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Concept no. 6: Beer Mats

Beer Mat

Rationale

*this part is the same for all rationales.

Rekorderlig is a Swedish fruit cider brand with 5 flavours currently on the market and a seasonal one for winter. Founder Anders Nanne sees its current target market as women in their mid 20s – young, trendy, energetic and keen on new experiences. Westons’s Cider Report released in 2017 states that Rekorderlig’s current market share is 5% with a value growth of 13.1%. The same reports show that despite its flavours portfolio, only one flavour is widely bought and accountable for a big part of the brand’s market share – Strawberry-Lime.

The Challenge

To increase awareness of Rekorderlig’s flavours.

The Solution

To make each flavour seem personal for its audience.

The Result

A visual campaign across multiple platforms that promotes the quiz app.

Beer mats concept explained

Beer mats advertising in pubs/bars allows brands, says Table Talk Media, to advertise to people while they are in a relaxed environment, with a receptive mindset, no worries and time to spend. As the business objective of the campaign is to increase awareness of Rekorderlig’s flavours to women in their 20s, beer mats are distributed in pubs and campus bars along with infographic leaflets to ensure a higher brand engagement.

When it comes to OOH (out-of-home) advertising, WARC(World Association of Research Professionals) research shows that recall is higher when there is only one concept presented to the audience, hence why having the same concept as on billboards, and directing people to the game through all campaign platforms used, ensures a higher receptivity from customers in the awareness stage in the customer journey.

Message

Rekorderlig has a flavour for everyone!

Concept

Take the Rekorderlig quiz to find out the flavour that suits your personality!

The campaign’s message is that there is a Rekorderlig for everyone. This offers a personal option, but also gives a sense of community, which, as Primesight points out, is needed to make the audience relate to the brand and share their preferences towards it.

The tone of voice is funny, friendly, catchy in a style that resonates with the rest of the campaign, which according to The Journal of Advertising Research stimulates people who are exposed to them to develop attitudes towards the brand through central processing.

Using beer mats as an integrated part of the campaign has always proved successful for drinks brands. Carlsberg has just launched a £15m campaign in the UK promoting its Danish roots in an attempt to slow down the decline of lager. Heineken has also used beer mats as part of its campaign in the past and had the beer mat sending the customers to the Heineken app, just like Rekorderlig’s.

Measurement of its success will be processed together with the infographic bottle leaflets as they will be placed together in the same campus bars to increase brand engagement.

References

Eads, L. (2017) Carlsberg Launches £15m ‘Danish’ Campaign in the UK. Available from: https://www.thedrinksbusiness.com/2017/04/carlsberg-launches-15m-danish-campaign-in-the-uk/ Accessed 4th May.

Farey-Jones, D. (2015) Heineken Creates Sustainability Campaign with Blippar. Available from: http://www.campaignlive.co.uk/article/heineken-creates-sustainability-campaign-blippar/1344968?src_site=marketingmagazine Accessed 4th May 2017.

Parkes, S. (2016) Making Out of Home Relevant to Millennials. Available from: http://www.primesight.co.uk/news/article/making-out-home-relevant-millennials/ Accessed 29th April 2017.

Snyder, J. & Garcia-Garcia, M. (2016) Advertising across Platforms : Conditions for Multimedia Campaigns – A Method for Determining Optimal Media Investment and Creative Strategies across Platforms. Available from: https://www.warc.com/SubscriberContent/b1ed0d97-2a3b-48c4-94e4-7d6cd830eafa Accessed 29th April 2017.

Solomon, D. (2003) Does Out-Of-Home Advertising Work? Available from: https://www.warc.com/fulltext/esomar/79336.htm Accessed 29th April 2017.

Table Talk Media (2016) Beer Mats. Available from: http://www.tabletalkmedia.co.uk/media-channels/pubs/ Accessed 29th April 2017.

 

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Concept no. 5: Billboard

billboard

Rationale

*this part is the same for all rationales.

Rekorderlig is a Swedish fruit cider brand with 5 flavours currently on the market and a seasonal one for winter. Founder Anders Nanne sees its current target market as women in their mid 20s – young, trendy, energetic and keen on new experiences. Westons’s Cider Report released in 2017 states that Rekorderlig’s current market share is 5% with a value growth of 13.1%. The same reports show that despite its flavours portfolio, only one flavour is widely bought and accountable for a big part of the brand’s market share – Strawberry-Lime.

The Challenge

To increase awareness of Rekorderlig’s flavours.

The Solution

To make each flavour seem personal for its audience.

The Result

A visual campaign across multiple platforms that promotes the quiz app.

