The Trilogy of The6: Reaching our Destination
Chapter 8: About our destination
As the time passed and we were reaching closer to the final presentation, we had to choose our final and main client. A lot of well known brands came to our minds, such as Coca Cola and Apivita. But our final choice was Vivera as it perfectly matched our values. It’s a promising brand that recently joined the greek market, and offers alternative vegan products that stand for a more sustainable and healthy meat-free future. Except for the inspiration a company such as Vivera offers to us because of their environmentally friendly side, we also picked them as we were intrigued by the fact that they lacked promotion in the Greek market making us eager to change that, and establish it as the leading brand in its category.
Chapter 9:Miro as one of our main tools
Planning a complete marketing strategy plan is a vital process that needs to be done step by step and requires extensive research. Miro was a suggested platform by our professor Ms Tsakarestou that gave us the tools to form our plan by adding different elements to our perspective. First of all, we determined our Brand positioning to define what are Vivera’s products and what the company is trying to achieve through their work. Our second task was to conduct a research on our company’s competitors, compare their strengths and weaknesses with Vivera’s and find what makes our client’s products unique against theirs. Our next step was to present Vivera’s position statement based on our research, which included the category, their products that are plant based alternative vegan meats,their benefits that are both nutritious for humans and saving animals, the target customers who are people wanting to adapt into a healthier lifestyle and the proof of our words which is illustrated in the fact that it’s scientifically proven that if we stopped eating meat the emissions of C02 would be significantly reduced. Another element we added was to create two different personas that would represent the characteristics of Vivera’s clients : Dimitris who is 40 years old and is currently a meat consumer and wants to enrich his diet without sacrificing his culinary preferences and Mary who is 20 years old,vegan and looking for an alternative to tasteful plant based meat that will also help the environment.
After studying our Miro Board, we continued by creating a small brief with the main points that would prove to be helpful while designing our final presentation. Some of the things that it concluded additionally were the objectives of our campaign, the deliverables, the tone we would use and the personality of our advertisement, likes and dislikes of our client, the budget of our campaign and the milestones we would like to achieve during a certain timeline. We took time to truly look into our creative brief and try to find the best way possible to promote our client. So after a lot of consideration we started designing the final presentation of our campaign.
Chapter 10:The final presentation
As we started planning our campaign we had a lot of ideas. Some of them were more fitting than others, but we also had to take under consideration the given time. After some discussion we came to the conclusion that the best way to promote Vivera was by creating 5 posters, each one focusing on different strengths of the company that would be promoted through many advertising platforms. The promotional points of each poster are the arrival of the company in Greece, the variety of products, the fact that vegan food is against animal cruelty, the similarity based on looks of the vegan food with non vegan and lastly sustainability. We also made a small video highlighting the variety of Vivera’s products and the delicious meals one could make with them. Furthermore as an agency, we thought about advertising through promotional boards on public transportations and online through social media.
Our posters:
Our advertisement campaign:
With the contribution of everyone in the team, all these ideas became possible in a short amount of time.We gathered all this information into a powerpoint and we rehearsed our parts multiple times before the finale of all the campaigns.
Our social media:
Facebook:The6
Instagram:@the6.marketingag
Email:the6mktg@gmail.com
Tilda:http://the6marketingagencygr.tilda.ws/
Youtube: https://www.youtube.com/channel/UC3UtRysCvIjTx_jADh-8bPg
Our team:
- https://medium.com/@nikoschatziioannou
- https://medium.com/@michalissamartzis
- https://medium.com/@Lilazav
- https://georgiadoyk.medium.com/
- https://medium.com/@vasilina.mag
Professor: Ms Tsakarestou
