Neon Chemistry Meeting - Beer Client

CHEMISTRYSESSION WEDNESDAY 19TH JUNE 2013

Planning The Path to Purchase

TODAYTHANKS FOR MEET ING US AGAIN

MEET ING STRUCTURE

1. INTRODUCT IONS2. AB INBEV OVERVIEW

3. ABOUT NEON4. OUR APPROACH & PHILOSOPHY

5.THOUGHTS ON YOUR QUEST IONS:A) ACT IVAT ING PREMIUM BRANDS IN MAINSTREAM RETAIL

B ) ELEVAT ING THE OFF-TRADE DR INKING EXPER IENCE

6 .CONVERSAT ION

1. INTRODUCT IONS

NEON TEAM

Nick CunninghamManaging Director

Phil PawseyCreative Director

Zoja MicunovicAccount Executive

Hugh TaylorHead of Digital

Previously MD at Dynamo and MAA Board Director.14 years working on CCEacross all trade channels.Also worked on Budweiser,Unilever, Bacardi-Martini, S&N, GSK, Cadbury's, Wolf Blass,Pernod Ricard, Sanyo, Sainsbury's,HJHeinz and HPBulmer.

Jeff has over 20 yearsmarketing experience,working on some of theworld’s largest brands such as Nokia,Bacardi and Nestle. As Global BrandDirector for Bacardi,he built theglobal music propertyBacardi B---Live. Apassionate brandbuilder with expertisein brand identity andpositioning,campaigndevelopment,activationstrategy and innovation.

Hugh has worked inMarketing for over 20years and heads up agreat digital team.They are responsiblefor technical spec, buildand delivery of all ourdigital work.Having this resourcebased in the same officehas been a huge benefit,saving cost and increasingefficiency.

MSc Marketing graduate with 2 years of international experience working on a variety of integrated disciplines including experiential, digital and live event management. Worked on Bacardi-Martini, First Drinks Brands and Pernod Ricard accounts.

Previously Creative Director of Wax Communications. Winner of many industry awards including Best Integrated Campaign MAA Awards.A wealth of experience in FMCG, retail, electronics and finance across all marketing disciplines.

Jeff MacdonaldExec Planning Director

Sarah HodgeAccount Director

Sarah has five years agency experience working on leading brands.She specialises in the digital channel and oversaw theDesign and build of our Sanyo Xactivate Your Passion Campaign. 5M views were generated for the launch of the New waterproof camera through the use of key influencers.

YOUOVER TO

2. AB INBEV OVERVIEW

3. ABOUT NEON

PED IGREETHE NEON

Neon benefits from a powerful blend of agency and client-side experience.Born from a classic promotional / shopper marketing background at top 10 agency Dynamo.Anheuser Busch was one of our major clients for six years, with budgets totaling £3M during Budweiser’s sponsorship of the soccer World Cup.We have developed and activated campaigns across all channels and key customer accountsSenior client-side expertise is provided by Jeff, former global brand director of Bacardi and Nokia.

CL IENTSSOME OF OUR

3. ABOUT NEON

STRUCTURETHE NEON

We became disillusioned with the standard big agency model, and saw first hand that often it doesn't work in the clients' favour. Often it was a case of which team needs a new client - not which team is right for our new client! So we set up our flexible structure to enable us to be nimble and to deliver more. Once we have worked out the strategic and creative solution, we then build on the right resources to the core team to deliver the campaign perfectly, this also helps to keep management fees at the right level. Our aim is that you’ll see us as reliable partners in your team when it comes to implementation, as well as insightful, talented creators of winning campaigns.

4. OUR APPROACH & PHILOSOPHY

PHILOSOPHYTHE NEON

Neon's mission is to create and execute the best marketing campaigns for the best brands. Campaigns that deliver clear business results whilst building long term brand equity.

Our media philosophy is to be media agnostic, choosing the appropriate media strategy to deliver identified marketing objectives as effectively and efficiently as possible. To be recognised by our clients for having the ability to out think and out do our rivals. To build long term client relationships through dedicated service and the results that we achieve.


