2015 Media Response

THE ROLE FOR PAID MEDIA

Awareness

Reactivate latent awareness from the last burst, and drive further awareness of TABFT against our target audience

Moments

Target attitudinally relevant moments to build a deeper association with beer and food

Quality N

ews: Medium

Mid Marke

t News:

Medium

Popular News:

Medium

London U

nderground: Heavy

London U

nderground: Medium

Poster E

xposu

re: Heavy

Poster E

xposu

re: Medium

Cinema: Heavy

Cinema: Medium

Commercial R

adio: Medium

Internet: Heavy

50

70

90

110

130

150

170

190

210

230

0

10

20

30

40

50

60

70

80

90

100

Reach Index

CINEMA, OOH, PRESS & INTERNET TO TARGET MEDIUM WINE DRINKERS

Source: TGI

BBA 2015 MEDIA PLAN

Estimated reach 82.39% @ 8.06 OTS against ABC1 Adults *Planning stage

Source: Touchpoints 5

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Channel Role for channel Estimated Delivery2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 36 37 38 39 41 42 43 44

5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26

Paid Social Support BAU activity (e.g. #BeerClub) 6.1m Impressions

                                                                                     

                                                                                     

                                                                                     

Paid Social Drive awareness of the Tesco promotion 4.3m Impressions

                                                                                     

                                                                                     

                                                                                     

Digital Display Provide a distinctive way to communicate at a local level close to point of purchase 150k messages

                                                                                     

                                                                                     

                                                                                     

Digital Display Support Tesco promotion through cost efficient

audience targeting (mobile) 3.1m Impressions

                                                                                     

                                                                                     

                                                                                     

TVTo provide a broad and emotive approach to

keeping the message there’s a beer for that ToM and salient

360 x 30" TVRs 1+@83.7%/ 3+@50.7/ 4.6 OTS

                                                                                     

                                                                                     

                                                                                     

VoD

To provide a broad and emotive approach to keeping the message there’s a beer for that ToM

and salient5.7m Impressions Booked/ 3.9m

Impressions Planned

                                                                                     

                                                                                     

                                                                                     

CinemaTo provide a broad and emotive approach to

keeping the message there’s a beer for that ToM and salient

6.4m Admissions

                                                                                     

                                                                                     

                                                                                     

OOH A reminder of beer’s suitability close to the point of purchase on & off-trade 8.53m Impacts

                                                                                     

                                                                                     

                                                                                     

PressDrive front of mind awareness of TABFT for PM

commuters - targeting food content where possible

TBC                                                                                     

                                                                                     

                                                                                     

Paid Social Support April/May BAU activity (e.g. #BeerClub) 4.5m Impressions                                                                                     

                                                                                     

                                                                                     

AV

• TV allows us to drive large scale reach to reactivate and drive awareness of TABFT

• Provide a broad and emotive approach to keeping the message there’s a beer for that ToM and salient

• Through programme selection we can drive coverage and frequency towards a more ABC1 audience and away from C2DE (takeout from TNS study)

Proposal

• 360 x 30” Equivalent 25-44 TVRs across June and July

• 5.7 impressions through VoD to drive incremental reach and coverage

• Estimated Reach & Frequency: 1+ @ 83.7%, 3+ @ 50.7%, 4.6 OTS

RATIONALE: AWARENESS

PLANNING TV AND VOD SIMULTANEOUSLY ADDS OVER 7% OF COVERAGE

Cinema

• Cinema delivers incremental reach of the TVC within an relaxed environment where the audience is fully engaged with the content – 6.4m admissions

• It allows us to target behavioural moments where our audience may be close to either going out for dinner afterwards, or heading home to cook a meal

• Our target audience are heavy cinema users (visit at least once a month) – 154.8 TGI index

Proposal

• Run a 9 week burst across June to August – key ‘blockbuster’ season

• Target alcohol-appropriate films

• 30” creative

• Cinema Admissions: 6.4m guaranteed

RATIONALE: AWARENESS

OOH

• Digital OOH allows us to drive a reminder of beer’s suitability close to the point of purchase on & off-trade

• We are able to drive this reminder using tactical placements within relevant environments, as well as targeting times where they may be more receptive – in this case the PM commute

• Our target audience are frequent users of national transport (London Underground – Heavy ) – 208 TGI index

Proposal

• Run a 4 week burst across August - September

• Run weekday PM commuter hours across the National Rail & London Underground

• ABC1 25-44: 8.54m impacts

RATIONALE: MOMENTS

National Rail Transvision Screens

National Rail D6s

PLANNING PRINCIPLES IN SEPTEMBER

Why are we not using TV in September?

• September is an expensive month (+30% vs June) which would limit our programming selection

• Additionally the weights we could afford with an equivalent spend would register as a ‘light’ TV campaign, restricting the incremental awareness we could generate

• By using a multiple media approach it allows to target new/additional people with the added bonus of being in more contextually relevant environments

• Option A plan: Estimated reach 82.39% @ 8.06 OTS• TV/VoD only plan: Estimated reach 77.54% @ 9 OTS

• We would still look to run the TVC via VOD in September to keep the ad and the broader message of TABFT out there, however we would look to be more attitudinally targeted than the first burst to more strongly associate with beer and food

PROPOSED KPIS

AV KPIs

• TVRs: 360 x 30” Equivalent TVRs • VoD Impressions: 5.7m • VoD CTR: 1% (Based upon Innovid Benchmarks: Food and Beverages

sector using interactive units)• VoD Dwell Time: 23 seconds (Based upon Innovid Benchmarks: Food and

Beverages sector using interactive units) • Estimated Reach & Frequency: 1+ @ 83.7%, 3+ @ 50.7%, 4.6 OTS

Cinema KPIs

• Admissions: 6.4m

OOH KPIs

• Impacts: 8.53m

Thank You