Snap chat filter.

(Lorenzatto, 2017)

Creative format

• Digital Media
• Dimensions: Adaptive to phone measurements.

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Rationale

This is part of a full campaign for “Haig at home”, This is for a fresh new audience. Haig have requested for the use of flowers to give the brand a new makeover and a fresh look and feel. Aimed at women therefore the advertisements must have a more feminine feel.

Fits the problem

The problem is that a lot of whiskey companies are aiming at older generations, by using snapchat we are approaching a different market which means there will be less competitors and we are trying to make the whiskey culture more fun and fresh. Spreading awareness off new services by using the tag line “Haig at home parties” which could simply be them snapchatting themselves at home with our whiskey or it could be them taking pictures and using our service at the same time.

Achieves objectives

Brand awareness

Brand awareness will be increased by the fact that we are using the logo at the top of the filter and also the tagline at the bottom will all link to brand awareness. Keeping the flower theme as well means all parts of the new campaign fit together and the customers can see the link.

Expanding market

Although expanding the market is key there are still people within our current market that we need to reach out and by using social media to do this means that people who might not have specifically gone out looking for a whiskey company will consider trying us.

Reinforcement

Using the same Haig logo which placed on all our products and services means there is a reinforcement that we are still the same brand and this just an extension of our brand. Keeping with the same theme of flowers reinforces that just because whisky is predominantly male that doesn’t mean it has to be harsh and cold but it can be light and fun.

New product awareness

This has the tag line at the bottom saying “Haig at home parties” therefore creating awareness for the new product however not being too over bearing that the consumer will be confused the main objective of this is for it to be fun for the consumer and something they can which is a bit of fun.

Suites consumers

Our consumers are like social media over the past year Snapchat and filters on photos have become more and more popular so by using this we are tapping into what our consumers like and how we can use this to our advantage. Placing ourselves inside of consumer’s phones enables them to use the filter when they are just having fun and then can share it with friends which once again will build up awareness.

Portrays main message

This gives the consumer the choice to be different and unique and then frame it with Haig filter, encouraging the consumer to be themselves and enjoy life is a huge part of Haig. Linking in with you make rules as snap chat allows the consumers to be silly and goofy whilst sharing any moment with their friends and family.

 

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References:

Lorenzatto, H. (2017). [image] Available at: https://unsplash.com/@henryatto [Accessed 27 Apr. 2017].

Creative Brief- Haig Clubman

Main Message

“Designed to be different, you make the rules.”

The Problem

Being a whisky company there is a massive misconception that we are aimed at an older generation and also specifically males. We also offer a range of products and services that our consumers are unaware of.

Our Consumers

• 18-25 year olds
• Use of social media
• Young professionals
• Outgoing
• Enjoy Cocktails/Shopping.

Our Objectives

•      Brand Awareness- Increasing brand awareness by reaching out to a range of markets and using different variety media, which Haig have not used before.
•      Expanding the market: Currently our market is mainly male and between the ages of 18-25, we want to expand this and reach to a larger group of consumers.
•      Reinforcement: Showing that although we have expanded the brand and the brand have grown that we still have the same values as when we all started.
•      New Product Awareness: Spreading awareness for “HAIG AT HOME” a service, which will be offered, and the packages that are involved in this service.

Recipe Cards.

(Cesstai, 2017)

(Cesstai, 2017)

Creative Format

• Conventional Media
• Recipe card
• 14.7 x 10.6 cm

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This is part of a full campaign for “Haig at home”, This is for a fresh new audience. Haig have requested for the use of flowers to give the brand a new makeover and a fresh look and feel. Aimed at women therefore the advertisements must have a more feminine feel.

Rationale

Fits the problem

One of the main problems is that people already have an image in their head of what whiskey is and who should be drinking it which will prevent people from even purchasing our product, By having Recipe cards on the shelf by our product offering a different way to drink the whiskey is going to open up our market and show people that they aren’t the same as every company and they have a uniqueness to their brand.

Achieves objectives

Brand awareness

As the recipe cards will be placed next to the whiskey and on the shelf this will increase the awareness because they will see them and this will encourage them to try Haig whiskey instead of their competitors. Brand awareness is also helped by the fact that the recipe cards keep in theme with the flowers which they can link to other advertisements and having one side based around product awareness and another around how they can use the product.

Expanding market

Having it on the whiskey shelf will help with expansion because it will reach to consumer who will have in the past bought another brand, noticing the recipe cards may entice them to try Haig whiskey instead also if consumers are buying alcohol as a gift having a bottle with a recipe card is a little bit nicer as well and helps introduce more people to the product.

