CAFÉ NEO AWARENESS CAMPAIGNPresented by Desperadoes Communications

Café Neo is a Nigerian owned and run coffee shop with great ambience that serves high

quality gourmet coffee from Rwanda

ABOUT THE BRAND

Establish Cafe Neo as a regular stop for its Target audience by increasing awareness

and driving Traffic.

THE BRIEF

* Achieve 50% Traffic awareness among core target In 3 months

* Increase traffic to our shops by 25% in 3 months

* Establish brand loyalty

* Increase TOMA and make it a regular stop for its core target.

CAMPAIGN OBJECTIVES

CONSUMER INSIGHT

• Presently, the coffee shop is unpopular with the target audience as just a few have heard about it from social media but have never visited the shop.

• A large sect of our target audience would visit a coffee shop to hook up with friends, have a meeting, discuss a good book, network and of course do all that over free Wi-Fi!

COMPETITIVE ANALYSIS

ART CAFÉ BROWNS CAFE COLD STONE CREAMERY

These above listed franchise deal with a bit of everything and do not have a coffee culture therefore, Café Neo wins in this category.

PRODUCT PROPOSITIONPRODUCT ATTRIBUTES Affordable Luxury

Delicious and high quality coffee

Café Neo is youthful and vibrant coffee shop with a comfortable and artsy ambience.

PACKAGING

PRODUCT PROPOSITION

Providing luxury gourmet coffee at an affordable price.

EMOTIONAL BENEFIT

Its not just a coffee shop……………….

BRAND DNA

Brand EssenceTo enhance the Customers coffee

experience

Brand VisionTo provide affordable luxury to everyone, one

coffee cup at a time.

Target AudienceMale and female 18 – 45

(core 25-30)

TARGET AUDIENCE

Our primary target audience are male and female within the age range of (18- 45) with our core target at (25- 30). They are digital natives and always on their smartphones. They build an affinity

with brands that project sophistication and creativity.

Demographic Analysis

TARGET AUDIENCE - OVERVIEWThey are fashionable and up to date but aren't the trendy type that care for the latest craze. They are highly educated,

internationally exposed and open to new experiences.

Name Sandra Williams

Age 26

Marital Status Single

Occupation Brand manager

Interests Fashion, trends, news and information, entertainment

Media habits Social networking, blogs

• She has a great reading culture as she has been exposed internationally via books.

• She associates with brands that offer her quality, value & convenience

• She loves to network and meet new people

• She is sociable and digitally inclined.

• Recommendations from close colleagues, and her trusted social media influencers is equally important to her

• Price and quality of a brand are a major purchase driver for her

• She is spontaneous and open to new experiences

BULL’S EYE INSIGHT

CREATIVE CONSTRUCTI want a comfortable place where I can relax, have a sexy conversation, network and strike business deals.

Café Neo is a comfortable coffee shop with a serene, youthful and opportunity filled ambience

BIG IDEA

EVERY SIP IS AN AFFAIRBecause great relationships starts with a cup of coffee in the most unexpected ways

EXECUTION

EXECUTION PHASES

First three weeks of the campaign will

have a teaser running across digital channels

tagged #TheAffair. Influencers will be deployed to spark

conversation before finally revealing the

brand

TEASER

Video commercials centering on

the brand proposition will

be used to launch the campaign

Build advocacy, retain customers

and maintain talk-ability offline

LAUNCH WITH AWARENESS

CONVERT WITH SUSTAINANCE

DIGITAL MEDIA CHANNELS

CHANNEL ACTIVITY RATIONALETwitter • Display Ads

• Over 12 million Nigerian subscribers

Facebook • Social Ads• Community Engagement

3rd most visited website in Nigeria with over 11 million registered Nigerian users.

LinkedIn • Display Ads 9th most visited website in Nigeria with over 800,000 registered Nigerian users. Best for reaching SME owners and Business professionals

Linda Ikeji • Display Ads• EPR

12th most visited website in Nigeria with over 4 million monthly views

BBM • Display Ads Over 7 million Nigerian subscribers

YouTube • Video upload• Pre-roll ads

5th most visited website in Nigeria

DIGITAL MEDIA IDEAS

WEB BANNER AND POP-UP ADS

FACEBOOK ADS

Did you know that coffee is an anti-oxidant ?

TWITTER

What kind of feeling do you have when you take what is not yours? #TheAffair

You do know you deserve better right? #TheAffair

What time do you like it best? #TheAffair

How do you feel after it? Good? Relaxed? Fulfilling? #TheAffair

How do you like it? Smooth or on the rocks? #TheAffair

PICTURE MARKETING ADS

EXPERENTIAL IDEAS

EXPERENTIAL IDEAS

Social Experiential VideoCamera opens up on a BBM message. A man picks it and reads the text his buddy sent him

SOUND: Phone Chimes

Zoom in: Your Wife is having an affair and its serious o!

Guy: You’re joking! My babe is loyal jor!Buddy: Don’t believe me? I’ll take you there!

Cut to: Guy and his buddy pull up to café Neo. and sees his wife reading a book in the corner sipping on a frappuccino

Sound: “Gobe” by Davido playing in background.

Cut to: she raises her head, sights her Hubby and is shocked. Hubby seats next to her and says “Busted!”

Zoom in: the window where the Eiffel tower can be seen.

FVO: I’m sorry love! I just couldn't’t resist the blissful serene environment and the awesome coffee!

Announcer: At Café Neo, Every sip is an affair!

PRINT IDEAS

Coffee as strong as the strength of our FREE Wi-Fi!!!

OFFLINE ACTIVITIES

CAFÉ NEO WEEKLY ACTIVITIES

#FabulousFridays

#TableForTwo

Poetry/Book Club

CUSTOMER LOYALTY REWARDS

THANK YOU!!!