THINK ABOUTSOME THINGS


“Traditional marketing isn’t working anymore”…

“Marketing investment is having limited impact”

It’s harder to cut throughSo much choice and competitionNoise and fragmentationCynical consumerComplex global organisationsSpeed of change

OPPORTUNITYAND YET THERE IS MUCH


TargetingDeeper connectionEngage and involve consumermeasurementSpeed of changeLower cost of production

MARKET ING LEADERSHIP A FUNDAMENTAL ISSUE IS POOR


Lack of rigour in strategy (yet too much rigour in strategy frameworks!)

Small, short lifecycle ideas that keep changing

Indistinct (unbranded) execution

Weak organisational process (esp. decision making control) that drives inconsistency

CLARITY, COHESION & CONSISTENCY

I T ’S V ITAL THERE IS


IN STRATEGY & EXECUT ION

NEON PR INCIPLESTHE CORE


Great ideas require great strategy and execution to workIntegrated is a way of thinking and doing not just a nice marketing buzz wordMake it easy for consumers to choose our pathMake it so relevant it is difficult not to want to engageBranded solutions built on existing equityPremium at all times – but clarity on primary marketing objective

STRATEGY>CREAT IV ITY>EXECUT ION


• Great works come from the following essential ingredients

– Understanding (consumer, brand, category)– Clarity of marketing objective

– Brand framework (brand idea, brand properties and visual identity, engagement platforms)

– Solutions (ideas!)• Effective• Engaging, interesting, creative, fresh• Branded / own-able

– Execution• Especially important for premium brands

– Measurement (and optimisation)

• Great ideas will only happen when the strategy and execution are great

STRA

TEG

Y

CREAT IVITY

EXECUT ION

WINNING

INTEGRATEDMARKET ING CAMPAIGNS


• We believe that effective (and efficient ROI) is driven by a truly strategic and integrated approach to marketing activity

• This is built on a clear and cohesive approach to:

– Proposition – clarity on target consumer and the value proposition / brand identity (incl. big idea and associated brand properties)

– Activation Plan - against clear marketing objective priorities

• And strong cross-agency working groups and agreed roles and responsibilities

FRAMEWORKBRAND ACT IV ITY


WHO (incl. WHY, WHAT NOW)

WHAT (POV, Specific Positioning Messages)

WHERE / WHEN

(Consumer Journey Focus

Points and Touch Point Strategy)

HOW(Creative Idea,

Creative Properties and Visual Identity,

Creative Chapters and Engagement Platforms)

Value Proposition /Brand Idea

Consumer Journey /Marketing Objectives

MODELBRAND IDENT ITY & POSIT IONING


CORE IDENTITY

EXTENDED IDENTITY

KEY BENEFITS

SOCIETY / CULTURECATEGORY / COMPETITORS

CONSUMER / NEEDS

BRAND IDENTITY

DETAILED POSITIONING FOCUS

BRAND POV BRAND PROMISE WITH A CULTURAL RELEVANCE

SPECIFIC MESSAGES – BENEFITS & IDENTITY SUPPORT

Brand Promise (Essence)Brand Core Values

Brand & Product FactsKey Product Experiences

Brand & Product PerceptionsBrand Properties & Symbols

Brand Personality

Functional BenefitsEmotional Benefits

Self-Expressive BenefitsBelief Benefits

Focus on real equity – essential discriminators and value propositions

1

3

2

4

BRAND

FRAMEWORKMARKET ING STRATEGY & PLANNING


PR INCIPLETHE PLEASURE / PAIN


• Humans want to maximise pleasure and minimise pain• Make it easy for consumers to take our path– Provide value– Avoid excessive effort and disruption to existing habits

RELEVANCEDRIVES VALUE & ENGAGEMENT


• Proposition / ‘Big Idea’ built on relevant consumer need and current cultural tensions

• Promotion ideas should also build in relevant passion points and topical themes to drive deeper consumer connection (and social currency) with activity

