The Master brief we decided to do was
‘Create a launch campaign for a new functional water range from Boost Drinks’.
Target Market
The target market highlighted for us to focus on in this brief was ‘aim at a health-aware, 16-25 female market who is looking for a healthy energy boost and vitamin release. These wouldn’t be women that are dedicated to going to the gym, and hyper-sensitive to health issues, just normal women that are aware of choosing products with natural benefits. Whilst there would be a female bias, we don’t want to exclude our core 16-25 year old male drinkers’.
When looking into this target market we decided to focus on the three different categories of students: GCSE level, A-Level and University level. We choose this demographic as being students ourselves we can relate to the issues facing the target market. One issue in particular is concentration levels; therefore we decided to create a drink based upon boosting the concentration levels of students.
Research
Research has shown that these three ingredients help aid concentration whilst still being natural and healthy, so we decided to use them as the key ingredients in our concentration drink.
To gain more of an insight as to when a student needs a boost in concentration we put out a survey on social media asking students to answer the question, ‘in what situation would you feel you needed a boost in concentration?’ To which students replied, ‘exam periods’ and ‘homework’.
Bottle Design
These are the rough bottle designs, with the final design on the right. We opted for a neon green colour so that it would attract the attention of girls and boys as well as it standing out from the competitor brands. The centre of the bottle is transparent so you can see the clear liquid inside. As well as this the label has a tab so you can easily peel it off to take into exams.
The Campaign
With our advertising we wanted to target students by relating to the distractions they face when trying to work or prepare for exams. We wanted to do this in a comical, less serious approach in order to engage better with our audience. We have created short, snappy copy to keep with the existing brand tone of voice.
The first advert we made, 'Let it rain on your brain' is to show that the drink can be used during exams to help aid
concentration.
The second advert, 'Drench your distractions' shows that boost can help to eliminate distractions and noises such as nagging parents and loud siblings.
The three advert, ' Evapourate Electronics' basically encourages you not to get distracted by your phone or social media sites when you are supposed to be working or revising.
These posters would be placed around schools, colleges and universities, and in particular, computer rooms, common rooms, notice boards, libaries and study areas. These are all alreas that students would be trying to work in.
Sticker Adverts
A long side the posters we’ve created a series of stickers that are targeted at when you’re actively being distracted, they’re designed to be everywhere you’re most likely be when you’re feeling unfocused.
We know in particular that students at universitys and colleges students often look to smoking as a distraction, because of this we created this sticker to be placed on ashtray bins in outside smoking areas.
As we all know, social media networks are the predominant reason why many students get side tracked whilst revising. We’ve created a Facebook targeted advert that will feature during exam periods on the homepage of students. These will be placed on the right hand side of the Facebook page as a reminder to get back to work.
These are the rough bottle designs, with the final design on the right. We opted for a neon green colour so that it would attract the attention of girls and boys as well as it standing out from the competitor brands. The centre of the bottle is transparent so you can see the clear liquid inside. As well as this the label has a tab so you can easily peel it off to take into exams.
Bottle DesignThese are the rough bottle designs, with the final design on the right. We opted for a neon green colour so that it would attract the attention of girls and boys as well as it standing out from the competitor brands. The centre of the bottle is transparent so you can see the clear liquid inside. As well as this the label has a tab so you can easily peel it off to take into exams.
Lastly, we thought about creating stickers that would be placed in student bars, particularly placed on beer mats and displayed as still advertising on TV screens around the bar. This is where many students will be found when they dont have the stimulas to get on and work. This sticker will remind and encourage them to get back to work.
POS Material
As Boost don't sell their products in supermarkets, we decided to sell the product via a vending machine. This vending machine would look like the image below and would be placed into schools, colleges and universities. The benefits of using a vending machine would be that we can install then straight into the areas where students most need a boost in concentration, for example, outside libraries and computer rooms, as well as being located in common rooms and study centres. The machine would be called the Concentration Boost Booth as it would be a small area where students can relax and concentrate.
In order to sell the vending machine to the retailer (in this case the headmaster) we would be able to sell the product strongly on the following points.
We have also worked out the aproximate costs involved with having a vending machine installed within a school.
Future
In the future Boost could extend into a collection of drinks aimed at students, targeting the different areas of their lives.