Reinforcement

This product ties in with our current products and reinforces its versatility by showing how it can be used to make more than just one drink but a range of drinks, to suit a range of people.

New product awareness

This Advertisement both uses old products and new services combined. Firstly it give the consumer an idea on how to use and consume Haig clubman which is a current product that we offer, on top of this it also offers the services of “Haig at home” which in the past they may have not considered.

Suites consumers

Regardless of age people need to go food shopping so by having this placed in a supermarket means will reach a larger market.  The target market are outgoing and willing to try new products therefore if they see this on the shelf it will encourage them to try it out where as older markets have more loyalty to specific brands.

Portrays main message

The first half of the message is all about being different and the recipe cards show them exactly how to be different and that there is more than one way to drink whiskey and that just because most people drink it straight that does mean you have too. Putting quite a harsh drink on a flowery background links into making your own rules because they aren’t two things which would normally be associated with each other.

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Reference

Cesstai, G. (2017). [image] Available at: https://unsplash.com/search/blue-flowers?photo=CCy2UFLO1Mg [Accessed 27 Apr. 2017].

Daily mail online. Banner

(Kutsaev, 2017)

(TheBackpackr.com, 2017)

Creative format

• Digital Media
• Dimensions:  120 x 240 pixels

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This is part of a full campaign for “Haig at home”, This is for a fresh new audience. Haig have requested for the use of flowers to give the brand a new makeover and a fresh look and feel. Aimed at women therefore the advertisements must have a more feminine feel.

Rationale

Fits the problem

This advertisement once again doesn’t look like the norm for a whiskey company, which fits exactly how Haig describe themselves because they aren’t an old fashioned whiskey company they are very new and modern. Advertising specifically for the Haig at home, using the daily mail online which is a popular website for news and often used young professionals to keep up to date with the latest trends.

Achieves objectives

Brand awareness

Brand awareness will be increased by the fact that this advertisement is very simplistic, which ties in with previous advertisements of Haig also the flowers, which have been incorporated throughout this new set of advertisements. Using the same font throughout the advertisements is key to ensuring that our consumer knows that this service is owned by Haig.

Expanding market

Haig want to expand their market and this is a great chance for them to do so with the daily mail online getting millions of hits every day, this would give the brand a lot of exposure to different markets that In the past may have not been targeted. Being one of the largest online newspapers would work to our advantage even if it means they click on the advertisement and then decide otherwise it would still increase the awareness which is a positive.

Reinforcement

Using the same font as other advertisements and the font that is on all our products is extremely important to reinforce that all parts of our brand hold the same ethos and values. This will help consumers be able to make the link between our products and services, which with consumer loyalty would mean they choose Haig product over a different whisky brand.

New product awareness

This Advertisement will spread awareness for the “Haig at home” Service.  This advertisement gives them an idea of events that we do and therefore by clicking on the advertisement they will be taken to our website where they can learn more about this service and have a better understanding.

Suites consumers

Our consumers are quite big on social media and so is the daily mail online with them having their own snapchat stories and being quite active on Facebook and twitter, Often consumer will go onto social media and follow a link to the daily mail online so by choosing this website means that we will be seen by our market.

Portrays main message

The first half of the message is all about being different keeping with theme of having flowers however it has been changed to a singular flower which means it fits with the rest of the campaign but it still different.  When listing the type of events we do we had to ensure that we put “other…” at the end so that its clear there are no limitations to what we do or to what our consumers can think of and there are no rules.

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References:

TheBackpackr.com. (2017). Daily Mail quotes ceoSteveJobs, parody Twitter account by mistake – TheBackpackr.com. [online] Available at: http://thebackpackr.com/daily-mail-quotes-ceostevejobs-the-parody-account/ [Accessed 27 Apr. 2017].

Kutsaev, R. (2017). https://unsplash.com/search/daisy?photo=Xt8eBJ7LUIY. [image].

Wedding Magazine.

(Pinterest, 2017)

(Ivanova, 2017)

Creative Format

• Conventional media.
• Magazine advertisement.
• Dimensions
  4.917”w x 4.875”d

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This is part of a full campaign for “Haig at home”, This is for a fresh new audience. Haig have requested for the use of flowers to give the brand a new makeover and a fresh look and feel. Aimed at women therefore the advertisements must have a more feminine feel.

Rationale

Fits the problem

This advertisement is completely against the norm for a whiskey company, which fits exactly how Haig describe themselves because they aren’t an old fashioned whiskey company they are very new and modern. Advertising specifically for the Haig at home parties and within a wedding magazine is something quite risky however, I believe it will open up Haig to a new market which In the past they haven’t explored.

