whole Malaysia and
so every state will have our F&N advertisement. We will separate into 2 group of advertising,
there are out-door advertising and transit advertising, the advertisement will place at bus stop, lift
and street. Both of advertising at the places are easy see by consumers and can give them a
stronger impression. Moreover, they also can easy recognize the brand of F&N.
"The early bird gets the worm". We held the advertising campaign also wants F&N to
become first mover that creates the 3Dimensional drink advertisement in the Malaysia. If F&N
become the first mover to create the 3Dimensional advertisement of F&N, it can be the first
company to offer a product in a marketplace. Besides that, F&N also can be long-term market
winner. Furthermore, due to F&N is the first mover to create 3Dimensional advertisement, so it
can stimulate human senses and whole target audiences will pleasantly surprise. According to
that, F&N can build a customer base though guerilla advertising campaign. Consumers can also
realize the brand of product F&N and they will always buy it. Other than that, first mover also
can make F&N become a strong brand. The brand of F&N can also become more famous than
other drinks brand. Its position will become steadier in the selling market and it can defeat its
competitors.
Malaysia is a tropical country. It also located at equator so recently the weather is hot and
Malaysian always live in the hot situation. Though held the advertising campaign of F&N, we
can emphasis the product of F&N which can reduce the summer heat such as 100 PLUS, ICE
MOUNTAIN and FRUIT TREE to the consumers. This type of drink can make consumers to
refresh their body, give them energy and reduce hotness feeling. So, we encourage consumers
can purchase this type of F&N products.
Creative Strategy
The main theme of the F&N is “Close to it, Feel it”. It means to persuade consumer to try
it and feel the cool and refreshing that F&N provides during the summer season. It will be a
regretting choice of not choosing F&N as your first choice of beverages. Types of flavor and
taste allow consumer to choose at their preferred.
The main concept of the F&N is to provide satisfaction to the summer’s consumer. It is a
cooling beverage and is suitable to consume it during summer season. It is a very good cooling
machine to cool down your body during this hot season. F&N has come out with the drinks
named SEASONS under its product line. These SEASONS drinks are mainly focused on the
summer and hot countries. The products of SEASONS are such as SEASONS Soya Bean Milk,
SEASONS Ice Lemon Tea, SEASONS Ice Lemon Tea and SEASONS Asian Drinks. Another
concept for the F&N is also provides rehydration for the sportsman. F&N comes out with
100PLUS that is scientifically-tested isotonic formulation of carbohydrates, electrolytes and
water that enables faster and more effective hydration. Thus, it also enhances a person’s
capability to perform at his or her peak.
The rationale of the strategy is to attract consumers to the F&N drinks during summer
season. There will be outdoor advertising and transit advertising. Poster panels will be
advertising on the town areas which have the most population of people. Our billboard is created
40 feet off the ground so that it can get people to interact with it. Besides, it actually gets people
to take pictures to ensure longevity beyond the time period that the company bought the space
for. Transit advertising is also being used at every transit shelters, terminals and subways. Other
than that, TVC, radio advertisement and internet advertisement will be used as well.
Summer Day Guerilla Advertising Campaign
Week 1 Week 2 Week 3 Week 4
January
February
March
April
May
June O, T O, T O, T O, T
July O, T, TV, R O, T, TV, R, W O, T, TV, R, W O, T, TV, R, W
August O, T, TV, R, W O, T, TV, R, W O, T, TV, R, W O, T, TV, R, W
September TV, R, W
October
November
December
O - Outdoor Advertising
T - Transit Advertising
TV - Television Commercial
R - Radio
W - Internet Advertising
Scheduling Rationale
Outdoor Advertising and Transit Advertising start on week 1 of June since summer days
are started on week 3 of June. This advertising campaign start early 2 week is because it need to
give the target audience a period time early to recognize that there will be a special form of
outdoor advertising that was using 3 Dimensional advertisement and the transit advertisement
can moving around intercity, so it can increase the reveal to the target audience.
After 1 month of outdoor advertising and transit advertising, the television and radio will
start to broadcast the TVC and radio advertisement on week 1 of July. Besides that, the outdoor
advertisement and transit advertisement will still continue running due to continue appealing in
target audience mind. This is because after a month of outdoor and transit advertisement start,
the target audience will be have a concept of F&N advertisement. Then after they have the
concept then F&N can start the TVC and radio advertisement to give more impression to the
target audience.
Start on week 2 of July, F&N will add in the internet advertisement to support the
guerilla advertising campaign. All the media include outdoor advertisement, transit
advertisement, TVC, radio advertisement and internet advertisement will run together continues
until end of August.
At the week 1 of September, there will be just TVC, radio advertisement and internet
advertisement continues to run until end of the week. Due to the reason that Autumn season is
coming next in week 3 of September, so that F&N can prepare new campaign for the coming
season.
Appendix
1. An actual
a) Three print advertisements
b) One billboard