PR INCIPLETHE BRANDING


• We create branded solutions

• Branding is fundamentally about sub-conscious mental associations that make it easy for consumers to recall the value that drives their preference for the brand

– Agree what we want to be known for

– Create branded mnemonics and build them consistently across all touch points

– Over the long term

VALUEPREMIUM


• Core role of any premium brand is to justify the premium price

• Provide rational and emotional values across a ‘premium value ladder’ that will make our consumers believe that the brand is better and worth paying the premium

– The story – ingredients, process, history, provenance

– The functional performance

– Emotional engagement – a premium ‘brand world’ and associations

• Deliver premium stories and experiences at every touch point (incl. trade and sales staff)

VALUES & PROMOTIONPREMIUM


• There is a commercial reality to drive sales• Need to balance long-term reinforcement of

premium values and short-term sales generation• Can deliver both but need for clarity on primary

marketing objective for activity to deliver appropriate solution

QUEST IONSAND ANSWERS

Planning The Path to Purchase

A) HOW DO YOU ACT IVATE A PREMIUM BRANDIN MAINSTREAM RETAIL ENVIRONMENTS?

5. THOUGHTS ON YOUR QUEST IONS

Premium brand ideas should drive the following in consumers:

PRIDE (emotional)

PLEASURE (functional)

PASSION (behaviour)


- Price- Packaging- Merchandising- Innovation / technology- Consumer advocates and fanatics- Artisanal- Association with ‘experts’- Process or ingredients story

(= a non standard approach)- Product delivery proof points

- Provenance- Rituals

(that reinforce productsuperiority / story)

- History- Trust and respect- Special occasions- Premium event associations- Emotional value premiumness- A brand world- Retail staff believe in it

PREMIUM BRANDEXAMPLES OF

ACT IV ITY & BEHAVIOUR


STELLA ARTOISOUR THINKING FOR

• Our observation is that there is a dis-joint between your ATL and on trade activity vs. promotions that have run in the off trade

• What seems to be missing is the common thread (or idea), that links to the brand DNA and will ensure that every execution serves to feed into and build the brand, as opposed to just focusing on the offer itself

• In our minds all Stella Artois activity should be true to the core brand ideas

• We would also position creative execution at the higher / more sophisticated level, so that they are aspirational to mainstream consumer, but appeal directly to the top end


DIGITAL & SOCIALTHE ROLE OF

• Integrated approach to marketing activity• Digital is one of many channel means to an

end• But one that offers huge benefits from– Targeting– Depth of engagement– Measurable– Fast optimisation


THROUGH SOCIALBUILD ING A PREMIUM WORLD

• Invite social interaction and affirm exclusivity of group membership• Stress inaccessibility to preserve an element of mystery• Establish premium credibility and authority• Encourage a passion for the product that goes beyond consumption

REACH

CONVERT*/*RECRUIT

ENGAGE

ACTION

PAID STRANGERS

OWNED POTENTIAL CUSTOMERS

EARNED FANS

AND


Tullamore Dew is a brand that seeks to establish its premium positioning in the UK.Neon has created a campaign that promotes 2 ‘perfect’ serves, owns the toastingoccasion and engages consumers by asking the question:Where do you stand? NEAT or LONG?This gets the debate about how whiskey should be drunk out on the table,and shows that there is no right or wrong serve. This message is also clearlycommunicated to the trade.Promotional mechanics are designed to expand the debate, and create content onsocial media.Off trade gift packs contain a toasting glass to promote perfect serve in the home.

4 YEARS AGO JAMESON WERE SEEN AS‘A BRAND YOUR DAD DRINKS’.

AND

UNTIL WE CREATED


We connected the brand to a younger audience via the on trade and social media. Our sampling strategy focused around delivering a smaller version of the perfect serve to 25-35 year olds, and encouraged them to follow up with a purchase.

Neon involved Fever Tree, as high quality mixers and 60 samples per outlet were delivered in branded glasses with ice and a slice.

Customers texted to receive an SMS voucher, and enter a prize draw.