Billboard concept explained

All Over Media describes millennials as always on the go, online shoppers, but also, the most likely generation to make spontaneous purchases. They state that a successful out-of-home campaign has to provide information about a mobile app and promote an experience rather than a product. This description is in line with the business objective of the campaign which is to raise awareness of Rekorderlig’s flavours through a personality quiz.

Marketing Week also correlates the use of billboards with the customer journey, stating that billboards are most successful in the awareness stage, as they get people’s attention in a glimpse, which proves billboard as a medium integrates perfectly in Rekorderlig’s campaign strategy. Same report states that 33% of the people surveyed would look at a product after seeing an OOH (out-of-home) advert.

Message

Rekorderlig has a flavour for everyone!

Concept

Take the Rekorderlig quiz to find out the flavour that suits your personality!

As the message of the campaign is that Rekorderlig has a flavour for everyone and sends the audience to the quiz app, the goal is to raise awareness, therefore the strategy for media integration isa high-impact strategy , according to the categories named in the Journal of Promotion Marketing. The Marketing to Millennials book further discusses that and concludes that millennials have a sense of adventure and pay attention to advertising that is fun and entertaining, hence why the tone of voice and style of it is fun, entertaining, relatable and incites toward joining a community with the call for action of downloading the app and taking the quiz.

The Rekorderlig campaign uses social realism by using an image of a person from the target audience to whom customers can relate, which is important, states Huffington Post that shows that millennials want brands to be authentic. However, Marketing Week shows that ultimately it is the content that matters. But given that the billboard is used in the awareness stage and it directs its audience to the quiz app, its effectiveness is measured mostly by the success of the app.

The billboard will be put in London as Westons Cider Report highlights that 16% of the cider consumers in the UK are located in London. London also has a young and dynamic vibe, therefore has the potential to increase the word of mouth about the campaign. In order to create an impact, given to its strong colour, the billboard will be 3048 mm x 6096 mm (3.048 m x 6.096 m/10 ft x 20 ft, the equivalent of 48 sheets) and therefore at 300 ppi in Photoshop.

The location should be one central, such as Piccadilly Circus, Leicester Square etc. and put in context, the billboard should look as below:


References

Bacon, J. (2016) The rise of ‘social realism’ in advertising. Available from: https://www.marketingweek.com/2016/11/10/rise-social-realism-advertising/ Accessed 29th April 2017.

Burrows, D. (2012) Customer journey starts in the great outdoors. Available from: https://www.marketingweek.com/2012/04/18/customer-journey-starts-in-the-great-outdoors/ Accessed 29th April 2017.

Cagnina, C. (2016) Why Out-of-Home Advertising Reaches Millennials. Available from: https://blog.allovermedia.com/blog/why-out-of-home-advertising-reaches-millennials. Accessed 29th April 2017.

Fromm,  J. & Garton, C. (2013) Marketing to Millennials. Available from: https://ebookcentral.proquest.com/lib/worcester/reader.action?docID=1204652&ppg=92 Accessed 29th April 2017.

Roux, A. T. (2016) Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies. Journal of Promotion Marketing. Volume 22 (3). Available from: http://www.tandfonline.com.proxy.worc.ac.uk/doi/full/10.1080/10496491.2016.1154919?scroll=top&needAccess=true Accessed 29th April 2017.

Tyson, M. (2016) Millennials Want Brands To Be More Authentic. Here’s Why That Matters. Available from: http://www.huffingtonpost.com/matthew-tyson/millennials-want-brands-t_b_9032718.html Accessed 29th April 2017.

Westons Cider (2016) Westons Cider Report 2017. Available from: http://www.westons-cider.co.uk/corporate/2017-westons-cider-report/ Accessed 4th May 2017.

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Concept no. 4: Blog post

Rekordapp – the rekorderlig quiz app that tells you what cider fits you best!

This article was written by our guest blogger, Ellen Veis, a well known English blogger that talks lifestyle, technology and anything food or drinks related! For more blog posts go to www.rekorderlig.com/blog.

How I discovered Rekorderlig’s quiz Rekordapp

If there’s two things that define me, that’s being a tech geek and a cider lover. Discovering Rekorderlig’s quiz Rekordapp combined them both!

So the other day I was on the look for some cider and went over to the campus bar. Quite a few people, quite a queue, so what to do to make the time pass by faster? I picked this bottle shaped leaflet to keep me company. It was a Rekorderlig one. Now Rekorderlig is one of my favourite ciders, but I can never decide on one flavour – couldn’t you make it easier, Swedish people?

But hey, this leaflet, apart from taking my guilt away (I chose the cider over the gym, oops!) and informing me that Rekorderlig cider is 0g fat, mentioned that they have an app now, an app that has this quiz thatwill tell me what flavour fits my personality. Whaaaat? I HAD to check this out!

