Mavea Experiential Marketing Campaign

Brent Gibson, Mark Spodar, Matthew Tse

Experiential Campaign GoalsTo educate the public on the importance of

hydration while emphasizing Mavea’s core values (Family and Active Lifestyle)

To establish top of mind awareness when it comes to water filter systems

To reach our target market by being involved in the community and attending large and small events that interest that group

To encourage people to be active and have a good time while staying hydrated during the summer

Experiential Campaign ObjectivesIncrease brand awareness among Ontario

GTA residentsObtain 5,000 impressions at each event Obtain 10,000 cumulative shares on all social

media platforms

Target MarketPrimary:Demographic: Ontario residents specifically young

families (ages 25-45) with childrenPsychographic: Young families who enjoy an

active lifestyle; health conscience; environmentally friendly by nature; middle to upper class

Behavioural:  Actively spends time at the gym weekly; busy schedule attending their children’s extracurricular activities; spends time outside during the summer months; attends community events

Target MarketTarget Market (Secondary):Demographic: Ontario residents specifically

Post-Secondary Students living on or around campus on their own

Psychographic: Post-Secondary Students whose parents help with purchasing kitchen necessities; environmentally friendly, cost efficient

Behavioural:  Active weekends and weeknights, attend social events and participate in sports/outdoor activities

Brand PositioningInsight: Health conscience young families who enjoy an

active lifestyleDiscriminator: Mavea produces great tasting water while

offering a superior filter ; Many colours to choose fromReason to Believe:  Mavea is a trusted brand with a

proven track records; easy to use while eco-friendly; produces great tasting water

Functional Benefit: I am able to get hundreds of great tasting glasses of clean water from the tap using one single filter

Emotional Benefit: I feel confident this product will filter my tap water safely and effectively for my entire family

Brand Positioning StatementTo young families living in Ontario

between the ages 28-45, Mavea should be your family’s number one choice in producing safe, great tasting drinkable tap water for your home because of its superior filtration system and proven track record, while remaining friendly on the environment   

Live Experimental ConceptOur concept is to bring a large water tank on a

truck that is Mavea branded to various sports events and festivals around Ontario and the GTA area in July

We will have brand ambassadors that will fill Mavea systems with water from the truck and refill the water bottles of people who pass by

These brand ambassadors will also educate the public on the importance of the filter and the importance of staying hydrated during the summer

Live Experimental ConceptThe brand ambassadors will inform people about the

text coupons that are available by texting a number to receive a discount for the product.

Pictures of the campaign will be taken and uploaded to Mavea’s Social Media platforms on an hourly basis to engage and invoke excitement with our target market

Passerby’s will have the opportunity to contribute a donation of at least $1 to The Clear Water Fund and in return will receive a Mavea Water Jug

We want to be able to engage the public through community events to ensure people have a safe and hydrated summer

Five W’sWho: People ages 25-45 who take are active, take care of

their bodies, and are conscious of the environmentWhat: A Mavea branded truck carrying a large water

tank which will be used to refill the water bottles of people at festivals and sporting events

Where: Various events around the GTA (Molson Indy, Carribana, Toronto Beer Festival, as well as local sports events)

When: July 1st -31st Why: To promote the brand to the target audience and to

increase awareness and educate the public on the product and he importance of hydration , especially during the summer months

Experiential Marketing Campaign: Social MediaGoal: To create awareness and educate the public about Mavea filtration system through Social Media platformsObjective: To obtain 50,000 online impressions throughout all social media platformsStrategy: To use all social media platforms to connect followers and gain new audience by using and utilize websites like Reddit to gain online traction and buzz for the product and campaign.Plan:Upload photo and video content to social media platformsReveal location of the truck on social media so followers can find usUse search engine optimization and social media ads to raise awareness of productLive hourly updates through social media during the events about the location of the truck and the experience that people are having with the campaign

Experiential Marketing Campaign: Public Relations

Goal: To convey familial and active living lifestyle values to the public

Objective: to be recognized by three different marketing publications or websites

Strategy: Keeping the public hydrated and remain active while promoting a fun and exciting atmosphere while portraying Mavea’s core values

Plan:Contact editors of publication and inform them about our

campaignGive away Mavea filters after receiving a donation towards the

Clean Water Fund

Experiential Marketing Campaign: Product Promotion

Goals: To entice the target audience to purchase the product through the text coupon campaign

Objectives: Implement 5,000 sales through text couponsStrategy: To prominently show and promote the coupon

during the live event and through the social media campaign

Plan: Announce coupons during the Experiential Marketing

CampaignPlace a notice about the offer in the descriptions of all

pictures and videos uploaded to social media platforms

BudgetExpenses Cost

Truck and Water Tank Rental

$15,500

Prizes $4,000

Brand Ambassadors $2,500

Operating Costs $12,000

Text Coupon Service $8,000

Search Engine Optimization and Online Ads

$8,000

Total $50,000

ROEReal Life Impressions: 25,000 bottles refilled

1,000 Mavea Containers given awayOnline Impressions: 50,000Coupons Redeemed: 40-50% (4000-5000

filters)

Event Logistics• Contact Truck and Water tank rental – May 1st • Design vinyl decals for truck and water tank – May 15th • Contact mobile marketing company for text coupons - May 15th • Post job postings for brand ambassadors – May 21st • Plan which events and locations will be visited – May 31st

• Contact event organizers and sport associations – June 1st • Detail routes and times for itinerary – June 5th • Invest in SEO and AdWords – June 8th • Hire and train brand ambassadors – June 15th • Rent speakers order decals – June 16th • Obtain truck and water tank and apply decals – June 28th • Receive prizes and promotional material – June 29th • Start campaign –July 1st

• Upload pictures and videos to social media – July 1st – July 31st

Finish campaign – July 31st Release video summarizing campaign – August 15th Debrief with Mavea – August 20th