Staff were incentivised to create content and publicise the events on social media. 40,000 high quality samples delivered per year. Jameson grew in the on trade +18%Summer and Autumn perfect serve campaigns also ran.


WE HELPED THE MARTINI GET ON THE RADAR OF TRADE & CONSUMERS WITH

AND

WE HELPED THE MARTINI GET ON THE RADAR OF TRADE &CONSUMERS WITH


In 2012 the promoted serve was the Martini Royale, and both trade and consumer needed to be educated about the serve. Our campaign ecruited UK consumers for the global LUCK IS AN ATTITUDE promotion, but also educated bar staff on how to create the perfect Martini Royale:branded glass, 50% Martini Bianco, 50% Prosecco, quart of lime, mint sprig and ice.A partnership with ES Magazine helped to promote awareness and drive traffic into selected bars to ask for Martini Royales. An innovative‘With Compliments’ sampling campaign promoted trial and bars were issued with tablets to track redemptions. Key influencers were recruited, and high profile events sponsored to create further awareness for the Martini Royale serve.


SERVE LED POS

As European Creative Lead on Southern Comfort I created integrated campaigns for the brand, creating a BTL tone of voice and creating big ideas that worked across all channels.



ONES WE’D L IKE TO HAVE DONE


Peroni: Aspirational design, single focused idea

Tapping into emotion

Innocent- going against what we expect from on-packs

ONES WE’D L IKE TO HAVE DONE

Havana Club: Ritual & Heritage


B) HOW DO YOU ELEVATE THE OFF-TRADE DR INKING EXPER IENCE?


SOME LOOSE THOUGHTS TO SHOW YOU HOW WE’D APPROACH A BRIEF:• People are time poor, but will invest in richer experiences / rewards• We need to uncover a key insight on which to build the story• Create a creative angle to champion and own it

For example

Insight: ‘Serving a beer correctly makes an everyday occasion something special.’

Supported by: Experts / scientific research proves that serving beer correctly makes drinking it a more enjoyable experience + historic Belgian ritual

Championed: Stella Artois is on a mission to increase the enjoyment from drinking beer at home

Desired: Consumers / shoppers engage and want to try the Stella Artois in home ritual

Motivated by: Emotional drivers, rewards, in store promotions, recognition, social media and a personal dialogue via CRM with the brand


She’s A Thing Of Beauty– For A Moment of Beauty• Objective – To make consumers believe that Stella Artois is a better product

that justifies the price premium

• Marketing Challenge - AND drive consumption

• Insights – In our increasingly complex and hectic lives, consumers seek everyday luxury. Economic recession has made ‘staying in’ the new ‘going out’. Emasculation of traditional male roles makes ‘man time’ (and associated places and pastimes) important to men and a source of male camaraderie that is shared between them to assert their male credentials.

• Solution – Encourage and support (male) consumers to find and celebrate everyday opportunities to enjoy a premium (male) experience – where the Stella Artois product and perfect pour rituals are the source of the premium celebration of the occasion (NB: with suitably premium values and ‘world’)

• Activation Strategy – awareness, recruitment, engagement, facilitation, celebration

• Tactics – PR, tips, tools, (proud) social sharing, public celebration

• Long-term goal – To create and own a premium Stella Artois moment that has the potential to deliver modern premium values and frequency of occasion / consumption.



• PR• Off and on• Experiential• Digital CRM / social – engage / facilitate• UGC celebration (digital / ATL / PR)

??


Stella Artois - She is a thing of beauty

For a moment of beauty

Driving perfect serve in the home

PR Launch:- Study- Heritage- Key

Influencers

CRM:- DM- Occasions- Offers- Digital

promo

Phone App:- Capture the

beauty- Instant

Share / upload

Off trade:- Support retailer

programmes- Occasion based- Added value- Shopper heroes- Digital

On trade:- Same

theme- Separate activity

User generated content: Photo upload comp

Outdoor / At store:Winners photos

On pack: On outer or can

On line:Viral seedingSocial sharing

In home:- Win occasion > content

BRIEF AGENCIES TO CREATE A WORKABLE PLATFORM

Beauty Perfection Ritual Heritage

?