Rekordapp-Rekorderlig-App-Infographic-Cider-Leaflet
Campus bar infographics promoting Rekordapp and Rekorderlig facts

I took the Rekordapp Rekorderlig quiz myself

So I downloaded Rekordapp and started taking the quiz – Pick a colour? Easy – pink! What city I’d live in? New York, duh! And yes, because of the burgers and fries. The first person to hear my news is obviously my dog and no way I’m telling my crush I like them, I’d rather swim with the sharks – but I chose skydiving!

Confused? Take the quiz and you’ll get my rumbling. So this is my result:

You rank highest in conscientiousness and being efficient, well-organized, dependable, and self-sufficient. You prefer to plan things in advance and aim for high achievement. People who rank lower in conscientiousness may view your personality trait as stubborn and obsessive, but hey, we need a stubborn one amongst us, who else would convince us to have a Mango Raspberry cider?

Rekordapp-Rekorderlig-Instagram-Quiz-Cider
Rekordapp results went up on Instagram #myRekorderlig

So how do I feel about Rekordapp, Rekorderlig’s quiz?

Do I like it? Hmm. Is it true? Hell yeah! So, by the time I finished my quiz, the queue got me to the bar, so when I got asked what drink I want, I didn’t have to take ages to decide (which I usually do, and every bartender hates me – sorry!) I knew now that my cider of choice is Mango Raspberry.

And as I was enjoying my drink, I found out so many cool stuff about Rekorderlig from their app! I would totally recommend you check it out!

Oh and also, they have this campaign where you can share your result by posting a picture of it on Instagram with the hashtag #myRekorderlig. Can’t wait to see yours, did you take the quiz already?

Rationale

*this part is the same for all rationales.

Rekorderlig is a Swedish fruit cider brand with 5 flavours currently on the market and a seasonal one for winter. Founder Anders Nanne sees its current target market as women in their mid 20s – young, trendy, energetic and keen on new experiences. Westons’s Cider Report released in 2017 states that Rekorderlig’s current market share is 5% with a value growth of 13.1%. The same reports show that despite its flavours portfolio, only one flavour is widely bought and accountable for a big part of the brand’s market share – Strawberry-Lime.

The Challenge

To increase awareness of Rekorderlig’s flavours.

The Solution

To make each flavour seem personal for its audience.

The Result

A visual campaign across multiple platforms that promotes the quiz app.

Blog post concept explained

Blogs are increasingly being used as a marketing tool. Charlton College of Business Center for Marketing Research reveals that 34% of Fortune 500 companies are now actively blogging, which is the largest increase seen since 2008. Randy Duermyer sees the biggest advantage of a blog being the fact that it’s constantly updated, so as opposed to a website that is static, blogs have this dynamism that feeds millennials’ need to learn more, reveals a University of Missouri’s Reynolds Journalism Institute  report. Corey Wainwright from Hubspot positions blogging in the awareness stage of the customer journey, which follows Rekorderlig’s business objective for this campaign of raising awareness of its flavours while targeting an audience at the start of the customer journey.

Message

Rekorderlig has a flavour for everyone!

Concept

Take the Rekorderlig quiz to find out the flavour that suits your personality!

Focus Words

Rekordapp, Rekorderlig, Quiz

User generated content is the ideal way to market products to millennials, blogs being amongst the best way for them to share their experience. Shopify reveals that millennials trust it 50% more than any other type of advertising. Euromonitor International reinforces that millennials are a generation that requests personalisation from brands and expect interaction. Given that the campaign’s message is that ‘there is a Rekordelig for everyone’, Rekordelig offers this personalisation that young adults ask from brands. Also, the style and tone of voice of the blog is funny, friendly and invites its audience to interaction and has a call to action for the readers to try the app themselves and then join the conversation.

The focus word used is Rekordapp, hence why it appears as the first word of the title, in the subheading, first paragraph, repeatedly in the main body, as well as in picture captions (titles, and alternative description as well). However, because the word is unique and non existent, it will direct people to the blog only once the Instagram campaign and the quiz app have worked, so that it becomes a searched word. Because of that, Rekorderlig quiz, were also used as focus words in all of the above, as they have a higher chance of increasing traffic.

Blogs’ effectiveness is relatively easy to be measured as they give traffic insight and if readers interact through accessing the links, commenting or sharing the post.

References

Donnelly, K. (2016) Marketing to Millennials: 5 Massive Trends That Are Leading the Way. Available from: https://www.shopify.com/blog/75614533-marketing-to-millennials-5-massive-trends-that-are-leading-the-way Accessed 28th April 2017.

