Campaign for a Website

TASKImagine that the well known and estabilished British confectionary company Rowntree, is going to launce a product into the Danish market: PROBLEM FORMULATION:

HOW TO CREATE A CAMPAIGN WEBSITE WHICH WILL CONTRIBUTE TO GET THE BRAND ESTABILISHED IN DENMARK?

 

BRIEF

Rowntree’s was initially estabilished in Britain in 1881 with it’s first product Rowntree’s fruit pastilles. Randomly they introduced many other products like Rowntree’s fruit gums, jelly tots etc… Rowntree is also behind well known products such as “Kit Kat” snd “Aero”. In 1988 Rowntree+s was acquired by nestlå, so now uit is associated with a selected group of confectionary products.

GOALS:

To promote and position the brand  in Denmark by using a viral campaign and sponsorship of events where our target audience through participation can get to know our product.
LOGO
We considered that Rowntrees existing image from Britain had to be readapted on the danish campaign site.
The target audience identified for our campaign is:
  • Primarly the Danish kids/teenagers of 110-15 year old
  • The secondary targets will be the parents

Creation of the logo

•The green color which is dominant in our design represent hope; and is associated with nature (50% real fruit) and open spaces (where our treasure hunt will take places), it is peaceful and create harmony and unity.
•
•The combination of brown and Green in Mr. Rowntree’s  coat creates a pleasant contrast and suits the name very well (tree)

 

Positioning the new image next to the origianl logo

newlogo

 

Proposal for the web site

On our campaign, the kids are encouraged to participate in helping Mr. Rowntree’s to locate Mr. Thief . In each bag of Rowntree’s is placed a piece of paper each with a clue of the whereabouts of  “Mr. Thief”. The note has also a code that has to be entered on the page when the user want to make a bid. The first one to give the right answer wins a trip to London.

bg5

CONCURRENCE 2version

 

MARKET ENTRY STRATEGY:

The media elements for the promotion of the brand and the product will be viral:  News paper advertising,  Go cards,  Flyers and  Social networks.

MARATHON & TREASURE HUNT:

The treasure hunt would be an annual event that kids could sign up for n the eent page. The treasurre hunt takes place in a forest and is arranged by Rowntree’s. They can upload pictures and leave comments on the pge as well.

 

Flyer treasure hunt

 

Flyers for Libraries, Cafés, Sports events, etc..

The Marathon is targeted towards the kids who are a little older and more into competitive sports.

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