drench case study
The communication plan
To achieve the consumer awareness and rate of sale we needed, our plan included:
TV
Because our core target audience are 'working adults', they don't have much time for TV. They are selective in their TV viewing, switching on to watch specific 'destination' programmes, such as Big Brother or Ramsay's Kitchen Nightmares.
Our media plan therefore focused on commercial breaks in this kind of programming which, unsurprisingly, are also the most expensive. To make most effective use of our media budget, we used three different versions of the commercial:
- A 90 second version for maximum impact at the outset, to raise awareness and get people talking and involved
- A less expensive (but still longer than average) 60 second version
- A 10 second version, to keep our campaign top of mind and act as a reminder
Online
The combination of two iconic themes - Thunderbirds and Rhythm is a Dancer - was deliberately quirky and designed to create an ad that would get people talking.
In addition to its impact on TV, it formed the basis of a successful online campaign - particularly valuable as our target audience tend to spend a lot of time at their computers.
Our plan included:
- seeding the TV campaign on the internet, three days before it was launched on TV
- a Brains Facebook page
- our drench website, where people could watch the commercial, test their mental performance and find out more about the benefits of mental hydration.
- We also sent a teaser promo to the retail trade to remind them that something big was on its way
PR
Word-of-mouth and personal recommendation play a key role in driving product trial, so we briefed our PR agency to develop a co-ordinated PR campaign to promote the TV ad, and get people talking about it. The key objectives of our brief were:
- To create talk-ability around the mental hydration platform and engage our target consumers with the drench brand
- To build credibility for the mental hydration message and, in turn, the drench brand
- To communicate the benefits and point of difference of drench to other bottled waters
- To support/amplify the advertising campaign by generating buzz around the Brains concept and managing the influential blogging part of the digital campaign
- To drive consideration and trial of drench
