Tennent’sTennent’s

Some thinking about Tennents.com

OverviewOverview

1. Understanding the brief

a) What is the website for?

b) What is Tennent’s online?

c) Who is it for and why will they visit?

2. Initial thoughts

a) what is the website for?a) what is the website for?

Tennents.com

IntegrationIntegration

1. Tennents.com should be a ‘generic central brand area’, a ‘hub’, connecting all activity

2. It should offer longevity and flexibility

3. Target audience should take notice and feel renewed connection to the brand

4. It should reflect Tennent’s personality and tone of voice

Audience objectivesAudience objectives

1. Retain those already considering

2. Recruit those who don’t

Robbie:

“Entertain him on his terms, in his territory, online”

Brand objectivesBrand objectives

Lead Robbie from awareness to preference

Brand objectivesBrand objectives

Grow 3 favourite brand score amongst 18-24 year olds:

•“Drunk by people like me”

•“Is part of the community”

•“A brand I’d recommend to friends”

•“A brand I’ve heard good things about lately”

•“Knows what it means to be a football fan”

Brand objectivesBrand objectives

Brand objective Audience response

“Drunk by people like me” Show me why it is/should be

“Is part of the community” What’s it doing in mine? Is it part of mine?

“A brand I’d recommend to friends”

Why should I?

“A brand I’ve heard good things about lately”

Who’s talking about it?What do I think is good?

“Knows what it means to be a football fan”

What does it mean to me to be a football fan?

Online communications can help you address your objectives

separately via relationship-building conversations with your audiences

IdeasInvolvementExperiences

Conversations

IdeasInvolvementExperiences

Conversations

The best relationships are built through equal measures of give and

take

What the customer expects from you

What the customer expects from you

What you get from the customer

What you get from the customer

Generous brands create something of value in the world:•Entertainment value•Social value•Belief value

Generous brands are additive to people’s lives and culture.They help to build ideas in the world: they leave something behind.Modern branding is learning to give as much as you take.

Source: Fallon

Generous brands create something of value in the world:•Entertainment value•Social value•Belief value

Generous brands are additive to people’s lives and culture.They help to build ideas in the world: they leave something behind.Modern branding is learning to give as much as you take.

Source: Fallon

You’re already a ‘generous brand’, e.g. especially through music

How much recognition are you getting for it?

You can give your audiences much more online to build connection and engagement, leading to long term relationships that, in time, inspire more relationships

You’re already a ‘generous brand’, e.g. especially through music

How much recognition are you getting for it?

You can give your audiences much more online to build connection and engagement, leading to long term relationships that, in time, inspire more relationships

b) what is Tennent’s online?b) what is Tennent’s online?

b) what is Tennent’s (online)?b) what is Tennent’s (online)?

LagerLager MusicFootballMusic

FootballIrrepressible

spiritIrrepressible

spirit

Bonding with my friends/family/city/Scotland

Pride in Scotland – what Scotland makes me

Affinity with what’s integral to Scotland

Bonding with my friends/family/city/Scotland

Pride in Scotland – what Scotland makes me

Affinity with what’s integral to Scotland

Tennents Robbie

b) what is Tennent’s (online)?b) what is Tennent’s (online)?

Irrepressible spirit

Irrepressible spirit

Bonding with my friends/family/city/Scotland

Pride in Scotland – what Scotland makes me

Affinity with what’s integral to Scotland

Bonding with my friends/family/city/Scotland

Pride in Scotland – what Scotland makes me

Affinity with what’s integral to Scotland

Insight can help us to bridge this gap

Insight can help us to bridge this gap

b) more meanings for Robbie?b) more meanings for Robbie?

Irrepressible spirit

Irrepressible spirit

I’m always looking for new

experiences

My job doesn’t define or

pigeonhole me

Me and my friends share the interesting

stuff we find

I always try to make the most of my spare time

I’m most like myself when I’m with my

friends

One of the most important characteristics of Scots

like me

I’d rather be doing than watching

c) Robbie’s reasons to engagec) Robbie’s reasons to engage

Irrepressible spirit

Irrepressible spirit

I’d rather be doing than watching

I’d rather be doing than watching

Tennent’s is a brand that helps

me make the most of my spare time

Tennent’s is a brand that helps

me make the most of my spare time

Helping Robbie make the most of his spare timeHelping Robbie make the most of his spare time

Build on/make the most of existing activity

Use lots of little ideas and activities to build the brand around

Constant, ongoing content generation – UGC (shared ownership) and branded ‘slippy’ content

Refer to the hub to reinforce full range of activity

2. Initial thoughts2. Initial thoughts

1. Hub site review

2. How a Tennent’s hub could work

3. Rewarding brand engagement: T-Time

4. How should we work together?

5. Next steps

How should we work together?How should we work together?

Regular planning meeting

Project activity / ongoing communication

Project costs / budget for new content

Measurement and recommendations

Regular feedback

Next steps?Next steps?

Project and creative brief

Initial strategy and planning

Deliver Be Chilled and T-Break

Inter-agency meeting

Any questions?Any questions?