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{"id":616,"date":"2014-10-28T21:53:15","date_gmt":"2014-10-28T21:53:15","guid":{"rendered":"http:\/\/elenapecci.dk\/arte2\/?page_id=616"},"modified":"2014-10-28T21:54:07","modified_gmt":"2014-10-28T21:54:07","slug":"campaign-for-a-website","status":"publish","type":"page","link":"https:\/\/elenapecci.dk\/arte2\/?page_id=616","title":{"rendered":"Campaign for a Website"},"content":{"rendered":"
TASKImagine that the well known and estabilished British confectionary company Rowntree, is going to launce a product into the Danish market:\u00a0PROBLEM FORMULATION:<\/em><\/p>\n

HOW TO CREATE A CAMPAIGN WEBSITE WHICH WILL CONTRIBUTE TO GET THE BRAND ESTABILISHED IN DENMARK?<\/p>\n<\/address>\n

 <\/p>\n

BRIEF<\/p>\n

Rowntree\u2019s was initially estabilished in Britain in 1881 with it\u2019s first product Rowntree\u2019s fruit pastilles. Randomly they introduced many other products like Rowntree\u2019s fruit gums, jelly tots etc\u2026 Rowntree is also behind well known products such as \u201cKit Kat\u201d snd \u201cAero\u201d. In 1988 Rowntree+s was acquired by nestl\u00e5, so now uit is associated with a selected group of confectionary products.<\/p>\n

GOALS:<\/p>\n

\n
\n
To promote and position the brand\u00a0 in Denmark by using a viral campaign and sponsorship of events where our target audience through participation can get to know our product.<\/div>\n<\/div>\n
<\/div>\n
LOGO<\/div>\n
<\/div>\n
\n
We considered that Rowntrees existing image from Britain had to be readapted on the danish campaign site.<\/div>\n
The target audience identified for our campaign is:<\/div>\n
\n
    \n
  • Primarly the Danish kids\/teenagers of 110-15 year old<\/li>\n
  • The secondary targets will be the parents<\/li>\n<\/ul>\n<\/div>\n
    \n

    \"Creation<\/p>\n

    \u2022The 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.<\/div>\n
    \u2022<\/div>\n
    \u2022The combination of brown and Green in Mr. Rowntree\u2019s\u00a0 coat creates a pleasant contrast and suits the name very well (tree)<\/div>\n

     <\/p>\n

    \"Positioning<\/p>\n

    \"newlogo\"<\/p>\n

     <\/p>\n<\/div>\n<\/div>\n

    \n

    \"Proposal<\/p>\n

    On our campaign,\u00a0the kids are encouraged to participate in helping Mr. Rowntree\u2019s to locate Mr. Thief . In each bag of Rowntree\u2019s is placed a piece of paper each with a clue of the whereabouts of \u00a0\u201cMr. Thief\u201d. 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.<\/p>\n

    \"bg5\"<\/p>\n

    \"CONCURRENCE<\/p>\n

     <\/p>\n

    MARKET ENTRY STRATEGY:<\/p>\n

    The media elements for the promotion of the brand and the product will be viral:\u00a0\u00a0News paper advertising,\u00a0\u00a0Go cards,\u00a0\u00a0Flyers and\u00a0\u00a0Social networks.<\/p>\n

    \n

    MARATHON & TREASURE HUNT:<\/p>\n

    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\u2019s. They can upload pictures and leave comments on the pge as well.<\/p>\n

     <\/p>\n

    \"Flyer<\/p>\n

     <\/p>\n

    \"Flyers<\/p>\n<\/div>\n<\/div>\n

    <\/div>\n
    <\/div>\n
    The Marathon is targeted towards the kids who are a little older and more into competitive sports.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    TASKImagine that the well known and estabilished British confectionary company Rowntree, is going to launce a product into the Danish market:\u00a0PROBLEM FORMULATION: HOW TO CREATE A CAMPAIGN WEBSITE WHICH WILL CONTRIBUTE TO GET THE BRAND ESTABILISHED IN DENMARK?   BRIEF Rowntree\u2019s was initially estabilished in Britain in 1881 with it\u2019s first product Rowntree\u2019s fruit pastilles. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/pages\/616"}],"collection":[{"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=616"}],"version-history":[{"count":2,"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/pages\/616\/revisions"}],"predecessor-version":[{"id":618,"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=\/wp\/v2\/pages\/616\/revisions\/618"}],"wp:attachment":[{"href":"https:\/\/elenapecci.dk\/arte2\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=616"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}