Achieves Objectives

Brand awareness

Using a different type of media then what Haig have used before and being placed within a wedding magazine means there is potential for a complete new market who may never have heard of or used Haig before. Brand awareness will be increased by the fact that this advertisement is very simplistic, which ties in with previous advertisements of Haig also the flowers, which have been incorporated throughout this new set of advertisements.

Expanding market

Haig want to expand their market and this is the perfect opportunity having a range of people within the reading this magazine  means that they are reaching people that in the past they will not have been able too. Using the magazine meant that we would be reaching to people who are planning hen and stag parties therefore the Haig at home service could be something which may fit their needs perfectly.

New product awareness

This product is aiming to spread awareness for the “Haig at home” Service.  This advertisement gives them a little taste for the packages that we offer and goes into more detail then the other advertisements within the campaign. We are also showing how our new product can be used for engagement parties, hen parties and even possibly at the wedding.

Suites consumers

The top end of our market 23-25 are around the age of settling down and potentially planning a wedding, which is where this advertisement works we want to reach every person within the target market and by using this advertisement it is showing how this service can be used to fit the individual’s needs. Our market are young professionals, this advertisement proves how you can have a hen or engagement party but still be classy and keep it small instead which is fitting for social trends as appose to having larger parties.

Portrays main message

The first half of the message is all about being different keeping in theme with this we have kept the bright and clean cut image having the white flowers, which make the brand feel fresh.  Weddings are all individual and so is our brand this is why they pair together well.

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References:

Ivanova, V. (2017). https://unsplash.com/collections/201361/feminine?photo=whOkVvf0_hU. [image].

Pinterest. (2017). Editorial Spreads. [online] Available at: https://uk.pinterest.com/doras/editorial-spreads/?lp=true [Accessed 27 Apr. 2017].

Shopping Centre, Interactive Media.

(123RF Stock Photos, 2017)

(oOh!media, 2017)

Creative format

• Digital out of home
• Dimensions:  1080 x 1920 pixels

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This is part of a full campaign for “Haig at home”, This is for a fresh new audience. Haig have requested for the use of flowers to give the brand a new makeover and a fresh look and feel. Aimed at women therefore the advertisements must have a more feminine feel.

Rationale

Fits the problem

One of the main problems was that there was limited awareness of the other products and services that Haig offer this part of the campaign is specific to increasing awareness for “Haig at Home” parties.  The problem was also that a lot of people were presuming that the product was aimed at older males, taking this into consideration we have made this advertisement quite vibrant and fun which fits the feel of the brand.  Using an interactive advertisement within a shopping centre will also reach out to a younger and wider audience which in the past television advertisements have not reached.

Achieves objectives

Brand awareness

Using a different type of media then what Haig have used before and being placed within a shopping centre means there will be a high footfall which will increase the awareness. Brand awareness is also helped by the fact that this advertisement is quite simple with the three bottles which when they go shopping will help with product recognition and they link back to this advertisement.

Expanding market

Haig want to expand their market and this is the perfect opportunity having a range of people within the shopping centre means that they are reaching people that in the past they will not have been able too.

Reinforcement

This is a new twist on old advertisement which will enforce that Haig have kept the same values despite growing and becoming more popular. This is Important to maintain consumers which have previously bought the product, because as well as widening our market it is important that we keep our current consumers in mind as well.

New product awareness

This product is aiming to spread awareness for the “Haig at home” Service. Having the main focus around the bottles, and the Tagline at the bottom saying “Haig at Home, Book now”. Keeping the three CLUBMAN bottles helps with the Brand awareness and then incorporating the new product into this helps with Brand awareness objective.

Suites consumers

As shopping is a common pass time for Haig’s target market having a Media which is placed in a shopping centre means that Haig will be in a prime spot for group of people shopping.  There is nothing better after a hard day shopping then getting a drink to relax afterwards this advertisement is likely to stick in their heads as it will be quite large which increases brand awareness and increase sales.

Having a large advertisement which is eye catching means that even if potential consumers only glance over, they will still be able to understand the concept and the product that we are advertising.

Portrays main message

The first half of the message is all about being different which when looking at other whisky brand and their advertisements the colours are mainly browns and blacks so by using a brighter palette helps portray this message. Making it more feminine also links to you make the rules because it shows that you shouldn’t conform to the rules.

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References:

123RF Stock Photos. (2017). [online] Available at: https://www.123rf.com/stock-photo/flower_border_pink.html [Accessed 27 Apr. 2017].

oOh!media. (2017). Retail Advertising, Shopping Centre Marketing & Retail Billboards | oOh! Media. [online] Available at: http://www.oohmedia.com.au/our-solutions/retail-advertising/ [Accessed 25 Apr. 2017].

