Kopparberg Media Plan
by Laura Whittle & Samantha Scaldwell
“Its only when we shake things up and break routines that our lives become truly interesting.” - Kopparberg
Our Idea
To encourage people to skive work for the day, in order to break free from daily routine and participate in a mini ski adventure in Sweden.
(Flight duration 2hrs 30mins)
Why Skiing? Skiing originates from the Scandinavian countries Norway and Sweden. This relates to the brand because of its Nordic origin and brand culture.
Target Audience – They are questioning the status quo, the accepted ways of thinking aren’t working and the old rules no longer apply. They are thinking more deeply about what matters to them in their lives. They are adventurous and willing to push the boundaries of their own experiences.
We created a giant timer that counts down the hours, minutes and seconds from 6am and 9am - the morning rush hour period when people are traveling to work.
Where?
- Red Area –
This is the hot spot where most people will be arriving at the centre of London, during rush hour.
- Yellow Area –
This is the area we will be targeting. Our audience who work in the centre of London will ideally be departing multiple train stations in this area and we assume they live near by in the residential regions. They are near Heathrow Airport, which makes our plan more achievable. Research can be undertaken to find out the busiest, most suitable train stations and routes. For our plan, we will be focusing on the station ‘Ealing Broadway’ because it’s a direct route to the major hotspot and near suburban areas.
Our countdown clock will provoke curiosity, enabling interaction with our audience. Anyone who choses to engage with the timer will be given the option to skive to ski or ignore the great opportunity at hand. The ones who are up for it must contact their bosses with an excuse as to why they can’t make it to work, and then they will be given their plane ticket.
The next step will be to create an online buzz.
This will all be filmed for viral and commercial purposes.
(The skiing activity will also be filmed for the viral video)
The above scamp shows the giant timer clock situated in a busy London train station. (Top left - timer) (Top right - map of location) (Bottom left - busy train station) (Bottom right - people looking curious as they notice the timer)
The above scamp shows what happens once someone approaches the timer. (Top left - someone approaching the timer) (Top right - accepted the challenge to skive to ski and ringing in work with an excuse) (Bottom left - challenge completed and won the tickets to sweden)
