digital media marketing strategy for maxim kanu

N E W M E D I A A D V E R T I S I N GG R O U P P R O J E C T

DIG ITAL MED IA STRATEGY

F O R MAXIM

S i x t h S e n s e

01.

02.

03.

C O N T E N T S

Situation Analysis -Product and Client background information -Market information -Target analysis -KANU’s recent marketing communication campaign

Digital touch point design -Emerging digital media -Social media -OOH media -Mobile media

Conclusion -Simulation -Expected effect

SituationAnalysis

01Situation Analysis -Product and Client background information

1. Product and Client background information

- As the demand for high-quality coffee rises in Korea, ‘Dong Suh Foods’ has set its sights on expanding its premium instant coffee market

- Launching a new instant coffee brand for the home and office. (From Interbrand)

[Scale of stick coffee market]

From. Business

01Situation Analysis -Market information

2. Market Information (Market share, competitor, etc)

- The market of roasted coffee (Café) has continued to grow rapidly, while the growth of instant coffee market has slowed.

-The competition of the instant coffee market is heating up because the competi-tors enter the instant coffee market.

&

01Situation Analysis -Target Analysis

3. Target Analysis

- Main Target: Women in 20’s and 30’s

- Serve Target: College students in 20’s

- User Image : As going to the café frequently just to enjoy the coffee is too much for he/she, they need the product that is convenient to use and tasty like brewed coffee

01Situation Analysis -KANU’s recent marketing communication campaign

4. Marketing communication campaign

- The concept,

‘The smallest café in the world’ for positioning ‘KANU=Americano of Café’

- Teaser TV ads and pop-up stores, tumblers - Use Kong-Yoo as a model of KANU

DigitalTouch point

Design

02Digital touch point design -Emerging digital media : Screen X

1. Touch Point

A technology showing 270-degree movies-called CGV ScreenX.

Customers who go to the movie can watch KANU advertisement on ScreenX.

Through this multi-projection system, ScreenX delivers a new immersive viewing experience to audiences.


2. The key characteristics of this plat-form

1. EXPAND beyond the screen - ScreenX provides 270-degree, wide screen on three walls.

2. EXPRESS beyond your limit- 3 sides of the theater are used to express more of the story.

3. EXPERIENCE beyond your imagination- The 3-sided surround image provides the most immersive experience


3. Provide rationale

1. Immersion- Provide unforgettable experience and make more focus on the advertisement

2. Possible to deliver creative advertisement - Utilizing the 3 walls, the limits of entertainment from an ad are now limitless

http://www.youtube.com/watch?v=r4yg__Eho00

Hard to remember only one of many advertisements in the theater&

Ads are boring in the theater.

[Challenge]

ScreenX is the key to solve the problems!

Showing coffee beans and the model of KANU through three sides of the ScreenX

10-15 minutes before the movie starts

Using the scent of coffee and the sound effect of roasting coffee (SoundX)

The message of this ad is that ‘Enjoy your own café even in the theater’


4. Strategy and Contents

make audiences want to drink KANU coffee in the theater

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=GtNI1foSpfsM7M&tbnid=qzec_bPnJ9Si-M:&ved=0CAUQjRw&url=http://blog.naver.com/PostView.nhn?blogId=subide11&logNo=50125086857&viewDate=&currentPage=1&listtype=0&ei=ACqcUqL8NsaikQX30YDQCg&bvm=bv.57155469,d.dGI&psig=AFQjCNFbg1XqS6tvKqFiEAKcVKUwpIyYMQ&ust=1386052445254013


5. How this works

- Audience would feel like they fall in coffee

- Set up the KANU vending machine in front of the entrance to make people drink KANU coffee easily.

- By ScreenX, remember our brand well & attract many potential customers

02Digital touch point design -OOH media: Vending machine

Vending Machine

Why?

- TARGET

- SEASON

-2030 woman office worker

-Woman university student

-Familiar in using New me-

dia

-The promotion proceeds in the winter

-People will interested in KANU be-cause of COLD weather

-Imprint KANU on consumers natu-

rally

AR

NFC

Social me-dia


- Print ‘Café no.0000’ on the cup for 0000th consumer

- Offer many kind of methods to send Photos ; NFC, SMS

- Lead people to share this pro-motion photos ; provide SNS

function

[ Strategy ]


- Recognize KANU as a bean coffee made by

barista

- Make special memories to consumer

- Consumer feels she become real barista

- UNACCEPTABILITYabout KANU promotion

[ Strategy ]

02Digital touch point design -OOH media

02Digital touch point design -Social Media

Pictures- Square shape

Hashtag-# 세상에서가장작은카페

User & Contents-2030, young

-Routine, Everyday Life

Instagram

People participate in mak-ing KANU coffee.

Create KANU experiences

Why?

People drinks coffee in their routines.

KANU’s USP = Contents

Our target hates complicated event participation.

Hashtag? Convenient!

02Digital touch point design -Social Media

X need to download an additional app

[Own Device]

JustUse

Hashtag#

세상에서가장작은카페

Upload

Picture

Enjoy-ing

KANU

[ Strategy ]

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=yWVwZY5XMXEHJM&tbnid=3DclLabh3MaCPM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/IPhone_5&ei=wECcUrHPFM-uiQfm2YCgCA&bvm=bv.57155469,d.dGI&psig=AFQjCNHKGTxKrKEwXz8iA3h9u9T-6QFIlQ&ust=1386058235276507

http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=yWVwZY5XMXEHJM&tbnid=3DclLabh3MaCPM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/IPhone_5&ei=wECcUrHPFM-uiQfm2YCgCA&bvm=bv.57155469,d.dGI&psig=AFQjCNHKGTxKrKEwXz8iA3h9u9T-6QFIlQ&ust=1386058235276507

02Digital touch point design -Social media

Winners’

Gifticon

300 people

[ Strategy ]


KANU’s Instagram account

subscript KANU contents and tag KANU

Probability to ig-nore

Users

[ Strategy ]


- Café Image

Daily Story’s Material

Fun for Users

-Change their thoughts about meaning of places.

-Make their own coffee

Adopt KANU’s Image

-KANU soaks into people’s routine.

- Every place where there is KANU can be a café

[ How this works]

02Digital touch point design -Mobile media KANU Applica-

tion

02Digital touch point design -Mobile media

KANU Alarm Gifticon as reward


Pop-up Adshowing the way to vend-

ing machine


KANU Recipe


KANU Music player of Gong-yoo

Conclusion

03Conclusion -Simulation

Instagram Hashtag Event

“# 세상에서가장작은카페”

[ Emerging Media ]

[ Social Media ]

CGV SCREEN X Advertising


Supermarket AR Promotion

[ OOH ]

KANU Vending Machine


[ Mobile Media ]

KANU Recipe Pop-up Ad showing the way to vending machine

KANU Alarm

KANU Music player of Gong-yoo

KANU Sticon

KANU Application


Mobile Media

OOH

# 세상에서가장작은카페

Social Media

Emerging Media

03Conclusion -Expected Effect

Show the audience of Kanu’s concept as the world’s smallest café

1

Give a more focus approach with an exact target; 20s and 30s women

2Attract potential consumers

through a viral effect

3

Being Upgraded to a first leading brand for instant Americano coffee.

4

digital media marketing strategy for maxim kanu

Marketing

kanu promotion

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