DE’LONGHI & KENWOOD AUSTRALIA
BACKGROUND
De’Longhi and KENWOOD are global household names. For more than 6 years we were engaged to help create greater media value for their tactical campaigns than was possible for their global media agency, which was restricted by contractual price agreements with media outlets. The problem we faced was how to create effective reach with a modest budget.
BRIEF
To assist in the national Christmas 2011 sales campaign promoting 4 popular products (Pri-Madonna Delux, ICONA RANGE, TRI-BLADE, KENWOOD – KITCHEN MACHINE), retailed through major stores such as Bing Lee, Myers and DJ’s, with a budget of $354,000. The campaign time frame was 8 weeks and targeted women 28-49. THE OBJECTIVES
- The business-to-consumer objective was to increase sales leading into Christmas.
- The business-to-business objective was to support sales distribution with large retailers.
- Up-weight existing TV and digital campaign utilising print media bought at maximum discount.
SOLUTIONS
- Designed a comprehensive media strategy identifying key target groups and how they could be reached at a low-cost per thousand
- Developed media plan utilising both ‘massmarket’ and ‘high-end’ female skewed print media.
- Acquired media based on a ‘best-case’ scenario utilising ‘value buying’ techniques in order to achieve projected media value of at least $700,000.
- Executed campaigns from October to December 2011.
- Hands-on approach was crucial in achieving desired media and successful execution.
THE CONSTRAINTS
- Overcoming price structures already established by the incumbent agency. In effect we were trying to buy media at vastly cheaper rates in exactly the same publications that were already being used by the client.
- Very quick response required with many looming deadlines for material submission.
- Limited capacity of creative agency to handle quantities of artwork requests.
THE OUTCOME (HOW EXPECTATIONS WERE SURPASSED)
- Implemented substantial print campaign through very savvy buying of major massmarket and monthly titles. 58 ads in total in 30 titles, including NIMS, monthly glossies and mass-weeklies.
- Achieved $944,000 worth of advertising from $354,000 budget (26% more value than expected).
- Averaged 67.5% discount from published rates (12.5% more than expected).
- Cumulative (duplicated) audience numbers of 31 million.
- Achieved high sales figures and increased ranging and enquiries from retailers.
- Achieved competitor attention.
- Awarded an additional budget of $450,000 for Easter 2012 campaign.
LUX Island Resorts
BACKGROUND
LUX Island Resorts owns and manages 5 luxury properties in Mauritius, La Reunion and the Maldives. MEDIASMITH was sourced via a word-of-mouth recommendation to help amplify their re-brand and name change from Naida Resorts to LUX Island Resorts in May 2012. Subsequently we have managed two further global annual campaigns.
BRIEF
To amplify the re-brand of LUX Island Resorts to existing and potential travellers, the travel trade and tour operators by aligning with signature publications in major hubs in Europe, Asia and the Middle East across a 12-month period, with peak activity in October and March, targeting AB males/females aged 27-49.
THE OBJECTIVES
- The business-to-consumer objective to build the brand with subsequent bookings.
- The business-to-business objective was to support sales distribution with large retailers and operators.
- Create maximum visual presence for the brand with modest budget.
- Create PR for the client and arrange for prominent editors to visit Mauritius.
SOLUTIONS
- Designed a comprehensive media strategy identifying key target groups globally and how they could be reached.
- Developed media plan utilising high-end prestigious travel titles, in-flight publications and online activity.
- Flew to London, Paris and Dubai to meet publishers and reps.
- Acquired media based on a ‘best-case’ scenario utilising ‘value buying’ techniques in order to achieve projected media value of at least $US1.6m.
- Secured prime positions for DPS’s in leading titles to enhance brand and narrative engagement.
- Hands-on approach working across numerous time-zones crucial in achieving desired media and successful execution.
THE CONSTRAINTS
- Working remotely with client in Mauritius and suppliers globally.
- Securing required discounts with unknown reps in unknown territories.
- Working across various languages, time-zones and currencies including $US, Sterling, Euro, ZAR and MUR Rupees.
- Limited capacity and understanding of localised creative agency in Mauritius to handle high quantities of artwork requests.
THE OUTCOME (HOW EXPECTATIONS WERE SURPASSED)
- Implemented substantial print campaign through ‘value buying’ in global publications.
- Achieved prominent positions in all titles (80 ads in 20 publications in 11 countries).
- Achieved $2million in value from $US823,000 budget (33% more value than expected).
- Averaged 59% discount from published rates (15% more than expected).
- Cumulative (unduplicated) audience numbers of 22 million AB’s.
- Arranged 14 editorial engagements as added value.
- Awarded an additional budget of US $800,000 for 2012/13 activity and US $1 million for 2014/15 campaign.
28 Black
BACKGROUND
28Black is natural energy drink from Germany with global branding except in Australia and NZ. As part of their marketing activity they needed to secure ‘product ranging’ in major supermarkets nationally. The client had no budget, no advertising collateral and no media connections. We were engaged to create a marketing solution that would ensure the business survived. The mission was to increase measurable brand recall within the target audience of 26-39 m/f nationally. This would assist in furthering both the business case to product buyers and to venture capitalist investors in Germany.
THE INITIAL BRIEF
To establish the brand nationally in Australia and NZ with a sophisticated AB demographic aged 26-39, aligning with fashion and culture and amplifying an irreverent message to counter already dominant players such as Red Bull, V and Mother.
THE OBJECTIVES
- The business-to-consumer objective was to increase brand recall, initiate trial and generate loyalty over a 12-month period.
- The business-to-business objectives were to support the case for ranging in large supermarkets and to increase on-premise distribution.
SOLUTIONS
- Wrote the business plan to raise advertising funds from investors in Germany, displaying the value proposition of what we could achieve with $600,000. We raised $493,000 on condition of achieving in excess of $1.5 million worth of media.
- Developed a ‘mass-market’ media plan for Australia and NZ, utilising mainstream media across Digital, Outdoor, Bus Backs, Print, Magazines and Radio.
- Acquired media based on a ‘best-case’ scenario utilising ‘value buying’ techniques in order to achieve projected media value of $1.5million.
- Executed 4 campaigns, Autumn, Winter, Spring, Summer 2012/13.
- Hands-on approach was crucial in achieving targets, successful execution and funding.
THE CONSTRAINTS
- Initial lack of budget.
- Clients lack knowledge and understanding about media.
- Cultural differences between German and Australian markets and client perceptions.
- Initial lack of brand traction in the Australia and New Zealand
- Lack of distribution.
- Competition in market with dominant players, namely Red Bull, V and Mother
THE OUTCOME (HOW EXPECTATIONS WERE SURPASSED)
- Implemented mass-reach campaign that was only achievable on budget through strategic, short-term media buying (1,200 bus backs // 20 billboards // 60 print Ads // 27 million page impressions // 456 radio ads)
- Achieved $2.15 million worth of advertising (43% more than expected).
- Averaged 78% discount from published rates (11% more than expected).
- Achieved a frequency of x6 within target group, with cumulative (duplicated) audience of 141 million
- Increased brand recall in polled group of 100 people from 2% to 12% over 2 months (2% more than required).
- Achieved industry attention and editorial.
- Increased ranging and enquiries from retailers.
- Awarded an additional budget of $600,000 for subsequent campaigns for 2013/14.
