Tennent’s Some thinking about Tennents.com. Overview 1.Understanding the brief a)What is the...
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Transcript of Tennent’s Some thinking about Tennents.com. Overview 1.Understanding the brief a)What is the...
Tennent’sTennent’s
Some thinking about Tennents.com
OverviewOverview
1. Understanding the brief
a) What is the website for?
b) What is Tennent’s online?
c) Who is it for and why will they visit?
2. Initial thoughts
a) what is the website for?a) what is the website for?
Tennents.com
IntegrationIntegration
1. Tennents.com should be a ‘generic central brand area’, a ‘hub’, connecting all activity
2. It should offer longevity and flexibility
3. Target audience should take notice and feel renewed connection to the brand
4. It should reflect Tennent’s personality and tone of voice
Audience objectivesAudience objectives
1. Retain those already considering
2. Recruit those who don’t
Robbie:
“Entertain him on his terms, in his territory, online”
Brand objectivesBrand objectives
Lead Robbie from awareness to preference
Brand objectivesBrand objectives
Grow 3 favourite brand score amongst 18-24 year olds:
•“Drunk by people like me”
•“Is part of the community”
•“A brand I’d recommend to friends”
•“A brand I’ve heard good things about lately”
•“Knows what it means to be a football fan”
Brand objectivesBrand objectives
Brand objective Audience response
“Drunk by people like me” Show me why it is/should be
“Is part of the community” What’s it doing in mine? Is it part of mine?
“A brand I’d recommend to friends”
Why should I?
“A brand I’ve heard good things about lately”
Who’s talking about it?What do I think is good?
“Knows what it means to be a football fan”
What does it mean to me to be a football fan?
Online communications can help you address your objectives
separately via relationship-building conversations with your audiences
IdeasInvolvementExperiences
Conversations
IdeasInvolvementExperiences
Conversations
The best relationships are built through equal measures of give and
take
What the customer expects from you
What the customer expects from you
What you get from the customer
What you get from the customer
Generous brands create something of value in the world:•Entertainment value•Social value•Belief value
Generous brands are additive to people’s lives and culture.They help to build ideas in the world: they leave something behind.Modern branding is learning to give as much as you take.
Source: Fallon
Generous brands create something of value in the world:•Entertainment value•Social value•Belief value
Generous brands are additive to people’s lives and culture.They help to build ideas in the world: they leave something behind.Modern branding is learning to give as much as you take.
Source: Fallon
You’re already a ‘generous brand’, e.g. especially through music
How much recognition are you getting for it?
You can give your audiences much more online to build connection and engagement, leading to long term relationships that, in time, inspire more relationships
You’re already a ‘generous brand’, e.g. especially through music
How much recognition are you getting for it?
You can give your audiences much more online to build connection and engagement, leading to long term relationships that, in time, inspire more relationships
b) what is Tennent’s online?b) what is Tennent’s online?
b) what is Tennent’s (online)?b) what is Tennent’s (online)?
LagerLager MusicFootballMusic
FootballIrrepressible
spiritIrrepressible
spirit
Bonding with my friends/family/city/Scotland
Pride in Scotland – what Scotland makes me
Affinity with what’s integral to Scotland
Bonding with my friends/family/city/Scotland
Pride in Scotland – what Scotland makes me
Affinity with what’s integral to Scotland
Tennents Robbie
b) what is Tennent’s (online)?b) what is Tennent’s (online)?
Irrepressible spirit
Irrepressible spirit
Bonding with my friends/family/city/Scotland
Pride in Scotland – what Scotland makes me
Affinity with what’s integral to Scotland
Bonding with my friends/family/city/Scotland
Pride in Scotland – what Scotland makes me
Affinity with what’s integral to Scotland
Insight can help us to bridge this gap
Insight can help us to bridge this gap
b) more meanings for Robbie?b) more meanings for Robbie?
Irrepressible spirit
Irrepressible spirit
I’m always looking for new
experiences
My job doesn’t define or
pigeonhole me
Me and my friends share the interesting
stuff we find
I always try to make the most of my spare time
I’m most like myself when I’m with my
friends
One of the most important characteristics of Scots
like me
I’d rather be doing than watching
c) Robbie’s reasons to engagec) Robbie’s reasons to engage
Irrepressible spirit
Irrepressible spirit
I’d rather be doing than watching
I’d rather be doing than watching
Tennent’s is a brand that helps
me make the most of my spare time
Tennent’s is a brand that helps
me make the most of my spare time
Helping Robbie make the most of his spare timeHelping Robbie make the most of his spare time
Build on/make the most of existing activity
Use lots of little ideas and activities to build the brand around
Constant, ongoing content generation – UGC (shared ownership) and branded ‘slippy’ content
Refer to the hub to reinforce full range of activity
2. Initial thoughts2. Initial thoughts
1. Hub site review
2. How a Tennent’s hub could work
3. Rewarding brand engagement: T-Time
4. How should we work together?
5. Next steps
How should we work together?How should we work together?
Regular planning meeting
Project activity / ongoing communication
Project costs / budget for new content
Measurement and recommendations
Regular feedback
Next steps?Next steps?
Project and creative brief
Initial strategy and planning
Deliver Be Chilled and T-Break
Inter-agency meeting
Any questions?Any questions?