MANY BEERS H IGHL IGHT STEPS TO A PERFECT SERVE.PERHAPS A 3 OR 4 STEP PROCESS.

BUT ONLY STELLA ARTOIS HAS A 9 STEP, ALMOST FANATICAL ,SOME MIGHT SAY REL IG IOUS, ZEST FOR

PERFECT ION THAT BORDERS ON OBSESS ION.

EXAMPLE IDEAS PLATFORM1 :


PERFECT IONIN PURSUIT OF

A 360* CAMPAIGN TO DEL IVER THE PERFECT SERVE IN THE ON & OFF TRADE.(NOT NECESSARILY CONSUMER FACING WORDING)


PERFECT ION?HOW DO YOU DEF INE


PERFECTIT LOOKS


PERFECTIT TASTES


PERFECT?WHAT IF I T SOUNDED


It’s a little known fact that once a Stella Artois is lovingly poured (following the 9 Steps to Perfection of course) that only a perfectly clean chalice, with the requisite head and expertly chilled liquid will sound the achingly beautiful note of A flat when tapped.A miniscule head will sound a B.A warm glass will sound a dull D.A finger-marked chalice could ring out a displeasing C sharp.Only a perfect glass of Stella Artois will sound the A Flat that rings true. So to ensure the beauty of perfection, tap your Stella Artois with a steel fork ( of the dinner variety should a musical one not be to hand) to see whether your chalice measures up.

APERFECT IONTHE SOUND OF

IS


PAUL VAN NEVELTHIS IS

Belgian conductor, musical historian and the owner of the best left ear in the symphonic business.

Only a perfect glass of Stella Artois will sound the A Flat that Mr Van Nevel will accept.So to ensure the beauty of perfection, tap your Stella Artois with a steel fork ( of the dinner variety should a musical one not be to hand) to see whether your chalice measures up.

OFF TRADE ACT IVAT ION

CONSUMER INVOLVEMENT

IN A RECENT SURVEY, CARRIED OUT BY STELLA ARTOIS ,A TERR IBLE D ISCOVERY WAS MADE.

I T SEEMS THAT A VAST AMOUNT OF PEOPLE AREMISS ING OUT ON THE FULL ENJOYMENT OF BEER.

SUB-STANDARD SERVES, IMPERFECT GLASSES, YOU NAME IT, WE FOUND IT.

I T ’S T IME TO STR IVE FOR PERFECT ION:

EXAMPLE IDEAS PLATFORM 2 :


ELEVAT ING THE OFF-TRADE EXPER IENCE

CREATE A BRAND STORY FOR IN-HOME

CONSUMPT ION

PR Campaign launch - THE SURVEY

• Base story around pseudo scientific study, blind tests, using different glasses, temperatures, pouring for head etc.

• Base story around pseudo scientific study, blind tests, using different glasses, temperatures, pouring for head etc.

• Reference Belgian heritage / ritual to back up the story• Aim to involve females (shoppers) too. If you love your man show him that you appreciate him • Link to events: Valentines, Father’s Day, Birthday’s, Christmas• Build in to ECRM (like Guinness did) to build brand love with loyal disciples• Offer perks to maintain the quality of the serve in home. A mechanic to replace glasses etc.• Leverage on social media• Make consumers into ‘heroes’, feature them in the ad campaign and reward them for this

DISCUSS ION

6. CONVERSAT ION

STEP NINE NEXT STEPS

THANKYOU

Contact details:Neon Marcomms Ltd12 Melcombe Place

Marylebone London NW1 6JJ

Tel 0203 4273232email [email protected]

mailto:[email protected]


STEP NINE NEXT STEPS

PREVIOUS IDEAS

Contact details:Neon Marcomms Ltd12 Melcombe Place

Marylebone London NW1 6JJ

Tel 0203 4273232email [email protected]