London Underground- Advertisement.

(Thespiritsbusiness.com, 2017)

Creative Format

• Conventional media.
• Print, Billboard.
• Dimensions
  3048 mm x 6096 mm
  3.048 m x 6.096 m
  10 ft x 20 ft

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Rationale

Fits the problem

This would be a billboard advertisement that we aim to have around London on the underground tube stations, it is big and eye catching. I wanted to ensure that The bottles were quite big so that it will stick in people’s minds, it is quite clean cut and to the point this is because as Tubes average about every 2 minutes there will only be a short time for them to read it and understand the concept. This links with the problem of their other services not having enough exposure.

“48 Sheet Cross Track posters face passengers as they wait for the Tube, planting your campaign in their memory due to their dominant size in front of an attentive audience.”(Transportmedia.co.uk, 2017)

Achieves objectives

Brand awareness

Having three large bottles which are identical to those which are in the store will help with the brand recognition and therefore increase brand awareness.

Expanding market

This advertisement is also gender neutral which links into the “You make the rules”, as it not specifically aimed at men or women. It sits alongside the young professional image very nicely sue to cleanness. Reaching out to females is a new market that in the past other whisky companies have missed.

Reinforcement

The advertisement above of the three Haig bottles has been used in the past when Clubman was originally launched, I felt like using this as a base and working around it would also help with the brand recognition as consumers will be able to link the two advertisements together.

New product awareness

Putting a new twist on a previous advertisement and also changing the media format mean that it will be reaching a fresh market which in the past it may have missed. It also enforces that as a company they haven’t changed and that the objective of the brand is the same as when they started this is important as we need to ensure that we keep our current consumers as well as well reaching out to new consumers.

Suites consumers

It is proven that when it comes to print billboards the simpler the better above is a collection of advertisements that worked really well due to their simplicity, Having one large image and only a one or two lines of text . I have used a similar technique with the underground advertisement as one of the objectives was to create Brand awareness this seemed like a really precise way to get the message across.  A lot of the audience being young professionals will be based in London and commute on a daily basis so by placing our self in a prime location where we will reach our target market on a daily basis will fit in with our consumer’s life style.

Portrays main message

The message is about making your own rules so by having an advertiser with a blank space around the bottles is saying to the consumers that they can make the drink their own and there is no rules with this drink. This will help encourage individuality and also reach a larger market because it expresses and everybody is welcome message.

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References

Adsoftheworld.com. (2017). Big Flix Print Advert By Makani: Spiderman | Ads of the World™. [online] Available at: http://adsoftheworld.com/media/print/big_flix_spiderman [Accessed 30 Apr. 2017].

Adsoftheworld.com. (2017). KIA, MADD Print Advert By Innocean: Kylie & Dad | Ads of the World™. [online] Available at: http://adsoftheworld.com/media/print/kia_madd_kylie_dad [Accessed 30 Apr. 2017].

BREATHING SPACES. (2017). Trees Are The Lungs Of The Earth. [online] Available at: https://breathingspaces.net/2011/01/30/trees-are-the-lungs-of-the-earth/ [Accessed 30 Apr. 2017].

Cbsnews.com. (2017). Kia’s Pedophile Ad Campaign Illustrates Everything Wrong With the Ad Business. [online] Available at: http://www.cbsnews.com/news/kias-pedophile-ad-campaign-illustrates-everything-wrong-with-the-ad-business/ [Accessed 30 Apr. 2017].

Gibbo&Lori. (2017). Enpa // Print Campaign // “Make up”. [online] Available at: https://www.gibboelori.com/enpa/makeup/ [Accessed 30 Apr. 2017].

Seawayblog.blogspot.co.uk. (2017). Don’t let this be our future. [online] Available at: http://seawayblog.blogspot.co.uk/2008/07/dont-let-this-be-our-future.html [Accessed 30 Apr. 2017].

The Huffington Post UK. (2017). UK News and Opinion – HuffPost UK. [online] Available at: http://www.huffingtonpost.co.uk/?icid=hjx004 [Accessed 30 Apr. 2017].

Thespiritsbusiness.com. (2017). Unconventional Scotch whiskies for Burns Night. [online] Available at: https://www.thespiritsbusiness.com/2017/01/top-unconventional-scotches-for-burns-night/8/ [Accessed 30 Apr. 2017].

Transportmedia.co.uk. (2017). Tube Advertising | 48 Sheet Cross Track – London Underground. [online] Available at: http://www.transportmedia.co.uk/tube-advertising-london-underground/london-tube-advertising-underground-media/48-sheet-cross-track [Accessed 27 Apr. 2017].