What we ’ ve been asked to do…

2. What we’ve been asked to do…

3. What we aim to do… 15% 50%

4. Brand Overview Premium Treat Modern Classy Sleek Recyclable Comforting Upscale British Careful Sourcing Sophisticated Luxury Healthy Quality Fresh Passion

5. Industry Research Standard tea is dominant. ABC1 25-34-year-olds 8/10 Adults in the UK are tea drinkers. Growing health and ethical consumers

6. Secondary Research Rise in herbal tea English breakfast teas seen as a comfort Green Tea increased 12.6% Lack of knowledge and awareness

7. Competition

8. Insights

9. One Women are more likely to drink tea, to relieve stress.

10. Two Mutual agreement that tea in a tea pot tastes best.

11. Three Me time drink

12. Four The young are more adventurous tea drinkers

13. Five Educated urbanites drink tea to relieve stress

14. Six Very few places make a good cup of tea.

15. 25-34 Year Olds Educated Urbanites

16. Primary Research We asked the target audience

17. Meet MattAffluent Urban Professional Business graduate Lives in Fulham Rents a city apartment with friends Single On trend Everyday Internet user Hard worker Goes gym regularly Shops in Waitrose Reads The Guardian

18. Meet Martin and JoanneWell off Professionals Couple Living together in a converted flat Cambridge High incomes: earning over £50,000 They love their credit cards Extensive Internet users Often go to the Theatre Regularly read The Times Eco friendly recyclers

19. Therefore… Always about: commuting/travelling Target market is stressed Enjoy ‘me’ time Drink tea at home To de-stress

20. Drink My Cup of Tea, to be stress free. Big Idea

21. Elephants Arrive

22. Elephant footprints in strange places

23. PR Stunt – Teepees for Tea Tasting 6 cities 6 weeks

24. Caption Competition

25. Prize and Follow Up

26. Implementation and Social Media Plan Weeks 41-43 Winner goes on a luxury holiday (sponsored by Traveller Magazine) to India with tea inspired events. They are given a camera and have to document the trip – official ambassadors for the brand Weeks 22-38 Caption Competition launched via Facebook. One photo chosen by the MCOT team. Captions can only be posted if you like the MCOT Page. Airport teepee’s and booths in the executive lounge Weeks 1-4 Post clues about the elephants coming on facebook. Send out press releases about elephants. Weeks 17-22 Analyse and issue press releases Winner of the caption competition used in the outdoor media campaign. Weeks 49+ Weeks 4-7 Weeks 8-17 Magazine print is distributed. Continue to measure the original objectives of the campaign. Use the fan base created over the duration of the campaign to leverage further sales. Big footprints- scanable to link to the facebook page – ‘The Elephants are coming’’ PR stunt- The Elephants are Coming. Everyweek for 6 weeks – London, Leeds, Nottingham, Cambridge, Edinburgh and Manchester Weeks 43-48 Photos are then used through Facebook to advertise MCOT. Partnership with Conde Nast Traveller Magazine. Give them an exclusive editorial about our competition winners tea themed holiday. Big red footprints with a small white MCOT logo and the bottom of the print.

27. Budget Footprints: £2,200 Red paint: £600 Foot print staff: £5,000 Tea/sales staff: £12,000 Online staff: £2,000 Actors including travel : £24,000 Red elephant costumes: £1,000 Teepee and accessories: £9,400 Billboards: £10,200 Flights: £2,850 Hotel: £3,130 Permits: £120,000 Agency Fees: £50,000 Social Media: Free Total: £242,380

28. Conclusion / Back to KPI’s Tea drinking being a personal experience for the consumer; communicating with the consumer on a level where they can identify with the brand. Our main focus is to position My Cup Of Tea as a drink used by educated urbanites to de-stress. We believe this campaign appeals to our target market on a interactive and engaging level and will therefore allow us to increase sales, awareness and brand ambassadors for My Cup Of Tea.

29. Thank You.