Duermyer, R. (2016) Blog Marketing: What It Is and How to Do It. Available from: https://www.thebalance.com/blog-marketing-1794404 Accessed 28th April 2017.

Euromonitor International (2015) Millennials: Impact of behaviour on global consumer markets. Available from: https://www-warc-com.proxy.worc.ac.uk/SubscriberContent/Article/Millennials_Impact_of_behaviour_on_global_consumer_markets___executive_summary/105908 Accessed 28th April 2017.

Garcia, M. R. (2016) Millennials like to read. Amen! Available from: https://garciamedia.com/blog/millennials_like_to_read._amen/ Accessed 28th April 2017.

Olenski, S. (2014) Three Hidden Benefits Of Blogging For Marketers. Available from: https://www.forbes.com/sites/steveolenski/2014/03/13/three-hidden-benefits-of-blogging-for-marketers/#15b2d8fd4819 Accessed 28th April 2017.

Wainwright, C. (2015) Why Blog? The Benefits of Blogging for Business and Marketing. Available from: https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht#sm.00001gvx9xncle36zqi18xtictk4v Accessed 28th April 2017.

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Concept no. 3: Infographic Bottle Leaflet

infographic bottle leaflet

Rationale

*this part is the same for all rationales.

Rekorderlig is a Swedish fruit cider brand with 5 flavours currently on the market and a seasonal one for winter. Founder Anders Nanne sees its current target market as women in their mid 20s – young, trendy, energetic and keen on new experiences. Westons’s Cider Report released in 2017 states that Rekorderlig’s current market share is 5% with a value growth of 13.1%. The same reports show that despite its flavours portfolio, only one flavour is widely bought and accountable for a big part of the brand’s market share – Strawberry-Lime.

The Challenge

To increase awareness of Rekorderlig’s flavours.

The Solution

To make each flavour seem personal for its audience.

The Result

A visual campaign across multiple platforms that promotes the quiz app.

Infographic bottle leaflet concept explained

Hannah Taylor, Associate Director at Carter Murray states that infographics are something every company should include in its marketing campaign for several reasons – 90% of the information transmitted to the brain is visual, therefore they are more likely to catch a person’s attention rather than a text. Also, infographics are engaging and because of their appealing look, they are more likely to be picked up by press and publications which increases brand exposure. Also, according to Hanna Wiedenhoefer at Distribion, brands using infographics grow traffic 12% faster than those who do not.

Another benefit of infographics is the fact that hidden behind illustrations, fun facts and figures, they present a high amount of information about the brand which follows the business objective of the campaign of flavours awareness. It is ideal for addressing the first stage of the customer journey – awareness. Given that infographics are a source of information, the campaign’s target market is ideal to be addressed as they are “on course to become the most educated generation, a trend driven largely by demands of the demands of a modern knowledge-based economy” as Pew Research Center describes them.

Message

Rekorderlig has a flavour for everyone!

Concept

Take the Rekorderlig quiz to find out the flavour that suits your personality!

The tone of voice and style are friendly and funny, with witty facts and questions meant to capture the reader’s attention with the ultimate goal is to deliver the message of having a flavour for everyone and have the reader download the app and take the quiz. As on all the other campaign visuals, the hashtag is also present, to strenghten the Instagram campaign.

The infographic leaflets have the shape of A4 sized Rekorderlig bottles, double faced, set to be displayed on campus bars tables. They will also be laminated so the damage made by drinks spillage/stains is limited.

The measurement of their success is to be seen by increased sales at the campus bars where they are displayed. Also, if access is allowed, the number of downloads for Rekordapp made on campus could be monitored, as through location services, it is possible to find out where the app has been downloaded from.

References

Gilbert, H. (2016) More millenials choosing not to go out. Available from: http://www.morningadvertiser.co.uk/Running-your-pub/Technology/More-millennials-choosing-not-to-go-out  Accessed 4th April 2017.

Pew Research Center (2010) Millennials: Confident. Connected. Open to Change. Available from: http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/ Accessed 24th April 2017.

Taylor, H. (2016) 5 Reasons Why Infographics Are An Essential Marketing Tool. Available from: http://www.cartermurray.com/articles/blog/5_reasons_why_infographics_are_an_essential_marketing_tool/ Accessed 24th April 2017.

The Clymb (2016) 6 Reasons You Should Consider Switching To Cider. Available from: http://blog.theclymb.com/out-there/6-reasons-consider-switching-cider/ Accessed 28th April 2017.

Wiedenhoefer, H. (2016) How to Boost Social Media Traffic by Using Infographics. Available from: http://distributedmarketing.org/2016/07/20/how-to-boost-social-media-traffic-by-using-infographics/#sthash.bDDxTFOk.dpbs Accessed 24th April 2017.